PPCO Twist System
Transcription
PPCO Twist System
PROFILE Changing Ummelina has become a downtown Seattle fixture. with the Times When Nina Ummel first opened Ummelina International Day Spa in downtown Seattle 27 years ago, it was the only gig in town, and quickly cornered the burgeoning market. By 1999 (as DAYSPA noted in our original Ummelina profile published in the same year), following a relocation and expansion, it had built up a clientele numbering an impressive 24,000. “Since then, spas have been cropping up around here like wild mushrooms,” jokes Ummel, whose official title is, fittingly, “chief visionary officer.” “It must be the all the rain and damp weather!” Despite increasing competition from in-house spas at the city’s upscale hotels (“Although, finally, we weren’t the most expensive place in town!”) and strip-mall spots in Seattle’s rambling suburbs, Ummel 62 DAYSPA | SEPTEMBER 2013 and her crew have been able not only to survive but thrive—even opening a second location in Yakima Valley, an agricultural and wine-producing region around 150 miles south-east of the city, seven years ago. While Ummelina may no longer be the only option for Seattleites, the spa maintains name recognition throughout the Emerald City, and as Ummel notes, it isn’t uncommon for concierges at those high-end hotels to send guests to her for what she calls a “truly unique experience.” In the spa’s nearly three decades of operation, Seattle and its residents have changed repeatedly, yet Ummel has had the almost uncanny ability to stay ahead of the trends and times. Her secret? You might say it’s the core principles and ideals behind Ummelina that will likely PHOTOS COURTESY UMMELINA INTERNATIONAL DAY SPA Nearly three decades after opening, Ummelina International Day Spa is still rising to the occasion. By Shari Goldhagen Ummelina’s rituals and journeys have been almost equally embraced by both sexes. ensure its place as one of the Pacific Northwest’s top spas for the next 27 years—and beyond. THE ORIGINAL ORGANIC For Ummel, who grew up on a farm in a Mennonite community in Indiana, natural ingredients were paramount to her vision from day one. “My background was all about herbs and healing,” she shares. “When I was a kid, I learned that if I got a splinter, I shouldn’t dig it out but instead put the right salve on at night and it would come out on its own in the morning.” As Ummel began concocting her own skincare and beauty products, she incorporated that early knowledge, shying away from chemicals and preservatives and focusing on elements of “land and sea”—especially seaweed, which finds its way into a good chunk of the spa’s eponymous product line. In recent years, the industry has caught on, as clients clamor for “green” treatments and tonics. “When I started, that option simply didn’t exist in this country. Now the choices are everywhere, so it’s easier to find suppliers and ingredients for our formulas,” says Ummel, adding that “there’s more to running a truly eco-friendly spa than simply slapping on a fancy label or coat of moss-colored paint”—something she hopes eco-conscious consumers appreciate. “It’s different to have an owner who truly believes in the organic, natural approach than one who is simply following the trend. It’s about how the business is built, how the staff and clients are educated, about their core policies.” Indeed, nature can be felt in every area of both Ummelina locations, where earthly features inspire 64 DAYSPA | SEPTEMBER 2013 the names of key interior spaces: the Desert (dry heat sauna), Rainforest (steam torrent showers and jetted hose) and Well (staff dispensary, where the various salts and essential oils are stored and mixed). THE EVER-EVOLVING CUSTOMER A great point of pride for Ummel is the scores of original customers who have followed her through the years and expansions and who still come in for regular treatments. “I’ve always stressed the concept of ‘preventive’ care rather than ‘pampering,’” she says. “When people can see the difference in their body or skin, they understand the importance of return visits and don’t just regard us as an unnecessary luxury.” Several loyal clients have even brought in their children and grandchildren for a first spa experience, making Ummelina truly generational. Long-time clients aside, Ummel has seen some major shifts in what people are looking for in a day spa, especially since the recession began. “One of Dermafile™ Professional Achieve the look of polished perfection from head to toe with the power of stainless steel and diamonds. No chemicals, acids, crystals, machines or blades! AN ALL NEW DESIGN! Our finest Dermafiles ever! CONTACT: 813-289-1668 [email protected] www.dermafile.com Use FreeInfo #29 66 DAYSPA | SEPTEMBER 2013 the things we’ve noticed in recent years is that not everyone wants the full day experience anymore,” she says. “For our Yakima spa, it’s still about a retreat, but in the city location, a lot of people want to stop in during their lunch or as a break from shopping… they want to spend a half hour here, not four hours.” Ummelina still boasts a range of extravagant, ultraluxe packages—or “journeys” as they’re called— such as the Full Moon (7 hrs./$585-$610), which features a hydro treatment, sea salt scrub, massage, facial, seaweed mani-pedi and light fare in the adjacent Tea Spa. But it has also added several shorter treatments with price points at $60 or under, including an Asian-inspired Aromatic Foot Bath Ritual (15 min./$20), a scent-infused bath known as the Aromatic Waters Ritual (30 min./$45-$55), several halfhour massages and various manicures and pedicures. In addition, Ummel acquired the space across from the main facility of the Seattle location and turned it into the Tea Spa, where customers can stop by and enjoy a cup of one of 26 hand-blended herbal teas, as well as an Aromatic Handwashing Ritual ($10 per Clients take time for tea after their treatments. person) or instructive Cross-Cultural Tea Ritual ($20 per person), both of which can be booked by sole spa-goers or by groups. “We’ve found that people— women especially—have trouble getting off the clock and stepping away from their responsibilities, so we wanted to open things up and provide quick ways for people to be able to relax,” says Ummel. “We want to serve as a retreat, whether you’re spending $300 or $20.” Another change in the client base over the years? The level of testosterone. A full 40% of Ummelina customers are male, an audience that Ummel and chief of operations Meghann Lawrence actively court, with specialized Even pre- and post-treatment periods are therapeutic experiences. 