PURCHASING
ART FOR SPAS
5 Things to Keep in Mind
The Spa at Pinehurst, Pinehurst, North Carolina
spa environment. As an additional benefit, the gallery or artist
is normally responsible for the expenses to provide, install
and manage the art. “Set up a win-win partnership that serves
both the spa and gallery,” he says.
The Spa at Pinehurst in Pinehurst, North Carolina, also
incorporates art in its spa, and not just as a gallery item, but
also in its services.
Last year, the spa designed and introduced the
“Contemplative Sand Painting” activity for guests, which
allows participants to create their own sand art to foster a
sense of play and connectedness to nature, a unique experience that incorporates inexpensive materials.
Art can also be a way to connect and bond with the team.
“The most fun we have with art is creating it ourselves!”
Birchby says. “We’re setting up a dedicated portion in one of
our warehouse spaces to become a studio for everyone to use.
Creating in a group atmosphere has always been special for me
and is one of the reasons why I enjoy COOLA so much.” n
Tips to Get You Started
MICHAEL TOMPKINS, CEO of Hilton Health Head in South Carolina,
has successfully leveraged art as an additional revenue stream for
the spa. He offers three valuable tips to help you get started:
1. Get to know a gallery owner who represents artists whose
work you like. Offer to sell the art pieces on consignment in
your spa.
2. Negotiate but be fair when it comes to commission rates.
Remember, you’re getting free use of the art which enhances
the beauty of your space.
3. Be a partner with the gallery. Offer signage that highlights the
pieces and helps to promote your gallery partner. Be proactive
to market and sell the art works because, when a sold piece
gets replaced, you can greatly benefit from new art displays
that help keep your spa looking fresh.
According to Tuska LLC Legacy Director Seth
Tuska, carefully chosen art will
support the mission of any
spa. “It will inspire your
clients to embrace the
importance of their personal health and
wellness, provide a catalyst for thoughtful
contemplation, create
atmosphere and elevate the
spirit,” he says.
1. Choose an interior designer to help you with
the aesthetics of your spa. Find a qualified art
consultant. They will direct you to the specific
art that will support your vision and mission.
2. Art is an investment that increases the value
of the perceived experience a client will
have. Value and budget the
investment.
3. Choose a mixture of art
media: paintings, drawings,
mixed, sculpture, functional
art, ceramics, relief, wood,
metals or glass. This
diversity will increase the
richness of the spa
experience.
4. Do not leave the
selection of art until
the end. You may miss
the potential impact
that lighting and
space have upon
the art.
5. Art should be chosen
and placed in unlikely
and unexpected
ways, almost like a
treasure hunt as part
of the spa experience.
Art should be seen
going in and
coming out of
a spa.
March/April 2015
n
PULSE 45