The effectiveness of a meeting and its return on investment go hand in hand. As it becomes more important for meetings to demonstrate quantifiable results, this necessity has also extended to measuring the impact of an event's activities -- golf and spa included. While these have traditionally been viewed as the leisure side of meetings, increasingly, planners are finding ways to enhance their business value and view them through the lens of ROI.
Golf allows colleagues and senior managers to "have a social outing centered around casual conversation and common interest," says Diane McKinnon, director of the meetings and events division for CI Travel and Azumano Corporate Travel, a third-party planner based in Virginia Beach, VA. Likewise, McKinnon notes that spa is being seen more often as a wellness activity where "meeting participants find that massage therapy and the use of mineral pools, steam, and sauna help relieve the stresses of sitting for long periods in multi-day meetings."
When approached from the right perspective, golf and spa can provide some powerful business benefits to meetings. Here's how.
Employees Who Play Together
Yvonne Szikla, founder of Events with a Purpose, a corporate event planning company based in Poway, CA, believes the business case for weaving golf and spa activities into a meeting program comes down to strengthening camaraderie. "Bonding is the essence for teamwork, shared values, and common goals -- all are necessary and evident in successful companies," says Szikla. "Why is it that successful companies never question activities that show they value employees, clients, or associates? Because when employees feel valued, they are more productive and motivated."
Spa companies are creating treatments that cater to meeting attendees who report that the spa makes them feel as if their employer truly cares about their well-being. Others relish the idea of having a block of time to just relax. The company, in turn, benefits as spa treatments are proven to result in more focused and productive workers.
As employees work longer hours than ever before, any opportunity to de-stress is welcome, and can offer long-term benefits in terms of workers' engagement, wellness, and job performance. The numbers say it all. Spa revenue grew 5.1 percent between 2012 to 2013, to $14.7 billion, according to ISPA -- the International SPA Association (see sidebar). Spa visits also grew to 164 million from 160 million, a 2.5 percent increase from 2012 to 2013.
Julia Sutton, chief operating officer of Exhale Enterprises, a New York City-based organization with 26 spas worldwide, sees more and more meeting groups looking for treatments that emphasize wellness, not just relaxation. Many groups use treatments strategically to improve the performance of their attendees. Instead of sending them to the spa after the meeting, planners are scheduling activities like yoga and massages to get everyone in an ideal frame of mind before a brainstorming session or training seminar, she adds.
Executives find that spas offer the opportunity to network in a relaxed atmosphere, creating a different atmosphere for exchanging ideas. "A great deal of networking takes place in our spas. Attendees will take a class and then get a treatment and will bond in the process," says Sutton. "When the team is relaxed, they generate better ideas and it sparks innovation and problem solving."
Spa and golf remain popular activities during meetings, reports Michael Bauer, senior account executive at Maritz Travel, based in Fenton, MO. Bauer was recently putting the finishing touches on a meeting for more than 700 attendees at the 790-room Loews Miami Beach Hotel in the heart of South Beach. He was planning to incorporate treatments into the event at the 15,000-square-foot Exhale South Beach, which features 16 spa therapy rooms, a yoga pavilion, a mani-pedi lounge, and an expansive gym. "It is even becoming popular to incorporate spa activities into golf," says Bauer. "Massage tables can be set up as you come off the practice range. Blending the two allows for additional opportunities to network and build relationships." He has planned executive lunches at Exhale South Beach in the past, and notes that bringing them together in such a different setting allows conversations to get deeper than might happen in a traditional meeting room. "The impact is greater than hosting a luncheon out on a veranda," says Bauer.Rubbing Attendees the Right Way
Not only does Spa Lamar in Scottsdale, AZ offer massage, yoga, sauna, and steam, it also has a dedicated meeting room that can accommodate groups of up to 150 attendees. Organizations such as domain-hosting company GoDaddy and healthcare firm McKesson have been hosting spa retreats here for more than 10 years. "The guys from GoDaddy came in with skepticism but totally bought into the idea of spa treatments," explains Heidi Lamar, owner of Spa Lamar. "They were raving about the massages, the hand treatment that includes a paraffin dip, and brow waxes."
The Loews Ventana Canyon, Tucson hosted clients for meetings and massage at Spa Lamar. "The organizer told me that by the time the clients had massages and a glass of wine, they were ready to buy whatever they were selling," chuckles Lamar. "At events like these, employees take home relaxation techniques to remain happier and more productive on the job. Employers often use this annual spa retreat as a reward to motivate their teams throughout the year."
