Book Signing Event at the Day Spa Expo

Every year the Day Spa Expo and Day Spa Association host a book signing event for spa industry authors. This year is no exception and will provide attendees the chance to conveniently meet and speak with several authors inside the trade show at the DSA Booth (201).

Here’s a brief summary of the featured books at this year’s Book Signing Event which will take place on Sunday March 14, 2010 from 1:30 to 3:00 PM: (Stacey Hall) is such a powerful book because it points to what is possible. It starts with defining you and your mission and then moves on to helping you to identify the characteristics of your perfect customer.  It challenges you to believe that your perfect customers are really out there waiting for you to let them know you exist. You’ll create your own Strategic Attraction Plan by creating a vision of your ideal client, discovering what makes your perfect customer tick, what your perfect customer expects you to deliver, and where you have room for improvement. This book is a wealth of knowledge and inspiration.

Attracting Perfect Customers

The Bliss Principle (Kellye Davis) – “My clients come from all walks of life, “ says Davis. “They are executives, single parents, nannies, nurses, judges, teachers, stock brokers, college students and CEO’s.  In one way or another, they all express what I call the peace urge: an inner desire to find balance, restoration, happiness, and peace.”  In her book, Kellye guides you through her Bliss Principle Program in the following stages:

    Bliss Breathing – useful techniques that instantly ease tension and quiet the mind.  
    Bliss Moves – an easy to do restorative yoga and meditation routine Kellye calls her Relaxation Workout.
    Bliss Maintenance – tips for creating a tranquil environment at home and the office, including recipes that nourish and promote well-being from the inside out. 

The Reluctant Spa Director and The Reluctant Spa Director: Between a Rock and a Hard Place (Skip Williams) – Using many of the same characters from “The Reluctant Spa Director and the Mission Dream” Skip Williams’ new sequel takes place in a Resort Spa and weaves the lessons of successful Spa Management into a story that will excite the readers imagination. Follow John Tyler while he learns the unique challenges that Resort Spas face each day and turns just another Resort Spa into a unique and well oiled machine.  Meanwhile Steve Wilson literally fights for his life and reputation while sitting in a Las Vegas jail.  All the while we learn about the Hotel world and how to make a Spa that is highly profitable, easy to run, and a better Guest experience.

The Spa Encyclopedia (Hannelore Leavy and Dr. Reinhard Bergel) Everything you ever wanted to know about spa treatments and more, can be found in the pages of The Spa Encyclopedia. Beginning with a brief description of spa history and the current state of the industry description, the book moves right into treatments. From specifics on treatments such as what to expect, what to look for, and how each treatment benefits the mind and body, to cautions on when not to seek certain treatments, this is a complete delight for the spa enthusiast as well as the health and beauty professional. (Dr. Bergel regrets that he will not be able to be present at the book signing.)Please take a few minutes to come by the Book Signing Event at the DSA booth. The authors would love to meet you, answer your questions and sign your copy of their book.

Felicia Brown
Spa Consultant & Trainer 
NCBTMB Approved Provider
Certified Guerrilla Marketing Coach


Cause related marketing is both a hot trend and a huge help to charities and organizations that do good in the world and industry. Getting your spa, staff and yourself involved with causes that you care about provides a number of opportunities besides just doing something good.

1)     It gives your staff  a way to have fun and grow together as individuals and a team.

2)     It can provide your clients an avenue to contribute while taking care of themselves and feeling good about your business and their purchases with you.

3)     It can bring your spa a lot of local (and sometimes state-wide or national) goodwill and publicity.

In my own previous spas, we donated gift certificates to many area charities, events and civic groups. We also delivered Mobile Meals as a group or with a partner, collected relief supplies for those affected by Hurricane Katrina, and participated in various Christmas “Adopt an Angel” programs to name a few. And we regularly participated in fundraisers for causes such as the Red Cross and Breast Cancer Research.

