Impl ications of historical inf luences and global ization on contemporary international spa culture

Kirsten Grimm

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Contents Impl ications of historical inf luences and global ization on contemporary international spa culture Introduction 6 The important influence of ancient cultures on the modern spa industry 8 Honoring Indigenous and Traditional Cultural Practices 14 Interfacing with the Environment 18 Global Spa Industry 20 Benchmarking 21 Spa Management, Spa Related Education and Training 27 Conclusion 31 References 37 Appendix 1 (Waters many beneficial qualities) 39 Appendix 2 (ISPA Releases 2009 U.S. Spa Industry Statistics) 41 Appendix 3 (Intelligent Spas Publishes First Global Spa Benchmark Report) 44 Appendix 4 (NCEA Forward Statements) 46

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Impl ications of historical inf luences and global ization on contemporary international spa culture Introduction Modern spa culture can trace its origins to the earliest ritual and ceremonial practices of all civilizations. The essence of the spa experience includes elements relating to healing experiences with water, touch, and rituals of beauty. The incredible power of spa transcends race, time, cultural history and theory. Ritual communion with water or some form thereof (hot spring bathing, baptism, ritual bathing, steam and sauna, hammam, sweat lodge) exists in all cultures. The esthetics and beauty industries have their roots in these ceremonial and ritual practices, as well. These ancient and multicultural traditional therapies are making widespread resurgence in todays worldwide spa culture.

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Consideration of the history of spa provides an overview of the evolution of the spa industry from the ritual and ceremonial practices of ancient civilizations to emergent frontiers of convergence that integrate spa, medicine, health care, tourism, and hospitality. A historical overview of spa cultures and the acknowledgement of the development of an international spa industry in the last century, provide the context for the evaluation of these influences on modern spa culture. An international, big picture perspective of the industry from a historical, current, and future trends context - the historical and multi cultural influences of spa culture provide a rich background for understanding the phenomenal growth of what has become an international spa industry. This multibillion-dollar industry is profoundly influencing diverse industries, consumer, product, and service markets throughout the world today (Gronvold, 2009). International industry trends and projections for the future and developments important to the evolution of the global spa industry will also be discussed, while examining the implications of the global growth and expansion of the spa industry.

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The important influence of ancient cultures on the modern spa industry

No one knows exactly where the word spa comes from, but there are two main theories. One is that spa is an acronym for the Latin phrase, "salus per aquae," or "health through water." Others believe the origin of the word "spa" comes from the Belgian town of Spa, known since Roman times for its baths. They speculate that the town was so prominent that the very word spa became synonymous in the English language with a place to be restored and pampered. AboutSpas.com

Water. We come from water. Water is restorative and healing to us. Water is source and sustenance. We carry the ocean internally in our cellular fluids. Our cells require water to be healthy and happy. Some believe that dehydration is the leading cause of illness today. Our modern lifestyle and all of the toxins and stresses we encounter serves to only dehydrate us further. We need water. Water is life. Breathing sea air heals. Being near the ocean heals. Peoples throughout the world in various forms and methods utilize water to enhance life. Bathing in thermal healing spring waters is practiced from Iceland to Japan and anywhere else they are found. Water has medicinal properties. Rituals involving water can have spiritual and communal aspects as well, such as the Finnish Sauna, Turkish Hammam or the Native American Sweat Lodge (Crebbin-Bailey, 2004). I believe we instinctively seek out water for healing. When one doesnt feel well, one might drink water, take a shower or soak in a hot bath to feel better. Reading through the myriad benefits of water to the bodys systems (*see appendix) it is no wonder that we feel better from water.

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What is most surprising is the long continuity of the practice of water and spa therapies and the depth of research that exists supporting their effectiveness, yet the use of hydrotherapy to treat the conditions that could most benefit from it is almost nonexistent in the US (Altman, 2000). It seems that employing hydrotherapy could really assist in lowering healthcare costs and be a treatment form easily accessed by anyone. Perhaps water is just too abundantly available to make it profitable to the industrial medical complex. Still it seems a shame that people should suffer when such an incredible medicine is so readily available.

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Modern spas have their roots in ancient towns famed for the healing powers of their mineral waters and hot springs. Travelers would come to "take the waters" and restore their health. The practice of bathing in hot springs and mineral waters dates to antiquity (Altman, 2000).

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Ayurvedic medicine dates at least 5,000 years back. It forms the foundation for many of todays spa practices and philosophies. It is considered a science of life, and in antiquity it was a way of life (Crebbin-Bailey, 2004). If you didnt feel good, a family member would rub your tension away. Family members understood compassionate care before there was a name for it. Touch is a natural, instinctive means of relieving discomfort & pain. The history of massage has numerous cultural origins. Most, if not all, ancient cultures practiced some form of healing touch. Today the massage and esthetics professions are expanding at an accelerated rate. With the rapid growth and expansion of the spa industry, there has also been an explosion of information and awareness around alternative and indigenous therapies (Henkin, 2007).

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Touch makes us feel good, and educated touch leaves one in a relaxed state whose benefits may extend beyond the immediate relaxation gained post massage. The interconnectedness of the physical and the spiritual cannot be denied. It's always been about melding the two into one peaceful entity. Feeling good, feeling alive, feeling centered and balanced, feeling beautiful...isn't that what spa is all about?

