Smith Club & Spa Specialists is a full-service consulting firm that provides conceptual

development, design, and operational expertise to existing and new-build spa properties

across all segments of the spa industry. Our team of highly qualified professionals has the

in-depth operational experience, comprehensive development knowledge, and proven

track record that is so necessary to achieving a successful outcome for our hotel, resort,

day spa, and private club community clients.

For new builds, the Smith team is dedicated to creating facilities and programs that are

market-driven and distinctive within their competitive set and provide an exceptional guest

experience. We believe that the principles of consumer product development apply to

spas as well, and that the concept of “build it and they will come,” or of copying what

other spas have done, is one of the most serious (and common) mistakes made in the

spa industry today. A core strength is our ability to design and program a spa so that it

reflects the individual characteristics of the region, the culture and community in which it

is located, is operationally efficient and maximally profitable for stakeholders.

For existing spas wishing to refurbish, re-position, or improve their financial performance,

we provide clients with a multi-faceted needs analysis that results in a spa improvement

action plan that details cost-effective renovation options; new treatment and wellness

program initiatives; cost-reduction and staff re-training programs; and innovative internal/

external marketing strategies to drive revenues.

CAPABILITIES

� Research culture, markets, competition, geographical, geological facts

� Market feasibility studies, financial projections & site analysis

� Definition of concept, scope, markets, image & brand positioning

� Conceptual architectural and interior design brief

� Creative vision, character, and visual premise of the guest experience

� Fitness and wellness program design

� Signature treatments and comprehensive treatment programming

� Retail merchandising and product development

� Equipment selection & purchasing

� Operational and quality control systems

� Marketing and public relations

� Pre-opening training & staff recruitment

� Financial pro forma, operational & customer service audits

� Facility renovation & brand re-positioning

� CLIENT LIST �

MOORINGS PARKNAPLES, FLORIDA

A+ rated continuing care retirement community

SOLERA SALONSDENVER, COLORADOnational salon chain

HILTON ANATOLEDALLAS, TEXAS

hotel & conference center spa

HARAMLEK SPAMANAMA, KINGDOM OF BAHRAIN

luxury day spa

THE WIN HEALTH INSTITUTEBASALT, COLORADO

full-service integrated wellness facility

THE SPA AT SPANISH PEAKSBIG SKY, MONTANA

private club & luxury residential community

THE SPA AT ROSEWOOD TELLURIDETELLURIDE, COLORADO

luxury resort & fractional residences

THE SPA AT ROSEWOOD COSTA CARMELGUANACASTE, COSTA RICA

luxury resort & fractional residences

SHERATON KAUAI RESORTKAUAI, HAWAII

luxury resort & vacation ownership

THE WESTIN RESORT, HILTON HEAD ISLANDHILTON HEAD, SOUTH CAROLINA

resort hotel

WESTIN MOANA SURFRIDERHONOLULU, HAWAII

luxury resort & vacation ownership

SHERATON WAIKIKIHONOLULU, HAWAII

resort & vacation ownership

MARRIOTT MERRIMACK WATERPARK & SPAMANCHESTER, NEW HAMPSHIREhotel & conference center spa

3 CREEK RANCHJACKSON HOLE, WYOMING

luxury residential development

WESTIN KA’ANAPALI OCEAN RESORTMAUI, HAWAII

luxury vacation ownership resort

WESTIN ST. JOHN RESORT & VILLASST. JOHN, US VIRGIN ISLANDS

luxury resort/vacation ownership resort

THE ST. REGIS HOTEL, RESIDENCES & SPAASPEN, COLORADO

luxury hotel & residences

THE ST. REGIS RESORT, SPA & RESIDENCESFORT LAUDERDALE, FLORIDAluxury hotel & residences

THE ST. REGIS SPA AT TEMENOS—A ST. REGIS RETREATANGUILLA, B.W.I.

luxury destination resort & residences

THE SPA AT THE SAN FRANCISCO ST. REGIS HOTELSAN FRANCISCO, CALIFORNIAluxury hotel & residences

THE SPA OF THE ROCKIESGLENWOOD HOT SPRINGS, COLORADOmineral springs resort spa & day spa

