Education Is A Vital Component Of Any Spa operation. Your therapists and estheticians are more likely to exceed expectations when they know the latest products and treatments. Those in charge of your spa's day-to-day operations perform better when they stay up to speed on business trends. As the spa owner, director, or decision maker, you can guide your spa toward increased business and a stellar reputation in your community with effective management classes. At all levels of operation, education is imperative to a spa's success.
That's why I'm proud to present the first-ever American Spa Education Supplement, which is included with this month's issue. We've joined forces with leaders in the spa and skincare industries to provide you with their education philosophies, classroom schedules, and more in this exciting and handy guide. In addition to mailing with this issue, the supplement will be available at all of the major industry trade shows this year. We want to share our commitment to education and stress its importance year-round.
A great time to focus on education is during the upcoming American Spa Expo, April 30 to May 2 in New York City at the Jacob Javits Convention Center. The show's organizers have compiled an impressive array of educators and speakers in three exciting tracks: Medical Spa Development, Day Spa Basics, and Luxury Resort Spa.
Some highlights of the medical classes include a session from American Spa columnist Peggy Wynne Borgman on "How to Evaluate the Medical Spa Opportunity: First Steps to Getting Started." (See her column this month on how to avoid common management mistakes in your spa.) Also on tap are classes on medical spa development, success stories from some of the country's top medical spas, and a session on setting up an effective retail program at your medical spa. During the Day Spa Basics classes, you can hear from even more American Spa columnists, including Nancy Griffin and Lisa Starr, as well as several industry leaders on such topics as attracting minority business, brand building, creating a profitable spa operation in the salon, human resource management and employment law, marketing, and more. American Spa editor-in-chief Julie Keller will be moderating a session with decision makers from some of New York City's top spas, so be sure to come by and take notes. Columnist Peter Anderson (see this month's Problem Solvers) is one of many excellent speakers for the Luxury Resort Spa classes, which are a wonderful place for those in the resort spa business to learn some lessons from owners, spa directors, and decision makers at some of the most prestigious resorts in the world.
Additionally, EstheticsAmerica and CIDESCO will present a two-day conference alongside the show from April 30 to May 1. For more information on all of these incredible upcoming education opportunities, turn to page 123 of this issue or visit www.americanspaexpo.com.
You can be assured that I plan to practice what I preach. I'll be moderating a session on Optimizing Vendor Relations on Monday, May 1 at 3 P.M. I also plan on attending many of the sessions to learn as much as I can about this wonderful industry. I look forward to seeing you all there!