$2.5M Spa Decision Paying Off For Four Seasons Chicago

CHICAGO— A decision by the Four Seasons Hotel Chicago last year to stop outsourcing guest requests for spa experiences and to launch its own operation inside the 343-room five-star, five-diamond property has paid off in a significant revenue stream boost for the hotel. In the nine months the 8,000-square-foot facility has been open, spa-related revenue has increased by 317% and toward that increase, the hotel expects to bolster profitability 300% by year’s end. “We had so many guests asking for spa treatments, and we had to send them out of the hotel or we would have people come to do in-room massages,” said spokeswoman Abby Polonsky. “We knew there was a demand for it. Four Seasons Chicago is a world-class hotel so we said we have to have a spa.” Investing $2.5 million, the property converted space that held its health club on the eighth floor, moving that facility to the ninth floor and tripling its function space. Both facilities share private locker space and the spa lobby is on seven. “That’s what people want: health club and spa,” said Polonsky. “A little gym, a little treadmill just doesn’t do it anymore and we needed to respond to the needs of our guests.” That response includes massage tables that offer Frette linens and DVD entertainment monitors that showcase therapeutic and meditative imagery. There’s also a relaxation lounge with day beds and free fresh fruit and tea, nail suite, five soundproof treatment rooms, an indoor swimming pool, sauna, steam room and Jacuzzi. A spa boutique features gifts and products. Signature facial treatments use luxury ingredients such as champagne or caviar extract, finely crushed pearls and lavender oil, and the Aroma Blend Massage utilizes oils that change with the “four seasons.” Sessions run anywhere from 25 minutes to five hours for a total package. Treatments may also be customized for guests, and packages, such as bridal or holiday, also are offered. “The theme of our spa is ‘indulging your senses— touch, smell, taste, sound and sight,’” said Polonsky. A spa menu, created by executive chef Mark Baker, is served in the relaxation lounge. Polonsky said she sees more and more male business travelers using the spa, taking advantage not only of different massage techniques, but treatments as well. Choices include the Gentleman’s Urban Defense facial, custom sports conditioning massage and ancient healing stones massage that incorporates placing warm river stones on the body. “The men also come in for manicures and pedicures,” noted Polonsky, adding the current guest ratio is 60% female, 40% male for spa usage. To further maximize the spa investment, the facilities are now open to the public during the week (from 3 p.m. Sundays to 8 p.m. Thursdays). “That has helped a lot,” said Polonsky. “For example, during April we had 431 appointments just from local Chicagoans, which is just phenomenal, and we have a lot of repeat customers.” The spa is under the direction of Joe Conant, “and it’s really exceeding expectations way earlier than we thought it would be,” said Polonsky. She noted the facility has “probably gotten a bump from people looking for more comfort and more pampering” in the current political climate. “People are saying: ‘I’m going to enjoy life because life is precious.’ They are taking better care of themselves and we’re seeing a lot more people who normally wouldn’t treat themselves….the hotel has definitely benefitted.”