GARDEN OF THE GODS CLUBCOLORADO SPRINGS, COLORADO

private club & luxury residential community

INVERNESS HOTEL & GOLF CLUBENGLEWOOD, COLORADOresort & conference center

SAGE SPRINGS SPA AT SUNRIVER RESORTSUNRIVER, OREGON

resort & vacation ownership

SPA FIORIHOUSTON, TEXASluxury day spa

THE SPA AT THE WELK RESORTESCONDIDO, CALIFORNIA

hotel/vacation ownership resort

CORNELIA SPANEW YORK, NEW YORKluxury day spa

ANNE SEMONIN SPA AT THE PLAZA HOTELNEW YORK, NEW YORKluxury urban hotel

INN OF THE MOUNTAIN GODSAPACHE MESCALERO RESERVATION, NEW MEXICO

resort and casino

THE SPA AT THE ROARING FORK CLUBBASALT, COLORADO

amenity spa at luxury, fractional residential community

TAG DESIGN: THE SPA AT HOTEL HERSHEY AND TURNBERRY ISLE RESORT & SPA

HERSHEY, PENNSYLVANIA · AVENTURA, FLORIDAresort spas

ELIZABETH ARDEN RED DOOR SPASPHOENIX, ARIZONAurban day spas

SANCTUARY GOLF & COUNTRY CLUBHOPKINTON, MASSACHUSETTS

private country club

AGAVE SPA AT LAJITAS RESORTLAJITAS, TEXAS

luxury resort & residential community

TENNIS CORPORATION OF AMERICA (TCA CLUBS)CHICAGO, ILLINOIS

club spas

COPPERWYND: AN INTIMATE RESORT & SPAFOUNTAIN HILLS, ARIZONAboutique hotel & club

LOS SUENOS RESORTCOSTA RICA

luxury residential community & eco-spa

LONGEVITY INSTITUTE INTERNATIONALMONTCLAIR, NEW JERSEY

anti-aging/longevity day spas

WESTIN MISSION HILLS RESORTRANCHO MIRAGE, CALIFORNIA

resort spa

SHERATON BAL HARBOUR RESORTBAL HARBOUR, FLORIDA

resort spa

“W” HOTELNEW YORK, NEW YORKurban hotel/day spa

THE PHOENICIAN RESORTSCOTTSDALE, ARIZONA

resort spa

WESTIN INNISBROOK RESORTTAMPA, FLORIDAresort spa

PALA MESA GOLF RESORTFALLBROOK, COLORADO

resort spa

THE SPA AT WINGHAVENST. LOUIS, MISSOURI

day spa at mixed use residential & commercial development

� PRODUCT DEVELOPMENT CLIENTS �

SURACELL, “PERSONAL GENETIC HEALTH”WWW.SURACELL.COM

strategic development and national rollout of DNA analysis & personalized high-density nutraceuticals that promote DNA repair

OXYGEN +WWW.OXYGENPLUS.COM

marketing development & launch of a hand-held personal oxygen product to the spa & hotel industry

DEBORAH A. SMITH

President of Smith Club & Spa Specialists

Deborah Smith is a cum laude graduate of Tufts University where she completed Bachelor

of Arts degrees in political science and sociology. She earned a Masters in Business

Administration with distinction from the Gavin (Thunderbird) School of International

Management in Glendale, Arizona, where she concentrated her studies in international

marketing.

Prior to her employment in the spa industry, Smith honed her marketing and advertising

skills as an account executive with Saatchi & Saatchi Compton Advertising in New York,

directing a Procter & Gamble food brand that billed $20 million in annual advertising

revenue. After leaving Madison Avenue, she was recruited by Deborah Szekely, owner

of the Golden Door and Rancho la Puerta spa resorts, to be her executive assistant

responsible for special projects.

Subsequent to the Golden Door, Smith served for 3 years as national marketing director

for the Sporting Clubs of America, a group of upscale multipurpose athletic clubs which

were the pace-setter and quality standard for the health club industry in the 1980s.

Smith’s next assignment was as vice president, development for Wellness & Lifestyle

Corporation, a joint venture partnership with Baylor University Medical Center in Dallas,

Texas. In this capacity, she directed all new business development and oversaw the man-

agement of wellness centers at hospitals and in class A office buildings in the Houston,

Dallas, and San Antonio markets.

