March 4, 2025 • 39 mins
In this episode of Spark and Ignite Your Marketing, we dive deep into the enchanting world of experiential business with Jessica Skop, founder of Serendipity Wellness Spa. From an unexpected spark that led her into the spa industry to rebuilding after a devastating fire, Jessica shares how she turned obstacles into opportunities and created a brand experience like no other. Listen in as we explore how to transform a business into an immersive, unforgettable journey that keeps customers coming back for more. If you're looking to awaken your brand magic, you won’t want to miss this conversation!
Three Key Topics Discused:
- The Power of Experiential Marketing in Business: Jessica explains how her spa stands out by offering unique, themed experiences—like Harry Potter-inspired spa days and fire-and-ice treatments. She reveals why creating unforgettable moments is the key to customer loyalty and word-of-mouth marketing.
- Overcoming Adversity: Rebuilding After a Fire: When Jessica’s first spa location burned down, she didn’t give up. Instead, she reopened within 10 days and used the challenge as an opportunity to build something even bigger and better. Her story is a testament to the resilience and adaptability every entrepreneur needs.
- Awakening Your Brand Magic: Jessica shares how stepping into her brand’s unique magic—blending hospitality, wellness, and immersive storytelling—completely transformed her business. She encourages entrepreneurs to find their own special spark that sets them apart from the competition.
Follow Jessica:
LinkedIn | Jessica Skop
Instagram | Serendipity Wellness Spa
P.S. Ready to spark your unique opportunities and ignite your marketing? Here are three ways to work with us.
1. 📞 Schedule a Complimentary 15-minute Call and let’s delve into your goals and answer any questions you may have.
2. 📘 Read Beverly’s book Marketing for Entrepreneurs a quick guide filled with actionable steps to help make your brand and business shine even brighter. 🎙️ Listen to Beverly’s Marketing Podcast where she interviews entrepreneurs to get inspired and gain new business and marketing insights.
3. 🎓 Learn more about marketing and Enroll in Our Marketing Courses designed to bring clarity to your business efforts. They’re easy-to-understand and self-paced, perfect for busy entrepreneurs like you.
P.S. Take the first step (will only take you 3 minutes) to awaken your brand magic with our personalized Brand Clarity Quiz
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Beverly (00:00):
Did you know that businesses that focus on
creating immersive customerexperiences see a higher rate of
repeat clients and word of mouthreferrals?
When customers feel somethingreally special, they don't just
remember it, they share it.
On today's episode of Spark andIgnite Your Marketing podcast.
It's all about creating magic inbusiness, and we have the
(00:22):
perfect guest to show us howit's done.
I'm your host Beverly Cornell.
And today I'm thrilled towelcome Jessica Skop, founder of
serendipity wellness spa inMichigan.
Jessica has been elevating 20years, transforming self care
into memorable.
Immersive experiences that keepher clients coming back again.
(00:42):
And again, she has built abusiness that really blends
healing hospitality and a touchof enchantment.
And today she's here to shareher journey, her insights and a
few marketing secrets.
Hi, Jessica.
Welcome to the show.
Jessica (00:56):
Hi.
Thank you.
Beverly (00:58):
So Jessica, take us back to the beginning.
How did Serendipity Wellness Spacome to life?
We call it the spark.
How did it all start?
And was there a defining momentthat was the spark?
Jessica (01:11):
Absolutely.
It is a funny story.
I was in college studying to bean engineer.
And in the meantime, I wasworking and I was a restaurant
manager and I threw out my backtaking care of an order that was
coming in.
So I had to go and get physicaltherapy and massage therapy.
(01:31):
And right then and there is whenit hit me that, I want to own
one of these places.
I want to own a spa.
I knew I wanted to be a businessowner.
But I was just doing what Ithought was right by going into
engineering.
And then once I experienced thespa world, it changed everything
for me.
Beverly (01:47):
So it's from your own journey of healing that you
realize that This was the placeyou wanted to spend all of your
time and energy.
I love that so much because Ithink when you get back to the
root of why everyone starts abusiness, it's usually because
of something that happened tothem that really creates an
experience that says, this iswhat my life is supposed to be
about.
I think that's amazing.
(02:08):
You've built a spa experienceand I say experience and you in
your bio, it says experiencethat's truly one of a kind.
What makes you different?
What makes serendipity differentfrom other spas and who do you
serve?
Jessica (02:22):
My second location, which is now my sole location,
we are a tour spa, but we alsoserve the locals.
Our clientele is a little bitmixed, same kind of demographic,
but we do a lot more couplesthan what you would see in a
normal day to day spa.
We also do a lot of parties andthings like that.
Our demographics is going to beprimarily the women that are 30
(02:43):
to 60 years old, but then wealso do those couples and
parties.
One of the things that I feelmakes us absolutely different
than any other spa out there isour main focus is on that
experience.
And I think it's the hospitalityside of my past in my education
that really brought that tolight.
We don't want you to just comein and get a massage.
(03:05):
We want it to be a wholeexperience.
We don't want you to come in andget a pedicure.
We want you to get a put thelime in the coconut pedicure and
serve it with, a pina coladadrink or toes in the sand
pedicure or, self love pedicurefor Valentine's Day.
And it's served with a lovepotion drink for yourself, it's
just absolutely fun, unique,different, and it's all themed
(03:29):
as far as like seasonal or, wedo events and things like that.
That's what it's about.
It's about the experience.
I'm always looking for valueadded.
So what can we add onto thisservice that makes it better?
And it can be anything from,every single one of our massages
comes with young livingaromatherapy.
It's included.
We use the hot towel therapy, wemake sure that it's the full 60
(03:51):
minutes.
Not 50 minutes.
We have, the tiny bolsters thatare tucked right here underneath
your shoulders.
So it props the women up alittle bit, makes them more
comfortable, the hydraulic beds.
So the experience is morecomfortable.
And it's all these little thingsthat add up to a big difference
and it makes it not just fromgoing to your local massage
(04:11):
place and getting a massage,feeling better, walking out, but
a whole experience involved inthat.
So I think that's where we'redifferent.
We'll find ways to createrituals where it's like a two
hour treatment, A perfectexample of that is our fire and
ice.
My husband and I traveled toIceland and we like to do
experiences that are based onour travels.
(04:32):
So there's a fire and ice ritualand it's combination of hot
stones and cold stones and thefacial globes and eye
treatments.
And it's literally the hot andcold throughout the entire body
treatment.
And it's set in an Iceland room,the whole room is Icelandic
decor.
Each of our rooms have their ownkind of theme.
So in every single room in ourspa is based upon an experience
(04:56):
that my husband and I had on ourtravels.
that's where we make things alot different and unique and fun
and interesting and that's ourgoal.
Beverly (05:04):
Plus when you travel, it's like for work, which is
fun, too.
Jessica (05:07):
Yes, absolutely.
I love traveling to differentspas around the world.
It's amazing.
Beverly (05:11):
Yeah, that sounds amazing.
That would be like Greatpassport stamp anywhere.
I love that.
So I read in your bio that youhad a real big challenge where
you lost your first spot in afire.
How did you push through thatand rebuild something even
better?
Jessica (05:28):
I absolutely did.
Our first spa was in Linden,Michigan, and there was this
beautiful downtown building.
It's called the Union Block.
And there was a portion of itthat caught fire and with it
being built in the 1880s.
Everything was, the old wood soit took all the businesses in
that block down.
I don't know if I could do itagain at my age now, but I just
(05:51):
ran and ran for days and didn'tstop.
I watched the fire till about 4.
AM finally got a couple hourssleep, but we gathered the crew.
I said let's get everyonetogether.
And I did a shotgun lease on abuilding half a block over and
brought as much, help as wecould into the building to just
fix it up and make it looksomewhat spa and we opened 10
(06:13):
days later.
It was in May.
And I was like, I got bridalparties and I got people we got
to take care of.
So we had big tubs and webrought in tubs and chairs.
