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Taught by Lisa M. Starr, Wynne Business Senior Consultant
If you own, manage or plan to invest in a spa, this program is a must.
If you’re already involved in spa operations, the Spa Director’s Management Intensive will help you tackle your toughest management challenges. If you’re planning to open or acquire a spa, you’ll leave this program with a clear understanding of the potential risks and rewards. If you’re considering a career change or advancement into spa management, the Spa Director’s Management Program will put you miles ahead of the competition.
Unlike most management training courses, the Spa Director’s Management Intensive is rigorously updated and relevant to the current business climate. Hot button-topics like yield management and recession-era employee morale issues are part of the curriculum. Unlike most other consulting/education firms, we actually own and operate a successful 27 year old day spa in California with fifty employees. We’re in the trenches with you in this difficult business climate–we have to walk our talk. We share what’s working now.
Class size is limited for maximum interaction with the instructor. Registration closes Thursday March 14.
Details on location, schedule and what to bring follow this agenda, below:
Financial management skills for directors and managers
• Overcoming your “fear of financials”: financial literacy made easy
• Managing by the numbers: how to really use the information you get from your financial statements
• Budgeting basics: how to set financial goals that make sense
• Positive cash flow vs. profit: the critical difference
• Capture rate and its impact on the stay spa financial plan
• How to evaluate the effectiveness of your employee compensation plan
• Best practices in compensation design
• Performance incentives to motivate your team when you can’t give raises
• Plugging the profit “leaks” in your operation
• Understanding the impact of discounts and promotions
• Understanding the legal and accounting issues of gift card sales
Sales and Marketing
• The only three ways you can grow your sales
• Marketing modalities for spas: what works, what doesn’t
• Event marketing essentials
• Marketing trends: the good, the bad, the ugly
• Millenials vs. Boomers: understanding the next generation of spa goer
• Best practices in spa web presence
• Getting the most out of your printed marketing collateral
• The why and how of spa packages
• Social media: roles, responsibilities and ROI
• Advertising: where to spend your budget now
• Understanding yield management
• Crafting more compelling and less expensive marketing offers
• Understanding your real cost of customer acquisition
• What “retention” means in your spa (it’s different for day, stay and med spas)
• The role of the local market in hotel spas’ success
• Should your spa market with online coupons?
Successful Spa Programs
• Why the spa menu drives vendor selection–not the other way around
• The pros and cons of “branded” treatments
• Innovation vs. profit: keeping it simple
• Modular menu design
• Optimizing workflow while ensuring safety and customer satisfaction
• Best practices for managing back bar costs
• Ending the disconnect: making retail happen in a spa
• Creating a more profitable retail mix
• Best practices for optimizing your inventory turns
• Salesflow: redesigning internal processes to support sales success
• Effective recommendation tools that spa employees love to use
• Scripting that sells
• Best practices for partnering with vendors
• Understanding social styles and their impact on interpersonal communication
• What your team needs from you and how to give it to them
• Recruitment: how to hire the best employees
• Why the customer actually comes “second” in a great spa
• Why you’re doing everything yourself and how to stop it
• Why you can’t motivate your staff and what to do about it
• How to produce great staff meetings
• Best practices in employee discipline
• Performance appraisals that improve performance
• Moments of Truth: why little things are a big deal to your guest
• The Experiential vs. Transactional spa
• How to manage quality in the “closed door” spa environment
• “We don’t need another hero”: how consistency creates great service
• The three essential ingredients of world class service
• How to instill a “quality” mindset in your entire team
• Spa Speak 101: helping your team communicate with quality
• Teaching your team to effectively resolve complaints and perform service recovery
• Comps, refunds and redos: how to use them wisely
• Inspection: the key to success
Sunday to Tuesday:
9:00 Continental Breakfast
- Continental breakfasts
- Coffee Breaks
- All course materials, including our famous Spa Director’s Text
- One hour complimentary telephone consultation after you return to your business
WHAT TO BRING:
- Business cards to share with classmates
- Your current spa menu, if existing (copies if you’d like to trade with classmates)
- Your financial statements, for your reference during class
- Your floorplan, for your reference during class (if available)
- Your top three “learning takeaways” wish list for the course
When & Where
Wynne Business Spa Consulting
Wynne Business is one of the spa premier spa consulting, education and employee training organizations.
Live management seminars, including our famous Spa Directors' Management Intensive, are offered in the San Francisco Bay Area and Philadelphia, PA, as well as Asia.
Our online learning programs bring affordable, world class employee education into every spa.
Our renowned employee training program, Selvice, teaches our signature blend of customer service and selling skills, on DVD.
Be sure to visit www.wynnebusiness.com for our upcoming schedule of live and virtual education.