MEMBER PERSPECTIVES
CONTINUED
“Don’t be afraid to approach people. If you love
the speaker you just heard, tell them. It’s all
about building relationships.”
– Claudia Alvarado, Spa Director, William Wesley Grand Salon & Spa
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ISPA's extensive online research library
includes industry and consumer data.
A Comprehensive Introduction, Retail Management for
Spas and Financial Management for Spas. Much as the
ISPA Job Bank is for spas, by spas, so too are these
textbooks written by ISPA members for ISPA members.
Education Sessions
For ISPA members, attending the fall’s annual ISPA Con-
ference & Expo is often the highlight of their ISPA mem-
bership. While there’s a lot to love about Conference—the
keynotes, the camaraderie, the connections—the Educa-
tion Sessions can have a greater impact on your business
than any other activity during the three-day event. It’s es-
sential, though, to go into it with the right frame of mind,
according to Claudia Alvarado.
Alvarado is spa director of William Wesley Grand Salon
& Spa, in Davenport, Iowa. She is also an expert at leverag-
ing ISPA’s Education Sessions to deliver year-round re-
turns, and offers the following advice to other ISPA
members: “Don’t be afraid to approach people. If you love
the speaker you just heard, tell them. It’s all about build-
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MAY 2020
ing relationships.” Alvarado has built her own relation-
ships with ISPA speakers Bryan Williams and Tanya Cher-
nova, both of whom she has worked with outside of
Conference after seeing them speak. Set up a dedicated
time to chat with an educator during the Conference; al-
ternatively, use their contact info to purposefully reach out
to them afterwards. Says Alvarado, “You may find a coach-
ing or educational opportunity for you and your business.”
Alvarado also encourages other ISPA members to branch
out and “take classes on things [they] know nothing about.”
Doing so, says Alvarado, “will broaden [their] perspective
and stimulate ideas.” And just because you’ve seen a
speaker once before doesn’t mean that you shouldn’t see
them again: Alvarado also notes that seeing a speaker you
love can “re-energize” you and your passion for leadership.
ISPA Research
Part of what sets ISPA apart is the breadth and depth of
its research, from consumer insights to industry-wide sur-
veys. The December 2019 Snapshot Survey found that 50