American Spa Expo, April 17-29 2005
American Spa Expo at the Javits Center in New York City, April 17-19, 2005, will feature a cutting-edge conference agenda at its first-annual business development conference. The American Spa Expo is the premier marketplace for exhibitors of skincare, body care, makeup/cosmetics, spa services and equipment. It is is co-located with the International Beauty Show, the largest and longest running professional beauty show in the world.

SpaTrade's Nancy Griffin worked with the American Spa team to put together lectues and panels in threee 'pathways'--Spa Development, Spa Management, and Medical Spas. 'Based on information from SpaTrade's survey to our 10,000 members, we chose the topics in each category that really address spa operators' issues.' Here is a sampling of the top-notch educational workshops offered on Tuesday April 19th:

Development Path
More Than One: How to Plan and Develop Multiple Day Spa Operations
Bruce Schoenberg, CEO Oasis Day Spas

Making the jump from one to two locations is serious business—Here's an expert to share the ups and downs of expanding to multiple properties. Learn the best way to choose your next location, secure financing, and deal with permitting issues. Schoenberg will give you the tools to put development and operations plans in place to grow without hurting your core business.

Bruce Shoenberg is CEO of Oasis Day Spas, based in New York City. Oasis recently opened its third location in JFK's Jet Blue Terminal

Management Path
Retail Sales Strategies: A Five-Point System to Beef Up Your Business
Sharilyn Abbajay , Principal, Abbajay & Associates

Retail sales is the lifeblood of a spa. Learn how to pump up your retail sales from day spa pioneer Sharilyn Abbajay. This experienced spa operator will share five-point system for planning and implementing a retail program in your spa:

Step 1. Define a Retail Philosophy
Step 2. Choose Your Product Assortment and Categories
Step 3. Develop a Product Education and Staffing System
Step 4. Design a Retail Shopping Environment
Step 5. Expand into E-commerce & Home Care Programs

Whatever your step on the retail sales path, you will gain invaluable knowledge from Sharilyn Abbajay, former Executive for Gillette and past Senior Vice President of Operations for Elizabeth Arden. Committed to furthering education in the spa industry, Abbajay is Vice Chair of the International Spa Association.

Medical Spa Path
Newest Innovations in Medical Esthetics

David J. Goldberg, M.D., J.D, Clinical Professor of Dermatology, Director, Laser Research and Mohs
Al W. Metcalf, President & CEO, Bella Products, Inc.
Mark J. Tager, M.D, Vice President, Marketing and Sales Reliant Technologies, Inc.
Neal B. Schultz, M.D.
Moderator, Cheryl Whitman, CEO, Beautiful Forever Medical Spa Consulting

Confused over all the new types of medical spa equipment on the market? If you want to become educated about medical spa equipment, but are frustrated with all of the company hype and claims, you're not alone. Our panel of physicians and equipment experts will educate you on the latest technology available in the industry, from lasers, to microdermabrasion and beyond. Whether you have a medical spa, want to open one, or just want to become more versed in medical spa equipment, this session is for you.

About American Spa Expo

The American Spa Expo is presented by American Spa magazine and produced by Advanstar Communications, Inc. Based in New York, NY, Advanstar Communications Inc. ( is a worldwide business information company serving specialized markets with high quality information resources and integrated marketing solutions. Advanstar has 100 business magazines and directories, 72 tradeshows and conferences, numerous Web sites, and a wide range of print and electronic direct marketing, database and reference products and services. Advanstar serves targeted market sectors in the automotive, beauty, e-learning, call center, digital media, entertainment/ marketing, healthcare, fashion & apparel, pharmaceuticals, powersports, science, telecommunications and travel/ hospitality industries. The Company has roughly 1,400 employees and currently operates from multiple offices in North America, Latin America, Europe and Asia.

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