Eureka Finds Bath Houses In-Spa-rational to Business

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There are 2,500 licensed massage therapists in all of Arkansas. In Eureka Springs alone, a town of 2,278 people, there are 45.

Although the Eureka Springs Advertising and Promotion Commission reported overall cash receipts were down 2.5 percent year over year, the spa business in in Eureka is alive and well.

“The war in Iraq did affect our business for a couple of months but in general our numbers are up from last year,” said Nicole Post, director of the New Moon Spa in the Crescent Hotel in Eureka Springs.

Post said the spa, that has been around for six years, is booked almost every weekend and especially during the busier months in the summer and fall seasons.

“On average we probably see 70 to 100 clients on the weekend,” Post said. Business drops off during the week to an average of 10-20 clients.

Post came to the New Moon Spa in March armed with ideas.

“When I came here we didn’t offer packages,” Post said. “Now we have six.”

Post also changed the hours, increased product line and hired more staff in addition to redecorating the space. The spa offers a variety of treatment combinations from sauna, full body massage, hydro-powered tub, vichy showers, body scrubs and facials.

“You really have to be dynamite in all areas in order to survive these days,” Post said.

She credits the Crescent’s aggressive sales and marketing staff for much of her business.

“Ultimately we are shooting to be Arkansas’ premier resort spa,” Post said.

Hotel owners Marty and Elise Roenigk are set to open two new venues on the grounds in 2004: The Aveda Salon and Bridal Studio to open in May and The New Moon Wellness Center to open in September.

“When I first came on board, they asked me to give them a new vision,” Post said. “We had the gym and I said I think we should go with the bridal studio to utilize the space and generate revenue based on square footage.”

The spa has secured five bookings for the space in the less than three weeks they started taking reservations.

The wellness center plans to offer acupuncture, chiropractic, nutritional counseling, salt and mud baths and aqua therapies.

While the New Moon Spa is getting a makeover, the Palace Hotel and Bath House down the street is cultivating its historic charm. Tim Adams, the Palace’s hotel and bath house manager, said that although operating costs have increased more dramatically, their prices have only increased by $2 in the last three years.

“We really play that card that we really are the only historic bath house left in Eureka Springs,”Adams said. “Really the whole town developed because of bath houses.” The Palace was built in 1901. Owners Steve and Francie Miller have operated the hotel since 1987, offering the same historical treatments that were staples when the hotel opened.

For $58 Palace guests are treated to a mineral bath, eucalyptus steam treatment in wood barrel cabinets and a clay facial mask followed by modern swedish massage. The bath house still uses its original claw-foot tubs. Adams said at least one tub per year has to be re-porcelained at a cost of $700. Miller hand-crafted new steam cabinets to replicate the old ones at the cost of $4,000 each.

“There is constant upkeep with an old building to keep the tile in good shape, the painting, [etc …]”Adams said.

Adams said that gaining weekly business is always the number one challenge.

“Our weekday business is just not what it used to be four or five years ago,” Adams said. “We need to make it a final destination for the vacation traveler.”

Adams said he estimates the bath house sees on average 80 people per weekend, about 4,000 people on average per year.

“We fill up most weekends though, even at this time of year,”Adams said.

Adams thinks the interest in spa treatments will only continue to grow as Eureka Springs rebuilds it reputation as a pampering spa and bath house resort town.

“When I started working in in 1993, their were only about three major spas in the area,” Adams said. “We have seen a lot of competition grow.” Area spas are ranked on page 24.