Economic Hard Times Benefit the Day Spa Industry
If you’re in business to sell cars, condos or cashmere sweaters in this economy, good luck. But in an ironic twist, peddlers of massages, facials and beauty treatments are still attracting customers despite the recession.
While a Swedish body massage isn’t in the same category as bread, milk and rent, devotees of such spa treatments say they are necessities nonetheless.
Spa operators report that stressful times are a good time to serve up stress-busting treatments.
Barbara Rosa, owner of Blissful Spa in Nyack, said that while business is off about 10 percent, her phone was “ringing off the hook” recently.
“I don’t think most people will cut out doing their hair, nails and getting massages and facials. It’s not that big an expense,” she said.
Like other spa owners, Rosa said the main effect of the dour economy is people are spacing out their treatments, from twice a month to once a month for example.
While many spas are offering deals and discounts to keep their treatment rooms full, Rosa said she hasn’t had to lower prices at Blissful, which charges $125 for a 90-minute massage and $90 for a 70-minute facial.
“We’re here eight and a half years. We have been slower during the weekdays, but people are still coming in,” she said.
Wendy Lee MacDowell, a Sparkill resident, visits Blissful every week or two for a 90-minute massage that she considers a “necessity” given her line of work.
“I do physical labor. I’m a locksmith. I am always bending over and pulling. Massages keep me functionally well. It’s not like having my nails done. Now, that’s a luxury,” she said.
MacDowell – who started her “Lady Locksmith” business in 1991 after she was laid off in a previous recession – said she’s recently done some economizing by giving up her landline phone in favor of her cell, but hasn’t considered giving up her massages. “It’s an essential part of my health care,” she said.
That’s a sentiment Michael Zeldes would second. Zeldes, an Irvington resident and senior vice president at Hub International Northeast Insurance Brokers in New York, gets a weekly massage at Oasis Day Spa in Dobbs Ferry.
Zeldes said his wife, Leslie, a pilates instructor, also gets massages and other treatments at the spa even as the couple cuts back in other ways to cope with the economy.
“We both understand you’ve got to work really hard right now,” he said. “But you also have to find time for your own health. At my last massage there, I felt almost like I was at a physical therapist’s office where they were really able to de-stress my body. I call it a necessary luxury.”
Zeldes has put a planned kitchen renovation on hold as well as plans to replace his 2000 Ford Explorer.
“It doesn’t seem like the right time to upgrade on something like that at the moment. But then again, when it comes to your well-being, you exercise and eat well, and part of that is finding ways to de-stress and have an outlet to make sure you get away from the everyday. You can’t just cut these things so quickly,” he said.
Angela DeAngellis, owner of Angelface Day Spa in Yorktown Heights, said customers tell her they are giving up other luxuries instead of their spa treatments.
“People are making sure to stay calm and relaxed and take care of themselves if they have the means. In this area, people still have a chunk of money they are willing to put aside for themselves,” she said.
DeAngellis, who has 22 employees and nine treatment rooms at her spa, said her revenue for 2008 was higher than 2007, despite the economy.
“I will be in business 14 years come October. I was very happy to see at the end of ‘08; we maintained a substantial client base. Just this month, it’s starting to subside a bit,” she said.
Discounts keep appeal
Eve Carnevalla, owner of Eve Day Spa in Cold Spring, said business has doubled on Tuesdays, when she offers 20 percent off.
“An $80 facial is now $64, and that’s now my busiest day by far. Everybody eats that up,” she said.
While her regulars have kept her in business, Carnevalla said she’s seeing some worrisome signs for the future among those who only come on special occasions or if they get a gift.
“I haven’t yet sold one gift certificate for Valentine’s Day. Last year was a lot better,” she said recently.
Catherine Holland, owner of Elements Spa in Piermont, said business has been slower even taking into account the cold weather keeping tourists away from the river town.
“We are still booking appointments, but I see people are all using gift certificates. People used to be more lax in cashing in certificates,” she said. “In times like these, people really need a massage, but they don’t want to spend the money for it, so they are really excited to get their gift certificates.”
The most reliable customers are those who view the spa as an extension of their health care, she said.
“We do have a number of clients who come regularly for therapeutic reasons, and they come weekly or twice a week. Those people are still coming,” she said. “People who see it as maintenance, not a spa treat or luxury, are still coming.”
But even among the regulars, Holland said some are opting for a 45-minute versus 90-minute massage.
“We’re not terrified. I look through the book and I wish it were busier, but I am pretty confident we’re going to get through this,” she said.
Fiona Velasco-Mills, manager of Adriana Spa in Eastchester, said a drop-off in holiday gift certificate sales had inspired sales for Valentine’s Day.
“We’ve reduced packages by 10 percent and we’ve tried to add extras on to make it seem like people are getting more for their money,” she said.
Eva Greenbaum, the manager of the new Nordic Lights Spa at the Doubletree Hotel in Tarrytown, said that while she expects the spa to have a steady client base from guests in the hotel, she’s also rolling out discounts.
“Everybody now has to have sales. What we will be having is a ‘pay for one facial and get a second at half price.’ With massages, we have ‘pay for three massages and get the fourth one free,’ ” she said.
Melinda Taschetta-Millane, editor of Skin Inc. magazine, which covers the spa industry, said it’s a good time for consumers as spas roll out promotions and discounts.
“Spas are trying to work with the economy they are given. While there are some clients cutting back, the majority of them see this as a lifestyle and way of wellness,” she said.
Do-your-own not the same
The International SPA Association reports there are more than 14,600 spas in the United States, most independently owned, Taschetta-Millane noted.
“The spa industry is definitely going to weather the storm,” she said. “It’s a strong industry. People see this as their well-being and important to their health.”
Treatments that are more about looks than relaxation might be easier for consumers to forgo.
Mary Shannon of Ossining said she used to get regular manicures but worries over the worsening economy got her spooked about spending extra cash.
Although she has a full-time job as a registered nurse at Phelps Memorial Hospital Center in Sleepy Hollow, Shannon started to see the effects of the recession in how busy she was at work.
“I work in the operating room, and from September on, there were a lot less elective surgeries. Usually rooms would be busy from 7 a.m. to 5 at night, sometimes until 10 p.m.,” she said. “Now, day after day, even in daytime hours, we are sitting around. People aren’t having elective surgery. They are having surgery if they have to, but they are cutting back.”
Working less overtime, Shannon said a trip to a salon or spa isn’t an option anymore, though she misses the perk.
“I try to do home pedicures and manicures, but it’s not the same. You have to have the skill, and you need two hands to get a really good manicure,” she said.
She made one trip to a nail salon in the last few months for New Year’s Eve.
“Chances are I won’t go again until my birthday, which is in March. I don’t see myself going on a regular basis at this point in time. Right now, it’s a luxury I can’t afford.”
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