Current members of the Day Spa Association are receiving an important new benefit: they’re entitled to a $500 scholarship toward the Spa Directors Management Intensive (SDMI) the company’s signature seminar this summer. The three day spa management program is offered alternately in Philadelphia, PA and the San Francisco Bay Area. This summer’s seminar runs from July 29-31 at the Inn at Saratoga, in Saratoga, CA.
SDMI emphasizes practical skills that are key to spa business success.
“This is not a seminar about which seaweed to use in your body treatments,” says Peggy Wynne Borgman, who co-teaches the program with Lisa M. Starr. “Attendees learn how to analyze their profit and loss statement, make their compensation plan more profitable, and become better leaders.” The course includes modules on quality management and customer service, spa accounting, compensation, leadership, employee training and appraisal, culturally appropriate sales processes, marketing, retail and service programs. SDMI, which was first offered in 1994, is updated each time it’s presented, reflecting the shifting business environment and addressing challenges like online discounter Groupon and review sites such as Yelp.
Borgman and Starr are both veteran spa operators. 28 year old Preston Wynne Spa in Saratoga is located very close to the seminar hotel. It acts as a “test kitchen” for the ideas and principles of the Wynne Business consultants.
“There are very few consultants who actually own a spa,” notes Borgman. “It’s a challenging business, especially during recession, and the rules of the game are constantly changing.” Typical attendees include independent spa owners as well as upwardly mobile managers of corporate hospitality brands. There are also “corporate dropouts” who are starting or acquiring spas. “It’s amazing to me how many MBAs we have in this program,” comments Borgman.
“We have a dynamic mix of students, many of whom have been in the business for awhile,” says Starr. “The network that is created among students in the program is extraordinary. Many of them stay in touch for years.” The boardroom style program is limited in size to ensure maximum interaction.
To receive their scholarship, DSA members must contact registrar Erin Hackett at email@example.com. After confirmation of current membership, the scholarship will be applied as a credit to their completed registration. A $500 DSA scholarship is available for the SDMI summer program. One scholarship is awarded per DSA member business. A $200 scholarship is available for DSA members attending the new SDMI online, a self paced 12-module program.
The full agenda is available on the Wynne Business website.