I borrowed massage tables frommy team and, we just made it
work that way.
And we honestly took about threeyears to fully renovate that
building.
We were expanding at the timewhen the fire hit and that would
(06:34):
have put us at 2, 400 squarefeet.
The original spot was 1, 200.
The new building we were able tobuild that up and expand that to
about 6, 300 square feet.
And the cool thing about that isI did work with my attorney and
got a liquor license.
So then we were the only spa inthe area that had a wine bar as
(06:54):
well.
It was very unique, very cool.
Again, the hospitality side andhow can we make it different?
How can we make it more fun?
Beverly (07:01):
I had a client who watched part of their business
burn down and it was all overthe news and all kinds of
things.
And what nightmare situation.
Gosh, I can't even imaginewatching it burn until four
o'clock in the morning and thatyou just got past that in 10
days to get something to opensuch resiliency.
I think so many entrepreneursand solopreneurs that we work
(07:22):
with have such a resilientspirit that they're just like,
we're going to rebuild.
We're going to redo.
The spirit of just rebuilding isso incredibly strong.
And it's really admirable forentrepreneurs to have that.
We wouldn't be anywhere withoutthat rebuild spirit.
So I commend you for sure tohave that.
(07:42):
One thing that I think isinteresting is that everybody I
talk to has something thatfrustrates them about their
industry.
So what is it about the spaindustry that frustrates you?
And if you could change onething or that you do change in
what you do, what is it?
Jessica (07:56):
I think maybe a little bit more of understanding of the
team.
And where they're coming from.
I think we do a really good jobwith this, with our guests, but
explaining to a guest how a nocall, no show can really affect
the team members.
I am blessed because in atourist spa, people are
expecting credit cards to holdreservations and things like
(08:17):
that.
But I see this with a lot of myco business, friends or my
business friends, where they'rereally struggling with it.
People that will cancel lastminute or just, not show and
think that's okay.
I think it's shifting, but Iwould like that to be a little
bit more of a understanding fromthe guest perspective is just
(08:37):
knowing that, this woman or thisman, that's, doing the services
they're here, they're preparingthe room, they're preparing the
products.
It's not just a matter of Ididn't receive the service.
I don't want to pay for that.
And no disrespect to our guests.
Cause I absolutely love them.
We have very low situationswhere that happens, but I see
that a lot with the businesses.
I don't do hair in our spa, butmy girlfriend is a hairstylist
(08:59):
and I see her struggle sometimesif she has three cancellations
in a day.
Beverly (09:04):
Yeah.
Jessica (09:04):
Cause that's her entire day.
So I think that I would like tosee a little bit better in the
industry.
But I said, it is changing andpeople are now starting to be
aware of that and cognizant ofthat.
And then the other would beprobably the stigmatism that
it's all drama in this business.
Because I do feel if you put thetime, the energy and the effort
(09:26):
into your team and you love onyour team and you treat them
with the respect that theydeserve and it's the same back
to you.
You're going to get that back.
Our team is absolutely amazingand we are always diving into
how can we be better for themand ourselves.
So those are the two things thatI would probably change.
Beverly (09:44):
I love that.
I love the idea of when you're aleader, it doesn't matter where
you work or what the setting isor where you are, even if it's
typical drama, that is totally afixable thing with good
leadership.
Good leadership can fix a lot ofsituations in the workplace.
When you handle yourself withcare, kindness, and just,
understand that everyone's ahuman that works with you first
(10:06):
before they're your employee, Ithink it'd make a huge
difference.
If you had to reflect back onall the things from the initial
spark to the fire, to openingthe second location, that's much
bigger.
What do you think is one aspectof your business strategy that
has evolved the most and why?
Jessica (10:24):
I do believe it's in the marketing side.
We always had unique marketing,but after COVID, that's when we
went into, all right let'sreally ramp this up and make
experiences and things likethat.
And I started to introduceevents.
Such as return to Hogwarts,which is huge I'm surrounded by
Harry Potter stuff in my officehere.
Beverly (10:43):
We're going to have a little magic here to a little
bit.
So we're going to talk magic.
So it's going to get there.
Jessica (10:47):
I can get my wand.
I think I have three of them inhere.
So I think that was a hugestepping stone for us and that's
what took us to the next level.
We have returned to Hogwarts,Whoville.
We transformed the spine toWhoville and we have the Grinch.
And then, and things juststarted to evolve like crazy
stuff that I'm thinking of.
Now we do like igloo pedicuresand we do pedicures out in an
(11:07):
igloo in Frankenmuth, Michigan,which is Christmastown, USA.
They literally do Christmasmovies for Hallmark in
Frankenmuth.
We've got Hagrid Hut where theycan, have this VIP experience
and sit in Hagrid hut and gettheir pedicure Martha May snow
globe and things like that.
So at the Grinch's Cave we builtthat.
So taking.
Nobody does this and nobodythinks to, cause it's go in and
(11:30):
get your toes done or go in andget your nails done or go get a
massage.
We don't want to just level upone notch.
I want to level up like ahundred notches.
And I want people saying, haveyou been there?
It's so cool.
Beverly (11:40):
Yeah.
Jessica (11:41):
I think that was a big change.
A big shift was after COVIDintroducing those unique
experiences.
Beverly (11:48):
Who builds all this stuff for you?
Jessica (11:50):
It's a combined effort.
I hire a crew that just mostlyour team.
I have all these crazy visions.
I wanted 250 floating candles.
So I literally hung them on fishline and then it evolves over
time.
Then I was like, okay, so now weneed a piece of wood with hooks
coming down so I can put thesecandles on dowels and just hang
them this way and quickly.
(12:11):
Yes, because that would take anentire day to do.
Yep.
So it's a combination of ourteam, taking my vision and
putting it into fruition.
I also have hired a few handymento build some more platform type
things.
But it is my team and myself.
And, put it all up like flyingdementors, putting up a leaky
cauldron bar.
And I try to make as many thingstouch on the movies and the
(12:35):
books as possible.
We have the sorting hat cupcakesfrom sugar high, which is where
we put the house color in theactual cupcake and they bite
into it.
And I have professor McGonagallsorting them.
We have a flying car that's new.
We have professor Snape, potioncloset, and it takes over our
entire massage lounge and it'sjust like shelves and shelves of
(12:56):
potion the massage rooms willchange them to the color of the
house that you are.
So we change out all the bulbsand make them changeable bulbs.
We have Harry Potter musicplaying as the ambiance music
instead of regular massagemusic.
Beverly (13:10):
Beautiful music.
That's awesome.
Jessica (13:11):
Yeah, it's wonderful.
We set up Honeyduke sweet shopand we, give chocolate frogs
and, That leaky cauldron bar,you get your butter beer and
polyjuice potion and it's just,it's so fun.
Beverly (13:23):
I have to go just for the Hogwarts thing.
I have to just go experience itonce.
And then you said before westarted recording that you're
going to New York at the end ofthe month.
Please tell me you're going togo see Harry Potter on Broadway
because it's so fun.
Absolutely.
Fantastic.
Jessica (13:35):
That's the goal.
I got a book launch coming out.
So if there's some of mycoauthors, we're trying to get
together and I'm like, can we gosee this, please?
Beverly (13:42):
Incredible.
It's so good.
It's three hours or something.
My nine year old was on the edgeof his seat the entire time,
which he has ADHD to keep himsitting straight for three hours
is incredible.
But we were first row of thebalcony.
and the Dementors come rightinto your face, yeah.
Yeah.
The tricks they do, thepolyjuice Potion, they actually
(14:03):
become the person on stage rightin front of you.
Like they, like the actors, it'sthem.
My husband, I met in musicaltheater and we were like, how do
they do some of these things?
It's incredibly well done.
So I cannot recommend enough.
Everything is made for the HarryPotter movie.
So everything feels very HarryPotter ish.
They sell butterbeer, thechocolate frogs, they do all of
(14:23):
that there.
We went for my birthday and myson's birthday last April.