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From before the time when Asklepios, Greek god of physicians and healing, was worshipped, to the 19th century, Europe's great spas were sought after destinations to "take the waters." Water treatments are still considered the heart of the spa experience in Europe. Today massages and facials are by far the most popular spa treatments in America (Gronvold, 2009).

With the medical discoveries of the early 20th century, scientific clinics and public hospitals replaced the spa. Existing spas responded by offering luxury accommodations, and many eventually turned into vacation locations or clinics that concentrated on weight loss, catering to the wealthy, with the spa origins obscured. In recent years, the value of prevention, healthy lifestyles, and relaxation has been rediscovered and the spa is again finding its place in modern society as a place uniquely qualified to address these needs. The wealthy no longer have exclusive use of spas. Spas now appeal to and are accessible to a much broader population (Bodeker, 2008). Todays spa is an interesting combination of ancient traditions and modern mechanical wonders. However, the heart of the modern spa, just as the ancient spa, is water and the rituals that evolve around it.

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Honoring Indigenous and Tradit ional Cultural Practices The spa industry is creating a link back to the earliest known indigenous cultures through their massage and health treatments and traditions. Many spas are taking advantage of local exotic ingredients known among indigenous cultures to produce glowing results during spa treatments. These indigenous products and traditions are making their way into the spa, creating the opportunity for spa enthusiasts to enjoy receiving these treatments. The spa treatments come from the traditions of aboriginal cultures and are designed to expand consciousness and honor the earth. Even the indigenous healing powers of Shamans are being shared today. There is a growing practice of these guiding intermediaries ready to help spa goers connect, body, mind and spirit (Bodeker, 2008). In the evolving spa world, indigenous themes have emerged as a significant trend, especially in destination spas and in rural and regional settings where traditions are strong and local health knowledge is thriving. Spa Finder noted in its Ten Spa Trends to Watch for in 2007: Spa guests are rewarding a spa's efforts to incorporate authentic indigenous treatments, hire local staff, and contribute to the community. They're also welcoming education about local cultures and healing traditions.

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The threads of ancient cultural wisdom run deep within many existing spa treatments and can be clearly traced back to their roots. This trend of rediscovering indigenous treatments, uncovering their benefits and adapting them to the modern spa will have an overall impact on the industry. There is an allure to native spa therapies, these ancient practices and rituals, are intended to enhance introspection, and to purify mind and body. There is a movement within the spa industry to stand out from the competition by offering indigenous products and treatments. This creates a unique interface between the ancient and traditional and the modern. Spas can serve as a venue for the revival and preservation of vanishing ancient ritual practices and knowledge. Spas also help to demystify ancient knowledge and practices of healing (Bodeker, 2008).

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Spa treatments that utilize elements such as heat and water and ingredients like herbs and indigenous remedies have the capacity to naturally reconnect one, physically and emotionally, with the tradition, the place, the universe and oneself. Spas featuring indigenous and traditional rituals, ceremonies, and treatments optimally have all consulted with native experts to create treatments that honor traditions, including the use of indigenous materials and sustainable agriculture practices that have been deeply rooted in indigenous life for thousands of years. The payoff goes well beyond softer skin, prettier feet, or an overall enhanced radiance. These timeless natural treatments are a path to inner and outer beauty, and serve to connect the participant to the deeper aspects of spa culture (Bodeker, 2008). It is crucial in honoring these traditions to conduct extensive study and documentation with the people and history of the area where indigenous ingredients and treatments are sought. Efforts must be made to mindfully preserve indigenous customs and carry on the inspiration of traditional practices.

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Worldwide spa culture reflects a kaleidoscope of native influences, steeped in spiritual traditions, ancestrally focused and time honoring. These practices are uniquely alive, actively celebrating their traditions, and offering to the world the benefits of these distinctive experiences. Spas seeking to offer these traditional practices as a commodity are charged with the sacred task of upholding the integrity of the practice, and honoring the tradition and practices from which the treatment is evolved. Indigenous spa rituals blend exotic ingredients and celebrate traditions to create a cross-cultural experience through spa products and treatment options (Bodeker, 2008).

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Interfacing with the Environment The search for the next best thing often leads to ones own backyard in the spa industry. There is a definite trend within the industry to differentiate by utilizing unique local resources. The interface of indigenous and local culture with the spa industry, including the sourcing of treatments and ingredients creates unique opportunities for eco-consciousness in action. The challenge for a spa to become more sustainable and green and the means to facilitate this process increases through these interactions. There is also a move toward greening within the spa industry, including LEED certification, and more environmentally sound practices (ISPA, 2009). The March 2010 issue of Massage magazine is titled Go Green. The March 2010 issue of SKIN INC also showcases the earth on the cover and contains articles on organic, green, and LOHAS trends in the industry.

Lifestyles of Health and Sustainability (LOHAS) describes an estimated $209 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living. The consumers attracted to this market represent a sizable group in this country.

