CHRIS BIRCHBY • Founder and CEO • COOLA Suncare
Oceanside, California
that are not readily seen in typical art venues,” Gebhardt says.
He suggests investing in all aspects of art—from planning
to installation. “For most spa designs, art is an afterthought
and a leftover budget purchase,” he says. “This is a huge
mistake! A great art installation in your spa tells your guests
you value and have invested in their experience. The spa environment should be designed to relax and entertain guests as
they escape into the tranquil environment—don’t leave out
the visual component!”
One reason why spas shouldn’t have art as an after-thought
is because of its revenue potential. “This is a lucrative proposition for the spa as they can receive substantial commissions for
art that simply hangs on existing walls,” Gebhardt says. “There
are little or no costs for a spa to set up an art installation or
exhibit with the possibility of generating thousands of dollars in
additional revenue.”
For instance, despite the fact that the art display at the Spas
at French Lick Resort was originally designed as a show exhibit,
persistent purchase inquiries transformed the spa gallery into a
sales opportunity.
Careful planning, attention to detail and a focus on pieces
that would provide guests with a unique experience guided
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the art exhibit at the Spas at French Lick Resort. “It’s a wellmanaged rotating ‘art exhibit’ with the purpose of enhancing
the guest spa experience,” he says. “A brand-positive event,
the art exhibit now draws guests who look forward to experiencing original art pieces typically not seen unless they attend
one of the biggest world art events and shows. Spa patrons
enjoy returning and are eager to see new pieces as art rotates
in the exhibit.”
Tap the Professionals
For spas or businesses wanting to incorporate art into their
space, Gebhardt stresses the importance of tapping professional expertise.
“An art installation should only be done professionally,” he
says. “Unprofessionally installed art will look amateurish and
may insult your patrons. Proper selection, hanging and placement need careful attention and execution. Team up with a
gallery or artist you feel reflects the image that compliments
your spa’s brand.”
Gebhardt suggests the best way for spas to enter into a
partnership with artists is to team up with a gallery, which
allows artists to more easily provide work to complement the