In 1990, I started Cowboy Coffee Company in Moose, Wyoming. During that time, as there was no social media (not really sure how we did our marketing then?) …  so I went to KZ95, one of the local radio stations to get some ads out on the air. As it happened, I ended up writing, producing and performing the voice overs, which then lead to a radio show, “Sean and Susan” which then lead to more voice over work… etc.

Twenty years later, the radio station which was located on top of a crusty local bar, the Log Cabin, is now the lovely Rustic Inn!

Per a friend’s recommendation, I booked a massage with Amber, who has hands as strong as steel, and demeanor of a Saint. You check-in at the hotel reception where the door men and front desk agents look a bit, beatnik … do we even say that word anymore? They are these young hip guys with long-ish “Ringo” hair in oxford shirts and the most welcoming smiles. “Good Morning Mam.”, as he opened the front door and tucked a lock of hair behind his ear.

The usual protocols happens after that;  I meet Amber from Idaho, intake form is complete, excitement gears up and then…  an unexpected walk down memory lane. Amber leads me to the treatment room,  past the old Log Cabin bar, which is now an elegant bar, a welcoming bar, a safe bar. Where are the locals that start drinking at 10am? Where is the smell of cigarettes, Clorox and spilled beer?

My guest journey continues as I then walk by the wide set up stairs that lead up to the old radio station, a get a glance of café chairs and tables. In my mind, I can still see the desks of the sales reps, the station manager and posters of bands and KZ95 banners.  I smell the pipe smoke from Bill, the engineer, who would sit over my shoulder when I was on-air and puff his pipe. Those steps… those steps that lead to the only bathroom- I played a long song, ran down those steps, ran up those steps, hit a button for the next song.

My massage was therapeutic, which is a nice way to say, very deep and not “ewwy-gewwy Zen.”, but I felt great after wards, way after wards.  The rooms are large, could use some softening up, a few details could make them nicer. But all’n’all…. A great day at the Rustic Inn with haunting of KZ95… puff puff.

Susan Gwaltney

Essential Spa Consulting

In 1998, I opened the first U.S. Aman Resort, Amangani . It is located on top of a small mountain in the most scenic and ranching valley in Jackson Hole, Wyoming. The views are peaceful, the breeze light and watch out when it snows 6 feet, (and it will) because then the roads are treacherous and hotel guests and associates alike feel like they are actors stuck in the movie, “the Shining!” It really was one of the first 5 star hotel resorts and spa… today there are now at least ½ dozen world class spas in Jackson Hole. Which is a good thing and a bad thing all at the same time.

Here is why… so the good thing for guest of:  The Four Seasons, Terra Resorts (there are 2 spas and hotels, both  in Teton Village) the Shooting Star, Aman Resorts, Snake River Lodge and Spa,  Rusty Parrot, The Rustic Inn… (did I forget anyone?)- is that there are a lot of spas.  Most properties offer pools, steam, sauna, relax rooms, fitness centers, golf, personal trainers, Yoga, Pilates, skiing, and café. Their treatment menus seem complete with facials, massage, body treatments, nail /wax and hair services and… tons of retail. Looks and sounds inviting- right?

Not so much, and here is why.

As a spa operator, it is a nightmare- almost impossible to deliver these 5 services in a 5 star way. Consultants have overdesigned most spas and have too many offerings on the menu. Maybe during the winter season when the Teton Village is alive with skiers (end of Dec-end of March) then the treatment rooms are full, steam rooms actually are on with guests sitting in them, and therapist are happy as they now have work. The other 9 months- Spa Directors are in search of treatment therapists that are happy to sit and wait for business, the full time staff is lean and multi-task to the point where you must wonder … “where is the guest service here?” And there are no, no, no nail-techs in the Rocky Mountains! Lounges sit empty with state of the art pedicure thrones, hair salons are dark, organic/vegan nail products that are missing their expiration date are sitting waiting for a tech to use them , and unattended relax rooms overflow with towels.

I am not blaming the spa operators, it is just Jackson Hole- where there are not enough trained therapists. For a state with less than ½ million inhabitants and NO massage/facial/nail schools… and horribly expensive- it is just very difficult and expensive to staff. I am sure that guests get frustrated seeing a spa menu and unable to get appointments. Not due to being overbooked, but due to not enough staff.

It is a vision for us spa nerds to have all of these solid global brands in one little community- the hardship is delivering the goods!

More later about my massage experience!

Susan Gwaltney