On Their Own Dime
If your budget is really strained, let attendees book their own treatments -- but negotiate a discount. At the Kohler Waters Spa in Kohler, Wis., guests receive a signature bath-and-body product along with a coupon for 10 or 20 percent off any treatment.
The idea of a spa meeting might seem anathema at a time when just the perception of extravagance is enough to set off alarm bells in corporate procurement departments. That needn't be so. Here are ways to incorporate affordable spa elements into an agenda that will please attendees and finance alike.
Book express group treatments vs. full-length individual treatments.
Many would relish a 90-minute massage, but for groups on a time and cost budget, a good option is to set up massage chairs in the boardroom during a lunch break, where attendees can get their shoulders artfully squeezed in 15-minute increments.
"Typically, chair massages run $1 to $2 a minute vs. a 90-minute treatment that costs $150, depending on the resort," says Terry O'Brien, regional vice president for the Chicago-based Hospitality Performance Network, which offers site selection, contract negotiation and destination management services. O'Brien notes chair massages also allow attendees to remain clothed and able to socialize during the breaks.
Take advantage of the buyer's market.
"The resorts I work with are offering spa treatments as an incentive to book a meeting," says O'Brien. "You might not get a $250 treatment, but you often can get an express facial or a manicure for each room booked."
There's also more give-and-take today in negotiations, sources agree. "We're going to work closely with a group's budget and keep our prices low because we want them to come back," says Bill Di Stanisloa, spa director at Amelia Island Plantation in Amelia Island, Fla. The property will drop the price of treatments to just above cost, depending on group size and room nights, he adds.
In addition, "depending on the time of year, groups that book on Sundays can get discounted treatments, because Sundays are typically slower," notes Terrie Sanders, regional sales manager for the Amelia Island Plantation.
Customize, customize, customize.
Many facilities will create custom treatments or shorten or combine treatments to work with a group's schedule and budget. The Exhale Mind Body Spa at the Fairmont Miramar Hotel & Bungalows in Santa Monica, Calif., lets planners shorten treatments for their groups or tack on a yoga class for free. In addition, the property offers customized spa gift bags for attendees at a discount.
Jill Heyerdahl, CMP, president of Dallas-based JH Travel Incentives Inc., recently planned a spa retreat for the female executives of a Fortune 500 firm at the Gaylord Texan Resort & Conference Center's Relâche Spa and Fitness Center in Grapevine, Texas, near Dallas. "Since many of our 20 attendees were not able to spend the entire afternoon there, we shortened our treatment times, which reduced our costs and allowed our guests to enjoy the spa without the commitment of an all-day package."
Offer a spa breakout.
Plenty of resort and hotel spas offer spa-themed breakout sessions that can be cost-effective for groups. The mySpa at the Fairmont Chicago offers multiple options, including a 30-minute break with two therapists on hand for up to 15 chair massages plus a take-home spa gift, all for $300 plus a 20 percent service fee. "When we put together the program, the goal was to increase guests' productivity by recharging and de-stressing," says Karen Hott, the hotel's spa director, who notes that more therapists can be added for an additional cost depending on the group's size.
The Trump International Beach Resort in Sunny Isles Beach, Fla., offers a BlackBerry Relief session where therapists give hand and arm massages to relieve tension from continual typing or writing. The treatment, available for groups of up to 20, includes blackberry vodka cocktails.
Run a spa social hour.
Combining spa time and cocktail time also can help relax a budget. Lori Lynch, spa director at the Trump International Beach Resort, works with planners to create a spa happy hour on the beach that lets guests jump from cabana to cabana to get mojito scrubs and mini martini facials.
"You can have four people get mini treatments for the price of one full treatment," says Lynch, who adds that a bar set up nearby allows guests to mingle between sessions. "The intention is to get people networking," she says.
Run a Tab
Instead of prepaying for treatments, planners can offer a spa credit to attendees, who may then schedule treatments at their leisure. It's easier on the logistics -- and the group is not charged for unused services.
Plan fitness activities as a group.
Group wellness activities are very cost-effective, says Danielle Terranova, metro manager for Los Angeles-area Exhale Mind Body spas. "There's collective energy present, and participants can take home skills," she notes. The Fairmont Miramar's spa offers the 90-minute Core Energy Flow group yoga class for up to 100 people at $250. Classes can be held at the resort's new spa pavilion, in the yoga studio or on the beach.
Think outside the facial.
Manicures, massages and facials are fun, but consider more creative -- and often more affordable -- alternatives. The Tubac Golf Resort & Spa in Tubac, Ariz., offers a Laughter Yoga class for about $295 for 50 or more people. The class, which combines laughing with stretching and other yoga moves, is said to lower blood pressure and improve circulation, according to resort wellness director Kristi Gall. "It may seem silly at first," she says, "but it almost always leads to a natural euphoric state of hearty laughter."
Focus on food.
Many resort spas now have their own restaurants that emphasize all-natural, healthful ingredients and offer demonstrations or dinners for groups. Case in point: The Kohler Waters Spa at The American Club in Kohler, Wis., has a demonstration kitchen that holds up to 40 people. The resort's group director of culinary arts, Ulrich Koberstein, says the facility's casual, classroom-style setup is great for combining cooking demonstrations with wine pairings and food tastings. "Guests leave with tips for re-creating the dish at home," he says.
Add a touch of spa.
Remember that sometimes it's all in the details. Many resorts are apt to throw in amenities, such as soothing music played during meetings or stress-ball centerpieces, for free or very little cost. At the Westin Resort, Aruba, guests are given "sand on demand" -- complimentary boxes of sand to dip their toes in during meetings held in the resort's conference rooms.
Kimpton Hotels offers an "elements of wellness" meeting package that includes aromatherapy in meeting rooms; back massagers set on the conference table; a choice of yoga, meditation or desk aerobics breaks; cucumber slices for eye relief, and organic coffee and fruit smoothies served at mealtimes. The package, part of the Kimpton's signature meetings program, is available at all 52 of the chain's properties and costs about $10 per person (not including food).