Boardwalk Empire

 

As the inspiration for the board game Monopoly, the setting for the HBO series Boardwalk Empire, and former home of the Miss America competition, Atlantic City, NJ, is an East Coast version of Las Vegas known for more than just its bustling casinos. Perhaps Atlantic City’s biggest attraction is its famous boardwalk, which is not only the first boardwalk in the U.S., but also the longest in the world. Spanning six miles, it features hotels, shops, casinos, beach bars, and several piers. With so much to do on the boardwalk and inside the casinos, guests are sure to enjoy a relaxing retreat in the new Bask by Exhale at Revel, Atlantic City’s newest boardwalk hotel.

The 35,000-square-foot spa offers exclusive Exhale-developed therapies, including its sought-after hydrating facials, therapeutic massages, and effective body-slimming services. Detoxifying and healing sessions with acupuncture and body scrubs are also on the menu. The hotel chose to partner with Exhale because of the brand’s ability to positively influence the economics of its partners through retreats, classes, and programs that attract the local clientele and drive incremental occupancy and length of stay, according to Annbeth Eschbach, founder and CEO of Exhale. “The company has produced dozens of proprietary wellbeing programs that span spa and healing therapies, yoga and proprietary core classes and retreats, fitness and nutrition, as well as a robust wellbeing boutique,” she says.

Bask is designed to encourage detoxification, relaxation, and socialization. While the spa is similar to other Exhale locations in regards to its menu of spa therapies and fitness offerings, it sets itself apart with an expansive 3,000-square-foot co-ed bathhouse, which features a salt grotto to help balance the body and reduce inflammation, and a heated mineral water hammam. “Guests can immerse themselves in the elements by breathing in the dry air of the salt grotto, sinking into the heated mineral pools, purifying in the steam rooms, or hydrating at the bathhouse bar,” says Eschbach. Guests can also receive services inside the bathhouse, including the Bathhouse Detox Therapy ($150, 60 minutes), which includes a head-to-toe wash of warm water to soften skin, increase perspiration, and stimulate detoxification, followed by a two-step exfoliation and a rinse with soothing, cooling water.

Massage and facials are the most requested services at the spa, such as the Power Facial ($225, 60 minutes), which hydrates skin and exfoliates it to reveal a brighter complexion, and the Flow Massage ($165, 60 minutes; $215, 90 minutes), which uses a blend of pressure points and lymphatic drainage to relieve tension and detoxify. “What’s great about the Power Facial is that it allows us to address multiple concerns,” says Laura Benge, national spa director at Exhale. “Guests never have just one skincare concern. It’s always breakouts plus fine lines or pigmentation plus dehydration.” 

The menu of services was created to help guests rebalance and revitalize their minds, bodies, and souls. In addition to results-oriented spa therapies, the spa offers fitness classes in the neighboring fitness studio, which complement the spa treatments. “We are an urban oasis that promotes healthy living and pampering,” says Benge. “At Exhale, it is a way of life. You can’t work out once a year and expect to be healthier, and you can’t get a facial once a year and expect to have beautiful skin.”

Exhale is known for its acclaimed Core Fusion and yoga classes, which are just two options available at the Revel location. Guests can also opt for the three-day bootcamp, core transformation retreats, or SurfSet, which is a device that mimics the instability of a surfboard. Located in the fitness studio, this workout focuses on balance, agility, core strength, and aerobic conditioning.

Many of the wellbeing programs and experiences at Bask are designed to be group programs, such as retreats, classes, workshops, and parties. These programs can take place anywhere from poolside or beachfront to the boardwalk or on the roof deck. “This translates into limitless capacity and infuses life throughout the resort and delivers a truly integrated wellbeing program in a resort setting,” says Eschbach.

According to Eschbach, Exhale has a robust retail business that is expected to be a significant revenue segment at Bask. This is attributed to the fact that the Exhale retail area extends far beyond offering just traditional spa products. “Exhale’s wellbeing boutique consists of healing gifts, skin and body products, and yoga and fitness apparel,” she says. “All of the products must meet the brand criteria: to support the brand promise for improved wellbeing and transformation.”

With that said, Bask carries the five skincare lines that are available at all Exhale locations: 302, Actifirm, iS CLINICAL, Sircuit Cosmeceuticals, and Tata Harper. “We are staying consistent, because these products for both facials and homecare are results-oriented with a focus on natural, organic, and quality ingredients,” says Benge.

To accommodate the approximately 375 guests per day, Bask has a total of 150 team members with a wide range of specialties to serve the spa’s diverse clientele, which includes businesspeople, high rollers, and spa lovers, as well as locals who visit for relaxation and fitness classes. “The great thing about Bask by Exhale is that we have something for everyone—from our relaxing spa therapies to our invigorating Core Fusion classes,” says Benge. “Bask integrates spa, fitness, and healing into one spa visit. Combined with our relaxing bathhouse and outdoor class setting overlooking the beach, guests experience spa as they never expected.” 

 

 

CEO and founder of Exhale: Annbeth Eschbach

Spa Director: Cary Zdenek  

Opened: April 2012

 

CLIENT BASE

55% female, 45% male

 

SPACE

35,000 square feet

 

OFFERINGS

acupuncture, aromatherapy, body treatments, couples’ treatments, cupping, energy work, eyelash and brow tinting, eyelash extensions, facials, fitness, hammam, LED therapy, massage, outdoor treatments, prenatal services, reflexology, waxing, yoga

 

SIGNATURE SERVICE

Bathhouse Detox Therapy ($150, 60 minutes)

 

PRODUCT LINES

302, Actifirm, iS CLINICAL, Sircuit Cosmeceuticals, Tata Harper

 

EQUIPMENT

Comphy Co., GramercyOne, LifeFitness, Oakworks, RipSurfer X

 

ARCHITECT

BLT (Philadelphia)

 

INTERIOR DESIGNER

ICRAVE (New York, NY)

 

 

 

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