Laura Ann Pelliccio, Director of Spa & Retail at the historic Delano Spa in Miami Beach, graciously took time out of her busy schedule to tell us about the Delano Spa and her spa career.
How did you get started at the Delano Spa?
I started at the Delano Spa in June 2016. A friend of mine, a consultant, knew I had just moved to Miami and was looking for my next opportunity.
Tell me about the Delano Spa.
When I arrived, my job was to transition and reopen the spa and gift shop, where they were both in need of serious upgrading. It needed love.
I basically walked into a blank canvas and started both departments from scratch… the concept, the spa menu, retail, and staffing.
It was perfect for me, because I’ve worked with landmark spas in transition before, like Equinox when it was family-owned, The Plaza Hotel, and Gurneys Montauk Resort & Seawater Spa. I took a lot of risks – it’s like being in a brand new working environment, and I love big and challenging projects!
So what did you do?
I created a new spa menu, and took our popular Milk & Honey Swedish Massage and made it into a signature treatment. I also opened the beautiful outdoor solarium to VIP treatments. We have a calm color story – whites, grays, blues, with pops of color.
Everything needs to fit the vibe of the hotel. We have a sort of Alice in Wonderland look – everything oversized and a little bit magical. We don’t have any signage, either.
How do guests find the spa if there’s no signage?
Our concierges direct guests. We also have booklets in rooms and special promotions for events, like Valentine’s Day. I also do cross-promotions with nearby properties, like the SLS , the Raleigh, and the Redbury.
What about the gift shop?
We have a lot of guests from Europe and they want something unusual that they can’t get at home. We sell an Australian brand of glasses that is very popular. Of course, we go through a lot of bathing suits and caftans, along with the signature Delano room spray. Visitors love the way the hotel smells and want to bring that aroma home.
And you run a spa industry event as well?
Yes, Spa Soirée. I started Spa Soirée out in the Hamptons to give locals spa entities the ability to network and it quickly evolved all over NYC and the suburbs. Last year, I had my first Miami Spa Soirée – we had 250 people here on the roof of the Delano. It’s not a trade show. Spa Soirée is a networking mixer to celebrate the spa industry. We invite Spa Executives, press, and an elite list of VIP spa-goers.