2. Spa-Goers in the U.S. 26% of adults in the U.S. have visited a spa 15% have visited a spa during the last 12 months 71% of these spa-goers have been visiting spas for at least 3 years (ISPA Spa-Goer Study, 2006), (Identifying the Spa Traveler, 2006) 2
3. Spa-Goers in the U.S. How long have U.S. spa-goers been visiting spas? (ISPA Spa-Goer Study, 2006) 2a
4. Profile of a Spa Traveler Spa travelers are almost twice as likely as others to be core spa-goers 63% of U.S. spa-goers visited a spa while on an out-of-town, overnight trip in the past year 81% of U.S. spa travelers stay at a resort/hotel spa when on a spa vacation (Identifying the Spa Traveler, 2006) 3
6. Education 81% of all spa-goers have a college degree 41% of all spa-goers have had post-graduate schooling Income 85% of all spa-goers have household income over $50,000 44% of all spa-goers have household income over $100,000 (ISPA Spa-Goer Study, 2006) Profile of a Spa Traveler 4
9. 28% of U.S. spa-goers’ typical spa partner is a spouse or domestic partner Couples account for roughly 40% of Sycamore Mineral Spring’s customer base Couples account for roughly 35% of Madonna Inn’s spa customers (ISPA Spa-Goer Study, 2006), (Sutton, 2011), (Crellen, 2011) 6 Couples Vacation
11. Ages 18 to 34: Phycological/Social/Emotional Needs: More interested in the “couple experience” Often don’t know what to expect at a spa Physical Needs: Most popular treatments 15% participate in couples massages Lovebirds massage (Spa at Madonna Inn) (Identifying the Spa Traveler, 2006), (Sutton, 2011) 7 Couples Vacation
12. Ages 35 – 54 Psychological/Social/Emotional Needs Highest level of concern about convenience of time and location Physical Needs 12% participate in couples massages Most likely to choose deep tissue massages (ISPA Spa-Goer Study, 2006) 8 Couples Vacation
13. Ages 55 and over 15% have been visiting spas for more than 20 years Psychological/Social/ Emotional Needs Know what to expect from spas Not intimidated by spa experience Physical Needs Only 5% participate in couples massages (ISPA Spa-Goer Study, 2006) 9 Couples Vacation
14. 69% of spa-goers are female 54% of female spa-goers are married, but only 18% visit spas with their spouse 43% of female spa-goers visit spas with a close group of friends (ISPA Global Consumer Study, 2008), (ISPA Consumer Study, 2006) 10 Girls Getaway
16. Ages Wide-ranging: mother/daughter, friends/reunions, weddings/showers Average age of 41 Education/Income 77% of female spa travelers have a college degree 37% have had some post-graduate schooling 85% have a household income of over $50,000, (Sutton, 2011), (The Travel Institute: Spas, 2003), (ISPA Spa-Goer Study, 2006) 11 Girls Getaway
20. Girls Getaway Consistent Among Age Groups Psychological Needs Want to feel pampered and catered to 31% go to feel better about themselves Emotional needs 28% go to improve mental/emotional health 68% of spa-goers rated relieving stress as a driving force in booking spas Social needs 22% go to improve appearance (Spa travel Survey, 2011), (Identifying the Spa Traveler, 2006), (The Travel Institute, 2010), (ISPA Spa-Goer Study, 2006), 12
24. Physical Needs 37% go to sooth sore muscles/joints 22% go to improve appearance Most popular treatments Full-body massage Manicure Pedicure Facial (ISPA Consumer Study, 2006) 13 Girls Getaway
28. Female Non Minority Early Forties Going to spas for over a year Visit was a day spa Primarily uses spas to alleviate stress Uses resort/hotel spas on occasion Most often receives body massage, pedicure/manicure, and a facial Usual spa visit lasts 1-2 hours Graduated from college and makes $50K+ (ISPA 2006 Spa-goer Study) Target Consumer Profile 15
29. What Women Want From a Vacation 56.7% want to experience natural surroundings 49.5% want to go shopping 45.9% want to do exciting things 49.1% want to get away from it all 43.3% want to do as many things as possible (Educated Women Travel Experiences, 2001) 16