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Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers. This is based on surveys of the U.S. adult population estimated at 215 million. Research shows that one in four adult Americans is part of this groupnearly 41 million people. These consumers are the future of business and also the future of progressive social, environmental and economic change in this country. But their power as a consumer market remains virtually untapped. The industry that serves these consumers has been identified in a research report by The Natural Marketing Institute and given the moniker of Lifestyles of Health and Sustainability, or LOHASa market conservatively estimated at $209 billion in the U.S., and growing. So-called, Cultural Creatives are the basis of the LOHAS market. The LOHAS market was originally founded in 2000. At that time the market was estimated to be $228 B. Since then the market has evolved, recalibrated and new market size has been released in 2006 and is estimated at $209 B. This market size reduction is not due to a shrinking of the LOHAS market but rather a more specific classification of products and services catering to consumers and not business-to-business transactions. The initial study included business-to-business sales thus providing a larger market number (LOHAS, 2010).

The spa industry is on the forefront of a movement toward more environmentally conscious practices. Savvy spa clientele respect and demand socially and environmentally responsible practices, savvy spas are at the forefront of this movement.

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Global Spa Industry Although spa has deep roots in antiquity, the global spa industry is a relatively new phenomenon. The global spa industry seems to be a rapidly evolving entity that is responsive to economic and environmental concerns and social trends. Due to this nature, the spa industry is experiencing both benefits and impediments from these conditions. The spa industry is uniquely situated to address the current needs of an aging population, for stress-reduction to anti-aging technologies; spas offer an antidote to the conditions of the modern lifestyle. Because of the continued growth and

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increasing profits generated by the spa industry, it has attracted the attention of the larger market. Everyone wants to reap the rewards of aligning with the spa lifestyle image (Bodeker, 2008). Spa lifestyle industries are another area on the rise. One aspect of this is the emerging spa lifestyle community, as reflected in Canyon Ranchs properties in Miami and Tucson, Mirival Living, Golden Door and others (Bodeker, 2008). There appears to be a movement toward integrating the spa experience into aspects of daily living. These trends provide many exciting opportunities within the spa industry.

Of particular interest in considering the global spa industry is the Global Spa Economy report. The premise and scope of this inquiry appears to be incredibly cutting edge. According to the study, few industries have organized at the global level to measure themselves and present the worldwide impact of their industry this study may be one of the first attempts of its kind. This reflects the quickly evolving and adaptive nature of the spa industry. This industry is uniquely positioned to address social and consumer concerns and demands. Increasing lifestyle related stress and disease, coupled with

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healthcare cost increases, and public concern with health, diet, and appearance create incredible market opportunities for savvy spas. Additionally, consumer interest in ecological practices, green products, integrative medical services, and resort and hospitality living creates unlimited opportunities for spa specializations and industry alliances. The emerging population of younger consumers and employees is also interfacing with the evolving spa industry to open up a world of forward thinking possibilities for future industry trends (Bodeker, 2008).

Indeed, the flexible entity that the spa industry proposes to be is uniquely positioned to address many of the needs and trends of the future: in particular, the needs of the emerging generations of not only spa clientele, but also spa employees. The unique attributes of generations x & y complement the flexibility of the emerging global spa

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industry, in regards to employment, education and training, this emerging workforce is upwardly mobile and forward thinking. The emerging and evolving spa education and training field has incredible potential to help establish standards of excellence for the industry (Intelligent Spas, 2009). The worldwide opportunities currently available within the spa industry reflect the international and expanding nature of the spa market. A job search on ISPA or spajobs.com reveals the international and widely varied playing field accessible to qualified spa professionals. (*See Statistics of Spa Industry Growth in appendix)

Benchmarking Fortunately, the spa industry has attracted competent individuals from other fields who are applying their areas of expertise to the spa industry and assisting spa industry growth and evolution by applying models gleaned from the trial and error of other industries. Industry professionals have migrated from other industries including business and management, human resources, interior design, technology, hospitality, medicine, etc., and now specialize in the spa industry; the integration of these areas of expertise benefits the spa industry as a whole, and facilitates the rapid growth and evolution of the industry (Bodeker, 2008).

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Rather than reinvent the wheel the spa industry can benefit from the mistakes and hard-learned lessons from other professions and industries, to avoid many of the pitfalls along the way of industry growth. It is important to keep a broad view perspective of spa culture as a whole to accomplish this best. In her article "Spa Metrics & Benchmarks: Measuring and Monitoring Your Success" Judith Singer outlined the importance of, understanding, comparing, measuring and monitoring some of the key metrics related to spa revenues, payroll, operating expenses and net profits. Metrics and benchmarks can help spas identify potential problems or inefficiencies and monitor business on a daily, weekly and/or monthly basis. Millions of dollars are spent to build and operate a spa, when variances between ratios and benchmarks are observed, this allows for analysis of the situation and implementation of necessary adjustments increasing profitability (Singer, 2008). I feel it behooves the spa industry as a whole to take similar inventory, to consider aspects of the spa industry that can be improved to allow for greater client satisfaction and greater profitability. Areas of particular concern within modern spa culture include ethics and professionalism, and ethical decision making, as well as, clarification of standards of practice for spa professionals, professional characteristics, requisite specialized body of knowledge and extent of training for spa employees in various capacities. It is also helpful to further clarify expectations such as orientation toward service. It would further behoove the spa industry to develop a commonly accepted code of ethics and to work toward internationally recognized standards of legal recognition (certification/licensure) and networking amongst professional associations.

