Tenant Profile
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Address:
New York, NY -
CATEGORY:
Spa & Beauty
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PRODUCTS AND SERVICES:
Spa Week's main focus is the Fall and Spring Events in which spa's across the country offer services for $50.
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HISTORY:
Interview with Spa Week
May 28 2009
Cheryl Reid, President & CEO
/>Cheryl@spaweekmedia.com
www.spaweek.com
+2123528098
Q: What is the history of Spa Week, how did you get started?
A: Spa Week started out in 2003 as a public relations and media company for spas.
The biggest concern for day spas was; how can I bring more people to my spa? While Cheryl was attending a Restaurant Week event and reflecting on the masses of people that attended, the Spa Week idea hit her- why not apply this concept to the spa world? She created an event in which, twice a year for one week each; one in the spring and one in the fall, spas would offer two or three full service treatments for only $50 each. This promotion was an instant success for participating spas and had the net effect of dramatically expanding their customer base. Within 24 hours the initial 12 participating spas were completely booked. The idea was so popular that Cheryl had to sign-on another 13 spas, and ended up with 25 participants for the first Spa Week event in October 2004. The event has gained popularity and the company has grown at a phenomenal rate over the past 5 years. Spa Week now includes over 700 spas across North America and enjoys an opt-in customer base of over 830,000 viewers.
Q: What services does Spa Week provide? What is your niche within the industry?
A: Spa Week's main focus is the Fall and Spring Events in which spa's across the country offer services for $50. It has been so successful that participating spas’ business increases during the Event an average of 70%. Over the years, the company has morphed into a 365 day-a-year lifestyle platform. Spa Week Media works with numerous corporate partners to provide a wealth of information on health and wellness, and also host numerous give-away's throughout the year. The prize for their current contest is a free Hawaiian honeymoon, made possible by the Company’s partnership with The Wedding Channel.
Q: Who is your target market?
A: Mostly females, but about 25% of their 830,000 opt-in consumers are in fact men. Age ranges from 25-65 with an average annual household income of $100,000+, and college educated. They tend to travel both domestically and internationally, and in general, the Spa Week customer is your every day person looking for a great deal. This incredibly broad demographic leads to natural compatibility with so many industries, and leads to many business opportunities.
Q: How does Spa Week promote its services?
A: Spa Week delivers a major advertising campaign leading up to each Event and keeps customers connected throughout the year by emailing updates on a weekly basis, sometimes more. Though the biannual event is the hub of activity, Spa Week hosts numerous promotions and monthly give-aways, which maintains a level of year-round consumer interest. Each event results in an average increase of 100,000 names added to their database, and they have found that online communication is the most efficient method of keeping in contact with such a vast amount of people. They are in partnership with, among many impressive names, Allure Magazine, which runs advertorials about three times per year. They also have extensive promotional sponsorship packages that tie in to the actual event.
Q: Where do you see Spa Week going in the next few years?
A: Spa Week Media intends to have a Spa Week Event in every city in North America with a large proliferation a day spas. After that, they intend to take their concept to an international level.
Q: What are you working on right now, any new projects or developments?
A: Spa Week can not disclose any information right now, but they anticipate two major collaborations in the near future will have industry changing implications.
Q: How as the economy affected Spa Week?
A: Perhaps unexpectedly, the economic downturn has spurred a 15% increase in business! Surprising, but when considered carefully, it is perfectly logical. People are not traveling as much, and therefore feel that it's okay to treat them selves at home. Their consumer is always looking for a great deal, and in times like these, they are more than happy to purchase a luxury service at a bargain price. Most significant is the simple fact that people are stressed about the Country’s financial situation. Thanks to Cheryl’s efforts in changing the perception of a spa from being a wealthy thing to a healthy thing, more and more people are turning to spas to relieve this stress.
Q: What is your inspiration for entering the spa world?
A: Cheryl has always wanted to break down the barrier that stops many people from visiting spas; she wanted to spread the word that spa-ing can be healthy and affordable! In the not so distant past, spas have been viewed as an elitist activity, and it is one of Spa Week’s primary goals to change this perception. Thankfully, their efforts are working, for an average 35% of customers who visit during Spa Week have gone back again afterwards. She tells a story of a woman undergoing chemotherapy who had a drastic turnaround once she started attending a spa regularly.
Q: Does Spa Week have any existing relationships with other Dezer tenants?
A: Not currently, but they are always open to developing new relationships and are excited about this additional network and the potential business opportunity discussions that will go along with it!
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