We had the chance to speak to Gary Virden, director of spa and recreation at The Spa at The Ritz-Carlton, Amelia Island (FL), to get an inside look at the newly renovated and re-imagined 25,000-square-foot spa and wellness center, featuring entirely redesigned spaces along with new fitness and wellness programming.
Please describe each of the treatment rooms.
We have 26 treatment rooms. Within those 26 rooms, we have esthetics rooms, massage rooms, two couples' rooms (one with an LED hydrotherapy tub), two wet rooms with Vichy showers, and a red light therapy room.
What makes the spa unique and sets it apart from other spas in the area?
We focus on complete Wellness for the mind, body, and skin. Our treatments range from traditional massage and high-tech skincare to red light full-body therapy.
How would you describe your typical clientele?
We cater to our local clientele, as well as hotel guests from around the world.
How are you marketing the spa to your hotel guests?
Currently the demand is very high, so marketing to increase capture is not the direction. We are choosing to focus on our unique selling points and offerings.
How are you marketing the spa to local guests or those not staying at the hotel?
We do offer a discount for locals from Monday through Thursday. We also have a thriving Resort Membership, which gives members access to the spa and other amenities of the resort.
Can you tell me a little bit about the creation of the menu?
Our menu focuses on our three pillars: mind, body, and skin. Each of our treatment focuses on one or more of these areas. The Ocean Healing Treatment is a great example of a local-inspired service that harnesses the essence of the salt from the ocean as well as the water element. The guest starts by soaking in a salt water bath, then moves on to a full-body salt scrub and then finishes with a warm stone massage using heated Himalayan Salt stones.
Did you take any green initiatives when creating the spa/creating the menu/selecting the spa products?
We have moved to using fully biodegradable and sustainable locker room amenities. Our razor, brushes, toothbrushes, etc, are all made from wheat straw and are much better for the environment.
What are most spa-goers looking for when they visit your spa?
Massage is still the top seller at over 70% of our services.
What product lines do you carry at the spa, and why did you select them?
We carry Eminence Organic Skin Care, Dr. Dennis Gross, and ESPA. We think these lines offer a broad spectrum of ingredients and outcomes to accommodate our diverse clientele.
How many people are on staff?
There are 60 full-time and 10 part-time employees. Our treatment provider team is very seasoned with the average tenure being 15 years.
What sort of retail offerings do you offer?
We offer a wide variety of products, apparel and gift items. We select inventory that we feel represents our locale and highlight our focus on wellness.
Are you offering any sort of spa cuisine or healthy dining options?
We offer a healthy spa menu served daily by our spa pool. This include healthy wraps, salads, and fresh juices.
What plans do you have for the future?
We are working toward our Forbes Five Star rating.