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Spa professionals utilize a specialized body of knowledge; a lifetime of study could be devoted to therapeutic massage methods, esthetics, or any other aspect of spa operation. Extensive training in clinical reasoning methods, physical assessment procedures, pathology, pharmacology, psychology, massage theory and technique, medical terminology, business, professionalism and legal issues should be and often are requirements to earn credentials to hold these positions within the spa industry. Still, wide variations exist between standards of practice and licensure requirements throughout the industry as a whole. The global nature of the spa industry, and the current demands for qualified individuals to fill specialized roles requires a re-visioning of current standards and credentials (Bodeker, 2008).

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CIDESCO is particularly well positioned to address an industry-wide need for internationally recognized credential standards. Unfortunately, the US tends to be too nationalistic/ethnocentric, myopic, and bogged down by gridlock and bureaucratic red tape when it comes to standards of licensing and regulation. A recent issue of Massage magazine reflects how far off the radar global standards are from the practice of massage (in particular) in the States. The December 2009 issue of Massage magazine was titled, Learn More to Earn More, Experts Discuss Trends in Massage Education, the whole issue was devoted to issues related to standardization of education, the future of the industry, etc. While minute mention was made of the need for portability of licensure, it was in reference to reciprocity between states and made no mention of globally recognized credentialing. It would benefit therapists who may eventually find employment oversees to know at the outset of the educational journey that many US programs do not meet international standards; this would allow the individual to better prepare themselves for their future. [I cant help but wonder why my letter to the editor printed in the fall of 2009 was stripped of any content regarding global standards of practice prior to publishing, and how no mention of these issues has ever been raised in any of the massage industry publications, to my knowledge]. Still, it would be very forward thinking and progressive of CIDESCO to develop relationships with regulatory boards for individual states and affiliations with professional organizations to influence the future of industry credentialing requirements. Likewise, it would serve CIDESCO well to develop clear and accessible policies and procedures for ease of transfer of credentials and credits from previous training and experience to translate into credit toward CIDESCO certification. Looking ahead, standards should be addressed industry wide toward such important considerations as informed consent, spa consumer protection processes, methods of assurance that clients are informed of treatment steps and that their participation is voluntary, it is essential that spa clientele be competent to give consent for treatment. It becomes important to revision spa services as an educational process wherein the client can make knowledgeable decisions. The relationship between the spa professional and the client becomes one of mentoring, a professional relationship where the individual with more experience and skill provides support and encouragement (Crebbin-Bailey, 2004). Spa professionals, their educational institutions, and representative organizations should strive toward greater degrees of career expertise, peer support and interaction among those of similar skill and experience to encourage and maintain professional practice, expanding knowledge base, adherence to practice parameters and standards

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of practice and principles that serve as specific guidelines for directing professional ethical practice and quality care. It is important for the spa professions to look toward the development of structures for evaluating quality of care, implementing ecologically compatible practice standards and for conducting ongoing research (Intelligent Spas, 2009).

Spa Management, Spa Related Education and Training One particularly compelling issue within the spa industry today is education and training to address the needs of the emerging spa market. The recent rapid growth of this industry has created demands for qualified employees where training programs largely do not exist to satisfy the need. There seems to be an industry-wide disconnect between the available education for spa operators and the desired level of education to perform the range of services many spas offer. Additionally, spa management programs are only recently being offered to accommodate the growing industry demand for professionals qualified to excel in these positions. In order to address the educational demands of this growing industry, training programs are spreading throughout higher education like wildfire. Hopefully, there will be a move toward more cohesion in the area of industry standards and qualifications; this is essential to the future of the industry and the ease of portability for spa industry employees (Bodeker, 2008). Credentials and licensing are issues of great concern within the spa industry. Credentials serve as a form of official verification, usually earned by completing an educational or exam process, and confirm a certain level of expertise in a given skill. The globally minded spa professional must understand the various credentialing processes and the requirements of practicing legally, wherever one finds oneself.

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Huge disparities exist across credentialing requirements within the spa industry as a whole. In the United States, each state has its own requirements for licensure as a massage therapist, esthetician, or nail technician, and often credentials are not portable. Conversely, in Europe, although standards and credentials vary among member states of the European union, credentials are portable and respected despite these variations. Globally, CIDESCO is recognized as a standard for beauty therapy, which encompasses massage, esthetics and nails (Bodeker, 2008). Although there are examples of efforts toward more unification of credentialing for spa professionals; for example, a recent visit to the National Coalition of Estheticians, Manufacturers/Distributors and Associations (NCEA) website revealed goals aligned with greater cohesion and portability within the spa professions (* see NCEA Forward Statements page in appendix)(NCEA, 2010), large disparities in requirements, fees, and bureaucratic hurdles face the spa professional who tries to work in another jurisdiction. Since 1992 the National Certification Examination for Therapeutic Massage and Bodywork has been available. Many states accept the national certification as equivalent for licensure, but some do not. Some schools will accept it as equivalent for transfer credit, some will not. The national certification exam covers: Anatomy, Physiology, Kinesiology, Clinical Pathology, Massage and Bodywork Theory, Assessment, Adjunct techniques, Business practices, and Professionalism. When a spa professional is relocating for employment in another jurisdiction, it is possible that reciprocity of credentialing may exist in the new location. Reciprocity is the right to exchange privileges between governing bodies. Unfortunately, the practice is not always common for spa professionals in all locations. It is important for industry professionals to have concrete means of validating professional achievement. It is also crucial that laws and legislation, state and local legislation exist for the purpose of protecting the safety and welfare of the public. Many health professions are regulated through licensing; the spa industry should not be an exception. It is important for spa professionals to carefully research the area where they plan to practice. The spa professional must comply with the existing standards of practice that are required or that are voluntary. Adding to the credentialing issues within the spa professions in the US, there is no agreed on name for those who practice massage. In different areas of the country they are legally referred to as technicians, practitioners or therapists.

