Once upon a time, spas were known as havens of self-indulgence, filled with pampered ladies in plush robes wearing green mud masks and cucumbers over their eyes.

But that was then. This is now.

“The concept of the spa as a women’s domain for beauty treatments is a thing of the past,” says Kathy Nelson, Director of Spa Services at Ventana Inn & Spa in Big Sur, Calif. “Now, it’s used for social gatherings by people of all ages and both genders.”

SUMMING IT UP • Spas should be designed as destination spaces. • Design must allow for non-revenue-generating spaces that ensure the spa experience is comfortable. • As spas become social spaces, it’s important to tailor your design to be gender—and age—neutral.

Spas are evolving; they are mixing deep tissue massages, facials and mud baths with botox injections, fitness programs and nutrition counseling. And an attractive, well-designed space, which complements those evolutionary steps and offers a  guest-friendly, life-enhancing experience, will have a positive impact on a club or resort operation.

“It is crucial to be prudent before launching into the design process,” says a leading spa operations and business development consultant. “Careful consideration should be given to current trends in the industry, how they affect design, and the impact they will ultimately have on potential use by guests and general consumers.”

In the end, what is delivered should truly be “an experience.” Design trends and aesthetics will play a critical role in guests’ perception of that experience and in how the spa will perform from an operational—and financial—perspective.

The Theme Team

Spa design should begin with a series of discussions and meetings between the owner/developer, architecture and interior firm(s), a spa consultant, and other members of the project team. At Buffalo Thunder Resort & Casino in Santa Fe, N.M., the group also included the “theme team.” Buffalo Thunder, which opened in August of 2008, is owned and operated by the Pueblo of the Pojoaque, and contains the Hilton Santa Fe Golf Resort & Spa. The partnership seeks to combine the local history and culture of the tribe with the global hospitality of the Hilton Corporation.

So as a key part of the development of the 16,000-sq. ft. Spa at Buffalo Thunder, resort executives and tribal leaders wanted to make sure that, just as the rest of the resort had been constructed to speak of authenticity and native lore (including more than 200 pieces of Native American pueblo art in the form of pottery, drawings, sculpture, carvings and tapestries), the spa portion would be no different. Known as Taw—meaning “medicine mountain”—the new spa is adorned with traditional design elements of authentic pueblo architecture and décor (see photos above).

“We wanted to translate the theme of the resort into the spa, so we focused on incorporating indigenous materials into all areas of our operation,” says Dan Mohr, Spa Director at Buffalo Thunder. “From the braided leather-wrapped railings, to the floor with different crushed stone materials and the Native American blankets in the treatment rooms, we defined what we wanted the space to feel like, and worked towards that end.”

The Spa at Buffalo Thunder boasts 12 treatment rooms, a Watsu pool, an indoor pool, wet facilities, a salon, a fitness center, and private lockers and lounge areas. “Resorts that build using a minimum amount of space allocated for a spa tend to focus on the revenue-generating areas such as treatment rooms and salon stations, and less on the locker rooms and common areas,” says Mohr. “This really changes the feel of a spa. The ideal amount of space depends on the size of the complex and how efficient the operation is.”

Bigger is not always better, though.

“Build the spa facility that your property needs and don’t feel forced to ‘out-Golden Door’ the competition,” advises Caroline Lochner, Assistant Director at PGA TOUR Spa Laterra in St. Augustine, Fla. “A truly nice spa is accomplished more often by fine finishes and attention to detail than by large size.”

If You’ve Got It, Flaunt It

As spas become more numerous, just having one is not enough 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, too. The trick is to design your space to complement your offerings.

“Do you have a renowned food and beverage facility?” asks Lochner. “Then make sure you offer spa dining to your guests in the spa, and that you also make ample use of herbs and spices on your spa menu. And if you’re a golf destination, make sure you have spa packages for ‘golf widows’ available, as well as pre-tee-off stretches/massages in the morning, and post-play sports massages.”

Whatever the niche, maintaining synergies between your property and the spa is the key to success.

The newly renovated 13,000-sq.-ft. Spa at The Equinox,  a Luxury Collection Golf Resort & Spa, in Manchester Village, Vt., was designed to reflect the beauty and nature of Vermont’s pristine environment in both its treatments and the spa’s interiors. Guests are encouraged to awaken their spirit and reconnect with nature through a variety of treatments that incorporate and utilize products indigenous to the surrounding Vermont region, including maple sugar, wildflowers and mineral clay.

