August Newsletter
Happy August PSA Members,
The end of summer is a busy time for us at PSA with our third quarter event, Technology and Spa Innovations, taking place on Zoom on Thursday August 27, at 11:00am, and our upcoming Wage and Benefit Survey that we'll be sending to everyone on August 29th. Our community is keeping us busy!
As we look ahead to our upcoming discussion on technology, we're reminded of what it takes to prepare our teams for a successful launch. Whether it's a seasonal special, a new spa menu, or a new piece of equipment, there are many considerations when it comes to training. Thoughtful preparation is essential to building confidence and setting our teams up for success.
If you're planning a new equipment launch, here are some tips for training:
Gather key information and coordinate demonstrations with your representative
Provide hands-on experience to build confidence
Prepare for questions and adjust protocols after you receive team feedback
Reinforce learning and provide support after the launch
Don't miss our newsletter interviews with Heather Stewart, Director of Healing Arts and Spa, Cavallo Point, and Laurel Shaffer, Founder and Formulator of Laurel Skin. Looking forward to seeing you on Thursday August 27th!
Sending our very best,
Karen and Kimberly
Technology and Spa Innovations Panel
If you haven't already RSVP'd for our Technology and Spa Innovations panel, taking place on Zoom, Thursday August 27, at 11:00am, you still have time! Email us
Our experts will explore the latest innovations shaping the future of the spa industry and how these technologies can be implemented in your spas. Whether you're considering new technology or looking to maximize the tools that you already have, this discussion will provide valuable insights you can put into action.
PSA Annual Wage and Benefits Survey
Our annual confidential Wage and Benefit Survey arrives just in time for budget season. This highly sought-after member benefit provides valuable industry benchmarks including wages for all spa positions, service ratios, pricing, gratuity distribution, retail-to-treatment revenue percentages, and more.
Look for the survey in your inbox on Saturday 8/29. We'll tabulate the results, and return the valuable findings to you by mid-September. We look forward to your participation!
World Wellness Weekend, 9/18 - 9/20
Pacific Spa Alliance is excited to be part of World Wellness Weekend, with activations taking place in 190 countries with 15,000 venues. It's free to sign up and it's assimple as offering one free activity!
If you haven't signed up for WWW, here's how:
Create a free page on Wellmap: wellmap.org
Add your activity - offer one free activity
Promote your participation using #WorldWellnessWeekend
Get your marketing department involved and read more about WorldWellness Weekend here.
Laurel Shaffer
Founder and Formulator, Laurel Skin
Tell us about the journey that led to creating Laurel Skin?
I started out as a Sommelier at a resort; it was from there that fell in love with both farming and sourcing, and all things spa and wellness. I saw how much depended on how the grapes were grown and the impact of regenerative farming. It also opened my eyes to the real disconnect with how plants are grown for spa products. I went on to study herbal medicine with the intention to create a skincare line that could be sourced and formulated in a more impactful way.
I love this message on your website: Once the plants are harvested, they make their way to our apothecary-lab where we turn them into plant medicine for the skin. Tell us more about your philosophy around flower and plant ingredients.
Our skin care products are formulated in a style we don't see elsewhere, called “whole plant herbalism”. This means we work with the full phytochemical profile of each plant to ensure the highest and broadest range of beneficial nutrients and antioxidants. It also means each ingredient is altered as little as possible, honoring Nature's intelligence straight from the earth. This is the more traditional form of making plant medicine and makes each of our ingredients more nutrient dense. This extreme form of quality control is something that guides every step of our seed-to-bottle process.
As the founder, creator, and formulator, you bring your heart to your work. What drives your passion?
My love of plants and herbalism drives me. Seeing what powerful medicine lies within the phytochemistry of plants, especially for benefiting our skin. Seeing people’s skin truly change and transform, and radiate with vibrancy and vitality just from using whole plants - that is truly inspiring!
Heather Stewart
Director of Healing Arts and Spa, Cavallo Point
What inspired you to become a spa director and what do you enjoy about leading your spa team?
I spent several years as a massage therapist at different spas before joining Cavallo Point in 2012. After five years as a therapist, I moved into management, drawn to the behind-the-scenes work of running a successful spa operation. I quickly realized leadership was the path I wanted to pursue.
After nearly 15 years at Cavallo Point and four years as Director, I’m incredibly grateful for the opportunity to lead such an amazing team. This week I received an email from one of our Massage Therapists expressing his gratitude for our spa leadership team. It’s moments like that, when you hear genuine appreciation from your team, that make this job so rewarding. When my staff is happy, I’m happy.
You manage a very busy spa, what guest trends are you seeing regarding treatment selection?
We’re seeing is a shift toward natural beauty, long-term skin health, and holistic rejuvenation. Guests are moving away from quick fixes and choosing botanical skincare products, (shout out to True Botanicals), and non-invasive treatments that enhance their natural radiance and support healthy, glowing skin.
Being part of a hotel, luxury travelers are also placing greater value on wellness-focused experiences that allow them to slow down and reconnect. We’ve seen increased interest in our Healing Arts services, including Shamanic Journey and energy work, reflecting a growing desire to incorporate holistic healing, mindfulness and rejuvenation into their vacations.
What initiatives are you introducing this year that you're excited about?
Our focus is on continuing to deliver exceptional value and an experience that feels worth the investment. We recently refreshed both our men’s and women’s locker rooms with new tile, additional lockers and fresh paint. Investing in our space is one way we can show guests that we care for the spa environment as thoughtfully as we care for them.
With rising costs and economic uncertainty, guests are being more intentional about how they spend their money. That makes the quality of our service and the overall guest experience more important than ever. We want every guest to leave feeling they received something special, were genuinely cared for, and that their time and money were well spent.
Luxury Brands Consulting
Jennifer Thompson, founder of Luxury Brands Consulting, is introducing Ellen, a beautiful reversible wrap that blends modern versatility with timeless Italian luxury. The loop enclosure and dual‑tone palette create a refined silhouette that can be styled solid or with a subtle color reveal.
Made in Italy from a merino‑cashmere blend, Ellen is the perfect balance of softness, structure, and sophistication.
Composition: 45% merino, 22.5% nylon, 10% cashmere, .5% elastane
Measurements: 28" x 25"
Available in 16 dual-tone color options, wholesale $98