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Industry experience reveals an apparent disconnect between what spas aspire to and propose to be, and the actuality of the limitations encountered as a result of the inadequacy of educational programs to address the true functional demands operation of these spas would require. Often spa developers and designers are disconnected from the actual ergonomic considerations and constraints encountered by spa professionals in practice (Singer, 2006).

Spa professionals can be both benefitted and thwarted by the state of these industry affairs. A practitioner may be able to easily move into an administrative role, as a result of possessing industry experience. Often in an absence of qualified applicants, spa managers are pulled from treatment staff or migrate from other industries. This industry is full of potential, and ones professional evolution may lead in directions previously unforeseen as the path unfolds. On the other hand, many have experienced the intense frustration associated with wide variations between state regulations and practice standards among practitioners, and the growth pains of the industry as it attempts to overcome obnoxious antiquated stereotypes and mistaken notions about the services offered. Other spa professionals have experienced spa management that had business or management training, but no experience of the spa industry, managers that may have had no business running a spa. And many others have been heavily disheartened to encounter extreme difficulty in having previously earned credentials accepted as transfer credit or for reciprocity, despite certifications and licenses (Introduction to

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Spa, 2009). I believe more practitioners will be moving toward portability, cross training and dual certification, and it is my hope that many of these issues will be remedied sooner than later.

What is most surprising, are some of the decisions made by developers and operators that can potentially jeopardize a spa project. Creating a successful spa is as much a science as an art. With increasing competition among spas and resorts, competent advice can emerge from a multi-disciplinary team approach. However, what is happening, unfortunately, is that professionals in many fields are all of a sudden becoming "spa experts" and are going beyond their area of expertise. This may be happening because developers are expecting more from fewer people and because some people want to seize the opportunity to jump on the spa bandwagon. This is a direct reflection of the rapid growth within the industry. Solutions will evolve along side standards for education and credentialing of spa professional (Singer, 2006).

The credentials required for spa professionals internationally should include: a high regard and respect for our clients, other health, training and service professionals, and ourselves. Spa professionals have a responsibility to be compassionate and caring. True professionalism also requires a commitment to continued learning, self-reflection, the highest good for all concerned, knowledge that it is a privilege to serve others in this important way, and cultivation of respect for self and other. With service orientation, the desire to meet a need takes precedence over financial return (Crebbin-Bailey, 2004). There remain many unresolved issues within the spa professions; these issues desperately need to be addressed, and it my distinct hope that our professional organizations have these issues on their radar. Professional codes of ethics, although general agreement exists about what a code of ethics entails no consensus has been reached for a code of ethics for the entire spa industry. Legal recognition among spa professionals is not standardized and remains ambiguous. Unites States national certification for massage therapy is currently voluntary. There are several professional associations that represent spa professionals. Cohesion and portability of credentials is essential for a global industry (Bodeker, 2008).

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Conclusion One of the most intriguing developments in spa that I have learned about recently is Spa Cultures, Dreams and Healing Waters; a weeklong program held each year at Bad Sulza, Germany, that:

Explores these principles in a modern-day spa setting, incorporating cutting edge spa elements like liquid sound, aqua wellness and the powerful healing effects of flotation. Professor Jonathan Paul DeVierville, Ph.D., LCSW, a psychotherapist and well-known spa historian, leads participants on a journey into their psyches. An exploration of this nature can reveal not only how a persons dreams relate to themselves, but also to the larger world and planet. He calls this method Eco/Social/Psi/Cultural Dreaming. (Thats when people in a group share their dreams and often are surprised to discover central themes, which have relevance not only to the group but also to society in general. Psychologist Carl Jung called this the Collective Unconscious.) Some believe Dreams are windows into the Soul. Many ancient cultures like the Greeks and Romans combined dreaming with their stay at a spa. This atmosphere of relaxation, rest and sleep integrated with taking the waters seemed to enhance and nurture dreaming, and the ability to look deeply into ones inner self (SpaCultures.com, 2010).

This speaks to the qualities of spa culture that I value most. The revival of ancient and traditional rituals, ceremonies and practices that connect one to all of life the

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traditions, the indigenous ingredients a sense of place and belonging to the greater universe. At the risk of sounding too grandiose, I believe the deeper aspects of the spa experience speak to a rebalancing of the feminine/nurturing/elemental/collective unconscious. As we have seen, spa culture serves as a link to indigenous knowledge. Spa culture represents a movement away from the compartmentalization of modern life toward a more holistic state of being. Spas address the malaise of touch/esthetically-rich-experience-deficient-culture. Spas provide a stark contrast to the experience of the modern cold, cruel world by providing nurturing (even pampering - though currently there is a general movement within the spa industry away from the idea of luxury toward a more wellness oriented spa mentality) experiences.

