Monday
Jun092008
Partnership Categories to Watch: Spas
Monday, June 9, 2008 at 05:52PM 
Are you looking to fill a partnership category? Have you considered the spas/beautification category? If not, it might be time...
Why?
- Spas are attracting a multitude of consumers of all ages and demographics
- There are over 14,000 spa facilities in the United States, generating $9.7BN in annual revenue
- The International Spa Association recently reported that 57MM Americans have visited a spa; more than 30MM have done so in the past year.
- 1 in 4 Americans have been to a spa
- Nearly 1/3 of spa frequenters are men (31%)
- Nearly four (4) million teens have been to a spa
- 16% of US spas offer teen programs
- 34% of US spas offer teen packages
- 17% of US spas offer children packages
- Spas are are enhancing their offerings and consumers are visiting for a variety of reasons
- Leading Healthy Lifestyles - 51% of U.S. spas offer educational programs and nutritional consultations; 40% offer healthy eating classes; 26% offer educational offerings on obesity and weight gain issues
- Spa visits are a necessity and an entitlement
- Spas are now offering plastic surgery, cosmetic surgery, laser eye surgery, and acupuncture
- High Tech Offerings In a Relaxing Environment - Spas are incorporating Wi-Fi technology and cyber treatments for consumers who need technology even while relaxing
- Still Considered Luxury Despite Becoming Mainstream - Chic brands (Armani, Versace, Prada) are aligning themselves with spas as the service becomes mainstream (following a trend with purses, watches, etc.)
- Going Green - 76% of U.S. spas apply environmentally sustainable practices - they also generally offer organic gardens and products and promote a healthy lifestyle
At this point, you are probably wondering how this has any relevant tie-ins to partnerships at the team/University level. There are actually a number of applications:
- Enhance team facilities / player amenities
- Develop unique spa amenities in the locker room
- Incorporate spa nutritionist/healthy living education for players and team personnel
- Incorporate spa amenities into unique stadium elements (pool (Arizona Diamondbacks), waterfall (KC Royals), etc.)
- More hotel chains are incorporating spas into their footprint; consider aligning/leveraging with chains to reap exclusive spa benefits
- Professional sports teams use the jet-driven waters of Sundance spas to relieve athletes' injuries and help diminish the build-up of lactic acid in sore muscles.
- Leverage cheerleaders/dance team/mascot to promote spa/beautification relationship
- On-site Calendar shoot; spa demos in-venue
- Reward/Treat Corporate Partners
- Integrate spa offerings into annual summit
- Show incremental value to local sponsors with free spa access/trips
- The San Francisco Giants offer "Spa Day at the Ballpark" in select stadium suites
- Promotional off-site tie-in for corporate partners/fans visiting Spring Training, training camp, fantasy camp, and/or postseason events (i.e. Fantasy Camp Hotel & Spa)
- Integrate Female Fan Club/Senior Citizen offerings
- Exclusive trip/retreat for female fanbase alongside players wives/dance team to local spa
- The Toronto Blue Jays offer a "Ladies Night Out" Spa contest
- Drive B2B Business
- Leverage corporate contacts to drive spa business
- Offer exclusive benefits for season ticket holders (and/or their businesses) to drive traffic to spa partner
- Burke Williams offers the Weekday Vacation Club for all LA Clippers season ticket holders
- Season ticket holders can purchase a $79 Vacation Card and receive 20% discounts on all full-price treatment and products
Reader Comments (1)
Brian: Nice work on this.