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Executive Development Program: Spa Investment, Development & Management

CORNELL – ASIA SPA INSTITUTE
EXECUTIVE DEVELOPMENT PROGRAMS

The Asia Spa Institute, in collaboration with Cornell University’s School of Hotel Administration, and supported by Beauty6 Expo is organizing a series of courses on Spa & Wellness Management . With certification awarded by the prestigious Cornell University, this series will be conducted by the world renowned Spa & Wellness Guru –Professor Mary Tabacchi, with the Malaysia program held concurrently with Beauty6 Expo over three days at the Putra World Trade Centre from 9 – 11 October 2006.

Professor Mary Tabacchi
Aptly named "the mind that launched a thousand spas" Professor Mary Tabacchi has 26 years of experience in this industry and is a regular speaker and key authority on spa management issues and trends. She has served on several spa committees and boards, including the International Spa Federation, and has published over 100 papers for the spa and related conferences and publications.

About the Malaysia Program:
With the tourism industry enjoying a rebound in the Asia sector, the time is right for investors keen to tap on the spa and wellness industry. Delegates will be updated on the latest spa trends and development and the business opportunities that are presented as a result of the revamped and competitive tourism industry in Asia.

This three day program will guide delegates through three key areas:

1	9 October (Monday) *Introduction & Overview* What are spas? Philosophy of spas Spa Overview Development of Spas in the region
2	*The Market & The Consumer* Consumer Research
3	*Marketing* Feasibility Studies Marketing Research and Marketing How much demand can be created? Will a hotel/resort lose market share without a spa? What opportunity costs are there to add a spa? Memberships for non-hotel/resort guests? Hotel spa market segments? Timing
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1	10 October (Tuesday) *Investment / Growth* The Growth of the Spa Industry Should I invest?
2	*Finances* Who are the financiers? Cost? Spa ROI Hidden ROIs, benefits? Increase in occupancy rates? How much? Increase in ADR Time to break even. To make profit Opportunity cost of spas Cost of marketing? Contribution from retail Cost of maintenance of spa Industry averages for building and operation Spa personnel training. Cost? Certification, licensing, continuing education. Cost?
3	*Spa Development* So you want to develop a spa! How and in what order does spa development occur? Need a spa consultant? Cost? When to employ? Competitive Analysis
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1	11 October (Wednesday) *Strategy / Management* Differentiating your spa Branding your spa
2	*Management* Should I outsource? Finding a reliable company Your brand or theirs? Integrating the hotel with the spa Pitfalls to avoid in management of a spa? Maintaining consistency between spa and hotel Ratio of employees : guest Merchandising and internal marketing?
3	*Human Resources* Key personnel Finding a spa manager? Fixed Salary vs Performance based Outsourcing for employees Finding appropriate spa employees Training Differing kinds of benefits for spa employees Differences in spa guest needs vs hotel guest needs
4	*Spa Design* Location, Location, Location Where is most competitive advantage? Urban versus rural setting? Distance from airport? Train Concept, Design, Flow, Theme and Facilities Designing the experience FF&E Mix of rooms and equipment Communal spaces Resting and reflection areas Traffic Flow Service Flow Retail Theme

Who should attend?:
Spa Entrepreneurs & Managers, Spa Innovators, Consultants & Developers, Spa Operators, Spa Professional Therapists, Investors, Financiers, Hotel & Resort Management, Travel & Tourism Professionals, Medical Professionals.

More information on these courses, please contact: +65 6323 9234 or e-mail: hongwee@globewerks.com or visit www.asiaspa-institute.com.

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