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Weekly UpdatesAfter a pressure-cooker week of meetings and deadlines, a glass of wine, three Advil and a hot bath--followed by my boyfriend karate chopping the length of my back with a soothing, "Am I hurting you?"--I realized that these were the only comforts this executive ever knew of spa treatments. While colleagues and friends raved about French this and Swedish that, I doubted the powers of a eucalyptus oil rubdown with a CD of ocean waves playing in the background.
That was before I got my body polished. What was once a decision between indulgence or well-being, has since been replaced with a choice of treatments that make me feel good, are good for me, and in some cases, have noticeably improved my appearance. Although spa clients nationwide report that massage remains their favorite treatment, it is only one offering on the extensive menu of treatments that includes services that soothe aches and pains, boost our energy level, or take us to a happy place with a combination of touch, massage and bodywork that restores our mind, body and spirit--often in less than an hour.
SPA TREATMENTS NOTHING NEW
Spas descend from the ancient practice of bathing in hot springs and mineral waters, dating back to the Babylonians and Greeks. During the 19th century, many European spas were destinations for the wealthy that went there to "take the waters." Today, day spas, destination spas, resort spas, cruise spas, medical spas, eco spas, vacation spas, club spas, and mineral spring spas comprise a flourishing industry that includes 6,000 storefronts in the United States and is growing at an annual rate of 21 percent. Every year, 95 million visits are made to spas in the United States, generating $5 billion in revenues--more than ski resorts ($3.1 billion) and only slightly less than box office receipts ($7.5 billion). According to the International Spa Association, this can be attributed to consumers' increasing focus on prevention and fitness and wanting to escape work-related stress, especially among baby boomers and the aging generation that makes up more than half of the country's population.
ALASKA'S ABUNDANCE
In Alaska alone there are about 25 day spas in Fairbanks, Juneau, Ketchikan, Valdez, North Pole, Soldotna, Girdwood and Anchorage. Increasingly, executives, maxed out mothers, athletes and seniors are walking into spas for Dead Sea salt scrubs, aromatherapy, reiki, seaweed thalassotheraphy, detoxification, body polishes, watsu, rasul, hypnotherapy, grand repechage, four-hands massage, mud wraps, sugar glow, aqua chi, body wraps, breath work, chakra balancing, raindrop therapy, effervescent sea foam packs, gem therapy, Lomilomi and aura imaging.
ALLURE DAY SPA & HAIR DESIGN
Known as the pioneer of day spas in Alaska, Allure Day Spa & Hair Design co-owners Kari Hall and Susan Hoedel opened the doors of their original downtown location in 1992. In their tiny original storefront, they grew to a staff of seven and in 1997 moved into an old pawnshop on 5th Avenue, until a 2003 fire leveled the newly remodeled facility. They re-built from the ground up and today are on the original lot, now a 9,000-square-foot building with 39 treatment centers, including 15 hair stations and 24 rooms dedicated solely to providing spa treatments.
Over the past 15 years, the demand for services that help the busy executive get through another day without cracking, have required spas like Allure to add spa treatments that offer a relaxing experience without the time commitment.
"The biggest stumbling block to making an appointment is the time, not the money," Hall says. "We find that the challenge for the busy person today is what a person will have available in their schedule--it's not always about the budget.
"We have many services that allow the client to come in for pampering and mental rejuvenation--the only difference is that they receive it quickly, then leave."
One of Allure's most popular services is the 50-minute massage, designed to have specific areas treated, with some time to relax after, before the client heads back to the grind. "Massage offers a whole new level of relaxation," Hall says. Each session is tailored to the clients' needs, whether they want the entire 50 minutes dedicated to back and shoulder work, or 20 minutes of foot massage combined with treatment on another area.
The Vichy Massage-named for a spa and resort town south of Paris--is a full body massage that combines Shiatsu, Swedish, deep tissue and sports massage techniques. The entire experience is finished with hydrotherapy from a high-pressure hose that extends over the entire length of the body and is aligned with the seven energy levels in the spine, then finished off with the relaxing Vichy shower.
