Pulse May 2019 - Page 30

memBer PersPectives (CONTINUED FROM PAGE 26) like the Biltmore hotel, Sowers sees these events as a benefit to both customers and staff: “We’ve partnered with Eminence, farmhouse fresh and inika organic, who have provided training for our staff and demonstrations for our members.” ideas for the events are sourced from monthly brainstorming meetings with staff, but Sowers also turns to outside inspiration, such as magazines, industry trends and feedback directly from guests. “all of our events have an impact on our bottom line,” says Sowers. “clients are able to bring guests to the events, and we’ve seen an increase in bookings from both the participants and the guests.” Sowers has also seen an increase in spa memberships, which is part of the intent behind hosting the events. Beyond the Bottom line of course, there are benefits to hosting events that go beyond an easily measurable dollar amount. Special events are a great way to present a spa as a thought-leader for wellness in its community, according to Sowers at fusions Spa. Likewise, Prescott states that she wants people to fusions spa & Wellness hosts a variety of events to drive membership growth. 28 PULSE ■ MAY 2019 “think of the Biltmore as their wellness source,” and that the events are the primary way to demonstrate that. Prescott cites greater brand awareness as another motivator behind the Biltmore hotel’s partnership with uhealth, the medical system of the university of miami. The Biltmore hotel frequently co-hosts events with uhealth, including talks led by physicians and employee events for uhealth staff. according to Prescott, “these events are attended by the doctors, which gets us more exposure with a demographic that we’d love to have as members.” a majority of TallGrass aveda Spa & Salon’s events are charitable, and therefore aren’t intended to directly bring in revenue. however, the indirect benefits of the events are immense, rackliff says. The spa is best known for its Soldier Box Project—an initiative to mail care packages to active duty military troops—but it hosts other events throughout the year, including a dog-washing fundraiser for the Evergreen animal Protective League. “We don’t incorporate any spa things into that event per se,” says rackliff, “but we’re talking up TallGrass and have our