Day Spas Seek Innovative Ways to Revive Business

Melissa Fleeman, owner of The Edge Studio in Bentonville, echoed the tone of most Northwest Arkansas day spa owners while recently discussing the effects the recession has had on her industry.

“I would say business has been down in the last three months,” Fleeman said. “People are going maybe an extra week or two before they get their hair cut or colored.

“The nails business is about the same, but people are stretching it out in other areas. [The economy] really has taken a toll on the beauty industry.”

Also reflective of other owners, Fleeman has gotten creative in terms of driving new and repeat business. The Edge Studio’s referral program, for example, allows customers to earn a $20 credit towards select services as well as loyalty points that work much like frequent flyer programs.

The first-time customer on the receiving end of the referral, meanwhile, also gets a $20 break. That could mean a haircut for as little as $5.

Another local spa that’s been successful in making some gains during trying times is Spa Botanica, located at the Embassy Suites Northwest Arkansas. Ashley Spurlock took over as director about 18 months ago, and went immediately to work combating some misconceptions that might have hindered past business.

“I think in general there are two assumptions out there,” Spurlock said. “One is a lot of people assume our services are for guests only. The second is that, because of the high standard people associate with the Embassy name, they assume our prices are really high.

“Our pricing, though, is actually very competitive with the local market, and we do that so we can accommodate the local community.”

Spurlock added Spa Botanica’s most recent business has been “about an even split” between guests and locals.

“We actually saw 20 percent growth from last year,” Spurlock said. “I think a lot of that has just been word-of-mouth advertising within the community.”

And while some of Spa Botanica’s uptick has come from predictable sources – Spurlock said the spa sold more than $20,000 in gift cards during the Christmas season – some of it might be surprising.

“We’re really seeing a lot of men,” Spurlock said, adding manicures and facials have become almost as popular as more traditional services like massage.

Spa Botanica currently is pushing, in fact, its Executive Power Spa Lunch, a 25-minute spa service and catered, health-conscious meal that costs $39. Spa options include a variety of massages, hand and foot treatments, or a haircut and style.

“Given our current economy and the relationship between stress, increased health problems, decreased worker productivity and missed time away from work,” Spurlock said, “Spa Botanica saw an opportunity to provide a service benefiting both the individual and the corporation.”

Or, as any spa owner is quick to remind, there’s the dumbed-down reason to budget for regular salon trips.

“If you look good,” Spurlock said with a smile, “you feel good.”