30. 50% of females prefer online resources for travel information and planning 39% of females rely on friends’ referrals Significantly fewer utilize travel guide books, travel agencies, and television advertising (Spa Travel Survey, 2011) 17 Travel Information Sources for Females
32. Emotion Videos should be upbeat and energizing Women aged 25-54 are streaming more entertainment-related content than anything else Use TV and film to escape from the stress and responsibilities of daily life Emotional triggers: need to “catch-up,”“energize,” or “decompress,” and keep from “feeling alone” Utility News, weather, information necessary for the day (Women Connecting Video, 2009) 18 Marketing to Women with Video
33. Behavioral Frugality is a major motivator Health and wellness is the second most popular content viewed by women age 25-54 Women pay attention to online advertising and will click sponsor links that speak their language (Women Connecting Video, 2009) 19 Marketing to Women with Video
34. Reason for success: YouTube is the #1 ranked video website in the US and #3 for most visits among all categories YouTube Demographics: Median age is 33 years old Median income is $74,000 69% have at least some college education Slightly female dominated (52% female, 48% male) (Hitwise, 2011) 20 Video Marketing
36. This study looked at women 25-44-years-old to see how they engage with online video and are driving sector growth. Nielsen Study – How Women Connect With Online Video 20b
38. 4:00 pm Arrive in SLO, check into the Madonna Inn 5:00 pm Dinner at Koberl at Blue, SLO 8:00 pm Spa Girls Package at Sycamore Mineral Springs 10:30 Return to Madonna Inn for the night 21 Itinerary: Thursday
39. Exemplifies variety, moderation, and balance through the entire menu. Features seasonally fresh, clean, whole foods with high nutritive value and minimal processing such as: Whole grains, legumes, and beans. Brightly colored fresh fruits & vegetables. Lean protein sources. Fresh herbs, minimize added salt. (Destination Spa Vacations, 2010) 21a Key Components of Destination Spa Lifestyle Cuisine
40. Emphasizes mindful portion sizes and regularly patterned eating. Utilizes preparation and cooking methods that maximizes and enhances the beauty, flavor, texture and nutrition of the food. Embraces and incorporates credible nutrition. Incorporates and promotes the sustainability of agricultural resources. (Destination Spa Vacations, 2010) 21b Key Components of Destination Spa Lifestyle Cuisine
41. “While we definitely get a lot of couples staying here, groups of women seem to be our most frequent customers.” – Alexandra Sutton, Spa at Madonna Inn Manager Reviews: 3.93 Star rating, Yelp.com (Sutton, 2011), (Yelp, 2011) 21c Madonna Inn
42. Profile of a Spa Traveler (Identifying the Spa Traveler, Pg. 23) 21d
43. 21e Madonna Inn: Pricing Each room listed accommodates four adults comfortably.
44. Koberl at Blue - 998 Monterey Street, San Luis Obispo Chefs select the freshest and finest ingredients available, many from local growers and producers Variety of appetizer, salad, and entree items containing lean protein, organic vegetables, and fresh herbs Extensive wine menu ranging from local to international varieties Reviews: 4.11 Star rating, Yelp.com “Some of the best food in SLO. Neat twist on flavors, great ambiance, great service and music after 9. A bit pricey, but worth the splurge. Great bar, they are known for their martinis.” – Shannon, Woodland Hills “Best fine dining in san luisobispo. we went here on valentine's day and the ambiance and service was amazing. we tried the veal sweatbreads, empanadas, and the duck confit and breast. everything was fantastic. they have a great beer and wine list, and the chocolate lava cake is crazy good.” – Denise, San Luis Obispo (Koberl at Blue, 2011), (Yelp.com, 2011) 21f Koberl at Blue
