Pierce Mattie Public Relations New York & Los Angeles

The first Global Spa Summit concluded yesterday at the Waldorf Astoria with a press conference and champagne reception. For me it was an opportunity to connect with industry colleagues, say hello to some old friends, and learn about the hot topics of today.

The press conference was moderated by Pete Ellis of Spa Finder Inc., the underwriter of the conference. Pete and his wife Susie run Spa Finder and publish Luxury Spa Finder Magazine. Keynotes were delivered by Revolution LLC founder Steve Case and Kevin Kelly, president of Canyon Ranch.

In summarizing the event Pete and his panel including Fairmont Raffles Hotels VP Ann McCall Wilson, focused on the continued growth of the spa industry and its expansion into the healthy lifestyle arena. The concept of spa has its origins in Europe, but its development in the US has made it one of the fastest growing industries in the world.
The spa industry now encompasses everything from the local yoga studio that offers massage to the destination health resorts that make the word famous. The Summit addressed several main points;

1. Integration and segmentation are taking hold
It may be a paradox, but simultaneously the industry is including the all the wellness aspects of “healthy living” businesses and is creating the segment definitions that allow them to be part of the category of spa.

2. Global brands of spa are rising
Several spas have now developed global reputations and outposts – think Canyon Ranch or Fairmont or Banyan.

3. The conservative financial institutions are looking to invest
Banks and other financial institutions are looking for the formula that will allow them to measure the impact of spa and wellness on specific real estate projects. This will only serve to further propel the growth of the industry.

4. Labor shortage / educational standards
For as long as I have been in the spa business (since 1993) this has been an issue, and for the first time, I saw an international effort in collaborative education being discussed at this event.

Pete Ellis also reported that they had to turn away attendees to the event, a sure sign that the work being done by this group is meaningful. Another sign, the high level positions of the attendees. I caught up with Deborah Szekely, founder of Rancho La Puerta and Golden Door Spas and one of the most famous and recognizable names in the industry. I had met her back in the early 90’s at an ISPA conference where she had given a very memorable speech. Looking amazing and agile she is still contributing to the industry she helped found. I missed Kevin Kelly, president of Canyon Ranch, my alma mater, but heard that his speech was excellent. And of course Mary Tabacchi of Cornell University who has tirelessly worked to educate her students in the art of spa management was there.

I toasted the successful event with Jane Iredale and partner Bob Montgomery and look forward to hearing much more from this group.