To accomplish this goal, the client enlisted Smarthinking Inc., an award-winning brand agency, that has a long history of developing unique and compelling real estate and hospitality projects. The firm’s New York roots were an advantage as they were seeing and experiencing McCall, Idaho for the first time.
“When we first arrived in McCall, we were awestruck. This has to be one of the most beautiful spots in the country, and we immediately began strategizing on how to incorporate that beauty into the design of the spa.” Says Mark Natale, Principal of Smarthinking Inc.
The devil is in the details. Every aspect of the design, from the name of the spa to the interior design to the marketing strategy was rethought and redesigned until it was exactly right. Ten years later, it’s safe to say that Smarthinking Inc.’s strategic eye for detail paid off…literally.
In the past ten years, the spa has not revamped their treatment menus with trendy offerings or enhancements. Instead, the spa offers their top 5 selection of massages, facials, scrubs, and body wraps. They’ve excelled in them ever since and the ROI has kept a healthy pulse.
Natale refers to the spa’s two immersion pools as a great example of setting the standard in spa excellence. In fact, the spa was even named into Forbes’ exclusive list of star rating winners worldwide. “We knew we wanted to build indoor and outdoor immersion pools in the spa that could be used in all four seasons. Beautiful soaking pools with heated, saline water, bringing the concept of the hot spring inside the spa. But we needed to do something different, something reflective of McCall. We felt to capture an authentic design, the pools should look like they were newly discovered natural hot springs. We sat down with the pool designers and said, "forget everything you know about traditional pool design. This needed to be completely different." In the end, we were left with two stunning immersion pools that incorporate roughly 68,000 pounds of local granite boulders.”