At heart, the spa experience is rooted in communion. Everything about the spa experience, from the spa environment and ambiance to the personal attention of the staff is designed to return one to oneself. Spa provides a venue for the experience of self-nurture. Spas serve to create an experience that returns one to a state of wholeness and harmony. The spa experience is unique in our modern culture. It reaches into our subconscious/collective/deeply human nature and transcends the constrictions of time and place. The spa experience is unique in that it provides a tangible recognition of the value of nurturing, calm, serenity, (dare I say) pampering to a culture off-kilter

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(not to mention the immediate tangible benefits to the individual). It is my contention that the spa experience represents a resurgence, from our deepest collective unconscious, of a deep need for these inherently feminine qualities. In the dominant patriarchal culture, feminine values have traditionally been trivialized and devalued. The incredible growth and monetary valuation of the spa industry is evidence of a subtle, but profound, shift at a subconscious level, toward more feminine indigenous, harmonious with nature, nurturing, life-affirming - experiences.

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In social animals, including humans, social grooming or allogrooming is an activity in which individuals in a group clean or maintain each other's body or appearance. It is a major social activity, and a means by which animals who live in proximity can bond and reinforce social structures, family links, and build relationships. Social grooming is also used as a form of reconciliation and a means of conflict resolution in some species. It is a reuse of ordinary grooming behavior, a means of achieving hygiene and good health, in that an animal that helps another animal to clean itself, is also helping to form a social bond and trust between them. Grooming stimulates the release of beta-endorphin, which is one physiological reason for why grooming appears to be relaxing. Grooming is associated with increased relationship satisfaction, trust, and experience of family affection while growing up. People who groom, as opposed to touch each other without grooming, are perceived to be better potential parents, more in love with the person they have groomed and more caring and committed to them. Mutual grooming is a sociable mammal behavior that reduces stress within the group (Wikipedia, 2010).

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This is the potential I see within the spa industry: evidence of the redemption and rebalancing of the human family, where these long forgotten, deeply imbedded, ingrained social structures, tensions and gridlocks are allowed a space, and the qualities of expansion, ambiance, calm, and nurturing to allow for release and transformation of the self, and of society. The communal (commun ion al) experience of spa, traditionally, provided a context for experiencing self and community that is direly needed by and (with the notable exception of spa culture) largely absent from the modern world, and making a resurgence in the spa lifestyle culture. The anthropological significance of the spa experience to community cannot be underestimated.

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It is incredibly exciting to be a part of an industry that is involved with providing solutions and answers to todays most urgent social concerns environmental concerns, green products and technologies, integration of spa, hospitality and medicine, addressing integrative and preventive measures for health care, providing a connection to traditional and indigenous practices, a sense of place, spirituality, community and reverence for life.

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References - Delivering the Spa Experience, Gary Henkin, Aug 1, 2007. Retrieved 4/16/2010 from: http://lhonline.com/design/bathroom/delivering_spa_experience/ Don't Just Jump on the Spa-Wagon! Judith L. Singer, Ed.D., President, Health Fitness Dynamics, Inc. Retrieved 4/16/2010 from: http://www.hfdspa.com/pr_hbr_02_2006.html Forward Statements. National Coalition of Estheticians, Manufacturers / Distributors and Associations (NCEA) website. Retrieved 4/16/2010 from: http://www.nceacertified.tv/about-ncea-certification/forward-statement-us-only THE GLOBAL SPA ECONOMY 2007 Report. SRI International. Global Spa Summit 2008. Healing Springs: The Ultimate Guide to Taking the Waters, Nathaniel Altman, Rochester, Vermont, Healing Arts Press, 2000. Intelligent Spas Publishes First Global Spa Benchmark Report, Julie Register. Retrieved 4/16/2010 from: http://www.discoverspas.com/news/newsstudies26.shtml Introduction to the Spa Industry, MGMT X426.1, Fall 2009 Online Course, Janice Gronvold, MS, University of California Irvine Extension (class participant discussion & course materials) ISPA Releases 2009 U.S. Spa Industry Statistics, Julie Register. Retrieved 4/16/2010 from: http://www.discoverspas.com/news/newsstudies28.shtml LOHAS about. LOHAS online, Lifestyles of Health and Sustainability. Retrieved 4/16/2010 from: http://www.lohas.com/about.html Massage Magazine, December 2009, Learn More Earn More Special Issue Massage Magazine, March 2010, Issue 166, Go Green, Massage Therapists Share What Works

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Ritual, Perspectives and Dimensions, Catherine Bell, New York Oxford, Oxford University Press, 1997 Skin INC, March 2010, Sustainability Issue Volume 22, Number 3 Spa Metrics & Benchmarks: Measuring and Monitoring Your Success, Judith L. Singer, Ed.D., President, Health Fitness Dynamics, Inc. Retrieved 4/16/2010 from: http://www.hfdspa.com/pr_nhe_082005.html Social Grooming, Wikipedia entry. Retrieved 4/16/2010 from: http://en.wikipedia.org/wiki/Social_grooming The Spa Book: The Official Guide to Spa Therapy (Hairdressing and Beauty Industry Authority), Jane Crebbin-Bailey, Florence, Kentucky, Cengage Learning, 2004. Understanding the Global Spa Industry: Spa Management, Gerry Bodeker (Editor), Woburn, Massachusetts, Butterworth-Heinemann, 2008.

