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Home Philosophy in Action Scope of Services Portfolio Jane Segerberg Contact SSC

Home Philosophy in Action Scope of Services Portfolio Jane Segerberg Contact SSC Phone: 912.222.1518 Fax: 912.638.2683

Creatingsuccessful spas isnot merely our

strength, it is ourmission andour passion.

With over three decades of experience

in the health, wellness and hospitality

industries, Segerberg Spa Consulting

brings the strengths of an unrivaled and

highly specialized skills set to the task of

meeting the spa-centered objectives of its

clients.

Through intimate working relationships

with the client property and imaginative

attention to detail, SSC clients have

successful spa businesses that look, feel

and operate at decidedly higher levels than

those of competitors.

Led by Jane Segerberg, SSC is fully

devoted to the planning, development and

design of spa operations in resorts, hotels

and mixed-use properties, complemented

by future-minded management assistance

tailored to each property’s long-term goals.

[ READ MORE ]

© 2009 Segerberg Spa Consulting, LLC

THE STORY BEHIND THIS PICTURE



We capture ourclients’ goals and

visions andtranslate theminto profitable

ventures.

SSC: A Powerful Partner at Any Point in the Life of a SpaAs an independent consulting firm, SSC brings innovativethinking, imaginative designs and astute problem-solving toany point in a spa’s development and evolution.

New Operations: SSC works intimately withownership and the project’s design team toensure a fresh approach to design andconsistency along with the property’s brandstrategies. SSC is deeply experienced in thespectrum of tasks associated with complex,multi-disciplined projects–from concept designthrough opening and management assistance.

Specialized Projects: SSC is equally skilled andexperienced with smaller, singular projectswhere innovative spa design thinking is critical.

Renovations and Improvements:Where spafacilities exist that need rethinking andrefreshing, SSC shines in developing thephysical upgrades and/or operationalenhancements that reenergize the facility.

The Union of Aesthetics and EconomicsSSC practices its belief that a successful spanot only has an innovative concept,compelling design and market-sensitiveprograms, is must also have bottom linesuccess. We measure the success of ourprojects not only by how they look, but alsoby how well they perform financially.





SSC createsspas that engage

the guest inhighly memorable

experiences.

The SSC approach to spa design is deeplyrooted in philosophies that set us distinctivelyapart in a highly competitive industry. Andwhile these philosophies can be expressed inwords, they are measured in our actions andquantified in the success of those projects inwhich we are involved.

It begins with a simple and powerful fact:we create spas that work; spas that arecompelling for the property’s market, attainrecognition, engage the guests in memorableexperiences and achieve bottom line success.

We are unique in our industry.Here’s why:

� SSC brings to each project an unrivaleddepth of knowledge of the spa business thatspans over thirty years of shaping successfulfacilities and programs–bringing rare levels ofperspective, balance and context inunderstanding and satisfying each property’sunique needs.

[ READ MORE ]





� SSC is able to see the big picture with theappetite for creative problem-solving and thekeen attention to detail that keep it in focus.

� As a productive, cooperative member ofthe project team, our understanding of theclient’s market position guides SSC inreinforcing the property’s unique brand andpoints of differentiation in the design tocreate a deeper, more multi-faceted guestexperience.

� Throughout the design and planningprocess, SSC adheres to the belief that “formfollows function,” authoring designs that arealigned with the property’s objectives, whileensuring that business and operationalprocedures are aligned with market needs.

� SSC guides spa designs that:� Advance the property’s mission

� Are sensitive to the individual considerationsof the project

� Relate physically and emotionally toguests’ needs

� Produce a compelling guest experience

� Achieve market differentiation and reflectthe property’s identity

� Adhere to budgetary parameters

[ READ MORE ]


SSC aligns spadesigns with

client objectives,and operationalprocedures withmarket realities.



� We resist fads and trendy options whileembracing elements of enduring style anddesigns of true innovation.

� SSC understands the mandates ofefficient operational and service flow,ensuring that the space programmingworks effectively with reasonable personnellevels without over-staffing the facility orunder-serving its guests.

� We are relentless in our client-centeredfocus in selecting equipment and products.SSC is not affiliated with any product orequipment provider. We bring to eachproject our collaborative and independentrelationships with hundreds of vendors andsuppliers to ensure that decisions are in thebest interests of the client and supportproject goals.

