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Hours: 10 a.m.-midnight, Mon.-Fri./9 a.m.-midnight, Sat.-Sun. (treatments 10 a.m.-10 p.m., daily)
Inspiration: “Our decision to stay open late was conceived so we could cater to the working professional, and provide a space for clients to go later in the evening,” says spa director Dale Howard. “We’re more of a ‘day resort’ and definitely more social than your traditional spa. Our atmosphere is one of a late-night, high-end destination, whether for spa treatments, hot-tubbing or just dinner and drinks at our full bar/restaurant.”
Clients: Since its August 2007 opening, Voda has become a favorite spot for celebrities and business professionals, who conduct meetings in the spa’s lounge, restaurant and sauna area. It’s also couples-friendly. “Our co-ed facilities allow couples minimal separation during their entire spa visit, from their dual scrubs in our poolside treatment room to their massages in double bed suites,” Howard says.
Treatments: Voda’s customers usually come in for a combination of food, bar, sauna, Jacuzzi and a service with a friend. The most popular nighttime treatments, however, are the Swedish Massage (50 min./$95; 80 min./$150; 110 min./$200) and The Voda Glow facial (50 min./$125). “Either service has clients quite relaxed by check-out time,” reports Howard.
Challenges: “The main issue is no one wants to leave, especially if they’ve had a service and are very relaxed,” Howard admits. “When they see there are only a few people left in the spa they want to stay as long as possible. However, we’ve gotten really good at getting most clients to their respective locker rooms by 11:30 p.m.” (The last treatment appointment is at 10 p.m.)
Marketing: “We focus on three areas: online (social media and web); direct email blasts; and up-sales/promotions on the phone or on-site,” says Howard. The stellar press the spa regularly receives also gives them a boost.
What makes it work: “The No. 1 thing is giving people the ability to schedule a service as late as 10 p.m. There are very few spas that do that,” Howard points out. “Also, it’s nice knowing you can stop by, have a drink, get a service, grab a bite to eat and still have time to relax by the pool. It’s the perfect getaway.”