In 1987 Smith relocated to Atlantic City to manage The Spa at Bally’s, a 40,000-

square-foot resort spa and health club at Bally’s Park Place Casino Hotel.

In 1989 Smith was recruited to become executive director for Fisher Island’s Spa

Internazionale in Florida, a position she remained at for the next 8 years. In addition to

helping design and manage the new facility, Smith was instrumental in establishing Spa

Internazionale as one of the top 10 spas of the ‘90s which was widely featured in lead-

ing national print and broadcast media of the decade.

Prior to founding her consulting practice in 1998, Smith served as general manager of

the Aspen Club & Spa, overseeing a $10 million remodel and expansion of the

77,000-square-foot facility that added a 34-treatment room spa and Alternative

Medicine Center to its existing health club and the world-renown Sports Therapy &

Performance Center.

Smith was elected to the Board of Directors of the International Spa Association (ISPA) in

1996, and in 2000 was appointed to the Spa Advisory Council for the International

Health, Racquet, and Sports Club Association (IHRSA). She has been a featured speaker

at numerous industry conferences such as ISPA, IHRSA, Spacifically, Club Industry, Spa &

Resort Expo, and the Urban Spa Summit. Smith became an honorary member of ISPA’s

Leaders Circle in 2006, and in 2009 was elected vice president and treasurer of the

Institute of Management Consultants Spa/Hospitality Chapter (www.imcspa.org).

�

GEORGE FRANKSenior Partner

Director of Design

George Frank, creative conceptual designer, artist, marketing and design visionary

earned his degree in Industrial Design from the world-renown Art Center College of

Design in Pasadena, California, the recognized “Harvard” of U.S. design schools. His

creative work has won over 70 international and national design awards.

Frank’s career spans over 40 years as a creative design executive and entrepreneurial

business leader in corporate and environmental design, conceptual architectural and inte-

rior design. His work is focused upon upscale luxury brands, corporate and institutional

clientele, as well as consulting for international leaders in architecture and real estate

development.

Frank develops the creative modalities for the firm. He is the main liaison between archi-

tects and interior designers. Collectively in a creative collaborative exchange of ideas,

concepts and visions, the experiential qualities and signature identifying design features

of each unique spa are uniquely defined.

The Spa at Lajitas Resort, Texas

The Anne Semonin Spa, Plaza Hotel, New York

The Spa at the St. Regis, Aspen, Colorado

The Spa at the St. Regis, Ft. Lauderdale, Florida

The St. Regis at Temenos, Anguilla, British West Indies

The Westin Ka’anapali Ocean Villa Resort, Maui, Hawaii

Westin St. John Resort Villas, St. John, Virgin Islands

The Spa of the Rockies, Glenwood Hot Springs, Colorado

The Spa at Spanish Peaks, Big Sky, Montana

�

MONICA TUMA BROWNTreatment Programming & Design Associate

Monica has over 20 years of extensive experience in the industry, which includes manag-

ing/consulting for 4- and 5-star resort spas and wellness centers. Monica’s spa expertise

began while employed as a research assistant at the world-famous Kinderspital in Zurich,

Switzerland. During 1975–1978 she visited and researched many famous Swiss spas,

focusing on hydrotherapy and mineral spring cures as the foundation of the spa experience.

Upon returning to the U.S., Ms. Brown earned a degree in molecular cellular biology at the

University of Colorado, and upon graduated became manager of hydrotherapies at the

Coralita Beach Hotel in St. Maarten, F.W.I. Subsequently, Brown served as director of spa

operations at the Greenbrier Hotel & Resort and as general manager at The Marsh

(Minneapolis, Minnesota), one of the premier mind/body wellness centers in the U.S.

Brown worked with the TAG Design Studio as a spa program consultant on 4- and 5-star

resort properties such as:

Spa at Pebble Beach, California

Wigwam Resort, Arizona

The Broadmoor, Colorado

La Quinta Resort & Spa, California

Turnberry Isle Resort, Florida

Kingsmill, Virginia

Hotel Hershey, Pennsylvania

Hotel Don CeSars, Florida

A sought-after specialist in hydrotherapies and mineral springs, Monica has also generated

unique menu concepts such as: the “Chocolate Indulgences” at Hotel Hershey, the “Art of

Reflection” at the Wigwam, and “Ocean Options” at Don Cesars. She developed unique

facility features such as the open-air therapy showers and relaxation courtyard at the La

Quinta Resort & Spa; a floating fitness office and outdoor massage balconies at the

Broadmoor; the “Warming Room” at the Aspen Club; and the “Hummingbird Patio” at the

Wigwam Resort in Arizona.