� SSC measures its success by that ofthose we work with. While our spa designsare quite often recipients of industryrecognition, they are invariably praised bymanagement for their financial soundnessand cherished by guests for their authentic,inspiring experiences.


SSC resists fadsand embraces

designs oftrue innovation.



SSC clients enjoythe broadest

possible spectrumof spa-specific

skills and talents.

SSC Services

Spa Concept Development and Feasibility

� Identify target markets

� Review regional and indigenous factorsto support concept development

� Review owner vision and objectives

� Create and develop spa concept and theme

� Recommend program of space and dimensions

� Suggest a unique spa story, style and ambiance

� Create preliminary menu of services

� Develop signature spa elements

� Conduct competition analysis

� Develop detailed five-year operating pro formaincluding projected usage, price points, treatmentrevenues, staffing levels, salaries and wagesexpenses, operating expenses

� Provide assistance with project budget

[ READ MORE ]

DESIGN AND PLANNING SERVICES

OPERATIONAL PLANNING AND DEVELOPMENT

PRE-OPENING SERVICES | MANAGEMENT CONSULTING



The scope of SSC client services is more than merelycomprehensive. It demonstrates the broadest possiblespectrum of spa-specific talents at which we excel.

For larger and more complex projects, property owners anddevelopers typically seek our full immersion in the project,from the preliminary what-if’s to what-to-wear at the grandopening. However, the SSC scope of services is first andforemost flexible and can be selected and employed as needed.In any scenerio, our passion for performance is the same.




SSC keeps thebig picture infocus throughan exhaustiveattention toevery detail.

Design and Planning

� Develop and guide detailed pre-opening operationscritical path

� Develop program design

� Provide design team assistance for facility planning

� Provide ongoing review and critique of architecturaland design drawings

� Provide input on scope of facilities and spacerequirements

� Suggest mechanical, electrical and plumbing specs� Suggest interior finishes and millwork specifications� Recommend and source spa-specific furniture,fixtures, equipment and supplies

� Recommend appropriate spa software� Guide and assist the selection of spa productlines for treatments, backbar, locker roomamenities and retail

� Guide and assist development of private labelproduct as retail if appropriate

Operational Planning and Development

� Assist the spa director with development of adetailed first year operating budget

� Develop detailed standard operating procedures,job descriptions and staff training manuals

� Create, guide and collaborate on the design ofspa brochures and spa menus

� Assist with the development of opening events� Provide input for marketing and PR programs

[ BACK ] [ READ MORE ]

PRE-OPENING SERVICES | MANAGEMENT CONSULTING

SPA CONCEPTMENT AND FEASIBILITY




SSC measures thesuccess of a spa

not only by how itlooks and feels atopening, but how

well it worksevery day after.

Pre-Opening Services

� Assist in recruiting, evaluating and training ofspa management staff

� Provide support to spa management for hiringqualified professionals and line staff

� Guide and organize spa technical training incollaboration with the spa director

� Provide on-site standards and hospitalitytraining for management, professionaland line staff

� Conduct on-site assistance and support forpre-opening operating systems and move-in

� On-site opening support and follow-up

Management Consulting for Improvementof Existing Spa BusinessesCustom tailored support and solutions for eachspa’s unique needs and the property’s operationalstyle:

� Spa Operations Systems review, improvementand support for more efficient spa proceduresand budgetary control

� Spa Management support and direction formanagement performance at a higher level

� Spa Profitability review and guidance for businessimprovement decisions

� Service Levels audit and improvement of servicestandards

� Professional Recruitment assistance

� Interim Support for spas in transition

[ BACK ]

SPA CONCEPTMENT AND FEASIBILITY

DESIGN AND PLANNING

OPERATIONAL PLANNING AND DEVELOPMENT



Across the nation, at premier resorts, celebrated destinations, inviting

day spas and more, the transforming Segerberg touch is wonderfully

evident. Sometimes breathtakingly grand; sometimes graciously gentle.

Yet always brilliant; always rewarding for clients and compelling for guests.


