Chances are, if your attendees are not on the course in their spare time, you'll find them getting a massage at the spa. Or they might decide to take a soak at the spa and skip the greens altogether.
“The emergence of spas at resorts in recent years has cut slightly into golf participation,” says Charlie Kent, director of golf at the Hyatt Regency Hill Country Resort in San Antonio, Texas. “Nowadays, novice golfers who are undecided about playing golf often opt for a spa treatment.”
In part, that's because golf and spas appeal to a similar demographic. According to a recent survey by the International Spa Association, the 31-54 age group, which typically plays lots of golf, makes up more than half of spa-goers.
“Spas have become a more mainstream activity …, and more people — including men — look at the experience as a true reward,” says Darlene Davison, spa director at the Don Cesar Beach Resort & Spa in St. Petersburg Beach, Fla.
Responding to War
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