� HIGHLIGHTED SPA PROJECTS �

Smith Club & Spa Specialists has in-depth operating and development experience creat-

ing design concepts and programming for high-end resort and hotel spas, private club

spas, and spa/fitness amenities at luxury residential communities. A core strength is our

ability to design and conceptualize a spa so that it reflects the individual characteristics

of the region, the culture and community which it is located, and is maximally profitable

and operationally efficient.

A sample of spa consulting engagements:

THE SPA AT THE ST. REGIS HOTELASPEN, COLORADO

resort spa serving hotel guests and fractional unit owners

THE SPA AT TEMENOS, ANGUILLATEMENOS, ANGUILLA

A St. Regis Retreat, resort spa serving hotel guests and residential owners

AGAVE SPA AT LAJITAS RESORTLAJITAS, TEXAS

resort spa and amenity to a super luxury residential community

SAGE SPRINGS SPA & CLUB AT SUNRIVER RESORT, OREGONSUNRIVER RESORT, OREGON

Destination Hotels & Resorts, resort spa and private club

INN OF THE MOUNTAIN GODSAPACHE MESCALERO RESERVATION, NEW MEXICO

resort spa

THE AWAY SPA AT THE “W” HOTELNEW YORK, NEW YORKhotel/club spa

ANNE SEMONIN SPA AT THE PLAZA HOTELNEW YORK, NEW YORKhotel/day spa

A coed water feature called “The Confluence” features waterfalls of differing height,intensity and temperature; a mineral soaking pool; and adjoining vapor steam caves,

similar to those found in the region.

THE SPA AT THE ST. REGIS HOTEL & RESIDENCESASPEN

SCSS was hired by Starwood Hotels & Resorts to complete a 15-month engagement that included a market analy-

sis, creative concepting and operational programming for a 15,000-square-foot spa. The spa serves a diverse

constituency comprised of hotel guests, fractional unit owners, and an exclusive membership. The underlying core

philosophy of the Spa is “integration,” and a unique cutting edge approach to enabling each guest to experience

their innate vitality and a sense of mental well-being is utilized.

In concepting a theme for the spa, we focused on what has attracted individuals to Aspen for so many years: the

natural beauty of Aspen and the Roaring Fork Valley, and the myriad outdoor adventure opportunities, such as ski-

ing, snowshoeing, hiking, mountain biking, and river rafting. There is a hardiness and self-sufficiency that is experi-

enced in these pursuits which guests to the region can carry back and apply to the challenges they encounter in

everyday life.

The spa treatment and bodywork modalities at the St. Regis Spa are designed to enhance the vacation experience

and encourage future return visits. Many of the spa services address the specific needs of physical culture and the

challenges of recreating in an Alpine environment, i.e.—

� Altitude Adjustment Treatments—aromatherapeutic massage sessions to encourage lung expansion, and pro-

vide relief from headaches, insomnia, fatigue and other symptoms of altitude adjustment

� Complimentary oxygen bar in the Post-Treatment Lounge

� Personalized, sports-specific yoga and pilates classes & training

� Structural alignment bodywork

� Après-outdoor recreation body & skincare treatments using customized array of botanicals that protect, nourish

and rehydrate skin exposed to the harsh elements and high altitude of the Rocky Mountains.

From a design perspective, our conceptual concept for the spa was intended to honor the healing traditions of

early settlers and Native Americans in the region. The Utes, who summered in the Roaring Fork Valley, took advan-

tage of the steam vapor caves and mineral springs that naturally flow into its rivers.

� � �

THE SPA AT TEMENOS, ANGUILLAA ST. REGIS RETREAT

Flag Luxury Properties, developer of this ultra-exclusive resort in the British West Indies, retained SCSS to complete

a comprehensive market analysis, develop an innovative spa concept and vision, and collaborate with the archi-

tect throughout the design development process. This St. Regis “6-star” island retreat will cater to a sophisticated

and elite international clientele, and include 97 guestroom suites and 39 villa residences that will be offered for

sale from $1 million to $3 million. The facilities also include a championship Greg Norman golf course and a

mile of oceanfront beach.

