University of Southern California Dissertations and Theses

The business of spa

(USC Thesis Other)

The business of spa

PDF

Download a page range

Download transcript

Copy asset link

Request this asset

Transcript (if available)

Content

THE BUSINESS OF SPA

Susana Plascencia

A Master’s Thesis presented to the
FACULTY OF THE UNIVERSITY OF
SOUTHERN CALIFORNIA GRADUATE
SCHOOL
as a partial fulfillment of the
Requirements for the Degree
MASTER OF ARTS
in
SPECIALIZED JOURNALISM
December 2019

Acknowledgements

The completion of this project was made possible by the people who inspired my
curiosity, sparked my creativity and taught me valuable skills. First of all, I would like to thank
Professor Dan Birman, Professor Megan Chao and Victor Figueroa. Their patience and dedication
to student learning strengthened my understanding of long-form story development and script
writing. I would also like to thank Professor May Lee and my fellow colleagues from USC
Annenberg’s Spring 2019 See It Live evening broadcast for always pushing me to shoot more video
than necessary and edit quickly. It is because of my experience at the media center that I improved
video editing skills so drastically and developed the confidence to produce a documentary of which
I am proud.
Next, I would not have been able to fully comprehend the opportunity behind the spa industry
without the insightful contributions provided to me by Tae Kawasaki, Sunniva Fallan Röd and
Mark Harms. I thank them for their time and willingness to participate in this story and film. I
would also like to thank Professor Gabriel Kahn for accepting to be my second chair and Professor
Steven Mednick for accepting to be my third chair. I could not imagine a better committee for a
story about economic opportunity and entrepreneurship.
Lastly, I would like to thank my boyfriend and muse for this project, Bobby Lady.
Watching his entrepreneurial journey over the past few years has been an exciting privilege filled
with emotions, learning lessons and lots of travel. As a fellow entrepreneur and emerging
storyteller, producing this film has inspired me to continue documenting the entrepreneurial
journey in an effort to motivate innovators to approach entrepreneurialism as Lady has, with
discipline and vision.

Table of Contents
I. Purpose .................................................................................................................................... 4
II. Data and Statistics ................................................................................................................... 6
1. Wellness and Spa Industry .............................................................................................. 6
2. Stress Levels .................................................................................................................. 7
3. Spa-goer Demographic ................................................................................................... 7
4. Destination Los Angeles. ............................................................................................... 8
5. Startup Failure and Success ............................................................................................ 9
III. The Film ............................................................................................................................ 11
1. Opportunity ................................................................................................................... 13
2. Inspiration ..................................................................................................................... 13
3. The Odds ....................................................................................................................... 13
4. Persistence..................................................................................................................... 14
IV. Critical Conclusion ........................................................................................................... 15
Works Cited .................................................................................................................................. 17
Script ............................................................................................................................................. 20

4

I. Purpose

In early 2015, I quit my job at an established PR Firm in Los Angeles to operate a boutique
agency specializing in social media and content marketing. While it was not my intention to own
and operate a business just two years after starting my professional career, I recognized an
opportunity in the rise of social media management and provided a service that was in growing
demand. I did not know it at the time, but my entrepreneurial journey had begun.
I made decisions, took risks and ultimately turned an idea into a profitable business. Becoming
an entrepreneur has had a tremendous impact on my personal and professional life and I have been
fascinated by the entrepreneurial journey ever since. Over the years, I connected with like-minded
entrepreneurs from a variety of industries and recognized commonalities among those with
successful businesses. They invested the time and effort to learn about the industries in which they
operate, developed a clear vision for their venture and took action.
I met Bobby Lady, a serial entrepreneur, later in 2015 and quickly picked up on his passion for
innovative business concepts. It wasn’t long before he introduced his idea for CITYZEN Spa &
Sento, a wellness destination in Los Angeles inspired by traditional Japanese bathing. I nodded
along as he shared his vision of a city-dweller’s oasis and I immediately began to consider whether
his idea was realistic, profitable and scalable. I found myself asking, what is the current state of the
spa industry and where is it headed? are there industry success stories? and, does this person have
the skills, experience and determination to actually pull this off?
According to the U.S. Bureau of Labor Statistics, 20% of startups fail in their first year and
only about 50% make it to their fifth year.
1

1
“Survival of Private Sector…”
5

Despite the risk of failure, Lady says historic spa industry growth is likely to lead to new
business opportunity and he intends to capitalize on it by catering to the demand of the target
consumer. With successful ventures in wellness and construction, Lady knows that finding a
location for his spa is the next critical step in his business plan. I chose to document a glimpse of
Lady’s entrepreneurship journey to touch on the challenges of developing a spa concept and reveal
the business opportunity behind one of the world’s fastest-growing industries.
As a visual journalist, I set out to produce a documentary to explore the spa industry boom
through relevant data, insights from successful industry leaders, and the experience of one hard-
working Los Angeles entrepreneur. The purpose of this story is to report on a thriving industry,
inspire viewers to learn more about spa-going and motivate future entrepreneurs to pursue their
business ideas.

6

II. Data and Statistics

Researchers, journalists, industry leaders and entrepreneurs look to the Global Wellness
Institute as the leading global research and educational resource for the wellness industry.
2
The
Miami-based non-profit research organization developed definitions for emerging wellness
terminology. It defines wellness as, “the active pursuit of activities, choices and lifestyles that lead
to a state of holistic health,” and the wellness economy as “industries that enable consumers to
incorporate wellness activities and lifestyles into their daily lives.
3

Furthermore, it defines spas as establishments that promote wellness through the
provision of therapeutic and other professional services aimed at renewing the body, mind and
spirit.
4
Spa services include but are not limited to massages, facials, body treatments, salon
services and more.

1. Wellness and Spa Industry

According to the organization’s 2018 Global Wellness Economy Monitor, the global
wellness industry grew from a $3.7 trillion market in 2015 to a $4.2 trillion market in 2017, making
it one of the fastest-growing industries.
5
To help gain an accurate annual snapshot of the global
wellness economy, GWI focuses its research on 10 key wellness sectors. While sectors like
tourism, fitness, nutrition and real estate are major contributors, the leader in annual growth is the
spa industry.
6
Not only did spa locations jump from 121,595 to over 149,000 in just two years,
7

2
“At a Glance…”
3
“Wellness Definitions.”
4
Ibid.
5
“Wellness Industry Statistics…”
6
“Wellness Now a…”
7
Ibid.

