Breckenridge CO Massage – Day Spa
How spas and massage therapists are surviving in a slow economy
SUMMIT COUNTY — With local business facing the rigors of a down economy, luxury services like massages are unquestionably taking a hit. Residents and visitors are cutting daily frills, but locals in the spa industry share how they’re making it — with positive attitudes, creative advertising and extra legwork.
Erik Ulstad and Ro Irwin-Mayberry, owners of Breck Massage in Breckenridge, consciously strive to reach new customers with volunteer activities and networking.
“As poor as the economy is, this year is better than last year,” Ulstad said. “With Ro and I working and doing community outreach efforts, we’re doing pretty well. It’s not as abundant as it could be, but we’re going to make it through the shoulder seasons.”
They’ve participated in seven volunteer chair massage activities this winter, including holiday parties and Nordic ski races. They’ve also worked at D’Vine Wine chair massage nights.
“A lot of times people view massages as a luxury,” Ulstad said. “But if you take care of your body before it breaks down, you’re going to be better off.”
Being loyal to locals, being proactive and treating them well is Breck Massage’s mantra.
“They are the heart and soul of our business,” Ulstad said.
According to Irwin-Mayberry, Breck Massage offers a “local love” package, offering deep discounts on massages for Summit County residents.
And they’re reaching out to the community by providing a chair-massage service.
“A lot of times people can still afford a chair massage for $1 minute,” Ulstad said. “They’re still able to unwind at less cost.”
Both massage therapists are letting their hands speak for themselves, and it’s working.
“Not on a scale that would represent what the economy was three years ago,” Ulstad said, “but we are seeing people coming in because of our outreach. … Like one in 10.”
Breck Massage is reaching out to the destination skier market as well. Ulstad said the business services locals and visitors equally.
To draw out-of-town customers, they’re trying to drive more traffic to their website .
“The thing that we’re doing is keeping our eye on the long term,” Ulstad said. “ … We’re having to work a lot smarter to get the bottom line, squeezing the most out of every opportunity. We’re making lemonade, if you will.”
Laura Eilers, massage therapist, esthetician and nail tech
Silverthorne massage therapist Laura Eilers is “making hay while the sun shines,” and if that means being available every day or night, that’s what she does. Eilers works six to seven days a week, traveling between spas in Vail and Keystone, and to private homes with her own business, ArohaYoga.com.
Locals definitely get breaks on services, especially if they’re looking to do long-term massage and Eilers travels to clients or provides services in her own home.
“It might be slow, but the focal point is on customer service because you can get customers to return,” Eilers said. “I’m doing everything — massage, nails and skin care.”
Eilers is currently employed at Cascade Resort’s Aria Spa in Vail and the Keystone Lodge and Spa. She’s also working on her yoga and Ashiatsu certifications, striving to be multi-faceted and thus more employable.
Staying positive and putting out a good vibe is important to business, and Eilers is focusing on being smart with her income and resources that are coming in.
“Reality may prove that I need to find an hourly position, especially when mud season begins, to supplement income,” she said and she’s looking at employment ads and networking for springtime jobs.
Karen Mapes, owner of Blue Sage Spa
Karen Mapes, owner of Blue Sage Spa in Breckenridge, guards her secrets to solvency well, but she did divulge this: “If you’re mediocre, you won’t survive. If you excel at customer service, if you’re excellent at what you do, you’ll survive.”
Mapes concedes that for lots of massage therapists, business is slower. But Blue Sage Spa is hanging tough and taking every opportunity to bolster business.
“I think some of my staff is getting creative with second jobs, and they’re really eager to work,” she said. “ … One thing I’ve learned this winter is that you can’t compare last year’s numbers to this year’s. It’s just not realistic.”
Mapes is also always on the lookout for free advertising. She even got involved with the Ullr Parade this winter because she knew the Travel Channel was coming.
“This is not the time to pull back on your advertising,” she said. “We’re hanging on, spending less and making smarter choices when we do spend.”
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