PROJECT PORTFOLIO

FEATURED PROJECTS



The Sanctuary at Kiawah Island Resorts – The Sanctuary Spa at Kiawah, Kiawah Island, SC

Cheeca Lodge – The Avanyu Spa, Islamorada, FL •

Westgate at the Canyons – Papillon Spa, Park City, UT •

Cirque du Soliel •

Borgata Hotel, Resort and Spa – Spa Toccare, Atlantic City, NJ •

WaterColor Inn – WaterColor Inn Spa, Seagrove Beach, FL •

Sonnenalp Resort – Sonenalp Spa, Vail, CO •

White Elephant Inn, Nantucket, MA •

The Wauwinet, Nantucket, MA •

The Core Club, The Core Club Spa, New York City, NY •

The Lodge at Turning Stone – Skana Spa, Verona, NY •

The Lodge and Spa at Callaway Gardens – Spa Prunifolia, Pine Mountain, GA •

Corinthian Wellness Spa, Dallas, TX •

Swan Point Resort and Spa, Swan Point, MD •

Hyatt Vineyard Creek - Hyatt Vineyard Creek Spa, Santa Rosa, CA •

Revel Resort and Spa – Atlantic City, NJ •

Cape Codder Resort and Spa – Cape Codder Spa, Hyannis, MA •

The Essex Resort and Spa – The Spa at Essex, Essex, VT •

The King and Prince Beach & Golf Resort - The Royal Treatment Cottage, St. Simons Island, GA


VIEW FEATURED PROJECTS

Project Portfolio

PROJECTS LOCATIONS FOLLOWED BY THE •ARE THOSE ON WHICH JANE SEGERBERG

WAS THE PROJECT MANAGER IN HER

DESIGN AND CONSULTING POSITION PRIOR

TO FOUNDING SSC.



Featured Projects


The assignment was to create a newspa, from theme and concept toopening, that complements the leisurepleasures of this legendary Georgiamountain resort.

Following a review of the initial designdrawings, modifications and revisionswere made to improve space usage andflow throughout the treatment andguest areas, enhance guest comfortsand create a more compelling spaexperience.

After an in-depth study of the Callawayfamily philosophy and their generationsof nature preservation, the plumleafazalea, or Prunifolia–a rare, brilliantlyhued variety saved from extinction bythe Callaways–was the inspiration andcornerstone for the spa’s theme.

The spa decor, menus and activitieswere shaped to create a garden oasis ofserenity, learning experiences andinspiration. Of special note was thecreation of the unique opportunity forguests to spend time in the Resort’sgardens and woodlands learning aboutthe local flora, then to retire to the Spato enjoy signature treatments that usemany of the herbs and botanicals theyhad discovered on their outing.

Spa PrunifoliaThe Lodge and Spa at Callaway Gardens, Pine Mountain, GA

To learn more about Spa Pruniforia andthe Callaway Garden Resort,visit callawaygardens.com

�� Skana SpaThe Lodge at Turning Stone

�� The Spa at The SanctuaryKiawah Island Resort

�� Spa TocarreBorgata Casino Resort and Spa

�� The Spa at The SonnenalpSonnenalp Resort

�� Inn SpaWatercolor Inn

�� The Spa at The EssexThe Essex

http://www.callawaygardens.com/callaway/info/spa.aspx



Featured Projects


The exciting, challenging assignmentrequired the creation of a spa alignedwith the guest expectations at thisFive-Star caliber resort whilecelebrating the heritage of the OneidaPeople by incorporating elements oftheir rich American Indian traditionsand rituals.

Extensive studies of the Oneida historyand culture were the basis for the spa’sdesign centered around the Oneidabelief in harmony with nature and withone’s self. (Skana is the Oneida wordfor harmony.)

Luxurious and welcoming facilities weredesigned with architectural featuresinspired by Oneida ancestral structures:The large welcoming area, reminiscentof the Longhouse, with its firepit andceiling of sticks; men’s and women’swhirlpools in the shape of a leaf (natureand plants are integral parts of theOneida culture); invigorating “BalancingWater Rituals” reflecting the Onediabelief in the life forces of water;traditional spaces adorned with Oneidaand Native American artwork; andlarge, back-lighted dreamcatchers ineach of the treatment rooms.

Services provided were comprehensive,from creation of treatments and menusstaffing services and opening events.