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Appendix 1 Waters many benefic ial qual it ies Benefits & effects of balneotherapy/hydrotherapy including exercise in water Improves the circulatory system by: Altering heart action to develop a stronger heart Increasing circulation Increasing oxygen supply to cells Increasing the supply of nutrients to cells Removing metabolic waste Decreasing swelling of the limbs (May decrease high blood pressure) Improves the digestive system by: Relaxing the abdominal & intestinal muscles Relieving anxiety (which adversely affects digestion) Stimulating the activity of the liver Removal of waste material Improves the metabolic system by:

Altering the metabolic rate Reducing obesity when combined with proper diet & exercise

Improves the renal system by: Increasing kidney function Stimulating the elimination of water & waste products

Improves the muscular system by: Relaxing muscles Stimulating & strengthening muscles Relieving pain, tension & stiffness especially pain in the shoulders, neck & back, often caused by strain & poor posture

Improves the nervous system by: Stimulating sensory nerves Relieving restlessness, stress & insomnia Suppression of the sympathetic nervous system Improves the respiratory system by

Exercising & stimulating respiratory muscles Re-educating normal breathing patterns

Improves the lymphatic system by:

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Stimulating lymphatic drainage in all areas of the body Improves the immune system by:

Stimulating T-Cell lymphocytes & other white cells Acting as if the body had been challenged by an infective agent, such as a bacterium or virus

Improves the skin by: Stimulating the cutaneous circulation to improve tone, elasticity, color and texture Improving the nutrition of skin cells Encouraging the absorption of trace elements into skin cells

Improves the skeletal system by: Increasing the flexibility of joints Removing excess fluid from joints Exercising to realign correct posture Encouraging better balance of reactions

Psychological changes: Relaxes the mind as well as the body Induces a sense of well-being & euphoria Mental & physical fatigue is diminished & energy is promoted

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Appendix 2

ISPA Releases 2009 U.S. Spa Industry Statist ics LEXINGTON, Ky. - July 1, 2009 - The International SPA Association 2009 U.S. Spa Industry Update reveals a steady increase across the board in overall spa locations, revenues and visits. While this may seem unexpected given the current economic climate it's important to keep in mind that these numbers are from the calendar year of 2008, the first half of which was very profitable for many spas. Geoff Thacker, Managing Partner of the Association Resource Centre suggests that, "Spa owners are starting to feel the impact of recent economic events." The annual study, conducted for nine consecutive years by Association Resource Centre Inc., is reflective of the entire U.S. spa industry. ISPA invests each year in continually developing and updating an extensive inventory of spas through a spa industry census within the U.S. to assure that ISPA research is representative of the industry as a whole, and is of the highest quality. "We are pleased to report that 2008 was another year of growth for the spa industry, but we know that we have a tough road ahead as our industry is not immune to the current economy," said ISPA President Lynne McNees. "Even though the number of spa locations are up, at a per spa level revenues and visits are slightly down and showing the early effects of the economic downfall."

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Key findings from the 2009 Spa Industry Update include:

Overall industry revenues continued to grow at an annual rate of 17.8 percent, while at a per spa level revenue experienced a slight decline.

Day spas continue to dominate the industry at 79 percent of total spas. ISPA members average more revenue, visits, employees and space by significant

margins. When looking at spas by type, the number of medical spas continues to grow at

the fastest rate. Since July 2007, the number of medical spas has grown by 85 percent, further proof that this spa type is still a notable part of the industry.

The number of locations in the U.S. has experienced a five year average growth of 17 percent.

In addition to the Spa Industry Update, ISPA keeps up with the latest developments in the industry by conducting monthly member surveys to gauge trends in the global spa community. In June 2009, 46 percent saw an increase in the number of shorter treatments (30 minutes or less) booked, and 48 percent of ISPA members reported a decrease in the amount spent per visit when compared to the same time last year. While people are still frequenting the spa, consumers are opting for shorter less expensive treatments to help fit their budget, while still investing in their overall wellness. To view the full ISPA 2009 U.S. Industry Update including a breakdown by spa type click here. About the Association Resource Centre Inc. The Association Resource Centre Inc. is a full-service management consulting firm that specializes in meeting the diverse needs of the not-for-profit sector. Through its Research and Strategy Division, the firm provides a broad range of research services to associations and to the members they serve. The Association Resource Centre's extensive background in governance, strategic planning and association research enables it to interpret the data it receives and to provide insightful analysis as to what the data means. More details on Association Resource Centre Inc are available on http://www.associationconsultants.com/. About ISPA ISPA is recognized worldwide as the leading professional organization and voice of the spa industry. Founded in 1991, ISPA advances the spa industry by providing invaluable education, global research and networking opportunities, promoting the value of the spa experience and speaking as the authoritative voice to foster professionalism and growth. More details on ISPA are available on www.experienceispa.com.

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Spas are places devoted to enhancing overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit.