7

but a recent report by the International Spa Association said the total number of visits to spas in the
U.S. now exceeds 180 million.
8
Additionally, GWI projects the spa industry to hit $128 billion by
2022.
9
2. Stress Levels
The link between the growth in the spa industry and the rise in U.S. stress levels cannot
be understated. According to a 2018 Gallup poll, Americans reported feeling stress, anger and
worry at the highest levels in a decade.
10
Industry experts suggest that this increase in countrywide
stress levels plays a part in the spa market’s rapid growth. “What’s driving trends is today’s state of
unprecedented stress,” said Beth McGroarty, VP of Research & Forecasting for the Global
Wellness Summit and GWI.
11
She says that society’s interconnectedness, paired with the blurred
boundaries between work and life, will continue to push people toward paying for experiences that
bring them relaxation and unplugged human connection.

3. Spa-goer Demographic

Although a survey by accounting firm PricewaterhouseCoopers says the majority of spa-
goers are women,
12
a 2017 consumer snapshot report by the International Spa Association, says
more men are visiting spas than ever before.
13
It is estimated that 49 percent of spa customers were
men, up from 29 percent in 2005.
14
The number of men attracted to spa-going is expected to grow
and

8
“Spa Industry Sets…”
9
“Wellness Now a…”
10 “
Gallup 2019 Global…”
11
“Spa Industry Leaders…”
8

12
Eisner 2018
13
Italie 2019
14
Ibid.
researchers on behalf of the Hospitality & Tourism Review associate this demographic expansion
to spas becoming more popular in mainstream society. “The rise in male visits may be attributable,
at least in pas, to a higher comfort level associated with spas brought about by gender neutral
designs, male-focused treatments, and reduced stigma surrounding the product,” said the
researchers.
15

In addition to including a male clientele, the spa industry is seeing diversity in age range.
While the industry was once thought to skew slightly older, “the guest mix now comprises
boomers, millennials, men and children—with clients getting increasingly younger.”
16
To benefit
from this new demographic, researchers recommend that emerging spas seek to “reinvent
themselves,” in an effort to provide a pathway to spa-going and, “allow these new generations to
experience their world.”
17

4. Destination Los Angeles

Throughout the country, a few cities stand out as strong wellness market destinations due to
their residents’ pro-health attitudes and behaviors. California-based data and spa software company
Mindbody Inc. studies U.S. wellness market behaviors, attitudes and trends and identified the top
ten wellness market destinations in the U.S. are, Austin, TX; San Francisco, CA; Raleigh, NC;
Denver, CO; Boston-Cambridge, MA; Los Angeles, CA; Tampa, FL; San Jose, CA; Salt Lake
City, UT and San Diego, CA.
18
These cities are home to people who are more likely to spend both
time and money to improve their quality of life.

15
"The North American…”
16
Ibid.
17
Ibid.
18
“What City is …”
9

Lady says choosing Los Angeles as a location for his spa was a calculated decision.
Although the city is best known for its entertainment industry, it’s also home to entrepreneurs from
a variety of business backgrounds, making it a breeding ground for networking and innovation.
“Living in LA is like living in the future,”
19
says James Andrews, Managing Partner at OpenNest,
a brand accelerator and venture studio dedicated to social impact. “Combine the technology with
LA’s history of leading the country in wellness it all makes for a super interesting city.”
10

Los Angeles’ current and future economic boom also influenced Lady’s decision. Despite
being the second largest city in the U.S., Los Angeles’ economic growth outperformed No. 1 New
York and No. 3 Chicago.
21
Additionally, the city will host the 2028 Summer Olympics for the third
time, signaling continued economic opportunity.
22
Lady says his research points at Los Angeles
being both a likely hot-spot for entrepreneurial activity and a promising first location for
CITYZEN.

5. Startup Failure and Success

Not every great idea can grow into a longstanding, profitable business. Although there are
several factors that can negatively impact startup success, CB Insights’ data lists the top three
reasons for startup failure as a lack of market demand, a shortage of funds and an underperforming
team.
23
According to Patrick Henry, founder and CEO of entrepreneur consulting firm
QuestFusion, the aforementioned reasons are a direct result of poor leadership. He says, the fate of
any business venture relies on the entrepreneur’s ability to "drive a business model and business
thought process.”
24

19
Aziz 2018
20
Ibid.
21
Winkler 2019
22
Ibid.
23
“The Top 20…”
24
Henry 2017
10

While deploying a business model and leading a team effectively are promising indicators
of a worthwhile entrepreneur, previous success is by far the best indicator of future success.
According to research by the Harvard Business School, “entrepreneurs with a track record of
success are much more likely to succeed than first-time entrepreneurs.”
25
They also, “exhibit
persistence in selecting the right industry and time to start new ventures.”
26
While Lady is currently
a solo-entrepreneur, he is not first-time entrepreneur. He says that the knowledge he has gained
through years of studying the industry in combination with his prior entrepreneurial experience put
him in a strong position to secure the capital he needs to move forward with his concept.

25
Gompers et al., 2008
26
Ibid.
11

III. The Film

My interest in this topic centers on three main questions: (1) is there a significant business
opportunity in the spa industry? (2) is it likely that a spa concept like CITYZEN could succeed in
Los Angeles? (3) does Lady exhibit traits of a successful entrepreneur?
“The Business of Spa” aims to address these questions while capturing the complex, fast-
paced world of entrepreneurialism. The main idea is to report on the current spa industry boom
using data and thought-leader interviews, introduce an entrepreneur with an innovative business
idea and let the viewer decide whether his business concept is likely to succeed.
The driving sequence of the film is Lady evaluating a potential location for his spa concept in
Los Angeles. It starts with him looking toward a building, explaining his thought-process and
sharing his intention to enter the spa industry with an innovative concept. Next, sequences that
feature footage from Oita, Japan, were shot during Lady’s spa industry research trip in December
2018. This was significant because it shows his commitment to learning about the spa industry and
his respect for the culture from which he draws inspiration.
The documentary includes a broader perspective too. Sequences that feature footage from
Stockholm, Sweden were shot in October 2018 when I visited Yasuragi Spa and Hotel to interview
CEO Sunniva Fallan Röd. This interview was important to the story because it shows that spa
concepts that are inspired by traditional Japanese bathing can be successful outside of Japan. Fallan
Röd’s remarks also reinforce the connection between rising stress levels and the growing demand
for spa destinations.
Next, sequences that feature footage from Cesena, Italy, were shot in October 2018 when I
attended the Global Wellness Summit, an annual event where spa business leaders from several
countries gather to address the developing spa industry. While there, I interviewed Tae Kawasaki,
CEO of an award-winning day spa,
27
and industry investor Mark Harms. Like Lady, Kawasaki had
12

an extraordinary spa experience that inspired her to pursue her spa concept. Kawasaki’s interview
is important to the story because she shares Lady’s passion for spa-going and validates the
possibility of entrepreneurial success in the spa industry.
Harms’ interview is important to the story because he represents the very thing that could
jumpstart the development of Lady’s spa concept – investment funds. He begins by saying he’s
interested in investment opportunities then follows up with his thoughts on the future of the spa
industry. Although Harms describes a need for innovative concepts, he also reminds viewers of the
high probability of entrepreneurship failure, which segues to the conclusion of the film.