"It is WOW," Hall says, adding that it is not uncommon for a wife to call and book this treatment for her husband because "he has no idea how stressed he is."
Champagne of the Sea, a body treatment that ranges in length from 30 to 80 minutes, is a re-mineralization process for tight, sore muscles, sport strains and backaches. Clients are enveloped in a frothy, effervescent seaweed mud that gradually warms and bubbles until it releases the tension and stress.
For the executive who travels a lot, or for anyone who suffers from tired, swollen legs, Hall recommends the cool Revitalizing Leg Mask to calm and soothe aching tissue as it lowers the surface temperature to provide instant relief. "Combined with a foot massage, the result is a long-lasting analgesic action that may make you feel like dancing," Hall says.
Allure's business was built primarily on hair design and nail treatments before expanding into massage and body treatments, and today remains one of its standard service lines that increasingly appeals to both women and men executives. Finally, Hall says, men understand that nail care isn't about nail polish; it's about maintaining appearance and health, relaxation and indulgence. The Signature Service pedicure begins with a Jacuzzi footbath infused with sea rocks and essential oils and includes aromatherapy from the alphahydroxy scrub, a foot masque that cools and soothes, and a foot and calf massage to aid in detoxification. As another timesaving feature, Allure offers an express manicure-pedicure combination where two technicians work on the client simultaneously, reducing the time from 90 minutes to just under an hour.
Executive incentive packages are available to companies who use the spa as a reward for top-producing professionals. The upstairs area can accommodate up to 12 people, where spa professionals deliver the agreed-upon treatments, along with refreshments, before the training session or meeting begins. By offering the services first, Hall says, they are more relaxed and open to listening and learning.
INTUITIONS DAY SPA & SALON
When it comes to catering to executives, Intuitions Day Spa & Salon owner Katie Chadwick says, "We're all about it." Located at Alaska Club's adults-only Summit Club off of O'Malley Road, the location alone helps executive work spa treatments into their busy schedules in conjunction with their workout routines, and extended hours mean clients come in on their way to work or after for massages or facials.
"For the multi-taskers, this means they can workout, get a treatment, grab a cup of coffee and go to work," she says.
For the executive market, Intuitions prides itself in thinking of ways to find more hours in the day and to give them the same value and therapeutic benefits of spa treatments in less time. "There's a lot we can accomplish in a little amount of time." And for those who have flexible schedules and don't have to be at work promptly at 8 a.m., they will start their day with a haircut or pedicure, then head to the office. "We even sell pedicure sandals so they can leave and their feet will dry while they're driving back to work."
The 45-minute Express Facial, designed for extra hydration, is one of Intuitions' most popular treatments for the executive, Chadwick says. For those who can fudge a 90-minute lunch hour, the one-hour massage allows plenty of time for changing clothes, the massage and round-trip travel time. Gift cards are also very popular with this market, she says, and executives like the free delivery for last minute moments when a boss wants to recognize an employee.
Corporate retreats are available to groups of 10 or more who book at least two services per person. The spa closes for the whole day and everyone in the group receives some combination of services, ranging from massage to experimenting with a new hairstyle. There's nothing more relaxing, Chadwick says, because clients are off for the whole day and they don't feel like they have to rush.
As an overworked business owner herself, Chadwick understands that sometimes there simply isn't an extra minute or hour to get away. "At the very least, we educate our guests so we can help them do these maintenance things at home between visits," she says. Cleansing, toning and moisturizing take five minutes every day. Exfoliation is a 10-minute process that only needs to be done twice a week. And they sell the same Sothys French product line they use during appointments, so the routine is not interrupted.
SONA VITA MEDICAL DAY SPA
What sets Sona Vita apart from most spas is that it is a "medical spa" that offers corrective medical treatments in addition to the standard body treatments and massage services. In addition to the staff of estheticians and stylists, Dr. Jan Nyboer oversees the spa's medical procedures.
Executives who want these services are not just interested in relaxing, Gina Daugherty, co-owner and a working medical esthetician says. "They are looking to also change their appearance a bit, especially where women are concerned. "Male executive clients tend to be more interested in massage, facials and waxing."
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