The Great Escape

where the income level is high,” says Boothe.

Find reliable, licensed personnel. Everyone employed within your facility, particularly estheticians, should have valid licenses and permits from the state massage and/or cosmetology board. Requirements vary from state to state. The Website of each state’s government offers lists of the documents you and your staff will need.

Calculate spa services. “It’s become a very competitive marketplace. Be cautious and careful in the planning of a day spa. If you’re in any urban area, there is a plethora of day spas,” says Michael Carter Sr. president and CEO of Athena Health Club and Day Spa in Brentwood, Tennessee. Obtain a spa menu from local spas to find out what services they offer and for how much. Set your prices accordingly.

Learn the industry. It’s important that spa owners keep up with industry trends. Owners should make sure their staff is well-versed in spa etiquette and possesses a basic knowledge of common skin and body ailments. Both the DSA and the ISA provide glossaries and other resource tools.

Create a marketing plan. Customers aren’t going to flock to your business if they don’t know you exist. While Sanders initially sent out 4,000 fliers announcing her grand opening, there are other methods, including private branding. Also, don’t underestimate the importance of word-of-mouth.

— Additional reporting by Stephanie Young and Tennille M. Robinson