27
“Award Winning Spa…”
13

The story arc is structured as follows:

1. Opportunity

The first 4-5 minutes of the film is about establishing the business opportunity within
the spa industry and understanding the vision of Lady’s spa concept. He is candid about his belief
in his concept and offers a revealing glimpse into how he approaches the problem-solving and
decision-making aspects of entrepreneurialism.

2. Inspiration

Lady often travels to Japan to gain inspiration for his spa concept and to learn from
thriving Japanese spas. In the second part of the film, Lady goes to Oita on the island of Kyushu,
Japan, a region that is world-famous for its iconic hot springs and hot spring resorts.
25
He drives
through the countryside of Japan as he shares his decision to adjust his business plan and start out
with a smaller version of his spa concept. While some could see this as a setback, he says he aims
to leverage his work in construction and development to help cut costs and retain equity.

3. The Odds

In the third section of the film, the odds of launching CITYZEN are explored through
two industry success stories and wise words from a private equity investor. Lady also confronts the
difficulty behind the search for a building suited for his first spa location.
We travel to Stockholm, Sweden to visit Yasuragi, an authentic Japanese spa hotel and
speak to CEO Sunniva Fallan Röd. She shares the inspiration behind the founding of the spa and
credits a rise in stress levels for the unprecedented growth in the spa industry.

14

Yasuragi is a globally-recognized spa company that found success in the burgeoning spa industry
by tapping into Japan’s traditional bathing culture.
28

Next, we head to the Global Wellness Summit in Cesena, Italy to hear from Tae
Kawasaki, CEO of Day Spa Japan, one of Japan’s most successful day spas. She touches on the
challenges she faced as an entrepreneur entering the industry nearly two decades ago and reveals
that like Lady, she was inspired to pursue a business in spa because of an extraordinary spa
experience.
Lastly, we hear from Mark Harms, partner at BeSpoke Capital Partners, a private
equity firm focused on investing in companies in global consumer, leisure and related sectors. He
shares that rapid growth has contributed to a spa industry that’s ready for innovation. He also helps
the story arrive to culminating question, does Lady have the necessary skills to launch his
business?

4. Persistence

To Lady, developing and launching CITYZEN is a process, not a dream. The final section
of the film aims to leave viewers with a sense of Lady’s vision and persistence toward developing
his spa concept. On an inspirational note, the story ends with Lady looking at a mural with the
words, “California Dreaming.”

28
“Yasuragi in Sweden…”
15

IV. Critical Conclusion
Lady says that for him, entrepreneurship is far more than a career choice— it’s a calling.
Although he faces significant entrepreneurial obstacles, he says the upward trends in the spa
industry make starting his business worth the risk. This film tells the story of one entrepreneur’s
experience as he charts his path toward developing a spa business in Los Angeles. What this film
does not do is shine the light on the full set of challenges entrepreneurs face when they decide to
create a new business. The driving problem with the film is its inability to go into depth about the
many hardships and joys of entrepreneurialism in the spa industry. This limitation is due to the fact
that an entrepreneur’s journey is complex, at times deeply personal and can often span across
several years, making the process impossible to fully cover in a 16-minute documentary. Instead,
choosing to document a glimpse of Lady’s entrepreneurial journey allowed me to touch on some
challenges for one person, while still focusing on conveying the vision, passion and determination
he has toward developing his concept.
The process of videotaping the story was more complicated than initially expected. While
familiarizing myself with the video equipment helped tremendously, having to make camera
adjustments while attempting to greet and build rapport with interviewees was a major challenge.
In addition, I faced challenges when shooting the footage of Lady walking around the Chinese
Laundry building in Culver City, California. I struggled with achieving the right light exposure as
he walked in and out of building shadows which resulted in some overexposed and underexposed
footage. My most successful shoot day was the day I shot the footage of Yasuragi Spa and Hotel. I
was given special access to the wet spa and lounge areas which allowed me the time to take several
establishing shots and pans.
One my goals for graduate school was to learn documentary storytelling. I chose to produce a
film instead of a written thesis to test the skills I learned throughout my educational journey and
16

gain experience for my future work. During the process of creating the film, I gained valuable
filming and editing skills, new contacts in the entrepreneurship community, and a better
understanding of the structure of a documentary film. What I lost through this process was the fear
I once had for completing a project that requires both the rigor of journalism and the creativity of a
filmmaking.
Through the production of the film and my own entrepreneurial experience, I’ve learned that
with every booming industry comes its business opportunities, but ultimately, it’s up to the
entrepreneur to navigate the risks in order to reap the rewards. While further research and later
documentaries can further explore the many complexities regarding the challenges of the
entrepreneurial journey, “The Business of Spa” informs, explores and inspires entrepreneurs and
innovators alike to recognize a business opportunity and act on it.

17

Works Cited

“At a Glance Brochure.” Global Wellness Institute. Accessed on September 6, 2019.
https://globalwellnessinstitute.org/wp-content/uploads/2018/06/GWI_AtAGlance2018
_v8_RoundtableUpdate_Web.pdf
“Award Winning Spa at The Day Spa.” The Day Spa Japan. Accessed on September 6, 2019.
http://www.thedayspa.jp/award.html
Aziz, Afdhel. “Why Los Angeles Is the Silicon Valley of Social Impact.” Forbes Magazine.
June 2018. Accessed May 20, 2019.
https://www.forbes.com/sites/afdhelaziz/2018/06/21/why-los-angeles-is-the-silicon-valley-
of-social-impact/#a60b57642166
Bartlett, Ray. “Six lesser-known reasons to visit Japan's Oita Prefecture.” August 2018.
Accessed July 15, 2019. https://www.lonelyplanet.com/articles/six-lesser-known-reasons-
visit-japans-oita-prefecture
Eisner, Robin. “Spas Now Part of American Life.” October 2018. Accessed September 6, 2019.
https://abcnews.go.com/Health/SkinCare/story?id=117916&page=1
“Gallup 2019 Global Emotions Report.” Gallup. Accessed May 14, 2019.
https://www.gallup.com/analytics/248906/gallup-global-emotions-report-2019.aspx
Gompers, Paul, A., Anna Kovner, Josh Lerner, and David S. Scharfstein, eds. “Performance
Persistence in Entrepreneurship.” Harvard Business School. 2008. Accessed on June 15,
2019. http://www.hbs.edu/faculty/Publication%20Files/09-028.pdf
Henry, Patrick. “Why Some Startups Succeed (and Why Most Fail).” Entrepreneur Magazine.
February 2017. Accessed June 15, 2019. https://www.entrepreneur.com/article/288769
Italie, Leanne. “Spas are seeing more men, a less-is-more approach for guests.” Associated
Press. August 2019. Accessed on August 15, 2019.
18

