Although the original hotel didn’t have a “spa”, as defined by today’s “standards”, the fact that Rowe deliberately chose the location he did, an inherently healing climate, he also wanted to make certain that all who entered his hotel would be reminded of why they were there in the first place, by inscribing his philosophical approach to health on the hotel’s main entrance, which makes him a de facto contributor to North American spa history. That his hotel also offered guests the ability to freely, and with abandon, choose to frolic and enjoy themselves, releasing any stress and tension they may have been experiencing at the time, further underscores Thomas Rowe’s contribution to the modern day spa concept of restoration through relaxation.

Fast forward; after decades of decay and in near ruin, including the wrecking ball almost turning the “Don” (as it is also affectionately referred to) into dust, the former “hotel”, was renovated and turned into a resort with a spa amenity that included a fitness center, fitness classes, and whirlpool, steam and sauna coed areas. The “Don” also offers membership in its Beach Club to locals, which includes access to all spa facilities and daily fitness classes, which resort guests are encouraged to also participate in. Daily classes include water aerobics, beach Yoga and beach trekking. The latter is a brisk three-mile walk, using cross-country ski poles in the sand; this is a vigorous full body workout. There’s also a certified personal fitness trainer on staff for the serious fitness contenders. The spa has separate dressing areas for men and women, and no children under sixteen years of age are allowed in the spa area. Spa treatments include a variety of massage therapies, body scrubs, thalassotherapy body wraps and facials. The spa currently only has one wet room. Flora Spa is the primary treatment line used in the spa. Facials are done at the salon, which is separate from the spa; Babor is the primary treatment line used there. The spa also offers a couple’s massage in the spa, or in the guest’s room, or beachside (a real treat). And, if so inclined (although I don’t get it), four-legged guest “types” can also be “spa-ed” at the “Don”, which offers special room and treatment packages for pets and their owners. For those not enamored with this type of offering, more and more hotels and resorts are making this growing trend a reality; for those with any concerns, however, generally there are isolated areas where Fido (mainly) and Fifi (to a lesser extent) are “quarantined” from the majority of resort guests.

Although this is a boutique sized spa, it’s constantly in demand and sometimes there aren’t any available appointment times (a fairly standard dilemma for most hotel and resort spa amenities); and although the fitness center offers an array of workout apparatus, plan this activity early in the day, to avoid the center being full, with considerable wait times. Although the spa doesn’t have its own pool, guests do have access to two full-sized outdoor pools and whirlpool (the other whirlpool is in the spa proper, however).

The Don CeSar Beach Resort, a Loews Hotel is in the developmental stages of a significant renovation and expansion of its spa and fitness center. It is anticipated that once this facelift is completed, the size of the spa will have nearly doubled and its menu of services will be expanded to include more massage therapies and thalassotherapy based treatments; fitness classes will also be expanded to include, Pilates, meditation, and additional Yoga sessions.

Like so many other hotels and resorts, the spa amenity is an ever increasingly popular one (great as a profit center); and, as more people fine tune their spa-savvy-self, by demanding more of this “good” thing, hotels and resorts will have to invest the capital to expand and keep up with the guest demand for more treatment rooms, more appointment times, greater variety options in treatment offerings and fitness classes; part of this increasing demand carries over to the hotel and resort restaurants offering comprehensive healthful and creative cuisine. The “Don” is right on track!

© SPA MANAGEMENT JOURNAL - OCTOBER 2004


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