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Appendix 3 I n t e l l i g e n t S p a s P u b l i s h e s F i r s t G l o b a l S p a B e n c h m a r k R e p o r t

Singapore, 4 June 2009 - Intelligent Spas published the first-ever Global Spa Benchmark Report which presents a plethora of financial statistics for the global spa industry and includes breakdowns of key performance indicators by region for the Americas, Europe, Middle East/Africa and Asia Pacific. This unprecedented statistical report contains over 1,850 spa industry benchmarks relating to revenue, expenses, visits and employment, with many topics showing historical data available from 2005 to 2008, plus forecast data for 2009 and 2010. The benchmarks are comparable across the entire spa industry due to the consistent methodology implemented and the some of statistics and benchmark ratios featured in the report include:

Treatment Room Occupancy Average Treatment Rate Average Revenue per Visit Revenue per Available Minute Therapist Productivity Rate Repeat Visitation Rate Capture Rate of Hotel Guests Breakdown of Total Revenue including retail revenue Breakdown of Total Expenses Visitor Profiles by Gender, Age and Residence

The comprehensive report also presents a collection of other spa industry intelligence including: Spa business models describing ownership, business structure, management structures. Spa infrastructure covering spa size, space breakdown, treatment rooms and stations, standard support facilities

versus water-based support facilities. Spa menus such as variety of hydrotherapy and water-based treatments offered and the range of treatments

practiced. Spa industry trends relating to clients and products.

"Business intelligence is a vital reference for those responsible for the operational or financial performance of their spa or spa-related organization"

~ Julie Garrow, Managing Director, Intelligent Spas ~ I m p a c t o f t h e G l o b a l F i n a n c i a l C r i s i s o n t h e S p a I n d u s t r y The research confirmed the spa industry is not immune to the affects of the global financial crisis, with operators receiving 13% less visits in 2008 compared to their original forecasts, although revenue achieved was 8.5% higher than expected. Predictions for 2009 revenue and employment have been revised down by 9.4% and 15% respectively, however the outlook for 2010 is more positive with all major regions predicting increases in average revenue and visits per spa. A summary of key spa benchmark ratios includes:

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Other findings from the global survey included:

The average spa treatment rate achieved by spas globally in 2008 was USD90. Europe achieved the highest rate of USD111 and Asia-Pacific received the lowest average rate of USD77.

The average size of a spa facility was 788 metres (8,487 square feet) and spas contained nine treatment rooms on average.

Employees per spa averaged 22.9, with the Americas averaging the most (33.8) and Europe the fewest (13.6). 50% of total spa revenue was spent on salaries, bonuses and employee benefits, 9% on operations/maintenance, 4%

on marketing and management and 2% on training. Across the globe, the day spa guest has become a critical target market for hotel and resort spas with 38% of total

spa visits at hotel spas coming from local residents and other tourists not staying at that hotel. In Europe and the Middle East/Africa, just 53% percent of hotel spa visits were from in-house guests.

The region with the largest percentage of outsourced spas (using a management company) was the Americas at 32%, almost three times higher than the other three regions.

All regions are expecting decreases in average annual revenue per spa during 2009, however the outlook for 2010 is brighter with all regions expecting growth between 8% and 32%.

Julie Garrow, Managing Director of 100% independent research company Intelligent Spas (www.IntelligentSpas.com) stated, "after eight years conducting spa industry research within the greater Asia Pacific region, we are thrilled to provide global statistics for this very essential industry. This type of business intelligence is ideal for anyone interested to learn more about the spa industry and is a vital reference for those responsible for the operational or financial performance of their spa or spa-related organization." Intelligent Spas' Global Spa Benchmark Program is currently underway in over 60 countries and aims to produce reliable and comparable statistics to help spas maximize their performance, provide business intelligence to assist other organizations to better understand, service and support the spa industry plus generate greater awareness of the spa industry to increase spa visits. The Global Spa Benchmark Report incorporates a selection of results from Intelligent Spas' Global Spa Benchmark Program. An unprecedented response of over 1,270 validated spa businesses contributed to this report. Note: Intelligent Spas does not conduct anonymous surveys. Each respondent must identify themselves, comply with Intelligent Spas' benchmark definition of "spa" and pass numerous screening criteria to qualify. These practices enable high quality research to be conducted. Intelligent Spas' 100% independence policy ensures all individual survey data submitted by spas is not used for any other purpose, whatsoever. To join Intelligent Spas' free Global Spa Benchmark Program, click here to register now. Intelligent Spas is the only 100% independent research company specializing in the spa industry. Founded in Singapore in 2001, it has pioneered spa industry research in the greater Asia Pacific region and continues to publish a range of Spa Operations Manuals and Spa Benchmark Reports to assist the performance and growth of this essential industry. The first-ever Global Spa Benchmark Report is available for purchase from www.IntelligentSpas.com.

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Appendix 4

Forward Statements ASSIST WITH CERTIFICATION PROCESS Goal: To assist Regulatory Boards in regulating licensees by standardizing educational requirements (1200 hours) and certifying comprehension of new technologies. INCREASED SAFETY FOR CONSUMERS Goal: To have Regulatory Boards recognize and approve the NCEA Certification Program and adopt through rulemaking. LICENSEE MOBILITY STATE-TO-STATE (US only) Goal: To have State Regulatory Boards recognize and endorse the licensed esthetician who is NCEA Certified moving into their state. INTERNATIONAL RECOGNITION & MOBILITY Goal: To have the International recognition of an NCEA Certified Esthetician.

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