The 15,000-square-foot luxury indoor-outdoor spa will be a part of the prestigious Starwood Spa Collection, and

have a holistic philosophy that focuses on the “Seven Pillars of Well-Being”: Aqua, Harmony, Vitality, Life Balance,

Nature, Nutrition and Beauty. As outlined in our concept and vision brief, the unique and differentiating features of

the spa are an elegant indoor-outdoor Couples VIP Suite and luxuriant Men’s and Ladies’ Outdoor Spa Gardens.

The Outdoor Spa Gardens contain private treatment areas, dramatic water features of warm and cool waterfalls

and soaking pools, and a Sun-Bathing Solarium. A Massage Pavilion in each of the Spa Gardens is accessed by

crossing a stone walkway that passes through a Meditation Pond filled with water lilies and koi fish.

A state-of-the-art fitness complex includes a cardiovascular and strength training center with the most up to date

equipment, and a Mind-Body Movement Studio that also has an outdoor lawn area that can be used a good part

of the year for classes. Movement class programming will feature Tai Chi, Yoga, Pilates, simplified forms of deep

relaxation and meditation, and body awareness/postural alignment classes such as the Alexander and NIA

Techniques.*

The design theme of the interior spa experience features an “inspirational” décor that encourages a sense of awe,

anticipation and a new way of seeing. The entry to the Spa reception is through a pair of magnificent stained

glass doors—an awe-inspiring composition of color and mood featuring the ocean, sky and clouds, and soft

orange, red and yellow Hibiscus flowers. Stimulating, compelling visual focal points throughout the Spa—such as

the fire and water fountains outside the entry of the spa—provide an uplifting and enthralling charm.

*An Alexander Technique teacher helps one see what in one’s movement style contributes to recurring difficulties—whether it’s a bad back, neckand shoulder pain, restricted breathing, perpetual exhaustion or limitations in performing a task or sport. By analyzing one’s whole movement pat-tern—not just a particular symptom—the teacher alerts one to habits of compression in one’s characteristic way of sitting, standing and walking.He or she then guides you—with words and a gentle, encouraging touch—to move in a freer, more integrated way. NIA (“neuromuscular integra-tive action”) blends a range of rhythmic music styles with carefully choreographed hour-long routines. It is first and foremost a “fusion fitness” pro-gram of inspired by three art forms: The Dance Arts—Jazz, Modern, Duncan; The Healing Arts—Yoga, the work of Moshe Feldenkrais, TheAlexander Technique; and The Martial Arts—Aikido, Tae Kwon Do, Tai Chi.

� � �

THE AGAVE SPA AT LAJITAS RESORTLAJITAS, TEXAS

The owner retained SCSS to develop and program a resort spa that would reflect the unique “Wild West” charac-

ter and history of the Big Bend Country. The resort is located on a 23,000-acre tract of land that lies between the

multi-million acre Big Bend National Park and Big Bend State Parks in southwestern Texas. Our consulting engage-

ment was comprehensive, and included a market analysis and feasibility study, design and development, market-

ing/public relations, programming and operations.

Situated on the Rio Grande River directly across from Mexico, this part of Texas historically attracted free-spirited,

hard-working settlers who emigrated from the southeastern U.S. in search of a better life after the Civil War. These

settlers pursued a ranching livelihood and were subject to repeated raids—first by the Apaches and Comanches in

the 1800s, and later by Poncho Villa and his Mexican revolutionaries in the early 20th century. In 1915, General

John Pershing was sent to Lajitas to establish a border garrison to maintain law and order.

In addition to its colorful history, the Big Bend country has visually dramatic and unusual geographic and geologi-

cal features. Once a vast inland sea, its terrain reflects the influence of an ancient sea bed containing extensive

fossil and dinosaur remains. River rafting, mountain biking, and hiking through the rugged Chihuahuan Desert are

the primary recreational activities enjoyed by visitors to the region.

The Smith team developed an architectural concept for a 26,000-square-foot spa that features an ecologically sus-

tainable “organic “architecture and interior design, inspired by the work of Frank Lloyd Wright and John Lautner. In

keeping with its natural environment, we proposed a curvilinear facility concept of “rammed earth” construction.

