Destination Beauty

Adam Broderick Salon & Spa (Ridgefield, CT) After gaining early success as a colorist in New York City, Adam Broderick went on to open Adam Broderick Salon & Spa (Ridgefield, CT) in 1992. He later opened another location in Southbury in 2006. Recently, the 12,000-square-foot flagship space in Ridgefield experienced a makeover, which introduced a crisp color palette of platinum, chocolate brown, and chartreuse accents for contrast. The popular beauty destination also debuted the AB Nail Bar, which serves double duty as a space for parties, and the Now Bar, where guests can enjoy manicures, demonstrations, or meet with a personal beauty shopper. The AB Boutique also benefitted from a new area for the popular Five-Minute Face makeup application and a variety of lash and brow services, including the new No Reservation Brow Concept, which features tweezing services only. “My vision was to create an amenity-rich, tech-savvy space with beautiful lighting, as well as visually pleasing aspirational comfort,” says Broderick. With that in mind, the space was updated with a new tablet check-in system, strategically located charging stations, high-speed Wi-Fi, a digital video wall, and complimentary amenities, such as wine and freshly brewed Starbucks coffee. Here, Broderick shares how he keeps demand growing for his spa’s offerings.Adam Broderick

How has Adam Broderick Salon & Spa continued to succeed over the years?

A. We strive to stay relevant with our service offerings by focusing on results-oriented treatments. We also rely on three-series marketing, which offers a discount for our treatment series or some other type of incentive. Both help attract new clients and encourage frequent visits.

Why do you think the business has been able to succeed where others have failed?

A. We have a multidimensional client offering with our retail boutique that features several prestige skincare lines as well as a space that works well for parties and groups. Both are essential to new client acquisition. This is in addition to our salon traffic that serves as a conversion base to create spa traffic.

What prompted the recent renovation and what did it involve?

A. Keeping a service business relevant includes refreshing the facility and vision in ways that appeal to clients. In addition to a new color palette, we brought in new pedicure stations and added additional soundproofing to our treatment rooms. We also introduced a state-of-the-art private sunless tanning experience.

What have been some of the greatest challenges you’ve experienced operating the spa throughout the years?

A. One of the biggest changes was the evolution away from the day of beauty to more frequent spa visits, with anti-aging treatments and relaxation in equal demand. Increased competition is also a challenge, one that everyone in the industry has experienced.

How do you attract new and repeat clients and encourage them to visit?

A. We rely on internal conversion techniques from our busy salon. We entice salon clients into becoming spa clients with reward-priced luxury facials for first-time visitors. We also rely on our vendor partners to market events with express facials and gift-with-purchase offerings. And while many spas in the Northeast have launched membership plans offering better prices for a monthly commitment, we offer competitively priced massage and facial series to encourage frequent visits instead of membership marketing.

How do you use digital marketing and social media to boost business?

A. We periodically send email blasts to all of our clients for value-added or reward-priced spa treatments in addition to the three-series marketing. Social media is used to promote the overall brand and specific new services and products.

How do you keep your menu fresh and enticing?

A. We study client consumption trends and keep abreast of technology and products that can be marketed to clients.

What plans do you have for the future?

A. We have a very stable business with a high quality of service delivery, and our plans include modest year-on-year growth by maintaining a relationship with clients that allows us to learn and evolve as their needs change.