Sharing a locker room with coworkers may be awkward for some and, in response to this, Lamar offers each guest a private changing cabana with robes, towels, and lockers. Lamar admits that it is difficult to quantify the peace of mind and tranquility that results from spa treatments. "It's no secret that spa treatments motivate staff and make them work harder. That's why we host the same groups year after year."
An unusual offering at the newly opened Four Seasons Resort Orlando at Walt Disney World is the Aroma Design Bar at The Spa. Orlando's newest destination spa, with 18 treatment rooms, has an Aroma Design Bar where guests can customize their own signature scent for products such as body cream. A master aromatherapist will help explore, choose, and create aromatherapy blends. Then a "spa sommelier" will customize a guest's botanical blends to enhance the body's well-being, based on current needs. Not only is this a fun and interactive experience, but it allows each attendee to take home a quality custom product -- an ideal keepsake from the event.
The 443-room property recently hosted a meeting break at its Oasis adult pool using some of its cabanas, where mini treatments like nail polish changes, chair massages, and aromatherapy were offered.
The 355-room Grand Geneva Resort & Spa, in Lake Geneva, WI, with a spa and two championship 18-hole golf courses, reports an increase in groups allowing more time for spa services -- giving people more open afternoons to experience the property, rejuvenate, and relax. "Not only does a spa addition to a meeting add a health/wellness aspect, but it provides a more casual environment where people feel comfortable and sets the tone to reconnect and re-energize," says Jennifer Edwards, sales coordinator at Grand Geneva's Well Spa.
Some resorts not have only spas, but wellness centers as well. The 408-room Turnberry Isle Miami features the Optimal Wellness Program. Two leading South Florida physicians, Dr. Ellen Lebow and Dr. Michael Braun, have partnered with the resort to create and manage customized health plans and prevention-based treatments related to personal goals and medical needs.
Golf Fights to Stay Relevant
Over the past decade, golf, the leisure activity that has traditionally been most closely associated with corporate success in America, has faced a recession. According to the National Golf Foundation (NGF), the number of people who play golf dropped from 30 million in 2005 to 25.3 million in 2012. NGF estimates there were 465.5 million rounds of golf played in the U.S. in 2013, down from 518.4 million in 2000.
Four to five hours is a big block of time to take out of a meeting or conference for 18 holes of golf. "The general trend today is toward people being more careful with how they spend their leisure time during a conference," says Rohit Talwar, the founder of Fast Future Research, based in London. "This is an austere and nervous era and there is still overhanging the question of whether this is boondoggle. Many are hesitant to say to a colleague, 'I'm spending the first day of a four-day conference playing golf.'"
This is partly why golf-related activities with some sort of networking component are becoming popular. Meeting professionals are creating alternatives to the typical 18 holes. "Speed golf" and four- to six-hole courses are increasing in popularity. So are group clinics; glow-in-the-dark night golf; and scrambles where players tee off on each hole, the best of the tee shots is selected, and all players take their second shots from there.
"Business deals on the golf course are legendary," says Events with a Purpose's Szikla. "In fact, here in California, women are encouraged more than ever to learn golf as a way of networking, getting to know their superiors better, meeting more people in various industries in a natural setting. Golf allows people to take the measure of a person by observing their behavior on the course."
Questions or comments? Email [email protected]
This article appears in the January 2015 issue of Successful Meetings.
GOLF & SPA WORKING TOGETHER
Spas are increasingly recognizing their role in improving golfers' game and are offering treatments tailored to golfers.
"For athletes, a healthy body is essential, and it is important for them to decrease pain and invest in preventative practices," says Lynne McNees, president of the International SPA Association. Here are a few treatments tailored to golfers, available at spas nationwide.
• The Club at Las Campanas in Santa Fe, NM, partnered with Titleist to create the "Titleist Performance Institute Golf Conditioning" treatment, which helps identify limitations and weaknesses in movement. Each golfer is provided with a strength and conditioning program, along with body treatments that will help minimize injury risk and maximize function.
• Evensong Spa in Green Lake, WI offers a "Restorative Golfer's Massage," which incorporates stretching, myofascial trigger point therapy, and aspects of Swedish and deep-tissue massage to increase range of motion and improve circulation.
• Mii amo, located in Sedona, AZ, has created an entire menu, "Seven Treatments for Seven Canyon Golfers," that caters to golfing guests. "Golf and the Law of Attraction" is part of the pre-game selection; it targets the golfer's state of mind in order to prepare her mentally and physically before teeing off.
