Spa Director Spotlight:
In 2014, Aaron and Arianne Hunsaker moved from D.C. to renovate a 1906 bank building and turned it into a luxury boutique hotel, The Harkness Hotel.
The Harkness Salon & Spa was added in 2017 because both Aaron and Arianne wanted to offer their guests and the community a place where they can indulge in pampering and relaxation. They strived to create a space that mirrors the elegance and feel of the hotel as well as provides the hotel guests with additional things to do when they stay. Their life experiences have helped shape the business that they have created.
How Spa Director Arianne Hunsaker creates a small town oasis
Located in a town of only 800 people, The Harkness Salon & Spa was designed with the intention of creating a memorable high-end metropolitan experience in a small town. The inspiration of the spa’s design came from the history of the building itself and was furthered by adding splashes of modern amenities for an unexpected luxurious, one-of-a-kind sanctuary. Antique maple floors from an old tobacco factory in Alabama were brought in to keep the integrity of the design. A large crystal chandelier with over 1,000 crystals hangs above the front desk; and the spa’s massage and esthetics room features a stunning 10-foot walk-in shower with a 20-inch rain head projected from the ceiling. Outside the normal expectations of a spa in the rural town in Idaho, The Harkness Salon & Spa is a beautifully designed haven of peace, tranquility, and wellness.
SIGNATURE TREATMENT
The spa’s most popular attraction is the Signature Pedicure ($40/1 hour). From the moment clients put their feet in the warm jelly solution, to the finishing lower leg and foot massage, they know they are being treated to a memorable experience. Spa owner and director, Arianne Hunsaker, states on the signature treatment, “What sets this service apart from other pedicures is that we use a dissolvable jelly solution that retains heat, soothes aching joints and muscles, and softens callouses.” During the service, the jelly is used as an exfoliant on the feet and lower legs. “Nails are trimmed, cuticles are pushed back, and calluses are scrubbed down.” Once the jelly is dissolved, the staff rinses the client’s feet and legs and they are then dried with warm towels and followed up with a relaxing lower leg and foot massage before the color gloss is applied. “Time and time again, our clients comment on the calming sensation that the jelly creates and how they are put in a zen-like state,” Arianne mentions.
MARKETING
The spa successfully executed a grandopening open house during the time of their official launch. Spa owners Aaron and Arianne Hunsaker sent over 5,000 custom-designed invitations to the surrounding community as a way of introducing themselves. The invitations included a 10 percent off coupon that could be used on any service that the spa provides. Since their grand opening launch, the spa has also implemented quarterly sales and specials on specific products and services to drive clients through their door. To further their promotion of the newly opened spa, the spa was featured on the front page of the local newspaper announcing that they have officially opened inside The Harkness Hotel. The hotel also informs their guests of the spa’s opening upon check-in and when they receive their confirmation emails.
The spa has an online presence that consists of their website and social media channels, including Facebook and Instagram. “We also joined the local Chamber of Commerce, which includes the local tourist attractions near Lava Hot Springs,” Hunsaker states, “We have participated in local events at the Rock The Rock Pebble Creek Ski area, Pocatello Pride Week, and Marsh Valley Rodeo, where we offer chair massages, as well.” The spa also provides their menu of services to various businesses and lodging establishments in the area to help promote their grand opening. Aaron and Arianne plan to explore more marketing options as well, once their business grows and becomes more established.
TRAINING
To train their staff and assure everything runs smoothly on a daily basis, Aaron and Arianne provide on-site computers for spa policy training and new product and service training. Employees are also provided with a ‘pot of money’ that they can use annually to attend continuing education classes. “What this means is, on an annual basis, our employees have access to a set amount of money that they can use towards continuing their education. To do this, they must submit their receipts to us and they are then reimbursed in their next paycheck for the course.” Arianne states.
The spa management also holds hour-long quarterly staff meetings to discuss new ideas regarding marketing and promotions, to improve the overall business, and to address any concerns that may have been brought up by the staff or by clients. Also on a quarterly basis, the spa staff must participate in informal interviews with the management to address their performance and any changes that can be made to improve the quality of the treatments and services that they specifically are performing. To incentivize their employees to stay motivated, Aaron and Arianne offer tiered commission levels and a number of other specials and discounts regarding products and services.
RETAIL
To determine their retail lineup, Aaron and Arianne researched, tested and evaluated various skin care lines and private label manufacturers. The majority of the products the spa owners ended up selecting are naturally sourced, free from dyes, and synthetic scents. “The products we retail in the spa are organic, effective for each different type of skin, and are environmentally friendly to boot!” Arianne states.
To incentivize clients to purchase their retail products, the owners believe in describing the benefits of the products to the clients while they are being used during the treatment or service. “This guides the client into not only understanding the benefits of the products we are using on them during their treatments, but also helps them to experience it first hand, which inevitably leads to product sales.”