The programming of the Agave Spa offers a wide variety of experiences—hiking, biking, outdoor education and

nature discovery, creative endeavors, meditation, gardening, nutritional awareness, and therapeutic spa treatments.

Our treatment program was based on the indigenous plants and herbs of the Chihuahuan Desert, such as sage,

pinon, desert willow and the agave cactus.

The fitness program utilizes the outdoors and is adventure-oriented. Guests can engage in a myriad of outdoor

recreational activities such as rafting, hiking, nature walks, and horseback riding. A Pilates and Yoga studio,

designed to improve life-long functional fitness and core stability—fitness trends especially popular with the affluent

middle-aged market expected to frequent the spa—are featured as indoor activities.

The Spa includes a “Creative Discovery Center” that offers painting, drawing, pottery, photography, and music in

a non-judgmental environment that emphasizes the process, rather than end product. An outdoor stone and natural

grass labyrinth, modeled after the 13th-century version at the Chartres Cathedral in France, provides a “walking

meditation” for those impatient with the Yoga-based, meditational techniques of the East.

� � �

ANNE SEMONIN SPA AT THE PLAZA HOTELNEW YORK, NEW YORK

Smith Club & Spa Specialists was hired by the Tournesol Groupe, LLC, the North American distributor of Anne

Semonin, a custom-blended line of natural products and Anne Semonin branded spas (a spa operator at elite 5-

star European hotels). The Plaza is an 805-room, 4-star hotel in midtown Manhattan, with a colorful history and

Beaux Arts architectural style.

Our scope of work was to conduct a market analysis of the hotel and day spa market in New York City, a review

of its financial and operational performance, and to make a recommendation regarding a possible expansion of

the 8,000-square-foot Anne Semonin Spa at the Plaza Hotel. Also included in the scope of work was to evaluate

the membership potential of the spa, which at the time did not offer a membership program to the public.

Based on the financial performance review, it was concluded that with just 5 treatment rooms, and less than 100

square feet devoted to retail space, the spa did not have the ability to generate sufficient annual revenues to offset

its high fixed costs. This physical constraint also meant that the spa was not able to accommodate medium- large-

sized incentive groups, or handle demand during peak periods such as on weekends.

To improve the spa’s financial performance, the results of our market study supported our recommendation that the

spa be expanded from 5 to 11 treatment rooms, and a dedicated 400-square-foot retail area be added. To illustrate

how this could be accomplished, a conceptual space plan for the expanded spa layout was included.

Our report also included recommendations and strategies on how to decrease the level of fixed costs without

effecting the level of customer service; how to maximize usage by hotel guests and groups; and how the Spa could

be more competitively positioned in New York City’s retail day spa market.

Finally, staffing changes and improved customer service protocols were recommended that would make the spa

experience at The Plaza more memorable, personalized and conducive to repeat business.

� � �

SAGE SPRINGS SPA & CLUB AT SUNRIVER RESORTSUNRIVER, OREGON

Smith Club & Spa Specialists was hired by Destination Hotels & Resorts for an 18-month assignment to develop a

spa vision and concept that embodies the essence and spirit of the high desert Northwest, but with a contempo-

rary interpretation. The scope of work also included design and development (in conjunction with the local archi-

tect and Hirsch-Bedner Associates); programming and operations; marketing, and pre-opening training.

Sunriver Resort, whose tag line is “The Premier Resort in the Northwest,” is a resort community consisting of a 4-star

240-room hotel and lodge, and 260 private homes and condos that are part of a rental pool. Historically Sunriver

has catered to and captured an upper middle income, family-oriented, recreational enthusiast audience from the

Pacific Northwest. The Mt. Bachelor ski area is a short drive away.

SCSS created the regional identity and positioning in the competitive marketplace for a 35,000-square-foot spa

and fitness facility named Sage Springs Spa & Club that opened in June of 2002. The full-service facility contains

15 treatment rooms, luxurious locker room and relaxation facilities, and a fitness center with cardiovascular and

strength training, a movement studio, and indoor tennis courts.

The architectural and interior design concept is reminiscent of a traditional Pacific Northwest mountain lodge, con-

sistent with the rest of the Sunriver Resort’s theme. Since the spa facility serves both a private membership and hotel

guests, we designed separate areas in the Men’s and Ladies locker rooms to provide a sense of place and serve

these two different user audiences.