It was so good.
Jessica (14:28):
Done deal.
We're right in Times Square atthe moment.
Yeah, it's right next to it.
Beverly (14:32):
It's like right there.
Jessica (14:33):
Done.
Sold.
Beverly (14:35):
You have to convince them because, and even if you
don't, you need to just go byyourself.
Jessica (14:39):
Yeah.
I'll just tell them, Hey, I'mgetting tickets to, Harry Potter
and who wants to come?
You want to
Beverly (14:42):
come or no?
Okay, good.
Jessica (14:43):
Our guests even get an acceptance letter to Hogwarts
with the Hogwarts.
Oh, real?
That is so cool.
Yes, they hand sort them at thepost office.
It's amazing.
Yeah.
I'm all about the tiny details.
Beverly (14:54):
I threw a seven year old's birthday party.
It was a Harry Potter, so forZeke, the one that we took for
his birthday.
It was a Harry Potter themedbirthday party.
We made polyjuice potion out ofHawaiian punch and all sorts of
different things.
And we had sorting hat cookiesthat I had made as well.
And we did a Harry Potter moviewatching outside.
It was like a very epic party,Jessica, because all the parents
(15:15):
were like, the kids neverstopped talking about it.
And it really wasn't that muchdetail.
It was super fun.
So fun.
And the theme thing, I guess Ifeel for me is so fun because it
all goes to that marketing sideof it.
It's very memorable,experiential.
People remember theseexperiences, the sensory side of
things like the fire and theice, and there's so much more to
it than just.
(15:35):
A pedicure you've got likearomas, you've got the hearing
of the music, like all of it.
So for marketing for ourbusiness, we even created a
playlist we put on our websiteso that people can listen to
marketing and creative typemusic when they're doing their
marketing.
We were like, how do we make itmore experiential and how do we
create that opportunity?
So even some of our clientpackages.
(15:56):
I have like themed packageswhere I send out and I have like
unicorn So I'm all about theunicorn being a magical unicorn,
having unicorn like confidencefor my clients.
It's something that's reallyimportant to me.
So in there is unicorn.
I might have a unicorn hot cocoawith multicolored marshmallows.
It is pink.
The cocoa is pink.
It's not, black.
(16:17):
So here's a theme for you, aunicorn theme.
And then I had like mints thatare in our colors that are
unicorn and there's even likeunicorn flavored, that's not
flavored, but all differentcolors.
Popcorn.
Even in there I spray like avanilla Cake spray, so it smells
like cake when you open thepackage.
All the things are reallyimportant it has to be, it has
(16:39):
to feel like there's crinkles inthere that are all different
colors and shimmery And even theoutside envelope is iridescent.
So when they get it, it's not atypical envelope.
It needs to feel magical.
You can be 2 percent differentand it makes a difference.
But if you're like a hundredpercent different, holy cow,
watch the world out because.
People will remember what youdo.
So I love this idea ofexperiential.
(17:00):
I do it for my company.
I strongly encourage it forother people.
Even if they do a logo with us,we'll send them their logo
package and their brandingguidelines, but maybe a month
down the road, we'll send theirlogo animated as like a little
gift.
Jessica (17:13):
So cute.
Beverly (17:14):
Just ways to, like you said, add that extra.
Our big question, thisparticular season, is about
awakening your brand magic.
Was there a moment when youdecided, you said post COVID,
but was there a moment when yousaw how this unique magic that
you bring to the table reallywas the thing that was going to
make you way more successful?
Jessica (17:33):
Okay, true story.
My son was turning 12 and Iwanted to do something special
for him.
And I had known his teachersince college.
He was my brother's roommate andI went to him and I just said,
Hey, I need to do somethingspecial for Nathan.
I want a mother son trip.
I don't know what to do.
And he said, you should takeNathan to the Wizarding World of
Harry Potter.
(17:53):
And I'm like, what is that?
True story.
What?
True story.
And he's Jess, you got to readthese books.
You got to see these movies.
When that all came out and wasthe big craze, that's when I was
starting the business.
When I had Nathan, he was eightmonths old when I started the
business.
And then I went through adivorce.
So it was just, me and Nathanand a business, I didn't have
time for the outside world.
(18:14):
So I didn't know everything thatwas going on, all things, Harry
Potter.
So I took him to the wizardingworld.
We started going through thebooks together.
We started going through themovies.
So that way we had thebackground and I fell in love
with that.
It was like, Oh my gosh, this isso cool.
So then we went to the wizardingworld when he was 12.
And that was a strike moment forme because I said to myself, I
(18:35):
would love to have a spa here.
If I could do a spa in DigonAlley, how cool would that be?
That kind of stuck with me for awhile.
And the attention to detail.
Stuck with me.
So we went through the covid andI was literally sitting at my
laptop and it was 11 30 at nightand I just put a post out on our
(18:56):
business page.
Because I was like this issticking with me.
And so I just said if we decidedto do a Harry Potter themed spa
day, would you be interested?
And I put it out to the public.
We had 72, 000 engagements,whether it was likes, comments,
shares.
It went viral.
Just that post.
I was like, Oh my goodness.
(19:16):
I've never had a post have somuch traction.
And I did a lottery just to gettickets.
It was crazy.
So they had to enter a lotteryjust to get a several hundred
dollar ticket to go to thisevent.
We did it.
It was, we put it all up.
We did the event.
It was, Awesome.
Amazing.
But we had so many people thatwe couldn't service that day.
(19:40):
So I brought it back at the endof the month and I did it again.
But then obviously you work outthe case, you cannot shut down
for a day, put all thatproduction up, do the event,
tear it down and put it out.
And so then it became a weekendevent.
Now I stretched it at one pointto about five days and it was
too much.
Now it is a three day event, butOh my gosh, the response that we
got was just.
(20:01):
Off the charts.
Like I said, we have thecommittee, we meet ahead of
time.
We delegate jobs out.
So certain people are in chargeof certain things.
We, shut down the day before wedo the setup.
We go through the whole event.
We do recap meetings.
I type everything up.
I share it with the team.
Yeah.
Ideas, feedback, everything.
(20:21):
And then we use that to tweak itfor the next year.
Beverly (20:23):
What has been the hardest thing about marketing
for you then?
Obviously this has workedfantastically, but what, have
you made a marketing mistakethat hasn't worked?
Like what have you learned fromsome of those things?
Jessica (20:33):
To be honest, yeah, I've wasted money on stuff that
I thought was going to beawesome.
I hate to say it, but likeanniversary parties.
I have pumped a ton of moneyinto anniversary parties.
And the first one it was okay,it was an outdoor event with a
band and everything.
Beverly (20:50):
Wow.
Jessica (20:51):
We had a beer tent set up, we had a band but I didn't
realize that the band needs.
So I was running all these cordslike crazy to get, power to the
band, but then we wereoverloading our circuits in the
building.
And so I'm pulling from otherbuildings and I still have all
these extension cords.
(21:12):
And so like they would beplaying and then shut down and
then playing.
That was fun.
Luckily it was a friend of ours,his band is well known in the
area.
So it was fun but it was a lotof work and a lot of hiccups.
So I did learn from that.
I did throw a party inFrankenmuth for our 10 year as
well.
And I had like a little quartet,a string quartet, and I had
(21:33):
prost catering and it was allbeautiful.
And then a tornado hit the townand we all had to go in the
basement.
Beverly (21:39):
Yeah.
These are like, Really randomthings that are happening.
Jessica (21:44):
Okay.
So we're not going to do any biganniversary parties.
Beverly (21:48):
Fair, totally fair.
Jessica (21:50):
Yeah.
So I stopped doing that.
We did a Galentine's day event,which we did for a couple of
years as part of our events.
And last year we had an icestorm coming.
So I'm learning, be careful ofthe timing of it as well.
So I pulled the Galentine.
This is the first year we're notdoing it because the weather's
unpredictable.