https://www.apnews.com/6263c9dee52542a697f5278542177168
Keri, Katie; Ottenbacher, Michael C.; and Harrington, Robert J. "The North American
Spa Industry: An Examination of Emergent Trends." Hospitality Review: Vol. 25 :
Is. 1, Article 6. 2007. Accessed on July 10, 2019.
http://digitalcommons.fiu.edu/hospitalityreview/vol25/iss1/6
“Spa Industry Leaders Reveal Trends and Challenges for 2017.” Day Spa Magazine. 2017.
Accessed November 12, 2018. https://www.dayspamagazine.com/spa-industry-leaders-
reveal-trends-challenges-2017/
“Spa Industry Sets New Record in Visits, Continues to Cultivate Job Market.” International Spa
Association. August 2017. Accessed November 12, 2018.
https://experienceispa.com/ispamedia/news/item/spa-industry-sets-new-record-in-visits-
continues-to-cultivate-job-market
“Survival of Private Sector Establishments by Opening Year.” U.S. Bureau of Labor Statistics.
Accessed on March 25, 2019. https://www.bls.gov/bdm/us_age_naics_00_table7.txt
“The Top 20 Reasons Startups Fail.” CB Information Services. February 2018. Accessed May
20, 2019. https://www.cbinsights.com/research/startup-failure-reasons-top/
“Wellness Definitions.” Global Wellness Institute. Accessed on March 28, 2019.
https://globalwellnessinstitute.org/what-is-wellness/wellness-economy-definitions/
“Wellness Industry Statistics & Facts.” Global Wellness Institute. Accessed on November 5,
2018. https://globalwellnessinstitute.org/press-room/statistics-and-facts/
“Wellness Now a $4.2 Trillion Global Industry – with 12.8% Growth from 2015-2017.” Global
Wellness Institute. 2018. Accessed on November 5, 2018.
https://globalwellnessinstitute.org/press-room/press-releases/wellness-now-a-4-2-trillion-
global-industry/
19

Weddle, Becvar, Amaya. “What City is Home to the Strongest Wellness Market in America?
The MINDBODY Wellness Index Ranks the Top 50.” MINDBODY, Inc. 2019.
Accessed on May 20, 2019.
https://business.mindbody.io/education/blog/what-city-home-strongest-wellness-market-
america-mindbody-wellness-index-ranks-top
Winkler A. Matthew. “Los Angeles Is Having a Loud Economic Boom.” Bloomberg. April
2019. Accessed on August 5, 2019.
https://www.bloomberg.com/opinion/articles/2019-04-05/los-angeles-economic-boom-
outpaces-u-s-cities#footnote-1
“Yasuragi in Sweden, winner of Best Luxury Resort Spa in Europe.” Yasuragi Pressmeddelande.
July 2018. Accessed September 6, 2019.
https://press.yasuragi.se/posts/pressreleases/yasuragi-in-sweden-winner-of-best-luxury-reso

20

Script

PROLOGUE

NAT SOUND

Streets
00:24:18

Location tag: Los Angeles, California

Front window car view
Street cars

SOT Bobby Lady

Clip 1_Bobby Culver City
00:25:31

MS, Bobby arrives at a building and turns
off his car
I'm just going to get out and take a look at
this one.

VO Bobby Lady

Getting Out of Car
00:26:04

Long shot, Bobby exits his car and walks
toward a building for lease in Los Angeles.
If you don't have a space, you don't really
have anything.

VO Bobby Lady

Getting Out of Car
00:26:25

MS, Bobby looking inside empty building
But it's not as though I’m doing something
that's never been done before.

It just hasn't been done…

VO Bobby Lady

Streets
00:24:18

MS, pan up from feet, Bobby walking
here in the way that it can be done.
21

VO NARRATOR
MUSIC
Gentle Cinematic Documentary.mp3

Clip 00010
09:47:23

CU concept rendering on desktop computer

EVEN THE MOST EXPERIENCED
ENTREPRENEURS SAY THAT
STARTING A SUCCESSFUL BUSINESS
TAKES MORE THAN A GREAT IDEA.
VO NARRATOR

Clip 00010
09:46:06

CU pan, Bobby Lady at his desk
IT TAKES HARD WORK,
PERSEVERANCE AND AN INDUSTRY
THAT’S RIPE WITH OPPORTUNITY.

VO NARRATOR

Animated infographic

Source:
https://globalwellnessinstitute.org/press-
room/statistics-and-facts/

ACCORDING TO EXPERTS, THE
GLOBAL WELLNESS MARKET IS
EXPERIENCING HISTORIC GROWTH,
GOING FROM $3.7 TRILLION TO OVER
$4.2 TRILLION IN JUST TWO YEARS.

VO NARRATOR

Animated infographic

Source:
https://globalwellnessinstitute.org/press-
room/press-releases/wellness-now-a-4-2-
trillion-global-industry/
BUT WHILE SECTORS LIKE TOURISM,
FITNESS, NUTRITION AND REAL
ESTATE ARE MAJOR CONTRIBUTORS,
THE LEADER IN ANNUAL GROWTH IS
THE SPA INDUSTRY.

22

VO NARRATOR

Southwest Spa_Indoors
00:00:36

Establishing shot pan, indoor spa in Japan
SPA IS CLEARLY ON THE RISE.

BUT COULD THIS INDUSTRY BOOM
BE A LAUNCHING PAD FOR A
PROFITABLE SPA BUSINESS?

VO NARRATOR

CA Dreamin
17:22:23

CU pan, Bobby Lady
FOR ONE LOS ANGELES
ENTREPRENEUR, THE OPPORTUNITY
IS TOO BIG TO PASS UP.

OPENING SEQUENCE

“The Business of Spa”

Southwest Spa_Outside Water
00:00:10

Long shot, outdoor spa in Japan
NAT SOUND
spa water

PART 1: OPPORTUNITY
SOT Bobby Lady
Entrepreneur, CITYZEN Spa & Sento

Bobby Lady Chinese Laundry
00:05:41

Location tag: Culver City, California

Establishing shot, Chinese Laundry building
I’d change everything about the front of the
building.

SOT Bobby Lady

Look Up to Building
17:20:59

MS, Bobby Lady looking at building
When I look at a building, I don’t really
think about all the challenges of making it
look a certain way.

23

SOT Bobby Lady

Clip Bobby Chinese Laundry
00:10:51

Bobby standing in front of building
You just focus on one piece at a time and
apply that vision that you have to it and
eventually you end up with what you hoped
for and hopefully something even better.

SOT Bobby Lady

Bobby Takes Photo
16:51:00

MS, Bobby takes a photo of the building and
walks toward it

MS, CU Bobby looking at paperwork

I like looking at buildings and just
considering whether or not it’s possible that I
could use them for CITYZEN because I look
at them as...

somewhat of a blank canvas where once I
jump into the project with the right team on
board, I can do almost anything.

VO Bobby Lady

Street Still
17:32:28

Pan of the street

Just passing by people see this random…
VO Bobby Lady

00021.MTS
17:10:42

Pan of the building

pretty ugly building and probably wonder
what’s here.

SOT Bobby Lady

Peek Inside
16:52:20

MS, Bobby approaching the building and
peeking inside windows
I could see this being the first CITYZEN,
right in the middle of LA and the start of
showing people what…

24

VO Bobby Lady

Cactus
17:30:34

CU, cactus

Up Down Circle Structure
17:24:16

CU, stone design
wellness and fitness can be all about.

SOT Bobby Lady
MUSIC
Gentle Cinematic Documentary.mp3

Quote 3
00:12:39
MS, Bobby standing in front of the building

I haven’t really seen an urban concept done
the way that CITYZEN could be done and
putting it here would just be everything it
takes to create something new and introduce
people to an entirely new form of spa-going
that they really haven’t experienced at this
point.
VO NARRATOR

Up Pan Walking
17:16:03

On screen, Bobby walking toward the
building
BOBBY LADY IS A SERIAL
ENTREPRENEUR.

HE SAYS THERE IS A GREAT
BUSINESS OPPORTUNITY…
VO NARRATOR

Street Views
17:31:28

View of street
IN SOUTHERN CALIFORNIA TO
DEVELOP A WELLNESS SPA INSPIRED
BY TRADITIONAL JAPANESE
BATHHOUSES.
VO NARRATOR

Animated graphic

Source:
https://globalwellnessinstitute.org/press-
room/statistics-and-facts/
ACCORDING TO THE GLOBAL
WELLNESS INSTITUTE, THE SPA
INDUSTRY IS EXPECTED TO MAKE
$128 BILLION IN REVENUE BY 2022.
25

VO NARRATOR

Animated graphic

Source:
https://business.mindbody.io/education/blog/
what-city-home-strongest-wellness-market-
america-mindbody-wellness-index-ranks-top

WHICH MEANS, THAT STRONG
WELLNESS MARKET DESTINATIONS
LIKE LOS ANGELES STAND TO REAP
THE BENEFITS.

TRANSITION SHOT
NAT SOUND

Sign Pan
09:57:09

MS, Inglewood city sign
Street cars

VO Bobby Lady

Sign Pan
09:57:09

CU, Inglewood city sign
Well, almost exactly four years ago. I happen
to be…

SOT Bobby Lady

Clip Bobby Interview_First
00:02:39

Bobby sitting in office
traveling in northern Japan, in Hokkaido. I
was skiing, traveling around the country and
visited some onsen, which I really enjoyed,
which are hot springs in more of an outdoor
Mountain setting and then visited a sento,

which is more of an urban bathhouse type
model and I experienced a place in Tokyo
that I found really intriguing in the way that
it became, or appeared to be, more a regular
part of the visitors lives as opposed to a
special treat or a pampered girls’ day out or
whatever you might want to describe it as
when you think about spa-going in the U.S.

26

VO NARRATION
NATURAL SOUND
Waterfall

MUSIC
Cinematic Piano Ambient.mp3

Outside Rock Waterfall
00:00:01

MS, waterfall
CU, waterfall

Animated infographic

Source:
https://experienceispa.com/ispamedia/news/it
em/spa-industry-sets-new-record-in-visits-
continues-to-cultivate-job-market

A RECENT REPORT BY THE
INTERNATIONAL SPA ASSOCIATION
SAID THE TOTAL NUMBER OF VISITS
TO SPAS IN THE U.S. NOW EXEEDS 180
MILLION.

VO NARRATION

CITYZEN BTC Rendering.jpg

Slow zoom, concept rendering of CITYZEN
street view
LADY SAYS THAT THIS INCREASE IN
SPA-GOING COULD CREATE A
DEMAND FOR A DIFFERENT TYPE OF
WELLNESS DESTINATION.
SOT Bobby Lady

Clip1_Bobby Interview 1
00:32:53

Bobby sitting in his office
It’s just a place where you go, and you feel
comfortable and you have a variety of
options available to you…

27

VO Bobby Lady

CITYZEN Barbershop.jpg
CITYZEN Massage Room.jpg
Wet Spa Area.jpg
CITYZEN Locker Room.jpg

Slow zoom, CITYZEN concept renderings
of barber shop, massage room, baths,
restaurant and front desk
to take better care of yourself whether you
want a massage or whether you want to soak
in a hot bath or jump into a cold plunge or
get a workout in…

SOT Bobby Lady

Clip1_Bobby Interview 1
00:33:34

Bobby sitting in his office
those are all options that are available to you
and if it’s a place where you want to be able
to have that experience and also socialize
while you do it…

VO Bobby Lady

CITYZEN RelaxationLounge.jpg
CITYZEN RestaurantArea.jpg

Slow zoom, CITYZEN concept renderings
of relaxation lounge and restaurant area
there’s a lounge and a restaurant area, that’s
an izakaya, where you can order some light
or heavier Japanese food and relax and just
be in an atmosphere…
SOT Bobby Lady

Clip1_Bobby Interview 1
00:34:21

Bobby sitting in office
that is away from the everyday and where
you actually feel like you’re being…

VO Bobby Lady

CITYZEN Reception.jpg

Slow zoom, CITYZEN concept rendering of
reception space
pulled into a unique experience.

28

SOT Bobby Lady

Clip_2_Bobby Interview 1
00:27:27

Bobby sitting in office
Any time I have been back to one of those
places and just felt those healing waters,
where you just get in a hot bath and you’re
just surrounded by nature and stress just kind
of melts off…

and having all of that around me and
knowing that, that experience can be
replicated for more people on a local level.

