A sit down with Assistant Director at PGA TOUR Spa Laterra…
Lochner: Generally, there is enough difference between the private club spa and the resort spa that it may be a disservice to direct one article at both spa types. Further complicating the picture is the fact that there are now numerous “hybrid” properties that combine private clubs with resorts and the ideal facility for one may well involve compromising the ideal plan for the other, to some degree. With that said…
QUESTIONS:
C&RB: What are some of the basic elements of spa design in clubs and resorts today?
Lochner: Spas must be destination spaces – worlds of their own deliberately isolated from noisier, more active areas like fitness centers, discos and kids clubs. So-called non-revenue generating spaces like lounges, changing rooms, spa staff service/support areas, offices and reservations centers MUST be provided to insure that the spa experience is comfortable and exceeds guests expectations. Spa’s used to be ONLY a haven for those who wish to “get away from the outside world”. Nowadays, the spa is increasingly becoming the site of many a wedding party, sweet sixteen party and business networking function. Patronage by men is just as important as that of women for a spa to be successful.
C&RB: What are some of the more forward thinking elements?
Lochner: Spa suites (i.e. “a spa within the spa”) are an ideal way of accommodating the traditional “isolationist” spa user AND the spa party groups in the same spa space.
Traditional water therapies that have typified spas around the world for centuries are being modernized and introduced into resort spas. Examples include the Ryokan baths of Japan, the Hammam from the middle east and North Africa and the Jimjilbang from Korea. “Green” operations strategies are being incorparted into spa designs increasingly. This is done in small ways like motion sensing light switches in back of house areas, reucing the volume of toxic chemicals use in construction and in facility maintenance but many spas are located within reused buildings that have taken substantial energy saving measures in their water systems and central HVAC systems.
C&RB: If you’re starting from scratch, what should you consider?
Lochner: Bigger is not necessarily better. Build the spa facility that your property needs and don’t feel forced to “out-Golden Door” the competition. A truly nice spa is accomplished more often by fine finishes and attention to detail than by large size.
As spas become more numerous, just having one is less and less likely to separate you from the competition. However, many of the same things that make your property or club unique can make your spa, no matter how large or small it is, very successful. Do you have a renown food and beverage facility? Make sure you offer spa dining to your guests in the spa and make ample use of herbs and spices in your spa menu. Are you a golf destination? Make sure you have spa packages for “golf widows” available as well as morning pre-teeoff stretch/massages and post-play sports massage
C&RB: If you’re renovating an exsisting space what should you focus on?
Lochner: Sound attenuation is of paramount importance in renovated spaces that become spas. Treatment rooms need a sound transmission coefficient (STC) rating of no less than 50 – about the same as the walls in a 5-star hotel room.
Spas generate a very large volume of soiled linen. In one hour they generate the same amount as a hotel guest room does in an entire day. Make sure your laundry can accommodate this throughput.
Spa treatments are far more relaxing and restful for the patron than they are for the therapist. It’s hard work so staff needs a place to get off their feet for a few minutes between treatments easy access to a toilet and a nearby source of consumable supplies. Not providing these kinds of spaces would is analogous to devoting too much space to a dining room and not enough to the kitchen that makes the food diners buy.
Location, location, location…just because an area is presently unused, doesn’t make it ideal for a spa (see the answers to the first question above)
C&RB: Why is it important for clubs and resorts to incorporate spas into their operations?
Lochner: Competition – For some properties, having a spa can truly distinguish them from their competition. However, for a great many more, NOT having a spa puts them at an obvious disadvantage to their competition.
Increased revenue – Hotels can increase their RevPAR through spa fees and clubs will earn more revenue per member from among those that use the spa at the club.
Rate increases. – A recent Smith Travel Research study shows that spas bring about and increased ADR averaging $75 among upper upscale and luxury hotels surveyed. The spa phenomenon is still too new among private clubs to measure the “halo effect” of offering a spa among the club’s other amenities but such data will doubtless appear in the near future.
C&RB: How can the design attract new customers? And what are some of the primary components of that design?
Lochner: A spa design can attract new customers by generating “buzz” –both press coverage and good word of mouth advertising by those who experience it first hand. If the property is among the first in it’s competitive set to bring in a spa, the web site, brochures and print advertising can feature the spa prominently thus creating excitement.
What are some easy updates that can help draw in new business? Spa should get an face-lift every five years or so. Also, they should constantly update their retial product offerings and treatment menu.
Some other ideas:
• after hours spa tours to show the uninitiated what the inside of the place actually looks like.
• Affirmative outreach to new markets: e.g. men with sports -specific treatments, teenage girls with nail services, make-up workshops/trials
• Switch to earth-friendly supplies, linens and operating procedures (and PUBLICIZE it!)
C&RB: How does a design or layout integrate spas within existing and more established parts of the operation like the fitness area or the pool?
Lochner: There is not necessarily a connection between the spa and these other areas. Fitness centers are more active, energetic and noisy than the spa should be so proximity to the fitness center can easily be BAD for the spa. Some group exercise classes are very spa-friendly (e.g. yoga, tai chi) while others are decidedly spa UN-friendly (e.g. conventional aerobics classes & Jazzercise). Similarly, pools that are frequented by children will not be compatible with the more tranquil experience that most still seek at the spa
C&RB: How can effective design can help draw in male customers? What are some elements of design that spas should be looking to integrate so as to bring in male customers?
Lochner: Gender neutral décor, mens’ services areas such as the old-time barbershop environment. A men-only lounge with TV’s – unlike women, men commonly find TV relaxing
C&RB: What is the bare minimum amount of space that can or should be allocated for a spa? What is the ideal amount of space?
Lochner: We have seen spas as small as 1800 sq ft be successful. The ideal space is the amount that most closely matches the projected spa services demand. For example, an urban hotel of 300 rooms will probably generate enough spa demand to drive 4 or 5 treatment rooms and would require around 4,000 sq ft to accomplish (including support spaces, locker rooms and common areas). A similarly sized resort property could drive 7 or 8 treatment rooms because the leisure traveler has more flexibility in their schedule and more inclination to do something fun or pampering for themselves while on vacation. Generally, the higher a hotel’s ADR, the higher the demand will be for spa services. A private club of 500-600 members could easily support 3 or 4 treatment rooms.
What is the ideal amount of space? Where should they be positioned in relation to other activities on the property, both within and beyond the clubhouse. (Or, is it best to design spas as separate structures whenever possible.)
Lochner: Again, the best spa location is one that provides and protects a very specific and “separate world” experience. This need not be a separate building but it probably means a separate entrance.
C&RB: What should a typical breakdown of number of treatment rooms, square footage for retail store space, outdoor and lounge areas, floor plans, etc?
Lochner: The notion of “typicality” isn’t very useful in the spa design process. If anything, it may be the atypical spa that will make the biggest impact. Generically, the spa space is broken down as follows:
20% to 25% treatment rooms & salon.
20% employee & back of house space
40% – 50% common areas (locker rms, lounges, lobby, etc.)
10% – 15% circulation, storage and HVAC
C&RB: How can spas be set up to be managed and operated in the least-intrusive but most effective and efficient ways?
Lochner: There is no question that efficiency can and should be designed into the spa and doing so need not adversely affect the spa experience
C&RB: Should clubs be building “service corridors” into the design that allow deliveries, linen service and other operational and maintenance-related functions to be conducted on an ongoing, but never seen, basis?
Lochner: Ideally, yes.
Tell Us What You Think!
You must be logged in to post a comment.