Our treatment programming, and the signature product line we developed, utilizes the unique indigenous plants

and herbs of the high Oregon desert. Among the products developed include an Oregon Hazelnut Body Scrub

and Marionberry Bath.

Since opening, the Spa has exceeded financial expectations and garnered considerable media coverage. One

regional publication, The Oregonian, cited it as particularly noteworthy among resort spas nowadays: “. . . These

kinds of details separate Sage Springs from a lot of so-called destination spas that seem more like resort after-

thoughts. Anyone can set up massage tables, slap some Enya on the CD player and light some scented candles.

Spas like Sage Springs get it right.”

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INN OF THE MOUNTAIN GODS, MESCALERO APACHE RESERVATIONRUIDOSO, NEW MEXICO

Smith Club & Spa Specialists developed a vision, guest service and facility design concept, and a signature treat-

ment program for a spa at the 240-room Inn of the Mountain Gods.

At the outset, leaders of the Apache Mescalero tribe expressed their wish that the spa be a celebration of the

Apache culture, but not so literal or specific as to compromise aspects of their medicine and culture which they

wished to remain private.

In order to develop a concept, SCSS engaged in an extensive research effort, interviewing and meeting with the

project architect, the governing Tribal Council, and even a local medicine man. To learn more about the symbols

and concepts of the Apache culture, we also read several cultural anthropological studies about the Apaches dat-

ing from the 1850s to the 1960s. The spa concept we subsequently recommended to the Project Manager and

Tribal Council was as follows:

“The Spa at the Inn of the Mountain Gods will be a discovery and

affirmation of the sacredness of all living things, and the inner peace

and contentment that can be realized through appreciation of the

cycles of Nature, as these concepts are understood and practiced in the

Mescalero Apache culture.”

In accordance with the Medicine Wheel and the Apache’s very circular world-view, we developed a signature

treatment program based on the seasons of the year, with the “seasons” also being symbolic of the mind-set and

personal stage of growth one is experiencing on the day of their spa visit.

Among the many design elements SCSS recommended were “Celestial Sky” treatment rooms. Honoring the

Apache reverence for Nature and belief that the Universe is infinitely larger and greater than any human form,

these rooms have majestic and realistic ceiling treatments depicting various aspects of the celestial universe.

To reinforce this design element, we also recommended that each of the treatment rooms be given a name accord-

ing to its ceiling treatment. For example, “Nahakus,” the Apache word for the Big Dipper (a pivotal constellation

used by the Apaches to measure the passage of time), was suggested as one of the treatment room names.

� � �

THE AWAY SPA AT THE “W” HOTELNEW YORK, NEW YORK

Smith Club & Spa Specialists was retained by Starwood Capital and the Wellbridge Group to identify a spa iden-

tity and concept for Starwood’s first “W” Hotel on Lexington Avenue. Our participation in this project led to a sub-

sequent consulting assignment that involved reviewing the spa and fitness facilities at 12 other Starwood proper-

ties, and making recommendations for improvement, remodeling and/or expansion.

The “Away” spa scope of work entailed the development of a signature concept and treatment program, review of

financial projections, and pre-opening cost estimates. SCSS also provided copywriting expertise for the Spa’s

brochure.

In light of the Zen-influenced, minimalist interiors of the “W” hotel, we proposed the driving concept idea behind

Away at the “W” be to provide an energizing, yet totally exotic retreat experience for the spa guest based on

Eastern philosophies—culturally very unlike New York, and any other spa experience available at the time in the

city.

The goal of the Away spa experience is to encourage guests to put aside their focus on worries about the past or the

future—something they can do little about—and to simply enjoy the peace and beauty of living in the present

moment. SCSS developed a signature treatment program based on the Indonesian culture,* and introduced, for the

first time ever in America, Indonesian treatments such as the Javanese Lulur and Bali Spice rituals. Ayurvedic, Pranic

Healing, and Reiki treatments will also recommended as part of the service menu.

*The Indonesian language is very centered on the present moment. In our research we discovered that the structure of many of the Indonesiangroup of languages totally supported Away’s philosophy in that there is neither a future, past or subjunctive verb tense.

� � �