Skana SpaThe Lodge at Turning Stone, Verona, NY

To learn more about Skana Spa andThe Lodge at Turning Stone,

visit skanaspa.com

�� Spa PrunifoliaThe Lodge and Spa at Callaway Gardens






http://www.turningstone.com/spa/skana.php



Featured Projects


Working closely with the projectarchitect, the task was to create a spaconcept and theme reflective of theResort’s grand Southern mansionambiance. Transitional and treatmentspaces, services, guest experiences,decor and equipment were shaped toproduce the ultimate guest experienceat this famed seaside resort.

Natural features such as trickling water,gentle light, native woods and residentstones were incorporated to import thewarmth, welcome and classic relaxingpower of a grand Southern porch andgarden.

Men’s and women’s separate AquaRetreats are nature-inspired withwaterfalls spilling into mineralwhirlpools. The gracious sensations of aSouthern garden were the inspirationsfor the solarium, while garden chimesgently call the beginning of eachguest’s personal treatment.

Kiawah Island’s glorious shoreline andlush, green beauty were the naturalinspirations for the Spa’s signaturetreatments, derived from botanicalextracts, nourishing seaweed, mineralrich mud and natural enzymes.

The Spa at The SanctuaryKiawah Island Resort, Kiawah Island, SC

To learn more about The Spa at the Sanctuary and Kiawah Island,

visit thesanctuary.com







http://www.kiawahresort.com/spa/



Featured Projects


An expert blending of the energy andexcitement that prevail at the BorgataResort with the soothing sensations ofguest treatments was required in thecreation of this new and dramatic spa.

The word tocarre–Italian for touch–wasthe thematic cornerstone in developinga special haven that touches the sensesand stirs the soul throughout thefacility’s twenty-three treatment rooms.

Exciting colors (orange, fuchsia, vibrantgreens, rich blues) play off stimulatingtextures (mohair, glass and stone) tostimulate the senses of of sight andtouch. Playing their part too, are theengaging powers of aromas and gentlesounds.

From light and decor, to treatments,menus and services, the result is arestorative sanctuary where guests canregroup, recharge and replenishthemselves prior to reentering theResort’s exciting activities andpleasures.

Spa TocarreBorgata Casino Resort and Spa, Atlantic City, NJ

To learn more about Spa Toccare at the Borgata Casino Resort,

visit theborgata.com







http://www.theborgata.com/Main.cfm?Category_1=6000&Category_2=6100


Featured Projects


The assignment, at this renowned Vailresort, spanned both present andfuture tense services.

Working closely with the architect anddesign team, plans were created forall aspects, including theme, decorand services for the Resort’s new anddramatic spa facility planned for thefuture.

In response to the more immediateneed to fully redesign, rethink andrenovate the Resort’s existing spafacilities, designs were created andwork completed that involved thephysical relocation of the spatreatment areas. This new locationallowed the existing Grand Fireplacealcove (where guests may relax whileawaiting their treatment sessions) tobe incorporated into facility, as wellproximity to the Resort’s popular GoreCreek sundeck, a favorite spot forpoolside socializing.

The renovations have been so highlypraised by guests that Resortmanagement was been able tocomfortably delay the largeinvestment in new spa’s construction.

The Spa at The SonnenalpSonnenalp Resort, Vail, CO

To learn more about The Spa at Sonnenalp, visit sonnenalp.com








http://www.sonnenalp.com/activities/spa/index.html


Featured Projects


A compact space (1,500 sq. ft.)added challenge in creating a new spafor this prized, oceanside vacationdestination. Inspired by theWatercolor logo with its peacefulbrush strokes of nature, the theme of“The Art of Rejuvenation” was createdwith its interpretations flowingthroughout the intimate spa spaces.

The decor of the Spa continues thecasual warmth of the Inn’s beachhouse feel where three treatmentrooms offer a variety of signaturetreatments and therapies.

With management desiring to offerguest pedicures and manicures, andwith a space at a premium, innovativeproblem-solving was required:pedicures are performed in a unique,zero-gravity lounge with coppersoaking tubes that side-stepped theneed for additional plumbing; andmanicures are offered in waiting areawhich adds to relaxed, social feel ofthe space.

While small, the Inn Spa delivers afully-formed, highly indulgentexperience that nourishes the bodyand mind with an expansive array ofservices.

