Owner
Darcie Pritchett
Darcie Pritchett shares her team building tactics
CONCEPT
How would you define the concept of your spa?
We opened in 1996 as a classic day spa offering massage, skin care, body treatments, manicures and pedicures. We have a strong focus on service, relaxation and results, and we have stayed true to those roots!
What are your most popular treatments?
True to our concept, the “classic” or traditional spa services such as Swedish massage, deep-cleansing facials, body scrubs and wraps, and manicures and pedicures are consistently requested.
FACILITY
How many treatment rooms do you have?
We have six treatment rooms. Two rooms exclusively for facials and esthetics; two just for massage and body treatments; one where facials, esthetics, massage and body treatments may all be performed, and a private manicure and pedicure room.
What other amenities do you have?
We have a quaint “tea room” where guests can relax, unwind and enjoy complimentary organic antioxidant-rich teas and other snacks and refreshments. We have a private changing room to touch up after treatments and a lobby area with our concierge desk and spa shop of skin care products, gift items, mineral cosmetics and more.
LEADERSHIP ROLE
What daily challenges do you encounter?
Finding the time to work ON the business (versus just IN it) is a big challenge! We are open seven days a week and 11 hours a day. I am a workaholic!
What takes most of your time every day?
Some days I work just on marketing, others on inventory and ordering. I seek out ways that I can go above and beyond for a guest to make their experience even more special. These details make a difference and make someone’s day a little bit brighter!
TEAM BUILDING
How many employees do you have and what are their specialties?
I currently have a team of 32 employees: two management (including myself), seven administrative and reception, 12 licensed massage therapists, six estheticians, three dual-licensed massage therapists and estheticians and three nail technicians.
What is your hiring process?
We start by placing an ad online. In addition to requesting their resume and completed application, I also ask for them to tell us why they would like to work at Eden Day Spa. For the interview, I pay attention to what time they arrive, how they are dressed and how they introduce themselves. After I complete verbal interviews, I call all prior employers and references. This is such an important step that too many managers skip! I then set up a “demo” interview for them to come in and perform a service. During this time, I pay attention not only to the service they perform, but once again to how they are dressed, if they arrived on time, their attitude and energy, etc. I also make a note of whether or not they stick around to help clean up the room afterwards. These little extras really speak to the kind of person you could be hiring.
How do you evaluate employees?
Everyone is unique in his or her own strengths, so I evaluate them differently based on their strengths and weaknesses. I have individual minimum targets that every employee must achieve in terms of their sales and rebooking and we evaluate these monthly.
How often do you train your staff?
I train my employees daily to make sure they are up to date with the latest knowledge on services, treatments, products, sales, booking techniques and customer service tactics.
RETAIL
What are your retail goals?
Always sell more! Each of our departments has a retail quota that they must meet each month in order to get raises, promotions and bonuses. Ultimately, my retail goals include increasing the sales of my massage department, as they are providing the main service that encourages our clients to purchase the most home-care recommendation products. Increasing the sales of my massage team begins with shifting their mindset to see that they aren’t expected to be “sales people.” The focus is on serving our clients. Once they have embraced this new perspective, it’s about constantly enhancing their education and building their confidence with daily meetings and words of encouragement.
What incentives do you have for your staff to reach these goals?
We offer commission on all product sales, with those selling more retail products earning higher commissions. We also have sales contests from time to time with various prizes ranging from cash incentives to gift cards to free products. Those who consistently reach their retail goals move up in title and compensation rates. Each employee can move up or down by making their sales goals each month.
Where is your retail area?
The lobby. All of our clients come in and out through the lobby, so they must walk through the retail area at least twice during their visit.
MARKETING
Tell us about your marketing techniques.
A high-ranking website is the most important thing a business can have in today’s world! Our website is interactive and engaging. For example, potential customers can submit appointment requests, purchase gift certificates, shop for products, read client reviews, look at pictures, watch videos and connect to our social media pages. We use Facebook, Instagram, Twitter and Google Plus as well as stay on top of the review sites like Yelp and Trip Advisor. Additionally, we send out a monthly e-mail with various news and special offers.
EXCEPTIONAL CLIENT CARE
How do you keep clients loyal and consistent?
We remember personal information our clients share with us from visit to visit.
We send out thank you cards and acknowledge special occasions like birthdays and anniversaries. I find that this really shows how much we care about them and value their business, and we often see them soon after that!
What incentives do you offer to your clients to be sure they come back again?
Pre-booking incentives, such as a complimentary upgrade or enhancement on their next service is often very effective. Occasional discounts or complimentary services for loyal clients work great as an incentive as well!
TIPS FOR SPA LEADERS
What are the most important lessons you have learned that you could share with others on your career path?
Find time for yourself away from the spa! It’s easy to get so caught up in all that needs to be done in the day-to-day. Scheduling a massage once a week or having a prearranged date night with your bestie can make all the difference between burnout and being your best self!
What advice could you give to someone who would like to manage a spa?
Take workshops or seminars for spa directors, as there really is so much more to the position that most people realize! Also, I would recommend subscribing to as many trade magazines as possible. I read several magazines like LNE every month, and the wealth of knowledge that I gain is priceless and keeps me current in our industry!
We want to hear from YOU!
Share your insider tips on running a successful practice with us, and you may be featured in an upcoming edition of Les Nouvelles Esthétiques & Spa. Simply send an email to mcristina@lneonline.com (50 to 100 words). Together, let’s build a community one word at a time!