1.800.562.5377 68 Use FreeInfo #31 DAYSPA | SEPTEMBER 2013 rituals and packages just for the boys, including the Safari Journey (2¾ – 4¼ hrs./$310-$330), featuring an aromatic hydro treatment, a “Shavel” shaving ritual and a seaweed mani-pedi. “When we expanded to our current location (in 1997), I intended for the spa to appeal to both men and women—the design focused on nature and wasn’t feminine or pink in the way a lot of the European-style spas were,” says Ummel. “I also purchased equipment specifically for men: extra-wide massage tables, larger chairs, multi-jetted showers positioned for taller people, as well as robes that fit. We want men to really feel welcome here, not like they’re an afterthought.” Similarly, Ummel was way ahead of the field when it came to anticipating the growth of couples’ treatments, which have become some of Ummelina’s top sellers. The entire Yakima Valley location was designed to accommodate solo or duo treatments. And both spas allow men and women to share common areas—lounges and changing rooms—which not only boosts a couple’s enjoyment quotient but also maximizes space. “If 40% of our clients are men, having separate facilities means that only around half our clients can use any given space!” (Ummel notes that anyone with reservations about what goes on in those shared areas need not worry, and clients are clearly advised that couples’ treatments are to be “scentual not sexual” experiences!) OPERATIONAL SHIFTS Of course, it isn’t only Ummelina’s clientele but also its employees who have evolved over time. Although a few of the spa’s 40 staff members have celebrated a decade or more with the company, Ummel has noticed a definite change in new hires. “Massage training in Seattle was always pretty comprehensive, but for facials and nail care, the education has really improved,” she shares. “We used to have to train estheticians for a month because very few of them knew how to analyze the skin or understood how it worked in conjunction with the body’s systems. And, we used to spend at least three weeks training manicurists.” Although management still takes time to make sure newbies are familiar with the spa’s high-tech equipment and herbal emphasis, most Ummelina employees now carry multiple certifications and can perform a variety of services. One operational policy that has Results Focused, Naturally Inspired Smart Skin System UMMELINA INTERNATIONAL DAY SPA Website: ummelina.com Twice daily application for 56 days* Visible, Age-Defying Results ~ Innovative multi-active peptide formulations ~ Benefit optimizing concentrations ~ Performance enhancing synergy ~ Free of all suspect ingredients ~ American made, Cruelty free, Recyclable! scan code/visit web/or call... www.DermaEarth.com Call 888-608-SKIN (7546) Use FreeInfo #33 70 DAYSPA | SEPTEMBER 2013 Year opened: 1986 Size: 5,600 sq. ft. (Seattle); 3,700 sq. ft. (Yakima Valley) Facility: 7 multi-purpose rooms; 2 baths; lounge area; Global Remedies store; Tea Spa (Seattle); 4 treatment rooms; 2 baths; lounge area; Global Remedies store; Tea Spa (Yakima Valley) Staffing: 40 Most popular treatments: Celebration Massage (30-90 min./$60-$145); Aromatic Hot Stone Ritual (60-90 min./$120-$160) Average service ticket: $130 Product lines: Bucky Hotties comfort accessories; LOMA hair care; Ummelina skin and body and aromatherapy products; teas remained steadfast is Ummelina’s “tribal” method of management, in which employees at all levels learn from each other and work in a circular fashion. “In some spas employees expect the spa to bring clients to them, but here we operate on the premise that it takes everyone personally doing what we call ‘guerrilla’ marketing, which is just our way of saying everyone gets out and spreads the word!” One of the biggest changes for any business operating in the past 15 years has been the techno explosion, and Ummelina has been no exception. Ten years ago, Ummel partnered with Lawrence to help beef up the spa’s online presence and update its marketing strategies. Currently, Ummelina sells 35% of its treatments and 15% of its products via the Web. It even enjoys a popular Facebook page and Twitter feed, though Ummel isn’t keen on all aspects of the brave new social media world. “With the recession, the spa marketing environment has been flooded with Groupon and other such offers to get people in the door,” she shares. “But in my experience, this type of marketing breeds a non-loyal client—people just looking for a deal.” With her proven record of success, Ummel is looking toward the future, even as she recognizes that the current economic climate makes it an uphill— yet exciting—battle. “My love is education and product development, so I’m looking to do more in that direction. We want to expand the wholesale distribution of our product lines and introduce more spa cuisine,” she says. And where will she be in 27 years? “Well, by then I’ll be close to 90,” she reflects, “so hopefully I’ll be checking into the spa and reaping the benefits myself!” Shari Goldhagen is a New York City-based freelance writer.
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