Jan 4th, 2007

San Diego, CA
More and more men are going to spas. Spa Velia is a "gender neutral" spa, nestled between the Columbia/Little Italy Districts of downtown San Diego, directly across from The W Hotel. They cater equally to both men and women clientele -- roughly 45% of their clients are men. The Spa is owned by a team of three entrepreneurs, two women and one man, who shared a vision to create an intimate, old world luxury spa, unlike any other spa destination available in America's Finest City. Spa Velia is located at 401 West A Street, Suite 180 in San Diego (619.235.0000).

The International Spa Association (ISPA) reports that men make up 29% of all spa-goers nationally, according to the most recent available data. And, according to a new survey commissioned by KSL Resorts, a leader in the resort spa industry, an overwhelming majority of American men (73.3%) believe that spa treatments can help relieve the stress of business travel, and more than 26% of the men polled reported having tried a spa at least once, with 20% having visited a spa for the first time during the past year.

Christopher Guimond, one of Spa Velia's founding partners, spent many years as a spa connoisseur, traveling to Indonesia, Thailand, Greece, Mexico and Canada, and studying what makes the spa experience special and unique, particularly from the male perspective. "I realized that the finest spas around the world made an extra effort to make sure the spa experience was as comfortable, enjoyable, and relaxing for a man as it was for a woman. We tried to incorporate this philosophy in designing Spa Velia." A discreet, quiet reception area, use of low lighting and warm, earthy colors inside the spa's lounge and treatment rooms as well as customized treatments for men have all been effective for creating a "male-friendly" environment at Spa Velia. "In many of the spas that I traveled to, especially in the far east, the men's changing area was very discreet, dimly-lit, and spacious which created a very comfortable environment for men to prepare for their treatments. We provide that in both our men's and women's changing areas," says Guimond. He adds, "Oversized lockers with robs and slippers are a must, as well as amenities like the aromatic steam room, relaxation lounge and Swiss showers." Spa Velia's low lighting also provides a feeling of privacy, which appeals to the male clientele. "They don't feel like they are in the spotlight -- we've tried to create serene spaces for people to relax with their own thoughts," Guimond says. "We've also tried to keep the décor very balanced."

Every unique detail of the décor has been designed from the ground up -- gently curving architecture, textured walls, high ceilings, deep mahogany woods, earth toned tile floors and plush, comfortable furnishings - the result is "sensory perfection" for the spa guest. "I felt as though I'd entered a secret medieval lair. Perfectly-suited music, tunnel-like hallways, sounds from a waterfall...all combined to further lull me (almost immediately) into a long-forgotten state of relaxation," (Concierge Connection Magazine). In the lounge, books are available on meditation, creativity and philosophy, and guests can sit back on a comfy divan, sip on a complimentary glass of beer, wine, warm herbal tea or fruit infused water while they read or just unwind.

All of Spa Velia's treatments are offered for both men and women; the spa's expertly trained staff will customize treatments to cater to the preferences of male clients. "Most men's facials are a little different than women's facials," says Juju Rodrigues, Esthetics Director for Spa Velia. "I do more of a massage oriented facial for men, including pressure points and scalp massage, I keep the exfoliation very light and use less fragrances in the hydrating products, really just refreshing scents like rosemary and mint." According to Rodrigues, men generally prefer not to chitchat during treatments, "They usually like a quiet facial with no bright lights!"

Many of the spa's therapists specialize in deep tissue and sports massage, and as a result, a number of professional athletes from the San Diego Padres have become regular Spa Velia customers. "We have been successful in creating a spa experience is enjoyable and relaxing for men," says Guimond. "Our repeat business shows it -- Roughly 90% of our male clients become repeat customers!"

For more information on Spa Velia, services and pricing call 619-235-0000, or visit: www.spavelia.com, where photos are available for download.

To schedule a private tour of the Spa or to schedule an interview with a spokesperson from Spa Velia, please contact: Marti Amado at MEDIA ARTS, 760.877.0619.