Beverly (22:08):
Especially in Michigan, that time of year, January,
February, I feel like it'sreally rough.
So I have a magic hat, but mymagic hat is purple and sequiny.
And in here are a bunch ofquestions.
Okay.
And we call this our magic hatround, but it's like a lightning
round.
And I'm going to wave my wandover the magic that will help us
(22:30):
find the perfect question.
This one is there a book, apodcast, or an entrepreneur that
has made a lasting impact onyour entrepreneurial journey?
And it can be more than one.
So you don't have to feel like,Oh my gosh, one, but is there
been any that have really,inspired you?
Jessica (22:45):
Yes, absolutely.
So there's two books that Ialways refer back to and not
necessarily marketing books, butthere's two books.
One being principles of successby Jack Canfield.
It drove me to actually studywith him in his breakthrough to
success.
So I spent about eight daysstudying with him.
And then my second book is themagic.
By Rhonda Byrne.
I literally have multiple copiesback there, which you can see on
(23:08):
my shelf.
And I was introduced, obviouslythe secret was a huge favorite
of mine, but I am shifting gearsas it is right now.
And I'm really focused ongratitude.
I want to become a gratitudeleader.
I want to help others understandthe power of gratitude.
The magic is a 28 day gratitudejourney.
And like in November I do a, wegive thanks package at the spa
(23:31):
where they get a massage, theyget a pedicure all November
seasonal themed.
All the falls cocktail.
And a beautifully wrapped copyof the magic to take home and
take on that magical journey.
So those are the two books thatreally resonate with me.
They are professional andpersonal development, but it
shifts me back.
So when you start to get, likethe negative side or the worries
(23:54):
or the anxiety or anything likethat, it's always nope cancel.
Go back to gratitude.
Grateful.
So principles of success and themagic.
Beverly (24:02):
I read a book by Elizabeth Gilbert called Big
Magic.
Have you read that?
Jessica (24:07):
No, I have to write that one down.
Beverly (24:09):
I'm going to suggest it.
Okay.
About your creativity.
And I feel like you have such acreative side that it probably
would find some benefit of that.
So what is something in yourbusiness that brings you pure
joy?
Jessica (24:21):
Kind of stuff like this.
I get so excited just to sharethe journey.
I get so excited to trysomething new.
I also like in the actualbusiness, I love designing
events or renovations.
I love it.
Love making something morebeautiful, more fun, more what
(24:42):
can we do next?
Beverly (24:43):
Yeah.
Entrepreneurs love to buildthings.
So I'm not surprised.
Jessica (24:46):
This is so fun for me.
And sharing that and talkingabout it.
Instead of just constantly dayto day stuff, I'm not a day to
day person anymore.
I definitely on the visionaryside now.
Beverly (24:56):
That's the best seat to be in on the whole business.
If you could collaborate withany brand or entrepreneur, who
would it be and why?
Ooh.
Jessica (25:03):
It's probably Jack Canfield.
I love all of his work, hisworkshops.
All of his principles of successand everything in that whole
brand.
I think that's who I gravitateto the most.
I do Denise Duffield as well,but I think I just have a
history with Jack.
So I just connect with him andhis mindset and it's a
(25:25):
combination of meditation,gratitude, and get the work
done.
I think it's just amazing atwhat he does.
Beverly (25:32):
How has running your business changed you as a
person?
Jessica (25:37):
Oh, wow.
I think the biggest thing is...
you know, obviously everybodygets confidence when they're a
business owner.
They get confidence.
But with being a business owner,you don't have a lot of people
that you can go to for theanswer.
You have to find the answer.
You have to be resourceful.
You have to do the research.
You have to learn it yourself.
It's very rare that you can justtake a team member and say,
(25:58):
okay, I want to do this.
Can you go learn it?
No, you have to learn thesoftware.
You have to learn social media.
You have to learn how this allworks.
So in working that muscle, thatresourcefulness muscle.
I gained the confidence in theability to not look at problems
as impassable.
Or impossible that one too, butit's not, I'm not at an impasse
(26:19):
when I come up to this, the newthing, I'm not at an impasse
because I don't know the answer.
I may have to find the rightperson that has the answer.
Like an attorney or anaccountant or something like
that.
But I know that I'm resourcefulenough to find that answer.
Now that I'm an entrepreneur,there's always an answer.
Yes.
Beverly (26:38):
I have the word yet on my vision board.
I don't know something yet.
Like it doesn't mean I'm notgoing to learn it or they're not
going to figure it out.
It's just yet if it's a problemright now, it's just a yet
situation.
So yeah,
Jessica (26:52):
your vision board right there.
Beverly (26:53):
Yeah.
Jessica (26:53):
These are all vision boards.
Beverly (26:54):
Oh, very cool.
We're going to be best friends.
Love it.
Okay.
Last question.
Have you ever thought aboutquitting and what pulled you
back?
Jessica (27:02):
Ooh, yes.
I have.
When I had my second son we wereapproached about selling the one
location.
My oldest was 15 when myyoungest was born.
And that started a thoughtprocess of, do we switch gears
in our life?
Do we look at a new career?
And so we had sold the firstlocation and.
(27:24):
Was able to spend more time withour newborn, which was awesome.
And then Frankenmuth had takenoff and it, it flourished and
things like that.
And there did come a time whereit's okay, this is day to day.
This is day to day.
It's not lighting me up anymore.
So what pulled me back was.
Wait a second.
Okay.
I can still create uniqueexperiences and I can still be a
visionary and I can still bearound these women and men that
(27:47):
I love that they're like myfamily, but to do them justice,
I also need to look over here.
Beverly (27:53):
Yeah.
Jessica (27:54):
So I told myself, We got a great business.
We've got a great serendipityfamily.
There's so many things like thatare absolutely amazing about
this group of individuals.
There's 43 of them.
And I've never seen such a greatcollaboration that gets hands
down best team we've ever had.
So I'm like, okay, so if we canwork on working with our
(28:15):
managers and making sure thatthey have that mindset, that,
that love and compassion, yetholding accountable LMA.
Then I can be the visionary, butI can also work on things like
being on a podcast, launching abook, doing consulting for other
spa owners.
And that's what drew me back in.
I don't have to do the day today.
I don't have to be at the spa 80hours a week.
(28:37):
I did that.
I did that.
And I'm glad I did because I canspeak from experience, but that
doesn't mean I have to give itup.
So yes, I did have thoughts.
And then it was, Wait, I canstill live my dreams.
I can still work from home.
I can still do these fun events.
I don't have a boss telling me,nope, you can't do that
marketing plan.
And I'm like, watch me becauseit's mine.
Beverly (28:58):
I think is fabulous about the women that I've
interviewed is that.
Because we are raising familiesand doing all these things, we
are recreating what it evenlooks like to be at the helm of
a business.
And.
This freedom of being able to,move things off of your plate
and trust people to do theirwork so that you can live in
(29:18):
your magic and not Be stuck inthe day to day.
Jessica (29:22):
So true.
Beverly (29:23):
So before we move into my magic wand I want to ask one
more question.
Tell me a story about one ofyour customers and how your
business.
Affected them, the impact youhad on
Jessica (29:38):
them.
Ooh, gosh.
The most recent is a HarryPotter one.
We have a guest that's beencoming to our event every year.
Her name is Shannon and herhusband, Steve.
Has been, booking theappointments for her and
everything.
Huge Harry Potter fans.
And her daughter has beenstruggling with fertility and
all this kind of stuff.
And this past year, her daughterwas going to join her for the
(30:01):
Harry Potter event.
And she had reached out to meprivately and they had success
with their fertility efforts.
And my husband and I also wentthrough a long journey with that
and IVF.
And so I really connected withher and we were able to create
this whole Experience in themiddle of Hogwarts and her
(30:24):
daughter had to take a potiontogether and she had to say this
magical spell and I took herthrough this whole journey, then
in the cauldron came out, Themessage that basically she was
going to be a grandmother.
It was amazing to see theirexperience and they put it all
over.
