Founder and owner of the San Francisco
Institute of Esthetics and Cosmetology since
2002, Deedee Crossett is an industry pioneer
for raising the bar of undergraduate education
for cosmetologists and estheticians. She can be
reached at www.facebook.com/deedee.crossett and Twitter
In this #10things, I interview spa magician, a.k.a.
spa consultant Megan Linney, asking her “What
are #10things we need to know about rebuilding or
rebranding a spa?” Below are her answers.
If you are going to hire a consultant or rebrand your
spa, here are Linney’s suggested #10things.
#10Things To Know About Re- Building/Branding
By Deedee Crossett, San Francisco Institute of Esthetics and Cosmetology
Take time to gather information. Conduct a
thorough facility evaluation, detailed
inventory of supplies and observe staff and guests to
determine why the spa is not succeeding.
Ask the staff. Listen to each of the staff members.
The team will be a mix of currently apathetic and
disgruntled people who were once champions of the
business. This process helps you to understand who
and what can be salvaged from existing operations.
Evaluate numbers. What type of sales has the
business been able to achieve? Numbers tell a story
that will provide an improvement plan for the spa.
Be transparent. Remind employees that you’ll be
reviewing all aspects of the business before making
Be diplomatic and compassionate. You’ll gather
more bees with honey than vinegar. Many of those
who are left standing in a failing spa or salon are
to be commended for doing the work that others
Review the competition. Read online reviews,
social media campaigns, service offerings and
pricing within a ten mile radius for suburban (and
approximately ten blocks for urban) locations.
Keep what works. It’s great to bring innovation
to attract new or more guests, but don’t alienate
the guests who have been frequenting the business
during its less successful period.
Remember the people. People are your most
important asset. It’s unnecessary to scrap everything
to get major results. More often, a deep clean, critical
investment in repairs/minor upgrades and refreshing
the service menu/retail offerings will go a long way.
Deliver clarity. If you are a consultant or manager,
deliver your findings and recommendations to
the owners in a clear and concise manner that
includes action, time frames, cost, ROI and the
Cross-promote. Make sure you have the holy
trinity of cross promotion: services that deliver
client’s needs, result-driven retail products and a
team committed to customer service.
Megan Linney is a spa consultant and
founder of Megan Linney Spa Life. She is also
COO of The Now Massage Boutique. She is a
licensed esthetician and massager therapist
with 20 years in the industry.