“You can offer all the bells and whistles you want,” says Susan Wheeler, Spa Director. “But if you don’t make the space itself great—meaning clean, organized and efficient—none of the extra things will matter.”

Through her position on the Board of Directors for the International Spa Association (ISPA), Wheeler now travels throughout the world and sees many different types of spas at a variety of properties. In even the highest-volume operations, she says, the proper environment cannot be compromised.

“The spa environment must be very peaceful,” Wheeler says. “We try to make everything as smooth as it can be, from the running of soiled linens, to the cleanliness of the treatment rooms, to the soundproof floors and the blackout curtains.”

Putting the ‘Ah’ Back in Spa

More than 100 years ago, the Glenwood Hot Springs in Glenwood Springs, Colo., was known for its sunken Roman tubs in the old sandstone bathhouse, originally built in 1888. Now, visitors to Glenwood Springs are able to relax, rejuvenate and recharge with modern treatments inspired by historic healing rituals at the brand new, $5.7 million Spa of the Rockies, located in the original 19th-century bathhouse.

“It’s a reconnection to the emphasis on the healing and restorative appeal of the waters that made [Glenwood Hot Springs] an attraction in its early days,” says Avalon Lionheart, Spa Director. “We’re getting back to the original purpose.”

The new spa, which opened earlier this year, has eight treatment rooms (with two doubling as facial rooms and two doubling as couples’ suites), as well as one specialized hydrotherapy room for Vichy shower treatments. Other features include five hydrotherapy tubs for mineral baths and herbal soaks, two manicure stations, and two pedicure thrones. Guests have full access to women’s and men’s locker rooms and a co-ed relaxation room.

While the soft blue and chocolate brown décor of the Spa of the Rockies is simultaneously soothing, sophisticated and contemporary, architects and interior designers sought to maintain as much of the original furnishings and historic feel as possible. For example, one of the treatment rooms, a couples’ suite, still retains the original fireplace and mantel.

“The Spa of the Rockies is a natural fit within our club,” says Kjell Mitchell, Chief Operating Officer and General Manager of the Glenwood Hot Springs. “Our resort-centric element is our hot springs. Both components complement each other well.”

Further, the spa is expected to help the property’s bottom line during the slower months of the year, Mitchell adds, by drawing daytime interest from surrounding communities like Aspen, Grand Junction, Vail and Summit County.

A Place of Its Own

Is there an ideal spot for a spa in relation to other club or resort activities? Should it be within the clubhouse or main hotel, or have its own independent structure?

The 25,000 sq.-ft. Willow Stream Spa at Fairmont Turnberry Isle Resort & Club, in Aventura, Fla., is in its own separate building, adjacent to the entrance of the club. Spa Director Michelle Young says having a separate entrance is the best way to maintain that “separate world” experience.

The Mediterranean-style Spa consists of three levels and a gracious spiral staircase. A fountain graces the lobby, and a domed-glass ceiling brings nature indoors, bathing the spa in golden Florida sunshine.

“The interior is an eclectic mix of design, combining elements that suggest tropical energy and encourage complete relaxation through its soothing colors and welcoming ambiance,” explains Young.

The first floor of the building houses the main reception area and offices, including a conference room, 1,100-sq.-ft. hair salon, and boutique shop.

Level Two is dedicated to the art of pampering, including five facial rooms, two cosmetic stations, 14 massage rooms, two wet treatment rooms with Vichy showers on each table, one hydrotherapy tub room, four manicure stations, and two pedicure stations. Eight of the treatment rooms include private balconies for outdoor services.

The second level has a reception area and men’s and women’s changing rooms, each with full-size lockers and steam rooms, eucalyptus inhalation and relaxation lounges, and private baths and showers (including 18-head signature showers). A private, co-ed relaxation room offers shiatsu massaging chairs, an assortment of healthy snacks and fruit juices, and an outdoor terrace.

Level Three offers a second set of men’s and women’s locker rooms with eucalyptus steam rooms and shower facilities, and a sky-lit aerobics studio with a state-of-the-art stereo system.  There is also a 3,650-sq.-ft. fitness area.

“Good spa design gets people talking,” says Young. “When guests see something new that resonates with them, they tell others.”

Originally, the Spa at Turnberry Isle was only available to guests and members, but recently the resort decided to open its doors to South Florida residents.

“Locals have been calling the spa for the past three years to inquire about our services,” says Young. “We’re pleased to finally offer them the perfect getaway, right in their backyard.”