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LIFESTYLES - April 2004
McNees is executive director of the International Spa Association (ISPA), and industry statistics back up her statements. A 2003 study funded by ISPA, which is headquartered in Lexington, found that the No. 1 reason people go to a spa is to relieve stress, and not surprisingly, the most-requested offering is a basic massage. That was in contrast to studies in the late 1990s, which showed that people went to a spa to be indulged. There are now some 9,600 spas throughout the U.S. Geographically, the distribution of spas generally reflects the distribution of the population, meaning that spas are pretty much everywhere, not just in the West where they first became popular. In 2001, people made approximately 155.8 million visits to spas. That makes for healthy revenues within the industry. According to McNees, spa revenues have tripled in the past three years, skyrocketing from a $5 billion three years ago to almost $14.5 billion today. But what exactly is a spa? It turns out that is not as simple a question as it might appear. It was a spirited debate among the ISPA board of directors for months until they recently concluded that spas offer “professional services that encourage the renewal of mind, body and spirit.” “ISPA defines the spa experience as your time to relax, reflect, to rejoice, and to revitalize,” says McNees. “‘Your time’ are the critical words. Time is the most precious commodity today.” Unquestionably, arriving at a definition was more difficult because there are so many types of spas. Consider these categories recognized within the industry: Club Spa - a facility whose primary purpose is fitness and which offers a variety of professionally administered spa services. Cruise Ship Spa - a spa aboard a cruise ship providing professionally administered spa services, fitness and wellness components and spa cuisine menu choices. Day Spa - a spa offering a variety of professionally administered spa services. Destination Spa - a spa whose sole purpose is to provide guests with lifestyle improvement and health enhancement through professionally administered spa services, physical fitness, educational programming and on-site accommodations. Spa cuisine is served exclusively. Medical Spa - individuals, solo practices, groups and institutions comprised of medical and spa professionals whose primary purpose is to provide comprehensive medical and wellness care in an environment which integrates spa services, as well as conventional and complementary therapies and treatments. Mineral Springs Spa - a spa offering an on-site source of natural mineral, thermal or seawater used in hydrotherapy treatments. Resort/Hotel Spa - a spa owned by and located within a resort or hotel providing professionally administered spa services, fitness and wellness components and spa cuisine menu choices. In addition to the leisure guest, this is a great place for business travelers who wish to take advantage of the spa experience while away from home. “After September 11 (2001), we found out that consumers saw spas as a place to go and be nurtured, a place of healing comfort,” she says. “The fact is that we are all running crazier than ever. There is limited time to take care of ourselves. Spas are not about pampering. They are a necessity for health and well-being. We need to carve out that time for ourselves, to be we all can be for our children, our spouses, and our employers.” Spas are also fast becoming a form of entertainment, according to McNees. “In years past, groups of girlfriends would go out to diner together,” she notes. “Now they may go out to spa together. They spend the same amount of money (about $70), but they can de-stress. It’s a lot about where people want to put their money.” It’s not just groups of girlfriends investing in their wellbeing, either. “We are seeing more teenagers,” McNees says, noting that there are now teen-only spas in parts of the country. “Spas are a wonderful place for teens to learn about good nutrition and portion control, how to handle acne without scarring, how to take care of your skin, how to do a facial correctly, and about a positive image. “We are also seeing whole families going to spas. On their vacation, the family, including the kids, devotes one day for the spa. Some spas are even large enough that the entire family can have a treatment together.” Helping spas attract a more diverse clientele and meet that clientele’s needs is one of ISPA’s goals. ISPA has 2,000 members in 63 countries. Interestingly, there are no member spas in Kentucky, which begs the question of why ISPA is headquartered here. For their dues, ISPA members receive an array of benefits, which can be broadly grouped under the headings of education and networking. These include a bi-monthly magazine; regional meetings known as knowledge networks, which delve into hot topics within the industry; the largest annual conference for worldwide spa professionals; research into industry trends and demographics; and a Web site that includes educational tools to help spa professionals run their businesses better. As within all businesses, the spa industry has concerns. Finding qualified staff is a major one. “The spa industry is very labor intensive,” McNees notes, “and the pool of qualified people is scarce. The industry has grown so rapidly.” A tool on ISPA’s Web site, therefore, is a job bank to help match spa owners with qualified people looking for employment. And make no mistake; spas are businesses, although they cannot easily be categorized as small businesses or large ones. Giant corporations such as Marriott and Hyatt own many spas. Others are small, locally-owned businesses. Collectively, spas are the fourth largest leisure industry, bringing in more money than amusement parks or movies. In fact, a recent survey found that if a person had $200 in discretionary income, spas were just behind travel in terms of how people would choose to use it. “It’s all about balance,” says McNees, explaining the ever-increasing demand for spas. “We are running from one activity to another, working long hours, and traveling. We have to stop and take a break. Spas provide a safe haven to find that balance.” Finding a Spa
Florida Georgia Mississippi Missouri North Carolina South Carolina Virginia West Virginia For a complete list of spas, go to www.experienceispa.com/newsearch/search.asp. What to Look for in a Spa
Licensed Comfort Fit Association membership
Debra Gibson is a staff writer for The Lane Report Back to April Issue The Lane Report is a trademark of Lane Communications Group. All other trademarks are the property of their respective owners.
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Female celebrities and wealthy executives pampering themselves. Is that your mental picture of a spa? If so, Lynne McNees would tell you to tear up that outdated image and replace it with a current one – a picture of mainstream Americans relieving the stresses of everyday life at a place that has become as much a part of their routine as the office, the soccer field, or the grocery store. Your new picture should also include men; some 29 percent of spa goers are now men.
However you define it and whatever type of spa you choose, McNees says Americans are flocking there, even more so after 9/11 despite the fact that discretionary income went down dramatically after that tragedy. 
The answer is Host Communications. Host serves as the management firm for ISPA and two other associations – the National Tour Association, and Quest, a user group for J.D. Edwards. Host has managed ISPA since 1997 when the association had fewer than 600 members. 
There is a perfect spa for you, whether you want a day trip or a spa vacation, a nearby destination or an overseas escape. Here is a list of spas that are members of ISPA and within driving distance of Kentucky:
McNees offers these suggestions for finding the perfect spa for you: