Spa says relax, pay what you can

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BOULDER - Spend any time at Sensorielle Spa and you'll quickly learn it is the definition of tranquility. From the gentle sound of trickling water features to soft lighting, clients are eased into a healing environment.

"We treat the body, mind and spirit," said Jewl Petteway, director of the spa.

The spa offers an array of massage and skin treatments.

"Our spa is really meant to uplift people and give them a feeling of wholeness, happiness and stress relief," said Petteway. "I want them to feel extremely blissful."

That stress relief has taken on increased importance to customers given the downturn in the economy.

"As everyone knows, the economy has been very challenging," said Petteway.

To answer that challenge, Sensorielle will begin offering a pay-what-you-can program on Feb. 1. Clients will be given a suggested price list for services, but will be asked to pay only what their budget will allow.

"Regardless of what their situation is today, they can come in and set the price that feels good to them and be able to experience any of our treatments," said Petteway.

The pay-what-you-can plan has been embraced by the staff at Sensorielle. For them, there is a risk to the concept. Massage therapists could end up receiving less compensation for their time, but they hope the flexible pricing will result in more appointments and an increased customer base.

While pay-what-you-can is new to the spa business, it is an approach that has been used by restaurants and yoga studios to build their customer base. The hope is that once the economy improves, those customers will retain loyalty to the business.

This unique business approach has also created unique and surprising results. Take for instance when one client asked if she could start the pay-what-you-can plan prior to Feb. 1.

"The therapist said that's fine, go ahead and do it," said Petteway. "She then paid $130 for a $100 service."

Not all will be able to be so generous, but Petteway wants all of her clients, no matter their financial situation, to utilize the stress-relieving services of her spa.

"I want people to come in here and completely forget they have financial stress and work stress. Just forget about that and be in our tropical oasis and just let it go," she said.