45. Sycamore Mineral Springs “As part of the Spa Girls Package for $125 per person you will each receive one 60 minute massage or facial. You can chose between the Wine Therapy, Signature Message, Integrative Message, Deep Tissue Message, Signature Facial, or Deep Sea Custom Facial. The package also includes a 60 minute soak in our Oasis Hot Tub where your group will have the entire 30 capacity tub for the duration of your soak.” – Charles Crellen, Sycamore Mineral Springs, Spa Manager New Times 2011 Best of SLO County – Best Day Spa New Times 2011 Best of SLO County – Best Place to Get a Massage Guests can bring own Champagne for sipping Spa Gift Bag upon departure (includes lotion, scrub, gel-face mask, and shower cap) (Crellen, 2011), (New Times, 2011) 21g
47. 8:00 am Coffee and a light breakfast at Black Horse, SLO 9:30 am Begin Estero Bluffs/Paso Westside Wine Hike, Paso Robles 11:30 am Gourmet picnic lunch at Harmony Cellars 1:00 pm Wine and olive oil tasting in the Far Out Winery area west of Paso Robles 4:00 pm End tasting tour, return to the Madonna Inn 5:00 pm 90 minutes of treatment at The Spa at Madonna Inn 8:00 pm Dinner at Novo, SLO 22 Itinerary: Friday
48. New Times 2011 Best of SLO County – Best SLO Coffee Shop “Between around 7:30 and 9:00 is definitely one of our busiest times, it’s super easy to just stop by for a coffee and we have some of the best pastries you’ll ever eat.” – Kiley Christensen, Barista, Black Horse Coffee Shop Reviews: “BEST white mocha I‘ve ever had.” – Sammy, San Diego “This place is legit. Awesome coffee in a non-pretentious atmosphere...I'm a fan.” – Darren, San Luis Obispo “This is likely the best place to grab a great cup of joe in this little town called SLO. The ambiance is great for catching up with friends.” – Tiffany, Berkeley (New Times, 2011), (Christensen, 2011), (Yelp.com) 22a Black Horse Coffee Shop
49. Estero Bluffs/Paso Westside Wine Hike “After meeting in the sleepy beach town of Cayucos, we'll shuttle to a trailhead just north of town and hike along low bluffs and a series of secret beaches. Your naturalist guide will explain about the delicacy and richness of these varied coastal eco-systems while you watch for sea otters and harbor seals playing in the rocky surf. Beyond the surf line, the views south to Morro Rock, Estero Bay and Montana de Oro are stunning. A short shuttle up the coast brings us to Harmony Cellars for a delightful gourmet picnic lunch. After lunch we’ll visit wineries of the Far Out Winery area west of Paso Robles, including Tabias Creek, Opolo Vineyards or Haiter Ranch.” - Central Coast Outdoors 22b
50. “If you stay at the Madonna inn I would highly recommend the spa. We had a couples massage the first day and I went back for a scalp and foot massage the next day. The cookie and tea you get after your service is delicious!” – Holly, Bakersfield (Yelp.com, 2010) 22c Spa at Madonna Inn
52. New Times 2011 Best of SLO County – Best SLO Restaurant New Times 2011 Best of SLO County – Best Restaurant Period Additionally, voted Best SLO Restaurant 2008, 2009, 2010 by New Times Readers Reviews: “Love this place. I always go here when planning a nice dinner. The atmosphere is beautiful and the food is outstanding.” – Meeshell, Atascadero “Novo has an enticing menu with a wide range of choices to please almost anyone. The service is friendly, the wine list heavy on local choices from the Central Coast, and the wait staff knowledgeable about food and drink.” – Jenny, Maui “Set against a rich eclectic backdrop, Novo's international flavors are the leading ingredients in an exotic dining experience. A favorite with both locals and tourists, Novo is a truly a San Luis Obispo experience.” – Yahoo Local NOVO Voted San Luis Obispo County's Best Restaurant 2008 & 2009 & 2010 by New Times Readers (New Times, 2011), (Tripadvisor.com, 2011) 22e Novo Restaurant & Lounge
