Kellie Carriker spent nearly a decade in group sales for several Marriott properties before jumping over to her true passion: the spa. Now spa director at the recently rededicated Marriott Marco Island Beach Resort & Spa, Carriker oversees a brand-new 24,000-square-foot facility. After only a few months on the job, she's already implemented some new ideas with groups in mind.

FIM: Are groups using spas to their full potential?

Kellie Carriker: When I was a group sales manager, I noticed that the spa [environment] was not present throughout the resort. I felt that the spa had so much to offer to group business besides just the typical afternoon treatment. So I put together a group spa menu, everything from what we call the ‘mini-mani’ to chair massages to spa meeting breaks. These spa options can enhance any group activity, whether it's a first impression as part of the arrival experience or just a great way to loosen up attendees at a reception or coffee break.

FIM: In other words, you're taking the spa to the attendee.

KC: Yes. For example, the mini-mani is a five-minute hand and arm massage followed by treatment with a rich body butter. We can create these body butters with any scent you choose, to go along with the event. You might do it at a welcome reception and match the scents with cocktails such as a cranberry cosmo, champagne, or a caramel apple martini. For a dessert function, we've done crème brulee, key lime pie, cherries jubilee, you name it.

FIM: Are the men at these corporate events lining up to get a mini-mani?

KC: Absolutely! It feels great. We've also added two new massages targeted to men: the sports massage, which is more interactive, involving the guest in some deep stretching, and the golf massage, targeted to the specific joints and muscles used when playing golf.

FIM: How can meeting planners ensure that their spa appointments go smoothly?

KC: Block the appointments — or at least the time — far in advance to protect availability. The last thing you want to do is promote the spa and then have your attendees not be able to book the treatment they want. We can also put a spa rep at your registration area to make or confirm appointments. And you can do chair massages or mini-manis at registration as well.

FIM: How does your experience with the corporate incentive market help you work with planners as spa director?

KC: Among the more challenging aspects of the meeting planner's job are outperforming previous meetings and creating the wow factor. Attendees have seen it all and done it all. Adding the mini-manis or booking a private yoga class on the beach overlooking the Gulf of Mexico can leave lasting memories and that's obviously going to help meeting planners. And adding a stretching break at the general session is great. There are no pure incentive trips these days: attendees are spending a lot of time in mandatory meetings.

FIM: Are spa breaks catching on?

KC: Absolutely. We have had several recent groups looking for healthier coffee breaks, hence the creation of the spa break. Add a chair massage and you'll find a renewed, rejuvenated attendee walking into his or her next business session.

FIM: What are some examples of spa break options?

KC: We have two: The Slim and Trim Spa Break, where we serve fruit smoothies made with low-fat yogurt; and the Jump Start Spa Break, where we serve protein smoothies and protein bars. Planners also can book a fitness instructor to lead attendees in a 15-minute de-stress and re-energize break, right in the general session room. If you want to get them on their feet and get their blood flowing but you don't want them actually leaving the session, the instructor will come to the room.

FIM: How do you help planners help attendees get the most from their spa experience?

KC: Leave it to us! You clear the schedule, and we'll take care of everything. Our spa menu, which anyone who has made an appointment will receive, gives all the information they need.

FIM: Any budget-cutting tips to share with our readers?

KC: We do try to move away from discounting, but if you can push your business to our slower days (Sunday, Monday, Tuesday), you'll have a bit more leverage. We also do “one per 35”: You get one complimentary treatment for every 35 booked. You can also book shorter treatments and save money that way. Every spa has a quicker version of its signature treatments. You can do 25-minute back, neck, and shoulder massages instead of a typical 50-minute full massage, for example. Or you can create a customized menu of 50-minute treatments, all at a flat rate, for your attendees to choose from. A recent group was offered a Swedish massage, deep-tissue massage, hydration facial, and our “short-and-sweet” manicure/pedicure as options.

FIM: How else are you thinking outside the spa?

KC: We've put a massage therapist out at a par-three hole during a golf tournament or at the driving range beforehand — potentially at no cost to the planner, since it helps to promote the spa.

For further reading, visit:

· Budget How-to's
· Motivation/Incentives: Golf and Spa