[ problem solver ]
Teen Spirit
Peter C. Anderson offers a word
of advice to those interested in
targeting teen spa-goers, a
growing market in the industry.
QMany of my clients are parents who have expressed
interest in bringing their teenagers to the spa. I’m interested in
capitalizing on this market but
am unsure if it’s a wise business
move. Will it alienate my other
clients? Do I revamp the menu
to accommodate this younger
clientele? And where should I
set the age restriction?
WE WANT TO
HEAR FROM YOU:
IS THERE A
DEVELOPMENTAL,
EQUIPMENT,
FINANCIAL,
OPERATIONAL,
OR OTHER SPA
QUESTION THAT
TROUBLES YOU?
Email questions to
q&a@americanspamag.com.
Your question and the
answer may appear in
an upcoming “Problem
Solver” column.
AThe root of your concerns lies in the question,
“Will the inclusion of teenagers alienate my
existing client base?” First, you need to understand
that teenagers accompanied by their parents are a
very different target market than teenagers visiting
without parental guidance. This is not to say that
all unaccompanied teenagers are problematic,
but the potential for problems is severely lessened
when parental authority is present. Before we get
into menu engineering, teen protocol, and more,
it is important, first and foremost, to ensure that
you are technically and legally allowed to offer
spa services, particularly massage treatments and
body treatments, to those under 18 years of age. No
matter how you do the math, nudity plus underage
clients equals potential problems.
In some cities and counties, there is no
administrative line that separates the therapeutic
massage one might get at a four-star resort from
a therapeutic massage one might get at a half-star
massage parlor. This is not to imply that all massage parlors are fronts for vice-oriented activities
or that expensive linens at a pricey destination
resort is the panacea to inappropriate activities.
It is important to remember that many laws that
govern spa services and massage were written
long before the recent popularity of spas. In
some areas, spa activity and the like have been
historically bundled together with issues related to
firearms, alcoholic beverages, and other vices. The
restrictions and responsibilities in these statutes
are sometimes broad, vague, and, on occasion,
unevenly enforced. This is to say that in some
jurisdictions, you may be operating outside of the
law to offer massage services to those under 18.
Before you consider including teen treatments on
your menu, do your homework and ensure that
there are no legal or administrative barriers to
providing spa services to this market. If there are
barriers, investigate if you can apply for a variance,
waiver, or permit. I cannot stress enough that you
must comply with the existing laws no matter how
antiquated or unreasonable they may appear. Even
if other spas in your market provide services to
teenagers, that doesn’t give you de facto permission
to do the same.
Once you have established that you can
offer teen services, ensure that your menu
capitalizes on the needs of this market. You
don’t need to rewrite your entire menu, but you
may consider creating parent/teen treatments or
