We interviewed Allison Bevan, spa director at The Spa at The Joule (Dallas) to learn more about the spa, which focuses on holistic beauty that supports inner and outer wellbeing.
Can you tell me a little bit about the spa’s design?
Designed by the renowned Adam D. Tihany, the 11,000-square-foot subterranean Spa at The Joule offers a modern experience that merges holistic performance with spiritual relaxation. The space features commissioned artwork, minimalist chandeliers, curved screens, and a restored historic ceiling accented with soft color. Travertine, sandstone, and quartz adorn the countertops and reception area, while new white oak flooring brightens the environment with a warm, welcoming feel. A retail display anchored by a seasonal foliage planter brings a calming connection to nature. In August 2024, The Spa debuted a refresh that introduced a street-level entrance, four stop-and-go Express Facial Bar stations, and an expanded retail area. When designing The Spa, our goal was to create a serene environment where guests could truly unwind. We focused on delivering a luxurious, personalized experience that pairs high-end skincare and wellness products with exceptional treatments. As part of the hotel, the spa embodies a hospitality-driven approach, with thoughtful service at the heart of every step in the guest journey.
What makes the spa unique and sets it apart from other spas in the area?
We take a thoughtful, full-circle approach to the guest experience, ensuring every moment feels intentional—from the moment they arrive to well after they leave. While the luxury and attention to detail set us apart, we’re also proud to be the only hotel spa to offer a luxury facial bar. We incorporate advanced technology through medical spa devices and feature high-performance skincare lines like Biologique Recherche and Environ. For massages, guests simply select their preferred duration (50, 80, or 110 minutes), and the treatment is fully customized based on their needs. Therapists may incorporate Swedish, deep tissue, hot stone, reflexology, gua sha, cupping, or CBD enhancements, allowing them to expertly tailor each session in real time.
How would you describe your typical clientele?
Our clientele ranges from local professionals to international travelers, as we’re located in a luxury hotel in downtown Dallas. However, most of our guests are locals, as they’re regulars who return time and again for our services. We see a mix of guests seeking relaxation, as well as those looking for quick, results-driven treatments. Many of our guests appreciate both the high-touch, luxurious experience and the convenience of express services.
How are you marketing the spa to your hotel guests?
As a part of the hotel’s pre-arrival experience, our concierge team personally reaches out to guests to assist with any spa requests, encouraging early booking due to high demand. As an exclusive offering, hotel guests may enjoy full access to our spa facilities even without a scheduled treatment. Rotating spa content and wellness promotions are also featured in guest rooms, offering an inspiring preview of the restorative experiences available just steps away.
How are you marketing the spa to local guests or those not staying at the hotel?
The Spa is deeply rooted in the local Dallas community with a loyal following that makes up 90% of our clientele. Our marketing strategy focuses on curated experiences, seasonal promotions, and word-of-mouth momentum driven by consistent high-quality service. We regularly highlight featured services and skincare partners through email campaigns and social media to maintain visibility within our market.
Can you tell me a little bit about the creation of the menu?
Our menu was designed to be intentional, results-driven, and easy for guests to navigate- just choose your time, and our expert therapists or estheticians customize every detail based on your body or skin’s needs. We focus on modern wellness practices like gua sha, lymphatic drainage, CBD, and reflexology, and use only top-tier skincare partners like Biologique and Environ Skincare. These results-driven facials help us build a loyal local following and led to the creation of our express facial bar, designed to meet the high demand for personalized skincare in a more accessible format. Signature treatments like The Joule Treatment combine scrub, massage, and sensory rituals in an experience that reflects the spa’s subterranean, geothermal inspiration.
Did you take any green initiatives when creating the spa/creating the menu/selecting the spa products?
We maintain a commitment to sustainability by offering eco-conscious alternatives and are always striving for ways to perform at a luxury level while also keeping this in mind. We prioritized clean, responsibly sourced products. We focused on brands and offerings that align with clean conscious beauty, free from harmful ingredients, and rooted in science-backed results. We also implemented subtle green practices throughout the spa- We use digital intake forms to reduce paper waste, compostable cups for guest snacks, and bamboo-based amenities in our locker rooms like razors and brushes. We focus on choosing better, more responsible options that still elevate the luxury experience.
What are most spa-goers looking for when they visit your spa? What treatments do most spa-goers gravitate toward?
Our guests appreciate that our services are not only results-driven but also thoughtfully executed, with close attention to every detail. They know they can count on a consistent, high-quality experience that’s tailored to their individual needs. That sense of trust and connection is a big part of what we’re all about. Some of the most popular treatments include the 50- or 80-minute Customized Massage, the 60-minute Biologique Facial, and The Joule Body Treatment.
What treatments are a harder sell?
Our express facial bar services have become increasingly popular, but because they’re still a newer concept, they require a bit more education to help guests understand their purpose and results. Guests often gravitate toward massages or longer, more indulgent facials because they’re familiar and feel like more of an “experience.” Once they experience the express facial bar, the value becomes really clear, but getting them there takes intentional communication.
What product lines do you carry at the spa, and why did you select them?
We carry a full range of Biologique Recherche, Environ, Niven Morgan, Candela, Chadsworth & Haig, and Oka B. Our focus is on results-driven skincare and nourishing bodycare treatments that renew both the mind and the spirit.
What do you find your biggest challenge to be, and how do you meet that challenge?
One of our biggest challenges is balancing high demand with maintaining a luxury, personalized experience. The Spa operates at a consistently high occupancy, and while it’s a great problem to have, it requires us to be very intentional with scheduling, staffing, and pacing guest flow to protect the integrity of the experience. We meet that challenge by focusing on strong team communication, clear service standards, and closely monitoring occupancy levels. Our leadership team is hands-on every day, making real-time adjustments to ensure our guests never feel rushed or crowded, even on our busiest days.
What plans do you have for the future?
Looking ahead, we’re focusing on expanding our wellness offerings while continuing to elevate the guest experience. We’re exploring new activations like outdoor yoga, late-night sound bath meditations, and more curated retail and service partnerships. We’re also working on integrating results-driven treatments with a wellness-forward approach, bringing in thoughtful enhancements that align with both luxury and holistic care. Ultimately, our goal is to stay innovative while preserving the intimate, five-star experience our guests have come to expect.