Inn SpaWatercolor Inn, Seagrove Beach, FL

To learn more about Inn Spa at Watercolor Inn, visitwatercolorresort.com








http://www.watercolorresort.com/resort_the_spa.aspx


Featured Projects


The mission here was to create a lesspretentious experience thatemphasizes welcome and relaxedcomfort.

Beginning with in-depth reviews andthoughtful modifications to thearchitectural drawings, the spa’sdesign was themed around Vermont’srich tradition of warm hospitality. Anaturally comforting ambiance, withextensive use of Vermont wood, stoneand colors, prevails within the interiorspaces. Separate men’s and women’sfireplace lounges and separaterelaxation/resting lounges with candlewalls and innovative lighting arewonderful counterpoints to the arrayof treatment rooms.

To strengthen the ties for spa guestsbetween the Essex and the NewEngland Culinary Institute, a specialprogram was created in which spaguests play “chef” in preparing theingredients contained in their owntreatment materials.

To learn more about The Spa at theEssex, visit vtculinaryresort.com








The Spa at The EssexThe Essex, Vermont’s Culinary Resort and Spa, Essex, VT

http://www.vtculinaryresort.com/activities/spa.cfm



Segerberg Spa Consulting, LLC is led by its founder, Jane Segerberg. Her commitment to excellence is thefoundation of a distinquished, 30-year career of achievement and leadership in the inter-related disciplines of thewellness, hospitality and spa industries. With 18 years of Five-Star resort experience and 11 years in the spa designand consulting business, Jane is recognized as an eminent authority on spa operations and business strategies.As President of SSC, Jane directs all aspects of the firm’s consulting services including concept and facility design,operations and program development, staffing and training, marketing, facility openings and spa management.

Jane worked with Sea Island Company, Sea Island, Georgia for eight years before opening the Sea Island Spa andmanaging its operations for an additional ten years. Under her leadership and innovative programming and businessacumen, Sea Island Spa was the first spa chosen by Travel & Leisure magazine as The Best Spa in North America,as well as receiving numerous other awards. Sea Island Spa remains on the Travel & Leisure lists of top resort spas.

As an esteemed consultant, Jane has provided design and operations expertise to a broad array of spa and resortprojects, traveling extensively to spas worldwide and developing a broad knowledge and understanding of theinternational spa industry.

Jane recently served three elected terms as Chairman of the International Spa Association and continues to serveon the Past Chairman’s Council and the Leadership Development Task Force. She is the recipient of the prestigiousISPA Dedicated Contributor Award and is credited with the tremendous growth of ISPA. The largest spa industrytrade association, ISPA has grown to be a global organization with over 3,200 members representing 86 countries.Members include spa owners, directors and service providers.

Jane was recently recognized by American Spa Magazine as one of four top spa consultants as voted by themagazine’s Professional’s Choice Awards in which readers–who are the top decision makers at resort and destinationspas, day spas and medical spas–vote for their favorites in the industry. The Awards have become the standard forrecognizing spa industry leaders.

As a highly sought-after consultant and lecturer, Jane has spoken internationally to various organizations and hasbeen featured in radio, television and internet interviews including Fox TV, National Public Radio, and WebMD. As aleading authority on spa trends and programming, Jane has been widely quoted in key publications such as WorldTravel & Tourism Development, The Wall Street Journal, New York Times, Allure, American Spa, Businessweek.com,ABC News.com, Resort & Recreation and Hotel Executive Magazine.

Jane holds a Bachelors degree in Health and Physical Education from Heidelberg University. She is certified byThe American College of Sports Medicine, Cooper Aerobics Research Institute, American Council on Exercise and hasappeared in Who’s Who in American Women. She is also highly active in civic work on St. Simons Island, Georgiawhere she lives with her husband Eric. Jane is past president of the Board of Directors of the Brunswick, GeorgiaYWCA; past president of the Board of Directors of the Brunswick/Golden Isles Visitors Bureau; and twice chair of theAmerican Cancer Society, Glynn County Unit gala benefit.





Segerberg Spa Consulting, LLC

invites you to contact us regarding your project,

our services or any information you may need.

By Phone:

912.222.1518

By Fax:

912.638.2683

Via Email:

[email protected]

By Mail:

177 Old Plantation Point

St. Simons Island

Georgia 31522

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