27 Jun 2018
Spa Strategy helps create three-storey wellness oasis for The Phoenician
BY Jane Kitchen
The Phoenician Resort in Arizona, US, has unveiled a new three-storey spa as part of a massive, multi-year resort renovation – the largest ever undertaken since the resort opened nearly thirty years ago.
The new spa was created in partnership with consultants Spa Strategy, whose scope included business analysis for growth as well as design technical review services.
“Arizona is one of the most competitive spa markets in North America and Scottsdale has a very high concentration of luxury spas. A challenging market to operate in, it was imperative that the new spa set the benchmark high,” said Claire Way, managing director of Spa Strategy.
“Our business analysis, combined with input from director of spa Sheryl McCormick and the resort team, created a wish list of items for the new spa that would set it apart from its competitors and drive business growth – a key reason for the renovation.”
The 24-treatment-room Phoenician Spa replaces the former and original Centre for Well-Being. A significant change was the decision to create a slightly larger footprint, so that the spa could enhance the guest experience and expand key revenue areas.
Changes include a larger fitness area so that membership can be offered, expanded retail space, updated luxury changing rooms, a hydrotherapy suite, a luxurious spa suite, dedicated relaxation area and a vertical expansion to add a third floor with a rooftop pool featuring views over Camelback Mountain – a key element in the redesign.
“An important factor in the design process was to create a spa that is flexible,” said Way. “The rooftop pool and terrace with 360-degree views is such a space. It presents a host of opportunities to attract larger private groups and expand programming for other events. Similarly, the spa suite and adjoining treatment rooms are designed so that they can become a suite of treatment rooms for small private groups or function as individual rooms.”
A 1,400sq ft retail boutique features an aromatherapy blending bar to customise spa treatments and take-home products, and also includes a grab-n-go refreshment area with healthy snacks, juices and smoothies.
“We want to become the premier spa in the United States, and to earn the Forbes Five Star Award,” said director of spa Sheryl McCormick. “We also wanted to become more competitive within our local market with the addition of the rooftop pool. The new-build was a huge transformation, and our guests are loving everything.”
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