And then that was part of theirannouncement was that video.
(30:45):
So it was really special to be apart of that.
Beverly (30:47):
I think that's Beautiful.
I do have experience infertility and done that road.
So that's even more interesting,Jessica.
Twins separated.
So I'm going to wave my magicwand and we are going to go into
the past and we're going to 18year old Jessica who just
graduated from high school.
And we're going to give her abit of advice.
(31:09):
What would we tell Jessica who's18 just finishing high school?
Jessica (31:13):
Good question.
For advice, I would say followyour gut and not what people
tell you to do.
Don't follow the blueprint thatthe world tells you.
To follow and follow your gutand don't be afraid to step out
into the world, confident inyourself.
Beverly (31:30):
Okay.
Let's also ask that Jessica whatshe thinks of who you are today.
What do you think she would say?
Jessica (31:37):
I think that Jessica would be proud, confused at
first.
That Jessica wanted to conquerthe world.
So a hundred locations, thatkind of stuff.
But I think she would be proudto see that one of the things
that I made as a absolute nonnegotiable part of my heart and
focus is my family.
My family is so dear to me.
(31:59):
So important to me.
Met the love of my life throughthe spa on a sales call.
And my husband is just my world.
My boys are my world.
When she's looking upon me,she's going to say, okay, now I
understand it doesn't have to beconquer the world.
Because you don't have to getvalidation through that, which I
may have thought at 18 is you'reimportant if you conquer the
(32:20):
world, but now seeing there's somuch love there and so much joy.
I think she would be proud of mynumber one job is being a mom, I
love being a mom.
Beverly (32:29):
Okay.
I'm going to wave the wand andI'm going to go forward and
we're gonna go all the waydecades and decades from now to
your funeral where people arelistening to your eulogy you're
celebrating your life, Jessica.
What is the biggest impact haveyou made?
They're going to talk about
Jessica (32:46):
that I became a gratitude leader that I taught
people how to see the good andany bad situation.
And I helped turn mindsets.
So that their life wasn'tcrumbling or debilitating or
horrible for a long period oftime.
I think that would be my bigthing.
Beverly (33:07):
What a gift to give to the world is more gratitude for
sure.
I hope so.
Okay.
I'm going to wave them back toone and bring us right back to
the present day.
We are now in 2025.
What is one thing that you thinkyou could help our listeners,
new entrepreneurs, seasonedentrepreneurs all scopes of
entrepreneurs, solopreneurs.
(33:27):
What is one tip you would giveto them that they could help
them awaken their brand magictoday?
Jessica (33:34):
I would say, think about what you can bring to the
table that no one else is doing.
And if you are not a marketingperson.
It's okay to reach out for thathelp.
But if you are solely in that,what can I do to awaken this
brand?
It's what am I going to offerthat nobody else has right now?
(33:55):
And you can do it in retail, youcan do it in service, you can do
it in restaurants, you can do itall over the board.
Beverly (34:01):
You are the magic.
It's your personality.
It's your perspective.
It's your beliefs.
It's your heart, your soul, youare part of that magic.
Really own it.
Don't be afraid of that.
Fully embrace who you are andwhy you're so passionate, your
story, all that has so muchmagic in it to create difference
(34:25):
for sure.
Jessica (34:25):
It's funny you say that because I struggled at first
with changing over all of ourmassage rooms.
into personal stories.
I really struggled because itwas, is this going to make me
sound like I'm, puffing my chestand everything.
I didn't know if I should pullthat trigger or not.
And it was suggested by an oldmentor of mine to, to theme the
rooms and stuff like that.
(34:46):
That's when I thought let's makeit personal, but then I
struggled.
And then once I did it, So manypeople embraced it and now
they're standing outside themassage rooms reading the story.
It made them feel more connectedto us.
Beverly (34:59):
Stories are the most authentic part of who you are
and the way you show up is whatyour clients need.
Your clients need you, andthey're just waiting for you to
show up with your magic so thatthey can buy from you, be served
by you, whatever that lookslike.
Fully stepping into your magicis extremely powerful on so many
(35:21):
levels.
Really being vulnerable andbeing more open to the reasons
why you started your businessand why you make the decisions
you make and all of that, Ithink helps people really see
the connection to you and yourmagic.
So lovely.
So Jessica, where can peoplelearn more about you, the spa
and the new book that I hear iscoming out?
Jessica (35:43):
So excited.
So Serendipity Wellness Spa inFrankenmuth, Michigan.
That's our spot.
That's our baby.
That's our Serendipity family.
So that's at serendipitydayspas.
com.
That's our website.
We're at serendipity wellnessspa on Facebook, Instagram, I
believe is serendipity.
spa.
We're also as far as learningmore about me, it's just my
name.
(36:03):
It's jessicascope.
com.
That is my coaching website.
as well as mindset and coaching.
And that's where, I help othersalon and spa owners with their
marketing as well as theirmindset.
So those are the ways that theycan contact me.
And then the new book that comesout February 12th is Believe
Beyond.
And it's a series of authors.
(36:24):
We we all talk about stories ofresilience that they're calling
it like a movement and it's justabout believing beyond what is
possible.
And so we write about ourstories and it's just a really
cool, unique experience that I'mso super excited.
Awesome.
Beverly (36:40):
Thank you so much, Jessica, for joining me today.
I really enjoyed our chat.
Jessica (36:46):
I'm honored to be here.
I really truly am.
I thank you for inviting me.
It means the world.
So I'm grateful for you.
Beverly (36:53):
Jessica, thank you for sharing your story and all the
challenges and the ups anddowns.
and downs and the creativeexperiences to all of our
listeners.
I really hope you found today'sconversation as inspiring as I
did.
Please stay tuned for moreinspiring conversations and
actionable tips on futureepisodes of Spark and Ignite
Your Marketing podcast.
Until next time, keep sparkingand igniting.
Did you know that businesses that focus on
creating immersive customerexperiences see a higher rate of
repeat clients and word of mouthreferrals?
When customers feel somethingreally special, they don't just
remember it, they share it.
On today's episode of Spark andIgnite Your Marketing podcast.
It's all about creating magic inbusiness, and we have the
(00:22):
perfect guest to show us howit's done.
I'm your host Beverly Cornell.
And today I'm thrilled towelcome Jessica Skop, founder of
serendipity wellness spa inMichigan.
Jessica has been elevating 20years, transforming self care
into memorable.
Immersive experiences that keepher clients coming back again.
(00:42):
And again, she has built abusiness that really blends
healing hospitality and a touchof enchantment.
And today she's here to shareher journey, her insights and a
few marketing secrets.
Hi, Jessica.
Welcome to the show.
Jessica (00:56):
Hi.
Thank you.
Beverly (00:58):
So Jessica, take us back to the beginning.
How did Serendipity Wellness Spacome to life?
We call it the spark.
How did it all start?
And was there a defining momentthat was the spark?
Jessica (01:11):
Absolutely.
It is a funny story.
I was in college studying to bean engineer.
And in the meantime, I wasworking and I was a restaurant
manager and I threw out my backtaking care of an order that was
coming in.
So I had to go and get physicaltherapy and massage therapy.
(01:31):
And right then and there is whenit hit me that, I want to own
one of these places.
I want to own a spa.
I knew I wanted to be a businessowner.
But I was just doing what Ithought was right by going into
engineering.
And then once I experienced thespa world, it changed everything
for me.
Beverly (01:47):
So it's from your own journey of healing that you
realize that This was the placeyou wanted to spend all of your
time and energy.
I love that so much because Ithink when you get back to the
root of why everyone starts abusiness, it's usually because
of something that happened tothem that really creates an
experience that says, this iswhat my life is supposed to be
about.
I think that's amazing.
(02:08):
You've built a spa experienceand I say experience and you in
your bio, it says experiencethat's truly one of a kind.
What makes you different?
What makes serendipity differentfrom other spas and who do you
serve?
