MeMber PersPectIves
b y a s H l e y a lt
The Spa at Beaver Run
Bringing Spa Ownership Back In-House
uring a time when the
trend has been to
outsource resort spa
operations to outside
management firms,
Beaver Run Spa Resort & Conference
Center has decided to bring all spa
ownership and operations in-house for
the first time in 20 years.
Set in a beautiful location at the foot
of the famed Breckinridge ski slopes,
Beaver Run Resort hopes that taking
control of the spa’s operations will brand
the resort as one cohesive unit and
allow better opportunities for future
growth.
The Spa at Beaver Run’s Spa Director,
Amber Fournier, is passionate about
transitioning the spa from a simple
resort amenity to a destination and
D
attraction that elevates Beaver Run
Resort to one of the most premier resort
and conference centers in the area.
“Now that The Spa at Beaver Run is
officially under the ownership of Beaver
Run Resort, one of our biggest goals is
rebranding The Spa so that people
understand we are part of the Beaver
Run family,” notes Fournier. That
rebranding strategy is taking some major
effort, but after attending her first ISPA
Conference & Expo in October, Fournier
feels she is more than prepared for the
challenge.
Marketing efforts & social Media
strategies
After being under the ownership and
management of another company for 20
years, it has taken some effort to
completely rebrand and reopen the spa,
especially on the marketing front.
Fournier wants loyal and repeat guests to
feel comfortable with the change, while
also using the Beaver Run name to
attract new guests to the spa.
“We want to develop our marketing
and social media efforts together with
the resort, so they exist cohesively under
one umbrella. After years of being
independently owned, this presents
some challenges,” she continues. “We
want to move away from the old days of
being a stand-alone spa in a big building
and really become one integrated resort
spa experience.”
Fournier said their first initiative to
overcome these challenges was to
develop consistency across all marketing
efforts, from digital assets to printed
fall in the mountains is stunningly picturesque and beaver run capitalizes on that by creating treatments that match the season.
22
PULSE
■
December 2017