$13 billion spa industry has a proven winner in the Woodhouse Day Spa.
The Woodhouse Day Spa faces a bright future with strong foundation in place for expansion. The Woodhouse Day Spa chain is headquartered in Victoria, Texas—known as the Crossroads of Texas—sandwiched almost squarely between Austin, San Antonio, Houston and Corpus Christi.
The population is just over 60,000, but there’s a constant buzz emanating from Victoria these days because Jeni Garrett has assembled the pieces necessary to make The Woodhouse Day Spa the preeminent upscale day spa brand in the highly fragmented but lucrative $13 billion U.S. spa industry. The sales continue to boom.
Having founded the first Woodhouse Day Spa at only 21 years old and franchising the concept three years later, Garrett has built what is today the only high-end day spa franchise in the U.S. and has grown the chain to more than 25 spas in 14 states. An ambitious growth plan is expected to add at least 125 domestic locations over the next five years and more than 100 spas internationally within the next decade.
From the first phone call to providing the perfect ambiance with proprietary Woodhouse Day Spa aromatherapy oils that are diffused at each spa and ending with hand-written thank you notes, The Woodhouse Day Spa team ensures the most satisfying and reliable experience possible for its guests.
“We wanted to take something intangible like an experience and make it tangible for our franchisees to follow,” Garrett said. “It’s all the little details. The service itself is only one of those 99 Elements. Whether a guest visits The Woodhouse Day Spa in San Antonio or Orlando, we want to ensure that they enjoy the same experience across the board. It’s a key portion of our training.”
Providing a relaxing experience for guests has delivered strong numbers for The Woodhouse Day Spa. The concept is based on providing results-oriented treatments that guests view as a necessity rather than a luxury, along with a pricing structure that is significantly lower than resort spas.
Garrett cites 2011 company figures that speak volumes for performance in a down U.S. economy:
• 15 percent increase in same-store sales compared to 2010, including a 19 percent 3Q improvement.
• 16.6 percent increase in spa service sales
• 32.8 percent increase in spa retail sales
• 63 percent system-wide guest retention rate
Behind the scenes, Garrett has created a franchise support model without peer. Marc Plaisted, CFE, a veteran of the franchising industry, was named chief development officer of The Woodhouse Day Spa in October. With experience as both a franchisee, franchisor and franchise consultant, Plaisted said the spa chain’s infrastructure is unmatched.
“Franchisees will find that the level of operational support they get from the home office team rivals the type of operational support you would see in other international franchise chains of thousands of stores or more,” Plaisted said. “The quality and amount of operational support in this relatively younger concept is unparalleled.”
“Our franchisees are helping us build this brand,” Garrett said. Likewise, The Woodhouse Day Spa places a strong emphasis on leveraging technology to support franchisees and assist with generating additional revenues. “The Village” is an online virtual office for franchisees offering innumerable resources: centers for learning with real-time updates and announcements, a library of marketing materials that can be edited and customized for each spa, an online university with weekly webinars.
A Regional Developer program was launched in August 2011. Sixty territories throughout the U.S. were targeted for the program, in which the developer is granted the right to assist The Woodhouse Day Spa in developing an exclusive territory. The developer provides hands-on support in recruiting news franchisees, securing new locations, coordinating the spa start-up process and providing local training and support to new franchisees.
The Woodhouse Day Spa already has five regional developers within its system, most recently granting a four-state development contract for 21 spas, with the first opening in New Orleans.
Also introduced recently was a hotel model, launched with the opening of two spas on San Antonio’s famed River Walk within the Hotel Contessa and Westin River Walk. Each spa is less than 2,000 square feet and offers a slightly abbreviated menu of services, providing franchisees with room for expansion.
The international market is similarly brimming with promise. A master franchise granted in India calls for the opening of 100 Woodhouse Spas over 10 years.
Meanwhile, the Woodhouse Day Spa is beta-testing a “Wellness Boutique” in Orlando that offers yoga, Pilates, nutritional counseling and 1-on-1 fitness training utilizing the Power Plate system. If successful, Garrett said the added services could be instituted nationwide. Additionally, in summer 2012, the company launched The Young Woodhouse Program, a new offering of experiences crafted specifically for young spa customers between the ages of 6-17.
THE WOODHOUSE DAY SPA
One O’Connor Plaza, 12th Floor
Victoria, TX 77901
Visit their Website for more info:
They’ll help you start your own.
Jeni Garrett is the entrepreneur who at just 21 years of age launched what has become an international brand in the day spa industry. Woodhouse Day Spa is poised for further growth around the globe and the franchise has launched innovative programs to ensure continued growth. Brava, Jeni!