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An old proverb says \u201cif the mountain won\u2019t come to Muhammad then Muhammad must go to the mountain\u201d. This has recently become all the rage as a successful and creative trend in the hotel and personal services industries, as well as in sales and entertainment. It is called pop-up.<\/p>\n
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From London to New York, through festivals in the countryside and remote sites, the idea of the pop-up business is to spring temporarily in those places where its services might be enjoyed by seasonal and casual clients, or specific contexts. The limited permanence of a pop-up venue, allows for creativity with the services and the space they are in, and is particularly attractive due to its fleeting nature.<\/p>\n
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Dice un viejo refr\u00e1n que \u201csi la monta\u00f1a no va a ti, tu ve a la monta\u00f1a\u201d. Esta m\u00e1xima, recientemente se ha convertido en una exitosa y creativa tendencia en el negocio de la hosteler\u00eda, los servicios personales, el comercio y el entretenimiento, que est\u00e1 haciendo furor: el concepto \u201cpop-up\u201d.<\/p>\n
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De Londres a Nueva York, pasando por festivales en la campi\u00f1a y sitios remotos, la idea del negocio \u201cpop-up\u201d es surgir temporalmente en aquellos lugares donde sus servicios podr\u00e1n ser disfrutados por clientes de temporada, usuarios casuales o contextos espec\u00edficos. La permanencia limitada de un local \u201cpop-up\u201d, permite jugar creativamente con los servicios y los espacios, y resulta particularmente atractiva por su naturaleza ef\u00edmera.<\/p>\n
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A lucrative concept<\/strong><\/p>\n It is estimated that only in 2012, pop-up businesses generated 8 thousand million dollars in the United States, and the trend is growing in different countries of the world. What is the secret? Pop-ups offer a spontaneous experience, and give clients the feeling of having appeared right there and then, breaking the routine of a well-known space, and vanishing in the same way, like magic.<\/p>\n Pop-ups are ideal for spas and other businesses dedicated to wellbeing, health and beauty, because of the possibility of being able to be placed right where the target market could need these services, such as industry fairs, airports, businesses, hospitals, cultural festivals, sports events, or simply as an oasis in the center of a busy cosmopolitan city.<\/p>\n Many of the potential clients of a spa or wellness center are frequently people who are in transit and have little time to search and go to a specific venue to receive treatment. Pop-up spaces have the added charm of coming closer to the clients without interrupting their flow, inviting them to enjoy a facial, an energetic therapy or a relaxing massage, in a casual and unexpected manner.<\/p>\n <\/p>\n Other benefits of pop-ups<\/strong><\/p>\n Another appealing point of the pop-ups, is that they can be adapted to a huge range of needs, as they come in all shapes and sizes: in shipping containers, portable or modular structures, transitory constructions made out of fabric, straw, ice\u2026 creativity is the limit for the experience that a pop-up can offer to a visitor, without the investment and with lesser risk than opening a permanent spa and wellness venue entails, in a market that is not consolidated.<\/p>\n The flexibility that these kinds of spaces offer, allows for a great deal of innovative activities such as having renowned therapists as temporary guests, receiving interns, promoting new lines of products and services, conducting wellness \u00a0and lifestyle courses for new audiences, promoting the services offered at established venues, offering specific therapies for the context of the location, etc.<\/p>\n <\/p>\n An interesting opportunity for spa industry?<\/strong><\/p>\n Currently, the idea of the spa pop-up is starting to gain popularity among clients and investors, with very diverse models: experiences such as that of SOAK in San Francisco who establish themselves for a certain period in specific communities, promoting market development, or others like The Cloud based in England, who offer daily experiences within the frame of several events, and promote themselves through social networks.