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Idea Fair

Dry Salt Therapy

How has this idea enhanced your club's operation, etc.?

Keeping up with industry trends in all aspects of our club is very important to us at St. Andrews Country Club. We recognize that the real estate market is quite competitive and being ahead of the competition is especially important in areas that are highly concentrated with Private Club Communities. It is important for members of our community to feel confident that club management is staying informed of trends in all areas in order to consistently increase home values. Providing stellar facilities and innovative services is our goal! Dry Salt Therapy (Halotherapy) was identified as a trend in the US spa industry in 2013. Originally, the primary market was stand-alone facilities, franchises and additions to other wellness businesses. During the planning stages of the new 11,000 sq. ft. Spa and Salon, careful research was done to identify industry trends. It was decided that this innovative experience was in the best interest of our members and consistent with our goal of creating an environment that induced well-being and improved health.

How was this idea implemented, and what have been the club members' reactions?

Overcoming members’ expectation that this should be a complimentary amenity was crucial. The tranquil Salt Therapy Oasis was placed in the treatment area versus the locker room space which assisted us in demonstrating that this was a “pay per session” service. Next, our focus was to properly market the Salt Therapy Oasis through personal invitations and education. A tri-fold brochure was created specifically to educate our members on Halotherapy, as well as, guide them through the programming. This brochure along with a gift certificate for a complimentary session was mailed to each homeowner. This generated a buzz that resulted in session, as well as, monthly package purchases. A variety of programs have been designed to utilize the room such as meditation classes, stretching, and massage with Himalayan Salt Stone. Daily, we receive member inquiries about the benefits and mentioning that their friends have been raving about the healing, relaxing benefits!

About the author

Craig Martin

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