• The Spa at Pinehurst in Pinehurst, NC, offers "The Champions Massage," which focuses on golfers' tension areas such as the shoulders, neck, and upper back. Hot stones and deep-heat therapy are used to improve flexibility and range of motion while also speeding up post-game recovery.
Rubbing Attendees the Right Way
Not only does Spa Lamar in Scottsdale, AZ offer massage, yoga, sauna, and steam, it also has a dedicated meeting room that can accommodate groups of up to 150 attendees. Organizations such as domain-hosting company GoDaddy and healthcare firm McKesson have been hosting spa retreats here for more than 10 years. "The guys from GoDaddy came in with skepticism but totally bought into the idea of spa treatments," explains Heidi Lamar, owner of Spa Lamar. "They were raving about the massages, the hand treatment that includes a paraffin dip, and brow waxes."
The Loews Ventana Canyon, Tucson hosted clients for meetings and massage at Spa Lamar. "The organizer told me that by the time the clients had massages and a glass of wine, they were ready to buy whatever they were selling," chuckles Lamar. "At events like these, employees take home relaxation techniques to remain happier and more productive on the job. Employers often use this annual spa retreat as a reward to motivate their teams throughout the year."
Sharing a locker room with coworkers may be awkward for some and, in response to this, Lamar offers each guest a private changing cabana with robes, towels, and lockers. Lamar admits that it is difficult to quantify the peace of mind and tranquility that results from spa treatments. "It's no secret that spa treatments motivate staff and make them work harder. That's why we host the same groups year after year."
An unusual offering at the newly opened Four Seasons Resort Orlando at Walt Disney World is the Aroma Design Bar at The Spa. Orlando's newest destination spa, with 18 treatment rooms, has an Aroma Design Bar where guests can customize their own signature scent for products such as body cream. A master aromatherapist will help explore, choose, and create aromatherapy blends. Then a "spa sommelier" will customize a guest's botanical blends to enhance the body's well-being, based on current needs. Not only is this a fun and interactive experience, but it allows each attendee to take home a quality custom product -- an ideal keepsake from the event.
The 443-room property recently hosted a meeting break at its Oasis adult pool using some of its cabanas, where mini treatments like nail polish changes, chair massages, and aromatherapy were offered.
The 355-room Grand Geneva Resort & Spa, in Lake Geneva, WI, with a spa and two championship 18-hole golf courses, reports an increase in groups allowing more time for spa services -- giving people more open afternoons to experience the property, rejuvenate, and relax. "Not only does a spa addition to a meeting add a health/wellness aspect, but it provides a more casual environment where people feel comfortable and sets the tone to reconnect and re-energize," says Jennifer Edwards, sales coordinator at Grand Geneva's Well Spa.
Some resorts not have only spas, but wellness centers as well. The 408-room Turnberry Isle Miami features the Optimal Wellness Program. Two leading South Florida physicians, Dr. Ellen Lebow and Dr. Michael Braun, have partnered with the resort to create and manage customized health plans and prevention-based treatments related to personal goals and medical needs.
Golf Fights to Stay Relevant
Over the past decade, golf, the leisure activity that has traditionally been most closely associated with corporate success in America, has faced a recession. According to the National Golf Foundation (NGF), the number of people who play golf dropped from 30 million in 2005 to 25.3 million in 2012. NGF estimates there were 465.5 million rounds of golf played in the U.S. in 2013, down from 518.4 million in 2000.
Four to five hours is a big block of time to take out of a meeting or conference for 18 holes of golf. "The general trend today is toward people being more careful with how they spend their leisure time during a conference," says Rohit Talwar, the founder of Fast Future Research, based in London. "This is an austere and nervous era and there is still overhanging the question of whether this is boondoggle. Many are hesitant to say to a colleague, 'I'm spending the first day of a four-day conference playing golf.'"
This is partly why golf-related activities with some sort of networking component are becoming popular. Meeting professionals are creating alternatives to the typical 18 holes. "Speed golf" and four- to six-hole courses are increasing in popularity. So are group clinics; glow-in-the-dark night golf; and scrambles where players tee off on each hole, the best of the tee shots is selected, and all players take their second shots from there.
"Business deals on the golf course are legendary," says Events with a Purpose's Szikla. "In fact, here in California, women are encouraged more than ever to learn golf as a way of networking, getting to know their superiors better, meeting more people in various industries in a natural setting. Golf allows people to take the measure of a person by observing their behavior on the course."
Questions or comments? Email [email protected]
This article appears in the January 2015 issue of Successful Meetings.