Everything Top-Notch
Renovated Vermont Spa Stays On The Forefront
by Matt Morgan
 By definition, topnotch is “the
highest point possible or attainable.” Guests of Topnotch Resort & Spa in
Stowe, Vt., are sure to experience that firsthand, especially following major
renovation of the spa and a reconception of the entire spa experience.
Topnotch has the feel of a cozy, old-country ski lodge—because
it is an old-country ski
lodge, plus so much more. Founded in 1959, the resort has developed into a
premier New England destination.
Topnotch is home to one of the best tennis complexes in the
country, for example; the spa, opened in 1989, isn’t too far behind in terms
of reputation.
“Topnotch is a quality resort where people can come and
pretty much have any type of service they want and get high-end treatment with
first-class customer service,” says Alexandra Robinson, assistant spa
director.
An extraordinary location adds to the allure of the resort and
its spa. Tucked into heart of the Green Mountains, the facility was designed to
give breathtaking views of Vermont’s highest peak, Mount Mansfield.
“When you’re sitting in any of our spa areas, you’re
encapsulated by these views, and you really feel like you’re in the mountains,”
Robinson says.
 However, the rising number of spa guests over the years was
starting to impact the spacious and serene atmosphere.
“Topnotch Spa has an extremely high reputation for the
quality of its services and for the therapists that we have,” she says. “But
we were at a point where we were fully maxed. We could accommodate no more
people—we had no more locker space. We wanted to create an area that was both
comfortable and workable for our therapists but was still a modern environment
that kept the Vermont feel.”
In December 2004, Topnotch completed a 10-month renovation
project that increased the size of the spa by half and nearly doubled the number
of treatment rooms. Spacious private spa lounges with custom fireplaces, steam
rooms, saunas, Jacuzzis and juice bars were part of the multimillion-dollar
renovation, as were increased relaxation areas for couples and friends between
services.
“We really wanted to create a space that would have a
wholesome sense of well-being for all of our guests,” Robinson says. “We try to use a lot of local artists and
woodworkers for all of our lockers, and you’ll see a lot of armoires in all of
the treatment rooms, all locally made from maple and birch.
“But at the same time,” she continues, “we’re trying
to remain cutting-edge and offer as many services as we can so we have a wide
range for all people.”
The Cutting Edge
There are 30 treatment rooms, including a stunning couple’s
suite, where guests can pick from among 140 treatments options. These range from
the classic Swedish Massage ($90-$125) to the Eastern-originated Thai Massage
($90-$130).
“Our massage therapists and estheticians have been able to
use services that really work,” Robinson says. “We’re not into fads. We want to have the services that
our guests will really benefit from.”
The spa staff prides itself on developing one-of-a-kind
treatments using products indigenous to the area. The Vermont Wildflower and
Wood-spice treatments ($150 each) are two such signature services.
“The 80-minute service is devised by our massage therapists,”
she says. “The products used in this treatment are made for us locally by a herbalist. It comprises
of a 25-minute herbal wrap where you’re wrapped in cotton sheets that have
been soaking in a tea of these herbs. These encourage you to passively sweat and
detoxify. Then you go into a maple sugar scrub, where all of the toxins you
sweated out are sloughed off the skin.” Guests then are treated to a massage with their choice of
local wildflower or wood-spice oil.
“If somebody is more massage-oriented, the Vermont River
Rocks Treatment [75 minutes, $130], which is our version of the hot-rock
treatment, is really great,” she says. “Again, it is devised by our massage
therapists so it is unique to Topnotch. It uses either the warmed wildflower or
wood-spice oil and hot and cold river rocks. It’s a slightly more hands-on
approach than a traditional rock massage.”
The Beijing Foot Treatment (25 minutes, $60) was created after
the Topnotch’s massage manager visited China to train and perform massage
therapy on the country’s national gymnastics team.
“It’s great after skiing or hiking or playing tennis,”
Robinson says. “Also, the Thai Massage is growing ever more popular,
especially for sportsmen and women who really want good compression-stretching
work.”
The Northern Sun Tanning Treatment (50 minutes, $100) is
popular in the spring and summer when guests want a quick tan before they go
away. A St. Tropez sunless tanner is applied after a full-body exfoliation,
leaving a warm, healthy-looking glow.
Renovation Benefits
The couple’s suite has quickly become a highly sought-after
amenity at Topnotch Spa following the renovation. Couples have their run of the
room for a half-hour before their treatments. They can use their 30 minutes to
unwind by the fireplace in plush, comfortable chairs, enjoy relaxing music and
sip on cocktails. When the appointment time arrives, therapists can perform
side-by-side massages in whatever modality the guests wish.
“Any couple that comes to our spa wanting to get a massage
and sees that, they book that,” Robinson says. “They want the massage side
by side. They love the whole experience of being able to have the suite for a
half an hour prior to their appointment. And obviously being able to have a
choice of massage at the same time is a huge plus for them.”
Topnotch found post-renovation to be a good time to introduce
Decléor and June Jacobs product lines to the menu of services. “With both of these lines, the esthetician has more freedom
to tailor the facial to the individual client,” she says. “They can mix the
facials up a little more so the client really gets the full benefit of the
facial.” The series of Decléor facials ($95-$130) in particular has
“taken off in a huge way,” she adds.
A host of medical-spa treatments also were added to the menu
once the renovation was complete. “The spa industry had been on the increase for so many years
and then it seemed to level out, while the medi-spa industry was increasing even
further,” Robinson explains. “So we really felt that was an area we needed
to get into to maximize our potential. Luckily we were able to partner with a local dermatologist,
Mitchell Schwartz, and come up with this menu of medi-spa services.”
In addition to the standard Botox® and Restylane® therapies ($15-$450) and microdermabrasion (50
minutes, $140), Topnotch performs hair removal ($95 and up), capillary removal
($150) and leg vein injections ($250) among other dermatological services.
“The response has been very positive,” she says. “In
Vermont, we’re not in one of the corners of the country that have been
embracing this industry so far, but Dr. Schwartz is gradually building a
clientele.”
The Best For Guests
Of course, amazing new treatments in newly renovated rooms
would be lost without Topnotch’s signature customer service.
“We are concerned about the general well-being of our guests
and make sure they get the most out of their visit to Topnotch,” Robinson
says. “When a guest calls and books an appointment, we want to advise them as
to which service is most beneficial to them, not the biggest sale that we can
get.”
The spa maintains a staff of 65 throughout the year, and most
massage therapists have been at Topnotch for some time, she says. In fact,
therapists are on call in case a repeat guest requests them and they aren’t
scheduled at the time.
“These really great therapists who are devising indigenous
treatments and using indigenous products is a unique part of what we are,” she
says. “We’re really able to utilize all of the resources we have right here
in Stowe to bring a quality experience to our guests.”
At A Glance
Facility: Topnotch Resort & Spa, Stowe, Vt.
Unique Features: Picturesque mountain views; indigenous
products and treatments.
Client Demographic: Guests hail from nearby large cities
(Boston, New York, Montreal); 30 percent are local clientele.
Top Requested Signature Treatment: Vermont Wildflower or Wood-spice treatments.
Best Marketing Method: Word of mouth.
The Bottom Line: Completed multimillion-dollar spa renovation
in December 2004.
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