Pulse December 2017 - Page 24

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