Why wouldn’t you want something like that?
PART 2: INSPIRATION
VO NARRATION
NATURAL SOUND
Steam and water

Red Hell Pan
00:00:11

Location tag: Oita, Japan

Establishing shot pan, natural hot spring in
Japan
LADY SAYS HE OFTEN TRAVELS TO
JAPAN…

VO NARRATION
NATURAL SOUND
Steam and water

Bobby Walking to Red Hell
00:00:06

Long shot, Bobby walking toward large
natural hot spring in Japan

TO GAIN INPIRATION FOR HIS SPA
CONCEPT AND TO STUDY THE
BUSINESS MODEL…
VO NARRATION

Umehibiki Arrival
00:00:09

Establishing shot, Japanese spa
OF THRIVING JAPANESE SPAS.

29

VO NARRATOR

Street Steam
00:00:01

Long shot, Bobby walking on a sidewalk
with natural steam in Japan
HE SAYS, IN ORDER TO MEET HIS
STRATEGY FOR A LARGE SPA
EXPERIENCE IN THE U.S., HE’LL HAVE
TO DO IT IN STEPS.
TRANSITION SHOT
NATURAL SOUND
Car engine on, wind blowing
Japan Country Road
16:40:18

Road footage of Japanese countryside

VO Bobby Lady

Continue from above

I had made a decision before we left LA…
SOT Bobby Lady

Clip 1_Japan Drive
00:02:01

Bobby driving in Japan
that I wanted to move forward with a scaled-
down version of CITYZEN that focuses on
the fitness element, massage and bathing
areas.

VO Bobby Lady

Pan Up from Radio
00:06:24

CU, pan up from radio
And it's actually relatively easy to do with
the experience I've gained

SOT Bobby Lady

Clip 1_Japan Drive
00:02:43

MS, Bobby driving in Japan
and contacts I've gained in construction and
development I think I could do a lot of the
build-out myself at a relatively low cost and
continue building and growing the
CITYZEN brand while giving very little
away and moving closer and closer to having
what I really, what I really want out of
CITYZEN.

30

VO Bobby Lady

Outside Window
00:06:40

Car window view during car drive in Japan
Being here, I wouldn’t say being here has
made me feel more reassured…

SOT Bobby Lady

Clip 2_Japan Drive
00:03:33

MS, Bobby driving in Japan
But…I don't know, it just reinforces what I
already have in mind,

makes me realize that it is the opportunity
that I think it is and it's just another reminder
getting back to Japan, seeing where the
industry is even here and all of the attention
that's coming in Japan over the years that'll
draw interest towards onsen, sento, hot
springs and that being a major part of what
Japan has to offer.
PART 3: THE ODDS
VO NARRATOR
MUSIC
Traditional_Japanese_Music.mp3

Location tag: Stockholm, Sweden

Dark Spa Room
00:35:35

Up and Down Window
08:34:56

Outside Window Pan
09:38:33

Bath Stools
08:05:36

Ryokan Up Down
08:03:45

Steamy Waters 2
08:25:55

Long shots and establishing shots of
Yasuragi’s indoor spa, outdoor space,
traditional bath stools, bed rooms and
outdoor spa

LADY IS NOT THE FIRST TO
RECOGNIZE A STRONG BUSINESS
OPPORTUNITY IN BRINGING
JAPANESE BATHING TO OTHER PARTS
OF THE WORLD.

NESTLED IN THE NORDIC COAST OF
STOCKHOLM, SWEDEN, IS YASURAGI,

A MODERN JAPANESE BATH HOUSE,
SPA AND HOTEL THAT FOUND
SUCCESS IN THE BURGEONING SPA
INDUSTRY BY TAPPING INTO JAPAN’S
ANCIENT BATHING CULTURE.

31

VO Sunniva Fallan Röd
CEO, Yasuragi
NATURAL SOUND
Steam and water

Continue from above

The CEO at the time went to Japan…
SOT Sunniva Fallan Röd
CEO, Yasuragi
MUSIC
Traditional_Japanese_Music.mp3

Clip 1_Sunniva
00:10:03

Interview with Sunniva at Yasuragi

and she just fell in love with hot springs in
Japan and that kind of way of living.

That fantastic ritual in Japan that they almost
every day go to a spa and wash away stress
because they're actually sitting on a wooden
chair and pouring water over themselves to
get rid of the day’s stress and I think she fell
in love with that and somehow she saw that
the future needs places where people can
relax because it's just getting more and more
intense...

and she saw that, and she brought that home
to Sweden and I think it's amazing that we,
for over 20 years have been working with
this kind of concept and just made it even…
VO Sunniva Fallan Röd

Up Down Japanese Decor
09:32:12

Establishing shot, pan, Japanese décor
more Japanese every day.

32

VO NARRATOR

Source:
https://press.yasuragi.se/posts/pressreleases/y
asuragi-in-sweden-winner-of-best-luxury-
reso

Japanese Décor 2
09:33:26

WS, Japanese chair and lantern
YASURAGI IS A GLOBALLY-
RECOGNIZED SPA COMPANY.
VO NARRATOR

Source:
http://betong.se/2018/11/03/prisregn-over-
yasuragi-i-dubai/

Pedicure Fish Chairs Side Pan
09:35:58

Pan shot of fish pedicure spa
VISITORS COME TO THE SPA FROM
AROUND THE WORLD.

SOT Sunniva Fallan Röd

Clip 2_Sunniva
00:33:58

Interview with Sunniva at Yasuragi
I think the spa industry hasn’t even
exploded; I think it's about to.

VO Sunniva Fallan Röd

Recliner
09:34:18

Pan shot, reclining massage chairs

Wide Pool Outdoors
08:24:46

Pan shot, outdoor spa
Because we will always need to relax; we
will always need to feel good.

We will always need…

SOT Sunniva Fallan Röd

Clip 2_Sunniva
00:34:50

Interview with Sunniva at Yasuragi
physical touch and since people are touching
less and less

people are buying to be touched in massages
and I think that's unfortunately, that’s just
going to grow.
33

VO NARRATOR

Pan from Hand to Face
00:15:50

Location tag: Los Angeles, California

CU pan, Bobby waiting at a stop light in Los
Angeles

LADY SAYS THIS NEED FOR
PHYSICAL TOUCH AND RELAXATION
IS AT THE CORE…

TRANSITION SHOT
NATURAL SOUND
Engine on, car wind

Outside Window Building
00:06:44

Moving shot, Building in-construction

OF HIS BUSINESS OPPORTUNITY.

SOT Bobby Lady

Bobby Interview Drive 1
00:17:19

Bobby drives to a possible CITYZEN
location in Los Angeles
I don't think they're just ready for it, they
need it. I see it every day, people are burned
out, so…

New York, California, Tokyo, everywhere
you go you'll find people that are looking for
a way to relax…
VO Bobby Lady

Streets
00:24:18

Street view of Los Angeles
in an atmosphere that's comfortable and
where they can be around other people and
they don't have to pay…

VO Bobby Lady

Window Red Building
00:09:46

Window view of empty building in Los
Angeles
a fortune to experience it.

