You Asked, We Answered
In August, We Asked You For Some Feedback on our magazine and were thrilled with the results. Thank you for the creative and constructive suggestions—we appreciate your input. Rose Martinez, marketing director for Athena Spa in New York City, told me she thinks American Spa "is a good educational tool for owners, spa directors, marketing directors, and staff members [that] helped me develop my knowledge of the spa industry." I was so pleased to hear that we are helping you run your business better.
Rose also offered a few suggestions. Namely, she requested more articles on what other spas are doing to boost business, and she shared an exciting story about Athena. (For more on the spa, see "Big City Igloo"). "We recently held a fantastic corporate event. The spa rented out the space for the entire day for an exciting presentation of a product. Almost one hundred invitees came to the event and received spa treatments. The partnership brought in new clients, earnings, and media coverage."
Rose isn't the only one who wants more tactics from the trenches. I'm often approached by members of the industry who are looking for creative and effective ideas to build their businesses. You'll be happy to know that we've listened to your requests and have introduced a new column to the magazine. "From the Field," provides input from spa directors around the country on effective business, sales, and marketing strategies. This month, we focused on gift certificates and asked successful spa directors what they do to get the most out of them. Check out their answers—I'm sure you will pick up some great ideas for your spa.
I'd also like to thank you for your overwhelming participation in American Spa's first-annual Professional's Choice Awards. Our website and trade show poll locations were flooded with responses, and our editors are hard at work compiling the results. Look for the winners in an upcoming issue, and find out who and what your peers think are the industry's best experts, products, spas, treatments, and more.
Thanks again for your participation in our magazine, and keep the feedback coming. I look forward to hearing from you.