Top notch managing skills from Director Arlie Morgan
In the heart of the historic district of Charleston, South Carolina, The Dewberry Spa was founded by John Dewberry under the inspiration of his charming carriage house behind his Charleston home. With its stunningly handcrafted wallpaper and cypresscovered, spice-scented walls and floors, The Dewberry Spa elicits calm, natural vibes for an allaround soothing and luxurious client experience. Since opening its doors late October of last year, The Dewberry Spa has enthused each of their treatments with elements of the lowcountry, such as the southern native dewberry plant and sea extracts, to perfectly complement the nature and serene energy of the spa.
SIGNATURE TREATMENT
The Dewberry Spa handcrafts each of their signature treatments to include a luxurious blend of antioxidants and botanicals that nourish the mind, body and spirit. Each experience at The Dewberry Spa begins with a cup of the spa’s custom blend of Dewberry Tea, which is similar to a tart blackberry taste. Guests are given a plush robe, sandals and a warm aromatherapy neck pillow as they wait for their treatment in the spa’s Relaxation Room. Each of the spa’s treatment rooms are beautifully appointed with a heated waterbed layered with exquisite linens and billowing duvets. The spa also offers a unique level of customization for clients during each treatment including individual climate control and several music selections.
From the sole of the feet to the crown of the head, the spa’s most popular signature treatment, The Dewberry Signature Massage, was designed exclusively for The Dewberry Spa and is the first of its kind to combine massage techniques with the spa’s signature blend of botanical extracts. The treatment begins with a warm towel on the client’s back that has been soaked in the spa’s signature tea, similar to the flavor of tea that is offered to clients upon their arrival. This blend of tea is packed with antioxidants to help pull out toxins from the client’s body while they are relaxing prior to the treatment. A custom massage balm made locally in Charleston, which includes coconut oil, shea butter, lavender and eucalyptus, is used to perform this full body massage treatment. Post-massage, the treatment concludes with a full body wipe-down using the tea-infused towel.
TEAM TRAINING
Spa Director Arlie Morgan at The Dewberry Hotel, holds annual trainings for her staff regarding their products. “I bring in a representative from the product line once per year to update my employees. They discuss protocol, product knowledge and it’s always a great bonding experience for our staff… Not to mention it also energizes them before our busy fall season!” Morgan comments, “I also hold monthly meetings with my staff before we open to share goals, retail statistics and department and hotel news.” Every six months, Morgan also defines a retail goal for each individual employee based on his or her experience. She mentions, “I also like to encourage my employees to get customer service feedback via social media if they take photos of their clients. They track ‘likes’ and followers received and if they are well-received, they can use this to their advantage to gain rewards and compensation.” Morgan also takes the time every six months to practice her employees’ interaction skills and review retail goals, cleanliness expectations, customer service skills and attitude.
To further incentive her employees, Morgan offers free products, services, gift cards, lunches and dinners to those employees who receive excellent Trip Advisor reviews and to those who sell the most retail on a weekly and monthly basis. Positive Trip Advisor reviews are also posted in the spa’s back-of-house common area to help keep employees incentivized and motivated. The spa also has an Employee of the Month program in which each employee nominates who he or she feels should earn this title. The winner each month, chosen by the majority of votes, is also rewarded with free products, services, etc.
MARKETING
When a new guest is checking into The Dewberry Hotel, the front desk is trained to promote the spa by sharing with guests the spa’s highlighted treatments and specials. “We have our menus displayed in each of the hotel’s rooms,” Morgan states. “The bellman also stops on the second floor to give the guests a sneak peek of the spa prior to escorting them to their rooms.”
To further market the spa, Morgan visits local hotels that do not have a spa on a regular basis to share with them the latest happenings. “I bring the hotel employees little goody bags as well as share with them our incentive program, which allows them one free service of their choice if they refer five of their guests to our spa.” Morgan mentions.
The Dewberry Spa also sends out a monthly email newsletter that goes out from The Dewberry Hotel. In the newsletter they feature seasonal specials, new products and services, and events such as their recent introduction of Yoga on the Roof. The Dewberry Hotel promotes the spa on their social media channels two times per week.
SEASONAL EVENTS AND PROMOTIONS
The spa’s first annual summer promotion was held last August and offered locals 25 percent off waxing services and 15 percent off retail and merchandise. Morgan mentions, “This waxing promotion was a huge success! We are very excited to maximize this promotion a little more each year and I also plan to execute something similar to this during the winter months.”
The Dewberry Spa also partners with a local candle company. The candles are displayed throughout The Dewberry Hotel and Spa and the company promotes the spa at Charleston’s local farmer’s market across from the hotel.
RETAIL
John Dewberry, owner of The Dewberry Hotel and Spa, selected the spa’s sole product line, which is an Ireland-based seaweed product line, based on both his experience with the product as well as his true belief in the healing aspect of seaweed. “The seaweedbased product line is also a perfect fit for our spa as we are located near the Atlantic Ocean.” Morgan states. The spa is currently working on ways to further incentivize their clients to purchase their retail products.
Rundown
The Dewberry Spa
334 Meeting Street
Charleston, South Carolina 29403
Launch: October 2016
Spa Director: Arlie Morgan
Client Composition: 65 percent women, 35 percent men
Spa Revenue Composition: 80 percent massage, 20 percent other services and retail
Amenities: Five treatment rooms, steam room, two showers, male locker room, female locker room, Relaxation Room
Product Lines: VOYA Seaweed products