Jessica (02:22):
My second location, which is now my sole location,
we are a tour spa, but we alsoserve the locals.
Our clientele is a little bitmixed, same kind of demographic,
but we do a lot more couplesthan what you would see in a
normal day to day spa.
We also do a lot of parties andthings like that.
Our demographics is going to beprimarily the women that are 30
(02:43):
to 60 years old, but then wealso do those couples and
parties.
One of the things that I feelmakes us absolutely different
than any other spa out there isour main focus is on that
experience.
And I think it's the hospitalityside of my past in my education
that really brought that tolight.
We don't want you to just comein and get a massage.
(03:05):
We want it to be a wholeexperience.
We don't want you to come in andget a pedicure.
We want you to get a put thelime in the coconut pedicure and
serve it with, a pina coladadrink or toes in the sand
pedicure or, self love pedicurefor Valentine's Day.
And it's served with a lovepotion drink for yourself, it's
just absolutely fun, unique,different, and it's all themed
(03:29):
as far as like seasonal or, wedo events and things like that.
That's what it's about.
It's about the experience.
I'm always looking for valueadded.
So what can we add onto thisservice that makes it better?
And it can be anything from,every single one of our massages
comes with young livingaromatherapy.
It's included.
We use the hot towel therapy, wemake sure that it's the full 60
(03:51):
minutes.
Not 50 minutes.
We have, the tiny bolsters thatare tucked right here underneath
your shoulders.
So it props the women up alittle bit, makes them more
comfortable, the hydraulic beds.
So the experience is morecomfortable.
And it's all these little thingsthat add up to a big difference
and it makes it not just fromgoing to your local massage
(04:11):
place and getting a massage,feeling better, walking out, but
a whole experience involved inthat.
So I think that's where we'redifferent.
We'll find ways to createrituals where it's like a two
hour treatment, A perfectexample of that is our fire and
ice.
My husband and I traveled toIceland and we like to do
experiences that are based onour travels.
(04:32):
So there's a fire and ice ritualand it's combination of hot
stones and cold stones and thefacial globes and eye
treatments.
And it's literally the hot andcold throughout the entire body
treatment.
And it's set in an Iceland room,the whole room is Icelandic
decor.
Each of our rooms have their ownkind of theme.
So in every single room in ourspa is based upon an experience
(04:56):
that my husband and I had on ourtravels.
that's where we make things alot different and unique and fun
and interesting and that's ourgoal.
Beverly (05:04):
Plus when you travel, it's like for work, which is
fun, too.
Jessica (05:07):
Yes, absolutely.
I love traveling to differentspas around the world.
It's amazing.
Beverly (05:11):
Yeah, that sounds amazing.
That would be like Greatpassport stamp anywhere.
I love that.
So I read in your bio that youhad a real big challenge where
you lost your first spot in afire.
How did you push through thatand rebuild something even
better?
Jessica (05:28):
I absolutely did.
Our first spa was in Linden,Michigan, and there was this
beautiful downtown building.
It's called the Union Block.
And there was a portion of itthat caught fire and with it
being built in the 1880s.
Everything was, the old wood soit took all the businesses in
that block down.
I don't know if I could do itagain at my age now, but I just
(05:51):
ran and ran for days and didn'tstop.
I watched the fire till about 4.
AM finally got a couple hourssleep, but we gathered the crew.
I said let's get everyonetogether.
And I did a shotgun lease on abuilding half a block over and
brought as much, help as wecould into the building to just
fix it up and make it looksomewhat spa and we opened 10
(06:13):
days later.
It was in May.
And I was like, I got bridalparties and I got people we got
to take care of.
So we had big tubs and webrought in tubs and chairs.
I borrowed massage tables frommy team and, we just made it
work that way.
And we honestly took about threeyears to fully renovate that
building.
We were expanding at the timewhen the fire hit and that would
(06:34):
have put us at 2, 400 squarefeet.
The original spot was 1, 200.
The new building we were able tobuild that up and expand that to
about 6, 300 square feet.
And the cool thing about that isI did work with my attorney and
got a liquor license.
So then we were the only spa inthe area that had a wine bar as
(06:54):
well.
It was very unique, very cool.
Again, the hospitality side andhow can we make it different?
How can we make it more fun?
Beverly (07:01):
I had a client who watched part of their business
burn down and it was all overthe news and all kinds of
things.
And what nightmare situation.
Gosh, I can't even imaginewatching it burn until four
o'clock in the morning and thatyou just got past that in 10
days to get something to opensuch resiliency.
I think so many entrepreneursand solopreneurs that we work
(07:22):
with have such a resilientspirit that they're just like,
we're going to rebuild.
We're going to redo.
The spirit of just rebuilding isso incredibly strong.
And it's really admirable forentrepreneurs to have that.
We wouldn't be anywhere withoutthat rebuild spirit.
So I commend you for sure tohave that.
(07:42):
One thing that I think isinteresting is that everybody I
talk to has something thatfrustrates them about their
industry.
So what is it about the spaindustry that frustrates you?
And if you could change onething or that you do change in
what you do, what is it?
Jessica (07:56):
I think maybe a little bit more of understanding of the
team.
And where they're coming from.
I think we do a really good jobwith this, with our guests, but
explaining to a guest how a nocall, no show can really affect
the team members.
I am blessed because in atourist spa, people are
expecting credit cards to holdreservations and things like
(08:17):
that.
But I see this with a lot of myco business, friends or my
business friends, where they'rereally struggling with it.
People that will cancel lastminute or just, not show and
think that's okay.
I think it's shifting, but Iwould like that to be a little
bit more of a understanding fromthe guest perspective is just
(08:37):
knowing that, this woman or thisman, that's, doing the services
they're here, they're preparingthe room, they're preparing the
products.
It's not just a matter of Ididn't receive the service.
I don't want to pay for that.
And no disrespect to our guests.
Cause I absolutely love them.
We have very low situationswhere that happens, but I see
that a lot with the businesses.
I don't do hair in our spa, butmy girlfriend is a hairstylist
(08:59):
and I see her struggle sometimesif she has three cancellations
in a day.
Beverly (09:04):
Yeah.
Jessica (09:04):
Cause that's her entire day.
So I think that I would like tosee a little bit better in the
industry.
But I said, it is changing andpeople are now starting to be
aware of that and cognizant ofthat.
And then the other would beprobably the stigmatism that
it's all drama in this business.
Because I do feel if you put thetime, the energy and the effort
(09:26):
into your team and you love onyour team and you treat them
with the respect that theydeserve and it's the same back
to you.
You're going to get that back.
Our team is absolutely amazingand we are always diving into
how can we be better for themand ourselves.
So those are the two things thatI would probably change.
Beverly (09:44):
I love that.
I love the idea of when you're aleader, it doesn't matter where
you work or what the setting isor where you are, even if it's
typical drama, that is totally afixable thing with good
leadership.
Good leadership can fix a lot ofsituations in the workplace.
When you handle yourself withcare, kindness, and just,
understand that everyone's ahuman that works with you first
(10:06):
before they're your employee, Ithink it'd make a huge
difference.
If you had to reflect back onall the things from the initial
spark to the fire, to openingthe second location, that's much
bigger.
What do you think is one aspectof your business strategy that
has evolved the most and why?
Jessica (10:24):
I do believe it's in the marketing side.
We always had unique marketing,but after COVID, that's when we
went into, all right let'sreally ramp this up and make
experiences and things likethat.
And I started to introduceevents.
Such as return to Hogwarts,which is huge I'm surrounded by
Harry Potter stuff in my officehere.
Beverly (10:43):
We're going to have a little magic here to a little
bit.
So we're going to talk magic.
So it's going to get there.
Jessica (10:47):
I can get my wand.
I think I have three of them inhere.
So I think that was a hugestepping stone for us and that's
what took us to the next level.
We have returned to Hogwarts,Whoville.
We transformed the spine toWhoville and we have the Grinch.
And then, and things juststarted to evolve like crazy
stuff that I'm thinking of.
