Hawaiian Day Spas Focus On Niches To Survive

Despite the state's more than decade long economic slump, compounded by the tragic events of 9/11 and the war in Iraq, day spas in Hawaii have managed to not only survive - but to also thrive.

Using a keen mix of aggressive and innovative strategies, the day spa industry here is a paradox in a volatile economic climate rift with budget cuts, unemployment, foreclosures and bankruptcies.

Hart-Felt Massage & Day Spa, Kauai

Carol Hart, owner of Hart-Felt Massage & Day Spa at the Waimea Plantation Cottages on Kauai, started the business in 2001 shortly after 9/11. Hart notes Kauai residents are survivors and that she is grateful her staff is seasoned and tuned in to the mantra of going with the flow.

The focus of Hart's business is to encourage people to enjoy the spa's services. Hart relies on a solid base of residents to survive. Because Hart-Felt was the first massage establishment - let alone spa - on the west side of Kauai, Hart has been busy educating people about the benefits of wellness.

Hart has sponsored free promotions in the community. She has sponsored a health fair, a four-day Hawaiian cleanse, stress management workshop, and a chair massage for functions and the health care employees at the local hospital.

Hart has scheduled a Lomilomi (Hawaiian massage) four-week intensive training session. The classes attract people from not only Kauai, but the other islands, the Mainland and Europe. She noted that word of mouth is the best form of advertising.

Most of Hart's therapists are independent contractors, with other commitments as well. "I recently printed rack cards, which were distributed throughout Kauai," says Hart. "The cards have been somewhat successful, although they were distributed soon after the Iraq war. I'm optimistic about the cards, because we're marketing and old Hawaii approach, offering a unique experience in a plantation setting."

The total number of Hart's client base is around 200 (local residents). She attracts qualified employees because of her reputation in the community and word of mouth. Hart doesn't advertise in the classifieds.