53. 9:00 am Breakfast at Big Sky Cafe, SLO 12:00 pm Tour 1 at Hearst Castle, San Simeon 2:00 pm Lunch at Moonstone Beach Bar and Grill, Cambria 4:15 pm Return to Madonna Inn 6:00 pm 60 min. Treatment at Nekkid, Avila 7:30 pm Dinner at Custom House, Avila 9:30 pm Return to Madonna Inn 23 Itinerary: Saturday
54. The Wall Street Journal – “Off the Beaten Track: San Luis Obispo” Big Sky Cafe was featured in the Health & Travel section of the October 21, 2008 edition of the Wall Street Journal. “Where to eat: Big Sky Cafe is bustling and fun and specializes in produce from local farms.” (Bigsky.com) 23a Big Sky Cafe
55. “Our guests really love visiting Hearst Castle. It is definitely one their favorite things to do while visiting the area.” – Alexandra Sutton, Spa at Madonna Inn, Spa Manager Reviews: “A must see in California – highlight of our California trip!” – Paula, Ontario (Sutton, 2011), (Tripadvisor.com) 23b Hearst Castle
56. “Moonstone Beach Bar & Grill is a MUST for lunch/dinner by the beach during a Hearst Castle trip.” – FoodDood, Los Angeles “As a government agency, we are not in a position to make specific recommendations on restaurants, but here is additional information on a selection of restaurants that might help you make a decision as to where you would like to dine. This information is located on the Cambria Chamber of Commerce website.” – Pendleton Harris, California State Parks, 2011 “Moonstone Beach Bar & Grill: Breathtaking view of the ocean, dine inside or out. The food is deliciously prepared with all the finest ingredients. Seafood, steaks, chicken, pork and pasta.” – Cambria Chamber of Commerce, 2011 (Tripadvisor.com), (Harris, 2011), (Cambria Chamber of Commerce, 2011) 23c Moonstone Beach Bar & Grill
57. Reviews: “The atmosphere here really puts you at ease. A really great combination - coffee shop, clothing store, and spa.” – Julia, San Luis Obispo “Go soon. Your body will love you.” – Debora, Clovis “Best message ever. If you haven’t been to Nekkidd you’ve missed out on the magic.”– Debora, Clovis “Went with a stressed mind and tired body to enjoy a deluxe massage with Eldonna. Came out feeling rejuvenated and calm.”– Krista Martin (Yelp.com, 2010), (Facebook.com, 2011) 23d Nekkid Day Spa
59. New Times 2011 Best of SLO County – Best Avila Beach Restaurant Reviews: “Great restaurant in a wonderful location! Food is delicious, view is amazing and their large outdoor patio is just awesome!” – Nicole, Pismo Beach “Cool place! Good food, friendly waiters, service prompt. Full bar!” – Steve, Newbury Park (New Times, 2011), (Yelp.com) 23f Old Custom House
60. 10:00 am Check out of the Madonna Inn 10:30 am Brunch and live music at Palazzo Giuseppe 12:30 Shopping downtown (Hands Gallery, Avanti), SLO 24 Itinerary: Sunday
61. “We definitely get a lot of tourists, especially for Sunday Brunch. The location’s really great for relaxing on the patio with a mimosa before shopping around downtown.” – Brian Gust, Palazzo Giuseppe, General Manager “Most people really appreciate how fresh our ingredients are since we either buy all of the produce we use at Farmer’s every week or use whatever Joe’s growing on his farm. We also know a lot of guys over in Pismo that hook us up with amazing fresh seafood.” – Richard Wirz, Palazzo Giuseppe, Head Chef “My passion is farming, so if I’m not growing it (at his South County farm) I’m shopping at farmers markets. I’m friends with all those farmers, plus we’ve got Morro Bay oysters, Cayucos abalone, rock crab from Avila … look how lucky we are here!” – Giuseppe Difronzo “Hands down my favorite restaurant in San Luis Obispo. The food is excellent, and head chef Richard is a master of his craft.” – Jake, San Luis Obispo “The is the best place for a good brunch on Saturdays and Sundays with bottomless mimosas.” – Triple J, Morro Bay (Gust, 2011), (Wirz, 2011), (Yelp.com, 2010) 24a Palazzo Giuseppe