34

SOT Bobby Lady

Clip 1_Bobby Culver City
00:25:31

MS, Bobby arrives at a building and turns
off his car
I'm just going to get out and take a look at
this one.

won't be able to see a whole lot but it's kind
of interesting.
VO Bobby Lady

Getting Out of Car
00:04:08

Long shot, Bobby exits his car and walks
toward a building for lease in Los Angeles.
If you don't have a space, you don't really
have anything.

Having something tangible for investors to
show interest in is definitely a challenge.

But it's not as though I’m doing something
that's never been…

VO Bobby Lady

Getting Out of Car
0026:25

MS, Bobby peeking inside empty building
done before.

It just hasn't been done here in the way that it
can be done.
SOT Bobby Lady

Clip 4_Bobby Culver City
00:32:43

MS, Bobby looking up at the building
Just thinking about what it would be like if
CITYZEN was here.

This would be the entrance right here.

You have some stairs going up reception
area as you go in and it would have to break
off into men's and women's locker rooms and
bathing areas and then a fitness space
probably on the second floor with massage
rooms on the second floor a lot of the
amenities up above.
VO Bobby Lady

Up Building for Lease
00:45:29

Long angle pan, building
But it just doesn't, doesn't make sense.
35

SOT Bobby Lady
MUSIC
Art of Slience.mp3

Clip 4_Bobby Culver City
00:32:43

CU, Bobby looking up at the building
This could be interesting but not for what I
want right now.
TRANSITION SHOT
NATURAL SOUND
Street traffic
Clip 4_Bobby Culver City
00:34:06

Long shot, For Lease sign

VO NARRATOR

Animated infographic

Source:
https://www.bls.gov/bdm/us_age_naics_00_t
able7.txt

ACCORDING TO THE U.S. BUREAU OF
LABOR STATISTICS, 20% OF
STARTUPS FAIL IN THEIR FIRST YEAR
AND ONLY ABOUT 50% MAKE IT TO
THEIR FIFTH YEAR.
VO NARRATOR

Clip 4_Bobby Culver City

00:38:09

MS, Bobby on his cellphone
DESPITE THE ODDS, LADY SAYS A
PROFITABLE SPA BUSINESS IS
POSSIBLE…

36

VO NARRATOR
NATURAL SOUND
wind

Pan Building
04:45:18

Location tag: Cesena, Italy

Establishing shot, Global Wellness Summit
AND THERE ARE SEVERAL SUCCESS
STORIES AT THE ANNUAL GLOBAL
WELLNESS SUMMIT TO PROVE IT.
VO Tae Kawasaki
CEO, Day Spa Japan

Continue from above

The spa business actually is a very difficult
industry to be successful…

SOT Tae Kawasaki

Tae Interview
00:01:58

Interview with Tae Kawasaki at the Global
Wellness Summit
I started my business about 17 years ago,
starting from like a small Day Spa.

I didn't expect to grow my business, now I
have 21 spas including those two small Day
Spas.

VO Tae Kawasaki

DaySpaPic1.jpg
DaySpaPic3.jpg

Zoom photos of Day Spa Japan’s massage
experience
MUSIC
Cinematic Piano Ambient.mp3

I still cannot forget when I first received a
spa massage.

I felt something different…
SOT Tae Kawasaki

Tae Interview
00:3:09

Interview with Tae Kawasaki at the Global
Wellness Summit
I was reborn again, so inspired, so
rejuvenated…
VO Tae Kawasaki

DaySpaPic2.jpg

Zoom photo of Day Spa Japan’s foot bath
experience
And then I thought I have to…
37

SOT Tae Kawasaki

Tae Interview
00:03:23

Interview with Tae Kawasaki at the Global
Wellness Summit
do this to, to my friends or people I know in
Japan.
VO NARRATOR

00028.MTS
04:48:38

Establishing shot, front desk at the Global
Wellness Summit
THE EVENT ALSO PUTS HIM IN CLOSE
PROXIMITY…
VO NARRATOR

00024.MTS
04:46:36

CU pan, list of event sponsors and affiliates
TO SOME OF THE INDUSTRY’S MOST
ESTABLISHED SPA AND WELLNESS
VENTURE CAPITAL FIRMS.
VO Mark Harms
Partner, BeSpoke Capital Partners
NATURAL SOUND
Outdoor wind

Pan Building2
04:38:54

Establishing shot, Global Wellness Summit

I'm fascinated with the industry. It's growing
rapidly and we are looking for investment
opportunities in the industry.
SOT Mark Harms

Mark Harms Interview
00:02:57

Interview with Mark harms at the Global
Wellness Summit
I think you have to define what a spa is,

is it a spa boutique ancillary service within a
large hotel or is it a spa an experiential,
affordable, luxury destination to which
people can go and have not only a massage
and a mani-pedi but a whole experience and
the industry, a lot of the early spas or that…
VO Mark Harms

Gym Equipment
04:51:01

Early version of fitness equipment
1.0 version the industry I think is desperately
looking for, needs…
38

VO Mark Harms
NATURAL SOUND
Event background noise

More advanced version of fitness equipment
version 2.0 version 3.0.
SOT Mark Harms

Mark Harms Interview
00:04:19

Interview with Mark harms at the Global
Wellness Summit
A lot of entrepreneurs, 90% of them fail and
they fail because there's some part of the
business model that's missing and…

So, they have to first look within themselves
and determine whether or not they have the
skills to actually take a business and really
grow it or whether they can get it started and
then bring in the right people to help them
grow it.

And a lot of entrepreneurs unfortunately fail
to make that bridge.

VO NARRATOR

Name Tags
00:11:54

CU, Military I.D. Tags
AS A DECORATED AIR FORCE
VETERAN AND SERIAL
ENTREPRENEUR WITH SUCCESSFUL…
VO NARRATOR
NATURAL SOUND
Street cars

Sign Pan 2
17:39:18

Long shot, Inglewood city signage
VENTURES IN WELLNESS AND
CONSTRUCTION…
VO NARRATOR

Sign Pan 3
17:39:31

CU, Inglewood city signage
LADY SAYS HIS SKILLS AND
EXPERIENCE GIVE HIM CONFIDENCE.
39

VO NARRATOR

Enters Office
08:44:38

Bobby entering office and sitting down at his
desk
BUT IT IS HIS PASSION AND VISION,
THAT FUEL HIS MOTIVATION TO
CONTINUE PURSUING HIS SPA
CONCEPT.
PART 4: PERSISTENCE
SOT Bobby Lady

Bobby Interview 1
00:02:44

Interview with Bobby in his office

MUSIC
In My Clouds.mp3

CITYZEN is going to be a brand. It's going
to be a known brand in hospitality and
wellness.