Now we do like igloo pedicuresand we do pedicures out in an
(11:07):
igloo in Frankenmuth, Michigan,which is Christmastown, USA.
They literally do Christmasmovies for Hallmark in
Frankenmuth.
We've got Hagrid Hut where theycan, have this VIP experience
and sit in Hagrid hut and gettheir pedicure Martha May snow
globe and things like that.
So at the Grinch's Cave we builtthat.
So taking.
Nobody does this and nobodythinks to, cause it's go in and
(11:30):
get your toes done or go in andget your nails done or go get a
massage.
We don't want to just level upone notch.
I want to level up like ahundred notches.
And I want people saying, haveyou been there?
It's so cool.
Beverly (11:40):
Yeah.
Jessica (11:41):
I think that was a big change.
A big shift was after COVIDintroducing those unique
experiences.
Beverly (11:48):
Who builds all this stuff for you?
Jessica (11:50):
It's a combined effort.
I hire a crew that just mostlyour team.
I have all these crazy visions.
I wanted 250 floating candles.
So I literally hung them on fishline and then it evolves over
time.
Then I was like, okay, so now weneed a piece of wood with hooks
coming down so I can put thesecandles on dowels and just hang
them this way and quickly.
(12:11):
Yes, because that would take anentire day to do.
Yep.
So it's a combination of ourteam, taking my vision and
putting it into fruition.
I also have hired a few handymento build some more platform type
things.
But it is my team and myself.
And, put it all up like flyingdementors, putting up a leaky
cauldron bar.
And I try to make as many thingstouch on the movies and the
(12:35):
books as possible.
We have the sorting hat cupcakesfrom sugar high, which is where
we put the house color in theactual cupcake and they bite
into it.
And I have professor McGonagallsorting them.
We have a flying car that's new.
We have professor Snape, potioncloset, and it takes over our
entire massage lounge and it'sjust like shelves and shelves of
(12:56):
potion the massage rooms willchange them to the color of the
house that you are.
So we change out all the bulbsand make them changeable bulbs.
We have Harry Potter musicplaying as the ambiance music
instead of regular massagemusic.
Beverly (13:10):
Beautiful music.
That's awesome.
Jessica (13:11):
Yeah, it's wonderful.
We set up Honeyduke sweet shopand we, give chocolate frogs
and, That leaky cauldron bar,you get your butter beer and
polyjuice potion and it's just,it's so fun.
Beverly (13:23):
I have to go just for the Hogwarts thing.
I have to just go experience itonce.
And then you said before westarted recording that you're
going to New York at the end ofthe month.
Please tell me you're going togo see Harry Potter on Broadway
because it's so fun.
Absolutely.
Fantastic.
Jessica (13:35):
That's the goal.
I got a book launch coming out.
So if there's some of mycoauthors, we're trying to get
together and I'm like, can we gosee this, please?
Beverly (13:42):
Incredible.
It's so good.
It's three hours or something.
My nine year old was on the edgeof his seat the entire time,
which he has ADHD to keep himsitting straight for three hours
is incredible.
But we were first row of thebalcony.
and the Dementors come rightinto your face, yeah.
Yeah.
The tricks they do, thepolyjuice Potion, they actually
(14:03):
become the person on stage rightin front of you.
Like they, like the actors, it'sthem.
My husband, I met in musicaltheater and we were like, how do
they do some of these things?
It's incredibly well done.
So I cannot recommend enough.
Everything is made for the HarryPotter movie.
So everything feels very HarryPotter ish.
They sell butterbeer, thechocolate frogs, they do all of
(14:23):
that there.
We went for my birthday and myson's birthday last April.
It was so good.
Jessica (14:28):
Done deal.
We're right in Times Square atthe moment.
Yeah, it's right next to it.
Beverly (14:32):
It's like right there.
Jessica (14:33):
Done.
Sold.
Beverly (14:35):
You have to convince them because, and even if you
don't, you need to just go byyourself.
Jessica (14:39):
Yeah.
I'll just tell them, Hey, I'mgetting tickets to, Harry Potter
and who wants to come?
You want to
Beverly (14:42):
come or no?
Okay, good.
Jessica (14:43):
Our guests even get an acceptance letter to Hogwarts
with the Hogwarts.
Oh, real?
That is so cool.
Yes, they hand sort them at thepost office.
It's amazing.
Yeah.
I'm all about the tiny details.
Beverly (14:54):
I threw a seven year old's birthday party.
It was a Harry Potter, so forZeke, the one that we took for
his birthday.
It was a Harry Potter themedbirthday party.
We made polyjuice potion out ofHawaiian punch and all sorts of
different things.
And we had sorting hat cookiesthat I had made as well.
And we did a Harry Potter moviewatching outside.
It was like a very epic party,Jessica, because all the parents
(15:15):
were like, the kids neverstopped talking about it.
And it really wasn't that muchdetail.
It was super fun.
So fun.
And the theme thing, I guess Ifeel for me is so fun because it
all goes to that marketing sideof it.
It's very memorable,experiential.
People remember theseexperiences, the sensory side of
things like the fire and theice, and there's so much more to
it than just.
(15:35):
A pedicure you've got likearomas, you've got the hearing
of the music, like all of it.
So for marketing for ourbusiness, we even created a
playlist we put on our websiteso that people can listen to
marketing and creative typemusic when they're doing their
marketing.
We were like, how do we make itmore experiential and how do we
create that opportunity?
So even some of our clientpackages.
(15:56):
I have like themed packageswhere I send out and I have like
unicorn So I'm all about theunicorn being a magical unicorn,
having unicorn like confidencefor my clients.
It's something that's reallyimportant to me.
So in there is unicorn.
I might have a unicorn hot cocoawith multicolored marshmallows.
It is pink.
The cocoa is pink.
It's not, black.
(16:17):
So here's a theme for you, aunicorn theme.
And then I had like mints thatare in our colors that are
unicorn and there's even likeunicorn flavored, that's not
flavored, but all differentcolors.
Popcorn.
Even in there I spray like avanilla Cake spray, so it smells
like cake when you open thepackage.
All the things are reallyimportant it has to be, it has
(16:39):
to feel like there's crinkles inthere that are all different
colors and shimmery And even theoutside envelope is iridescent.
So when they get it, it's not atypical envelope.
It needs to feel magical.
You can be 2 percent differentand it makes a difference.
But if you're like a hundredpercent different, holy cow,
watch the world out because.
People will remember what youdo.
So I love this idea ofexperiential.
(17:00):
I do it for my company.
I strongly encourage it forother people.
Even if they do a logo with us,we'll send them their logo
package and their brandingguidelines, but maybe a month
down the road, we'll send theirlogo animated as like a little
gift.
Jessica (17:13):
So cute.
Beverly (17:14):
Just ways to, like you said, add that extra.
Our big question, thisparticular season, is about
awakening your brand magic.
Was there a moment when youdecided, you said post COVID,
but was there a moment when yousaw how this unique magic that
you bring to the table reallywas the thing that was going to
make you way more successful?
Jessica (17:33):
Okay, true story.
My son was turning 12 and Iwanted to do something special
for him.
And I had known his teachersince college.
He was my brother's roommate andI went to him and I just said,
Hey, I need to do somethingspecial for Nathan.
I want a mother son trip.
I don't know what to do.
And he said, you should takeNathan to the Wizarding World of
Harry Potter.
(17:53):
And I'm like, what is that?
True story.
What?
True story.
And he's Jess, you got to readthese books.
You got to see these movies.
When that all came out and wasthe big craze, that's when I was
starting the business.
When I had Nathan, he was eightmonths old when I started the
business.
And then I went through adivorce.
So it was just, me and Nathanand a business, I didn't have
time for the outside world.
(18:14):
So I didn't know everything thatwas going on, all things, Harry
Potter.
So I took him to the wizardingworld.
We started going through thebooks together.
We started going through themovies.