<\/p>\n The great opportunity of the pop-up trend is undoubtedly the possibility of being in the right place at the right time, in a creative and playful manner, bringing spa and wellness services beyond the walls of a venue to new clients and spaces, at a reduced cost. For certain, entrepreneurs who take on this trend will shortly enjoy the benefits of flexibility, movement and freshness that this model has to offer.<\/p>\n <\/p>\n <\/p>\n Un concepto lucrativo<\/strong><\/p>\n Se estima que tan solo en 2012, los negocios pop-up generaron 8 mil millones de d\u00f3lares en Estados Unidos, y la tendencia crece en diferentes pa\u00edses del mundo. \u00bfEl secreto? Los pop-ups ofrecen una experiencia espont\u00e1nea, y dan la sensaci\u00f3n a los usuarios de haber aparecido justamente all\u00ed, rompiendo la cotidianeidad de un espacio conocido, que de igual manera se desvanecen, como un hechizo.<\/p>\n Por supuesto los \u201cpop-ups\u201d son ideales para los spas y los negocios dedicados al bienestar y otros servicios de salud y belleza, pues ofrecen la posibilidad de ubicarse justo donde un mercado meta podr\u00eda necesitar estos servicios, como ferias de negocios, aeropuertos, empresas, hospitales, festivales culturales, eventos deportivos, o simplemente como un oasis en el centro de una agitada ciudad cosmopolita.<\/p>\n Muchos de los potenciales clientes de un spa o un centro de bienestar, frecuentemente son personas en tr\u00e1nsito que tienen poco tiempo para buscar y acudir a un sitio espec\u00edfico a recibir un tratamiento. Los espacios \u201cpop-up\u201d tienen el encanto a\u00f1adido de acercarse a los usuarios sin interrumpir su flujo, invitando a gozar de un facial, una terapia energ\u00e9tica o un relajante masaje, de manera casual e inesperada.<\/p>\n <\/p>\n Otros ventajas de los \u201cpop-ups\u201d<\/strong><\/p>\n Otro de los grandes atractivos de un \u201cpop-up\u201d, es que pueden adaptarse a una gama inmensa de necesidades, pues los hay de todos tipos y tama\u00f1os: contenedores, estructuras port\u00e1tiles, modulares, embarcaciones, construcciones ef\u00edmeras de tela, paja, hielo\u2026la creatividad es el \u00fanico l\u00edmite para la experiencia que un \u201cpop-up\u201d puede ofrecer a un visitante, sin la gran inversi\u00f3n y con menor riesgo que abrir un espacio fijo y permanente de Spa y bienestar, en un mercado no consolidado.<\/p>\n La flexibilidad que este tipo de espacios ofrece, permite llevar a cabo una gran variedad de actividades novedosas como invitar temporalmente a reconocidos terapeutas, acoger\u00a0 terapistas practicantes, promover nuevas l\u00edneas de productos y servicios, realizar talleres de bienestar y estilo de vida dirigidos a p\u00fablicos nuevos, promover los servicios ofrecidos en los locales fijos, ofrecer terapias espec\u00edficas para el contexto de la locaci\u00f3n, etc\u00e9tera.<\/p>\n <\/p>\n \u00bfUna oportunidad interesante para la industria del spa?<\/strong><\/p>\n Actualmente, la idea de los Spas \u201cpop-up\u201d comienza a cobrar gran popularidad entre usuarios e inversionistas, con modelos muy diversos: algunas experiencias como SOAK en San Francisco se establecen por cierto tiempo en determinadas comunidades, promoviendo el desarrollo del mercado; y mientras otras como The Cloud con base en Inglaterra, ofrecen experiencias por un d\u00eda en el marco de diversos eventos, y se promueven a trav\u00e9s de las redes sociales.<\/p>\n La gran oportunidad de la tendencia \u201cpop-up\u201d es sin duda la posibilidad de estar en el lugar correcto y el momento adecuado, de una manera creativa y l\u00fadica que pueda llevar los servicios de spa y bienestar m\u00e1s all\u00e1 de los muros de un local, a nuevos usuarios y espacios con un costo de operaciones reducido. Sin duda alguna, aquellos emprendedores que se sumen a esta tendencia, muy pronto disfrutar\u00e1n de los beneficios de la flexibilidad, el movimiento y la frescura del que goza este modelo.<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" An old proverb says \u201cif the mountain won\u2019t come to Muhammad then Muhammad must go to the mountain\u201d. This has recently become all the rage as a successful and creative trend in the hotel and personal services industries, as well as in sales and entertainment. It is called pop-up. From London to New […]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[215,511,512,513,514,515,516],"class_list":["post-2045","post","type-post","status-publish","format-standard","hentry","category-spa-management-2","tag-creatividad","tag-creativity","tag-pop-ups","tag-spa-marketing","tag-spa-pop-ups","tag-spas-temporales","tag-temporary-spas"],"acf":[],"yoast_head":"\n