But in my experience, the joy and gift of volunteering doesn’t end with charities. Getting involved in professional organizations and trade associations can provide a whole different set of benefits to you personally and professionally. Groups like the Day Spa Association and the American Massage Therapy Association depend heavily on their volunteers to bring life and ideas to their efforts. Whether volunteers help to create mentoring programs for new members, stuff gift bags for tradeshow fundraisers or simply review articles for upcoming publications, there are ample opportunities to get involved. All move towards helping the collective membership in one form or another and supporting the profession from within the profession.

At the upcoming Day Spa Expo, there are a number of volunteer openings available for DSA members and non-members alike. I’ve found that volunteering at events like this can be a great way to meet new people, really learn about the organization and show, and chance to go home with something more than a bag full of product samples and brochures. I’d like to invite you to really be a part of the show by giving a few hours of your time in one or more of these areas:

  • Day Spa Association Booth Set-Up (Saturday March 13 – various times available)
  • Day Spa Association Booth Volunteer (Sunday and Monday March 14 and 15 – various times available)
  • Day Spa Association Booth Tear-Down (Monday March 15 – after the trade show floor closes)
  • Lunch and Learn (Sunday and Monday March 14 and 15 11:30 – 1:30 )
  • Meet and Greet Party Set-Up+ (Sunday March 14 5:30 – 7:30)
  • Meet and Greet Party Clean-Up+ (Sunday March 14 7:30 – 9:30)

And if you aren’t headed to the DSE but are interested in getting involved in the Day Spa Association, there are numerous opportunities available in all areas including Membership, Social Media, Research and others. I encourage you and all spa professionals, be it vendors, consultants, spa owners or individual practitioners to get involved and do something. Be a part of this wave of “conscious capitalism” and you’ll do a lot of good for those in need, the industry, yourself and your business.

Interested in volunteering at the Day Spa Expo or for the Day Spa Association? Contact Membership Chairman Felicia Brown at with questions or to discus your area(s) of interest.

 Spa Consultant & Trainer 
NCBTMB Approved Provider
Certified Guerrilla Marketing Coach

Networking for success

I guess you could say I am always networking for success. That is I am constantly trying to meet new people at events, trade shows, classes and online in an effort to pique their interest in my business and learn about theirs. It is also one of the main reasons I like going to the Day Spa Expo every year.Unfortunately, one of the biggest complaints I’ve heard about networking is from folks who aren’t comfortable meeting new people or being in group settings. In fact, I was one of these people many years ago when I first became a massage therapist. But as necessity mandated that I build my practice, I learned to look at a room full of strangers as a room full of potential clients. It became a lot easier to talk to people everywhere about what I did after that attitude adjustment.

Now as a business consultant that helps other service-oriented professionals (such as spa owners, massage therapists, yoga instructors, estheticians, chiropractors and even computer technicians) I try to help people find marketing tools and vehicles that suit their personality best. Perhaps not everyone is cut out for joining a leads group or other structured networking organization. But they would work well and enjoy serving in a volunteer position that complements what they already do or puts them in touch with people who can use their services. And in my opinion, spa professionals of all kinds can benefit tremendously by networking with their peers at trade shows and conferences like the Day Spa Expo.

To me networking is just about spreading the word about what you do and making business connections that can be of help to you and others you know down the road. You never know what solutions or opportunities may come just by meeting one or two new people. So I encourage networkers to always be prepared to share their business with others wherever they go and to be open to the many possibilities that can come from “planting” and “watering” the seeds of their business along the way.

The bottom line is that networking is good for your business. At the Day Spa Expo and Business Forum there will be lots of opportunities to meet and interact with other industry professionals, vendors, and consultants. Carry plenty of business cards with you at the Expo – wherever you go really – and be ready to tell people what you do and to ask what they do. Invite them to be part of your circle of contacts and begin a mutually rewarding relationship of business support and friendship.

Networking: Just one of the reasons I love going to the Day Spa Expo and Business Forum. Hope to see you there!

 Spa Consultant & Trainer 
NCBTMB Approved Provider
Certified Guerrilla Marketing Coach