“We want to move away from the old
days of being a stand-alone spa in a
big building and really become one
big integrated resort spa experience.”
— aMber fournIer, SPA DIRECToR, bEAvER RUN SPA RESoRT AND CoNFERENCE CENTER, bRECKINIRIDGE, CoLoRADo
materials, to reinforce their brand
message. The team at The Spa then
began developing promotions within
their resort as an incentive to drive both
vacationers and conference attendees to
their spa.
“We are continuing to partner with
the Beaver Run marketing team to
implement cross-promotional
campaigns, which not only benefits
both The Spa and the resort, but
continues driving a message to clients
and guests that Beaver Run is in fact a
spa resort,” Fournier adds.
To attract guests, The Spa offers an
incentives program – resort guests and
conference attendees are handed a
postcard at check-in highlighting the
details of their recent ownership and
new management changes, and how
those changes will improve their
experience at Beaver Run. The postcard
is also comprised of a special offer for a
US$75 one-hour massage paired with a
free foot scrub and complimentary glass
of wine. In addition, they are promoting
the same new management messaging
and spa offer through email marketing
and social media channels with
additional offers and promotions upon
sign-up.
On the social media front, The Spa at
Beaver Run has an exciting new
Facebook page. When people like the
page, they get first access to exclusive
offers and promotions. One of the
benefits of being under the Beaver Run
umbrella is the ability to leverage promo-
tional opportunities across a variety of
social media channels.
“Our Facebook page is great for
targeting a specific audience,” says
Fournier. “We now have the capacity to
reach a much larger base across all of
our resort and food and beverage
channels, giving us the ability to capture
vacationers or restaurant patrons who
otherwise might not have known about
us or our special offers.”
Personalizing the spa experience
Another way Fournier hopes to make
The Spa at Beaver Run stand out is to
personalize each guests’ experience.
December 2017
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