Spas are expanding their wellness approach from the body to the mind with life-enhancement programs that can cater to groups.
"I track trends in spas, and what we’re starting to see is that it used to be people would go to spas for whatever they offer—facials, massage," says Susie Ellis, president of SpaFinder, Inc. "Then we would see an evening program, cooking class, nutrition or specialty weeks focusing on some aspect of health. What’s interesting now is that we’re seeing more of a combination outside of the health aspect—artistic kinds of things that are not necessarily just health and wellness related."
Why are spas now widening the spectrum of the workshops, classes and retreats they offer, everything from watercolor classes to trapeze flying? Ellis credits this shift to the desire of the aging Baby Boomer generation to engage in lifelong learning, whether at home or on the road.
"Also, I think because there are more people going to spas and becoming more familiar with spas, there is the idea of having something more than what you would experience in everyday life," she adds. "By doing something unusual, I think that sets a spa apart. That can be attractive for groups or individuals."
One spa adding a twist is the Lake Austin Spa in Texas, which features a variety of special programs, from team building kayaking outings and cooking classes to specialty gardening and music-theme weeks.
"I think that people are coming with a purpose," says Adrienne Dyson, group sales manager for Lake Austin Spa. "People are looking to enhance their life and take something to incorporate into their lives at home."
According to Dyson, the resort can put together special group programs, including shortened versions of some of its weeklong offerings.
"A lot of people who want to disconnect, such as a high-level executive team, come to us," she says. "They really want them to rediscover themselves and take time out and reconnect with coworkers, friends or spouses."
Last year the resort introduced its Healing Sounds of Music option, promoting Austin’s vibrant live music scene as well as participants’ own artistic expression. Activities included Nia dance, a drumming workshop and vocal work.
"People who wanted to sing could get help with a vocal coach," Dyson says. "There was a lot of outside help with specialists. Another activity was a lyric-writing workshop and a music therapy aspect."
The spa can offer pieces of that program for groups. Lake Austin Spa also presents an annual gardening week, which can be customized into shorter time frames for groups. During the annual event, magazine editors, authors and other gardening experts offer classes and workshops. For groups arriving outside that time period, the spa can utilize its own expert—the resort’s director of flora and fauna—who can give talks and lessons on the subject.
Birds and Bees
The newly renovated Carmel Valley Ranch in Carmel, Calif., takes advantage of its setting and climate for its group activities.
"We create specialized programs for groups," says Noah Rolland, the resort’s director of programming and membership.
One of the most unique offerings is the on-site apiary, where guests can don bee suits and learn about the hives and bees from the property’s beekeeper, John Russo.
"He explains the society of bees and the local impact on the land," Rolland says. "It’s a very magical, wish-you-did-it-as-a-kid experience. People walk away and say they didn’t know bees were so complicated."
The resort also makes use of its two-and-a-half acres of lavender fields.
"There is a craft area in the lavender fields where they can cut their own bouquet and assistants teach them how to weave the lavender into a wand," Rolland says.
Groups can also learn what is done with the cultivated lavender, such as lavender distillation demonstrations. Part of the distilled lavender is incorporated into culinary specialties at the resort, as well as spa products and bath amenities.
While lavender harvesting is a late summer activity, honey harvesting is done earlier in the season.
"We can get the group covered in honey if they want to be, but it’s more of an observational activity than hands-on, though a few people can help," Rolland says.
The Lodge at Woodloch in Hawley, Pa., offers its own Creative Discovery program, during which the resort’s art instructor, John Leone, teaches everything from the basics of watercolor to sketching.
Leone guides the class through his own life story and his technical training in art to help people discover the artist within.
"Half the battle is getting past people’s inhibitions and fears about art and their own creativity," Leone says.
The art program does require smaller groups of about eight to 12 people in order to receive the attention and direction to best guide the process.
Leone focuses his teachings using the natural environment that surrounds The Lodge. During the class, as students are beginning their art piece, Leone guides them by his own demonstrations, humanizing the experience with his own life stories, and in turn each student learns about themselves along the way.
According to Leone, he can tell how relaxed or tense participants are by how heavy their markings are in the drawing and can help guide them in the right direction. He can relate this to the group by helping the individuals with self-awareness and confidence to branch out and try new things.
Leone notes that "groups are often very therapeutic because of the encouragement and accomplishment that they feel by the end of the class."
Horse Sense
Boyne Resorts also offers a number of hands-on artistic experiences at its Michigan-based spas, the Spa at the Inn at Bay Harbor and Solace Spa at Boyne Mountain.
"Everybody knows about spa facials and massages, but we create programming that allows people to learn about themselves, step outside the box," says Sean Handler, Michigan director of spas for Boyne Resorts.
One of the innovative programs at Solace Spa gets groups out of the meeting space for an artistic venture: watercolor classes. The teacher has hosted programs lakeside, on top of the resort’s mountain and at the lodge, among other locations.
"Half of the group goes in thinking they have no artistic talent and in a simple three-and-a-half hour program everyone goes out with something they can frame," Handler says.
With advance notice, groups can arrange a class and include in the package a day pass to the spa.
Another option for groups up to 12 is the company’s Equine Journey program, held at Spa at the Inn at Bay Harbor.
"It’s not about riding horses," Handler explains. "Horses are always in the present day, always present and aware. Most of us humans have a ton of baggage and history we carry along. The horse is a tool to connect to our own personal priorities, here and now."
According to Handler, the program is an emotional experience. Horses are in a pen and when participants begin to approach they are taught to notice when their energy field connects with that of the horse. Attendees learn details about how horses communicate, what their ear movements mean.
For groups, the focus is to have attendees develop clarity in their communication skills, personal strengths and self-awareness.
"You do have to be willing to open up yourself and share," Handler says. "You learn where you are and where you’re going."
