INSPIRATION
How did you get involved in the spa industry?
I got into the spa industry quite by chance! I took a position at Canyon Ranch as a Locker Room Attendant. Well, truth be told, I was one notch below Locker Room attendant. I was what is called a “Spa Rover.” My job was towel management, which essentially involved picking up towels throughout the spa. Towels were my life.
LEADERSHIP ROLE
What daily challenges do you encounter as a spa owner?
My daily challenges are generally centered on time; there never seems to be enough of it to do all that I hope to do when I set out each day. The challenges I face daily are truly based on my desire to give each person or project the time they deserve, and there are only so many hours in the day.
How do you manage stress that work brings into your life?
I have to say the best antidote to a stressful day is to get outside and experience nature. I am spoiled with choices here in Tucson and experiencing the beauty and scale of nature keeps everything in perspective!
What takes most of your time every day?
My day is mostly made up of meetings and calls designed to stay connected to and support the people that make Miraval what it is. I prefer to have a conversation instead of an email chain.
TEAM BUILDING
What is your hiring process?
We count heavily on the team’s input when reviewing candidates for roles here. I remember my interview here at Miraval nearly ten years ago was with seven staff members! I believe in involving the team, as they are the experts in knowing who will fit in well at Miraval.
How do you select the employees that are going to be working with you?
We place a great deal of emphasis of qualities such as warmth, empathy and work ethic. We can train people to be technically competent in their roles, but it is these intangible qualities that make our culture what it is. We select people who will readily connect with our guests.
How do you evaluate employees?
We provide formal evaluations annually, but I would argue that we evaluate ourselves on a daily basis by sharing our guests’ feedback. We are fortunate that our guests provide a great deal of actionable feedback about their experience.
How do you train members of your staff?
Our service providers must go through several hours of training on the ‘Miraval Touch’ regardless of their level of experience. We believe that it is important for those same service providers to learn how to provide a treatment and to experience a treatment before they are scheduled with that service for our guests.
What techniques do you use to keep your employees incentivized?
We want our staff to feel fulfilled in their roles, which is why we offer educational programs for those seeking to build their leadership skills.
RETAIL
How do you determine your retail goals?
We have a unique environment at Miraval that virtually 100 percent utilization of our spa is by our resort guests, averaging at least one service per day. Consequently, we build our retail goals based on both treatment volume and by treatment type.
What incentives do you offer your staff to reach these retail goals?
We offer an incentive structure by department and commission on retail sales. Additionally, we are fortunate to have many of our vendors offer annual contests with trip awards for top sellers.
Where do you feel is the most efficient location for a retail section in a spa?
Locating the retail space as close as possible to the treatment rooms is the most efficient location so that service providers can seamlessly escort our guests into the retail area following a service. This helps guide our guests to the retail environment and helps them find the products to continue their spa experience at home.
MARKETING & PUBLICITY
What can you tell us about your particular marketing strategies?
I believe investing in innovation and delivering compelling content to publications is the most effective approach to differentiate your spa. We have been very fortunate to be featured in several national publications for our new services.
EXCEPTIONAL CLIENT CARE
How do you keep clients loyal?
At Miraval, setting an intention and focusing on the power of the present moment helps connect our guests to something more powerful than simply the pleasure of pampering. It is this connection to the self that ensures our guests have an experience that they will seek again and again. We also recognize our frequent guests with a Membership in our Authentic Circle, which entitles them to additional promotions and exclusive offers.
TIPS FOR SPA LEADERS
What are the most important lessons have you learned in your career path?
If you are not taking risks, you will never reach your potential. It has taken me many years to learn that taking risks and being uncomfortable is the best way to grow yourself and your business. I think my failure to trust the unconventional was the failure that taught me the most. Always playing it safe is a recipe for mediocrity.
What advice would you give to someone who would like to manage a spa?
The best advice I can give is to learn every dimension of the spa business that you can. The better you understand what is involved in running every aspect of a spa, the more prepared you will be to lead. Also, understanding the guests and how they make decisions is, in my opinion, the most important lesson to learn when you are new to the industry. If you understand your guests’ priorities and preferences, you are best able to anticipate their needs for products and services.