Pulse May 2017 - Page 23

The Oxygen Room at Remède Spa is a favorite for guests to unwind. offers regular training for every department. “It’s important to continue to develop emotional intelligence for both our front desk agents as well as all our supervisors. We also conduct retail knowledge training at the start of every season, as well as some type of massage training every season, ranging from body mechanics and reflexology to reiki,” says Steele. She likes to keep things interesting by allowing her team to decide what types of training they need. This keeps the staff both engaged and empowered. Marketing Solutions Because Aspen is such a small resort town and tends to slump in the spring and fall, Steele has to be creative about where she spends her marketing efforts. In Aspen, the busy season is extremely busy. Aspen’s general population of around 6,600 often soars to a whopping 27,000 on any given day during the summer and winter months. It’s important for Steele to get the word out to potential clients about all the spa’s offerings during this peak time. “Our biggest challenge is effectively communicating all our offerings during our busy season. To do this, we create a winter and summer guide. This allows us to present all the information to resort and town guests in one handy guide.” The St. Regis Aspen Resort also uses Facebook and Instagram as a way of promoting the property and communi- cating with potential clients. It’s a great way to show the latest menu additions and keep Remède Spa at the forefront of the guests’ mind. Meeting Guests’ Expectations Because Remède Spa at the St. Regis Aspen has a dynamic clientele, Steele aims to stay on the forefront of their expectations. Lately, she has seen a demand for wellness outside the treatment room. To meet this demand, the spa offers Full Moon Yoga and Kundalini once a month. Steele has also recently implemented a Mala Experience that has been met with great enthusiasm from both new and returning guests. “I was looking for a way to provide healing to spa guests outside of our treatment rooms and into nature,” she says. “It was my belief that creating a full experience incorporating the outdoor beauty of Aspen would offer our guests an unexpected and multi-sensory adventure that also induces a deeper sense of relaxation.” The Mala Experience is in partnership with progressive yogini, spiritual guide and founder of Seeds of Remembrance, Alexa Webster, and has been created to fulfill the mind, body, and soul through connection, self-awareness, and the lifestyle practices to live with energy and joy. “The mala necklaces are one-of-a- kind pieces that allow our guests to set intentions for every aspect of their lives. Through Alexa’s guidance and qigong meditation, we are able to empower guests with a deeper sense of being, healing and presence in the moment.” ABOUT THE SPA Facilities/amenities: Oxygen lounge, steam caves, cold plunges, hot tubs, fitness center and confluence waterfall Percentage of guests (male vs. female): 40% male vs. 60% female Number of full-time spa staff: 55 Product lines used: Zents Body Care, ESPA International (US) Ltd., Remède, Natura Bissé International, Most used marketing channel: Local newspaper, Instagram and Facebook Address: 315 East Dean Street Aspen, Colorado 81611 Website: stregisaspen.com Phone Number: 1.970.920.3300 Facebook: facebook.com/stregisaspen Instagram: stregisaspen May 2017 ■ PULSE 21