Expanded Miami Spa Month returns to serve the value-conscious
By Jacquelyn Weiner
A bigger-than-ever Miami Spa Month returns today (7/1), offering normally pricey treatments at some of the area's chicest spas for $99.
The Greater Miami Convention & Visitors Bureau promotion program — in its third year — features treatments roughly 50% off regular prices, said Rolando Aedo, senior vice president of marketing for the Greater Miami Convention & Visitors Bureau.
"People are looking for value," Mr. Aedo said. "We've seen some recovery in our industry, but I think we have a ways to go."
Thirty-five spas are participating in Miami Spa Month, which runs July 1-Aug. 31. That's five more than the about 30 that took part last year.
Offerings posted on www.MiamiSpaMonth.com range from pedicures and facials to massages, body exfoliation and more.
New additions this year are Elemis Spa at Loews Miami Beach Hotel, Elemis Spa at the Village of Merrick Park, Exhale Spa at the EPIC Hotel, The Spa at Conrad Miami and RockResorts Spa at Tempo Miami, Mr. Aedo said.
While tourists are the bureau's main audience in its promotional programs, Mr. Aedo said also targeted are locals, many of whom have yet to experience a pampering session at Greater Miami's many spas.
"Spas have a certain mystique to them," he said, adding that the program "breaks down" the mystery.
And it has been a success: Mr. Aedo said all participating spas are surveyed by the bureau following the Miami Spa Month promotional period, with many reporting very positive results.
Last year, he said, about 15,000 Miami Spa Month treatments were sold at the 30 participating spas.
In addition, the Miami Spa Month website had 100,000 page views during last summer's promotion.
This year, Mr. Aedo said one spa — Agua at the Delano — began receiving inquiries about the program in February and already has a waitlist for Miami Spa Month treatments.
"The response has been amazing," Mr. Aedo said.