63. Great American Main Street Award Winner “San Luis Obispo, California was awarded The Great American Main Street Award in 1999 by the National Trust For Historic Preservation. Since 1995, this esteemed award has been presented to five US Cities each year, recognizing them for their successful preservation-based downtown revivals.” – San Luis Obispo Downtown Association Hands Gallery Open Sunday 11:00 am-5:00 pm “Hands Gallery has been offering local residents and visitors the very best selection of fine contemporary crafts and one-of-a-kind gifts for over 20 years. We are proud to showcase the work of talented local artists.” – Hands Gallery Avanti Open Sunday 11:00 am-6:00 pm High-end clothing boutique that primarily caters to early- to middle-aged women (SLO Downtown Association, 2011), (Hands Gallery, 2011), (Avanti, 2011) 24c Shopping Downtown San Luis Obispo
64. Females prefer serene videos that enable the user to experience the location before visiting Over 70% of females prefer online travel videos to be between 30 seconds and 5 minutes 90% of females use video hosting sites, online travel agencies, and travel supplier websites to watch travel video (Spa Travel Survey, 2011) Online Video Preferences for Females 25
68. "At Palazzo Giuseppe, experience Italy in downtown SLO." The Tribune [San Luis Obispo] 23 June 2010: n. pag. SanLuisObispo.com. Web. 23 May 2011. “Big Sky Café – Home” Big Sky Café – Home. N.p., n.d. Web. 23 May 2011. <http://www.bigskycafe.com/reviews/>. Cambria Chamber of Commerce. 2010. 5 May 2011 <http://www.cambriachamber.org>. Central Coast Outdoors. 2003-2010. 13 May 2011 <http://centralcoastoutdoors.com>. Chappell, Brian. "2011 Social Network Analysis Report – Geographic – Demographic and Traffic Data Revealed « Ignite Social Media." Ignite Social Media. N.p., n.d. Web. 23 May 2011. <http://www.ignitesocialmedia.com/social-media-stats/2011-social-network-analysis-report/>. Christensen, Kiley. Personal interview. 14 April 2011. Crellen, Charles. "Spa Interview." Telephone interview. 8 May 2011. Bibliography 26
69. Gust, Brian. Personal interview. 30 Mar. 2011. Hands. 2011. 11 May 2011 < http://handsgallery.com>. Identifying the Spa Traveler: A Look at US and Canadian Consumer Attitudes and Motivators for Spa Vacations (2006). Ottawa: Canadian Tourism Commission, 2006. Print. ISPA 2006 Spa-Goer Study, Chapter 2, Overview of the Spa-Going Consumer Population Koberl At Blue. 2010. 9 May 2011 <http:// www.epkoberl.com/c.php>. Martin, Krista. 2011. 16 May 2011 <http://facebook.com>. ISPA 2006 Spa-Goer Study, Chapter 2, Overview of the Spa-Going Consumer Population Koberl At Blue. 2010. 9 May 2011 <http:// www.epkoberl.com/c.php>. Martin, Krista. 2011. 16 May 2011 <http://facebook.com>. Bibliography, Cont. 27
70. New Times Best of Slo County. 2011. 15 May 2011 <http://www.newtimesslo.com/special-issue/41/new-times-best-of-slo-county-2011>. Pennington-Gray, L. A., and D. L. Kerstetter. "What Do University-Educated Women Want from Their Pleasure Travel Experiences?" Journal of Travel Research 40.1 (2001): 49-56. Print. “Reviews of Hotels, Flights, and Vacation Rentals – TripAdvisor.” Reviews of Hotels, Flights, and Vacation Rentals – TripAdvisor.N.p., n.d. Web. 23 May 2011. <http://tripadvisor.com>. Rick, Christophor. " How Women Connect With Online Video - The Female Demographic." Video Marketing = ReelSEO, The Online Video Marketing Guide. N.p., n.d. Web. 23 May 2011. <http://www.reelseo.com/women-connecting-video/>. San Luis Obispo Downtown Association. 2011. 14 May 2011 < http://www.downtownslo.com>. Bibliography, Cont. 28
71. "Spas: A Lifestyle Specialist Course." The Travel Institute. N.p., n.d. Web. 22 May 2011. <www.thetravelinstitute.com/pd>. Sutton, Alexandra. Personal interview. 27 Mar. 2011. "Variations & Trends on the Consumer Spa Experience." ISPA 2006 Consumer Trends Report Dec. 2006: 22-25. Print. Wirz, Richard. Personal interview. 4 May 2011. Yahoo Local. 2011. 13 May 2011 <http://yahoo.com>. Yelp San Luis Obispo. 2004-2011. 13 May 2011. <http://www.yelp.com>. Bibliography, Cont. 29