VO Bobby Lady

Bobby Interview 1
00:02:51

Long shot, Bobby working on laptop
There's going to be more than one
CITYZEN, LA will be the first and it's going
to become a place that people know and that
they look for when they travel.
VO Bobby Lady

Bobby Interview 1
00:03:01

MS, Bobby working on laptop
It’s something that’s going to be known in
the wellness world, I’m pretty confident
about that.
TRASITIONAL SHOT
NATURAL SOUND
Distant traffic, wind

Facing Car
02:24:31

Long shot, outside of Bobby’s home

40

VO Bobby Lady

Bobby Rendering Interview Quote 1
09:46:37

Bobby looking at renderings on desktop

I never would have guessed that I'd be
looking at renderings for a spa at some point
in my life, but I found that it's something that
needs to be done and I'm confident that I'm
the one to do it.

VO Bobby Lady

Draft1-logovariation.jpeg

Zoom photo, CITYZEN concept rendering
of entrance
This is really just the first…

SOT Bobby Lady

Bobby Rendering Interview Quote 2
00:00:33

Bobby looking at renderings on desktop
really big step towards making CITYZEN
come together so I can envision opening this
up if not by the end of this year than by next
year.

VO Bobby Lady

Building Pan
17:23:23

Establishing shot, Chinese Laundry building
When a brand is able to come through and do
something very different in a space that has
been…

VO Bobby Lady

Walking Forward
16:53:43

Bobby walking forward
resistant to change and that hasn’t seen a lot
of innovation,

When something new and something big
breaks through it definitely makes some
noise.
SOT Bobby

California Dreaming
17:22:20

CU reveal shot, Bobby
If you believe enough in your concept and
your ability to just keep working at it, it's
really just a matter of persistence.
VO Bobby Lady

California Dreaming
17:23:01

Establishing shot, California Dreaming
mural
take a look at what's out there in terms of the
competition,

come up with a way to be different and to
give people something that they're craving…

41

SOT Bobby Lady

Bobby Rendering Interview Sticking to It
00:04:43

Bobby looking at renderings on desktop
and I really think that, it's just a matter of
sticking to it.

Abstract (if available)

Abstract In early 2015, I quit my job at an established PR Firm in Los Angeles to operate a boutique agency specializing in social media and content marketing. While it was not my intention to own and operate a business just two years after starting my professional career, I recognized an opportunity in the rise of social media management and provided a service that was in growing demand. I did not know it at the time, but my entrepreneurial journey had begun. ❧ I made decisions, took risks and ultimately turned an idea into a profitable business. Becoming an entrepreneur has had a tremendous impact on my personal and professional life and I have been fascinated by the entrepreneurial journey ever since. Over the years, I connected with like-minded entrepreneurs from a variety of industries and recognized commonalities among those with successful businesses. They invested the time and effort to learn about the industries in which they operate, developed a clear vision for their venture and took action. ❧ I met Bobby Lady, a serial entrepreneur, later in 2015 and quickly picked up on his passion for innovative business concepts. It wasn’t long before he introduced his idea for CITYZEN Spa & Sento, a wellness destination in Los Angeles inspired by traditional Japanese bathing. I nodded along as he shared his vision of a city-dweller’s oasis and I immediately began to consider whether his idea was realistic, profitable and scalable. I found myself asking, what is the current state of the spa industry and where is it headed? are there industry success stories? and, does this person have the skills, experience and determination to actually pull this off? According to the U.S. Bureau of Labor Statistics, 20% of startups fail in their first year and only about 50% make it to their fifth year. ❧ Despite the risk of failure, Lady says historic spa industry growth is likely to lead to new business opportunity and he intends to capitalize on it by catering to the demand of the target consumer. With successful ventures in wellness and construction, Lady knows that finding a location for his spa is the next critical step in his business plan. I chose to document a glimpse of Lady’s entrepreneurship journey to touch on the challenges of developing a spa concept and reveal the business opportunity behind one of the world’s fastest-growing industries. ❧ As a visual journalist, I set out to produce a documentary to explore the spa industry boom through relevant data, insights from successful industry leaders, and the experience of one hard-working Los Angeles entrepreneur. The purpose of this story is to report on a thriving industry, inspire viewers to learn more about spa-going and motivate future entrepreneurs to pursue their business ideas.

Linked assets

University of Southern California Dissertations and Theses

Conceptually similar

PDF

The effects of fake news on the practice of investor relations and financial communications

PDF

Hippie revival: where will the Cannabis Tour take us?

PDF

Coming of age through my eyes

PDF

Making USC football great again

PDF

Cages to classrooms: an examination of the school to prison pipeline

PDF

A psywar over the phone

PDF

The Digital Revolution and its impact on the beauty industry

PDF

The influencer break-down: a history, categorization, and analysis of success for health & wellness influencers

PDF

The Awareness Podcast: a look into how sports can negatively affect a student-athlete's mental health

PDF

Dancing a legacy: movement in the wake of the Greensboro Massacre

PDF

In the line of duty: examining suicides among police officers

PDF

The love of the game: a snapshot of USC club sports

PDF

Outfit: a queer fashion podcast that explores the relationship between the LGBTQ community and their clothing

PDF

An analysis of business approaches to drive community-specific media coverage in Japan

PDF

Dressing Hollywood: artist behind the screen, story of Hollywood's costume shops

PDF

Music between the lines: how duality informs the artistic process and future of classical music

PDF

Strategic planning model for the Chatsworth-Northridge Industrial Core - Innov818

PDF

Sole cry: the layers of sneaker culture

PDF

Thai entrepreneurs in Los Angeles

PDF

Beyond Beyoncé

Asset Metadata

Creator Plascencia, Susana (author)

Core Title The business of spa

School Annenberg School for Communication

Degree Master of Arts

Degree Program Specialized Journalism (The Arts)

Publication Date 09/23/2019

Defense Date 09/23/2019

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag business,entrepreneurship,OAI-PMH Harvest,onsen,Spa,wellness

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Birman, Dan (committee chair), Kahn, Gabriel (committee chair), Mednick, Steven (committee chair)

Creator Email splascen@usc.edu,suzplascencia@gmail.com

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c89-222729

Unique identifier UC11674143

Identifier etd-Plascencia-7843.pdf (filename),usctheses-c89-222729 (legacy record id)

Legacy Identifier etd-Plascencia-7843.pdf

Dmrecord 222729

Document Type Thesis

Rights Plascencia, Susana

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA