IECSC Orlando 2008 Show Program

FREE EDUCATION SPA BUSINESS EDUCATION • FREE to all attendees with daily admission. S AT U R D AY • O C T O B E R 4 • 2 0 0 8 9:15am – 10:30am • Room W305A/B S AT U R D AY • O C T O B E R 4 • 2 0 0 8 11:00am – 12:15pm • Room W305A/B Proﬁtable Strategies Even in Today’s Spa Market Ellen McGinnis • Partner, Spa Development International Marketing to the Eco-Aware Spa Consumer Michael Webster • Chairman, Eco Spa Council Proﬁtability!!! Imagine attending a session that you can actually walk away with real operational applications that are simple to implement and will grant immediate positive revenue results. The session will address key areas such as ﬁlling treatment rooms to capacity and creatively optimizing your marketing and advertising potential. Ellen L. McGinnis, Partner with Spa Development International has well over 25 years experience in the spa industry. Areas of expertise include: concept development, design functionality, budgetary projections, equipment selection, menu and treatment creation, stafﬁng, training, marketing and proﬁtable operational practices. Her career involves countless projects and today Ellen is part of a team of professionals that combine talent with industry knowledge, real operational experience, passion and commitment. McGinnis’ goal is to continue to use her experience and talent to assist day spa professionals to insure successful pre- and post-opening results! Consumer buying decisions are based on complex combinations of outside and internal factors. Increasingly, consumer purchase points are driven by an overwhelming sense of “What can I do to make a difference, without sacriﬁcing my standards of luxury?” Over the course of this interactive presentation, incorporating real time statistics, internet analytics and audio-visual aids, we will address this question on the conscience of today’s consumer. Learn how to position your spa to attract the buyer who is sensitive to ecological considerations and acts upon their objective with their purchasing decisions; sometimes not fully aware of their buying habits. Reach a new, virtually untapped market, while expanding current customer base. Learn the best way to approach eco-friendliness from a real world perspective; while making a genuine impact on your spa’s overall carbon footprint, ecological impact and global awareness. Develop skills to educate your staff, business associates and customers while maintaining or even increasing the bottom line. Michael Webster is an executive on the board with Stevenswood Hospitality Group, LLC and serves on many national, regional and worldwide not-for-proﬁt associations. He is Founder and Chairman of Eco Spa Council organization and is active on a local level with organizations such as Little River/Albion MAC Formation Committee, Mendocino Film Festival, California Association of Bed & Breakfast Innkeepers, Village of Mendocino Advisory Committee, Mendocino County Lodging Association and Workforce Improvement Board. Michael is also author of: “Being Green; a guide to living for today and tomorrow.” 9:15am – 10:30am • Room W306A/B Ten Ways to Drive Retail Sales Through the Roof Nancy Reagan • Spa First Lady, N. Reagan Spa Retail Sales are the largest driver of proﬁt in a spa. Every increase in retail improves the proﬁt to the bottom line. Ten ways to increase retail will include merchandizing tips, lighting, signage, recommendations forms, retail mix and other techniques (like don’t let them check out before the service) to inspire your front desk and therapists to drive retail sales through the roof. Retail Sales should be at least 15% of your revenue. This presentation would beneﬁt spa managers, owners, and therapists. The value of increasing retail sales provides a direct ﬂow through to the bottom line of proﬁt and increased consumer loyalty. In 1995, Nancy Reagan opened the N. Reagan Spa as a day spa and moved into a resort hotel in 2006. The 11,000 square foot spa includes 12 spa treatment rooms, salon, and ﬁtness services. An esthetician, makeup artist, and nail tech, Reagan fully understands the therapist side of the business while applying her extensive business experience to make the spa proﬁtable. Nancy holds a B.S. in Business from UNC and a M.B.A. in Marketing from U.T. 11:00am – 12:15pm • Room W306A/B PR & Leverage Marketing for Day Spas Terry Shofron • Co-Owner, RnR Marketing This presentation will cover practical marketing and PR strategies for the Resort & Day Spa industry. With over 20 years in the spa industry Terry Shofron has taken part in numerous promotional, marketing, and advertising efforts. He has seen what works in terms of marketing, what doesn’t, and why. This lecture is speciﬁcally geared towards spa owners, spa directors, and managers. There will be a power point presentation to give concrete examples of successful and cost efﬁcient ways to market and present your spa in order to increase your business and sales. Terry Shofron has worked with Burke Williams Day Spas for over 20 years. Terry has worked as a Spa Manager, Marketing Director, and Sales Team Manager. He has helped to make BW one of the largest and most successful day spa chains in the entire country. Terry Shofron has discovered innovative marketing strategies that have worked to increase BW’s sales by 4.5 million dollars over the last two years. He has started his own company RnR Promotions and Marketing in order to help other spas achieve this same level of success. TRADESHOW FLOOR HOURS: Saturday • October 4 11:00am - 6:00pm Sunday • October 5 10:00am - 5:00pm Monday • October 6 10:00am - 4:00pm AND SAVE UP TO REGISTER BY SEPTEMBER 5th WITH OUR BEST VALUE PACKAGES $60 22 R E G I S T E R T O D AY ! W W W. I E C S C . C O M http://WWW.IECSC.COM

Table of Contents Feed for the Digital Edition of IECSC Orlando 2008 Show Program

IECSC Orlando 2008 Content Exhibitor Listings Program at a Glance Spa Business Education Wellness Education Makeup Education Your Profitable American Spa Medical Spa Education Introduction to Spa & Hospitality Operations Advanced Education Workshops Cidesco Workshops Manufacturer Education Registration Form

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