So that way we had thebackground and I fell in love
with that.
It was like, Oh my gosh, this isso cool.
So then we went to the wizardingworld when he was 12.
And that was a strike moment forme because I said to myself, I
(18:35):
would love to have a spa here.
If I could do a spa in DigonAlley, how cool would that be?
That kind of stuck with me for awhile.
And the attention to detail.
Stuck with me.
So we went through the covid andI was literally sitting at my
laptop and it was 11 30 at nightand I just put a post out on our
(18:56):
business page.
Because I was like this issticking with me.
And so I just said if we decidedto do a Harry Potter themed spa
day, would you be interested?
And I put it out to the public.
We had 72, 000 engagements,whether it was likes, comments,
shares.
It went viral.
Just that post.
I was like, Oh my goodness.
(19:16):
I've never had a post have somuch traction.
And I did a lottery just to gettickets.
It was crazy.
So they had to enter a lotteryjust to get a several hundred
dollar ticket to go to thisevent.
We did it.
It was, we put it all up.
We did the event.
It was, Awesome.
Amazing.
But we had so many people thatwe couldn't service that day.
(19:40):
So I brought it back at the endof the month and I did it again.
But then obviously you work outthe case, you cannot shut down
for a day, put all thatproduction up, do the event,
tear it down and put it out.
And so then it became a weekendevent.
Now I stretched it at one pointto about five days and it was
too much.
Now it is a three day event, butOh my gosh, the response that we
got was just.
(20:01):
Off the charts.
Like I said, we have thecommittee, we meet ahead of
time.
We delegate jobs out.
So certain people are in chargeof certain things.
We, shut down the day before wedo the setup.
We go through the whole event.
We do recap meetings.
I type everything up.
I share it with the team.
Yeah.
Ideas, feedback, everything.
(20:21):
And then we use that to tweak itfor the next year.
Beverly (20:23):
What has been the hardest thing about marketing
for you then?
Obviously this has workedfantastically, but what, have
you made a marketing mistakethat hasn't worked?
Like what have you learned fromsome of those things?
Jessica (20:33):
To be honest, yeah, I've wasted money on stuff that
I thought was going to beawesome.
I hate to say it, but likeanniversary parties.
I have pumped a ton of moneyinto anniversary parties.
And the first one it was okay,it was an outdoor event with a
band and everything.
Beverly (20:50):
Wow.
Jessica (20:51):
We had a beer tent set up, we had a band but I didn't
realize that the band needs.
So I was running all these cordslike crazy to get, power to the
band, but then we wereoverloading our circuits in the
building.
And so I'm pulling from otherbuildings and I still have all
these extension cords.
(21:12):
And so like they would beplaying and then shut down and
then playing.
That was fun.
Luckily it was a friend of ours,his band is well known in the
area.
So it was fun but it was a lotof work and a lot of hiccups.
So I did learn from that.
I did throw a party inFrankenmuth for our 10 year as
well.
And I had like a little quartet,a string quartet, and I had
(21:33):
prost catering and it was allbeautiful.
And then a tornado hit the townand we all had to go in the
basement.
Beverly (21:39):
Yeah.
These are like, Really randomthings that are happening.
Jessica (21:44):
Okay.
So we're not going to do any biganniversary parties.
Beverly (21:48):
Fair, totally fair.
Jessica (21:50):
Yeah.
So I stopped doing that.
We did a Galentine's day event,which we did for a couple of
years as part of our events.
And last year we had an icestorm coming.
So I'm learning, be careful ofthe timing of it as well.
So I pulled the Galentine.
This is the first year we're notdoing it because the weather's
unpredictable.
Beverly (22:08):
Especially in Michigan, that time of year, January,
February, I feel like it'sreally rough.
So I have a magic hat, but mymagic hat is purple and sequiny.
And in here are a bunch ofquestions.
Okay.
And we call this our magic hatround, but it's like a lightning
round.
And I'm going to wave my wandover the magic that will help us
(22:30):
find the perfect question.
This one is there a book, apodcast, or an entrepreneur that
has made a lasting impact onyour entrepreneurial journey?
And it can be more than one.
So you don't have to feel like,Oh my gosh, one, but is there
been any that have really,inspired you?
Jessica (22:45):
Yes, absolutely.
So there's two books that Ialways refer back to and not
necessarily marketing books, butthere's two books.
One being principles of successby Jack Canfield.
It drove me to actually studywith him in his breakthrough to
success.
So I spent about eight daysstudying with him.
And then my second book is themagic.
By Rhonda Byrne.
I literally have multiple copiesback there, which you can see on
(23:08):
my shelf.
And I was introduced, obviouslythe secret was a huge favorite
of mine, but I am shifting gearsas it is right now.
And I'm really focused ongratitude.
I want to become a gratitudeleader.
I want to help others understandthe power of gratitude.
The magic is a 28 day gratitudejourney.
And like in November I do a, wegive thanks package at the spa
(23:31):
where they get a massage, theyget a pedicure all November
seasonal themed.
All the falls cocktail.
And a beautifully wrapped copyof the magic to take home and
take on that magical journey.
So those are the two books thatreally resonate with me.
They are professional andpersonal development, but it
shifts me back.
So when you start to get, likethe negative side or the worries
(23:54):
or the anxiety or anything likethat, it's always nope cancel.
Go back to gratitude.
Grateful.
So principles of success and themagic.
Beverly (24:02):
I read a book by Elizabeth Gilbert called Big
Magic.
Have you read that?
Jessica (24:07):
No, I have to write that one down.
Beverly (24:09):
I'm going to suggest it.
Okay.
About your creativity.
And I feel like you have such acreative side that it probably
would find some benefit of that.
So what is something in yourbusiness that brings you pure
joy?
Jessica (24:21):
Kind of stuff like this.
I get so excited just to sharethe journey.
I get so excited to trysomething new.
I also like in the actualbusiness, I love designing
events or renovations.
I love it.
Love making something morebeautiful, more fun, more what
(24:42):
can we do next?
Beverly (24:43):
Yeah.
Entrepreneurs love to buildthings.
So I'm not surprised.
Jessica (24:46):
This is so fun for me.
And sharing that and talkingabout it.
Instead of just constantly dayto day stuff, I'm not a day to
day person anymore.
I definitely on the visionaryside now.
Beverly (24:56):
That's the best seat to be in on the whole business.
If you could collaborate withany brand or entrepreneur, who
would it be and why?
Ooh.
Jessica (25:03):
It's probably Jack Canfield.
I love all of his work, hisworkshops.
All of his principles of successand everything in that whole
brand.
I think that's who I gravitateto the most.
I do Denise Duffield as well,but I think I just have a
history with Jack.
So I just connect with him andhis mindset and it's a
(25:25):
combination of meditation,gratitude, and get the work
done.
I think it's just amazing atwhat he does.
Beverly (25:32):
How has running your business changed you as a
person?
Jessica (25:37):
Oh, wow.
I think the biggest thing is...
you know, obviously everybodygets confidence when they're a
business owner.
They get confidence.
But with being a business owner,you don't have a lot of people
that you can go to for theanswer.
You have to find the answer.
You have to be resourceful.
You have to do the research.
You have to learn it yourself.
It's very rare that you can justtake a team member and say,
(25:58):
okay, I want to do this.
Can you go learn it?
No, you have to learn thesoftware.
You have to learn social media.
You have to learn how this allworks.
So in working that muscle, thatresourcefulness muscle.
I gained the confidence in theability to not look at problems
as impassable.
Or impossible that one too, butit's not, I'm not at an impasse
(26:19):
when I come up to this, the newthing, I'm not at an impasse
because I don't know the answer.
I may have to find the rightperson that has the answer.
Like an attorney or anaccountant or something like
that.
But I know that I'm resourcefulenough to find that answer.
Now that I'm an entrepreneur,there's always an answer.
Yes.
Beverly (26:38):
I have the word yet on my vision board.
I don't know something yet.
Like it doesn't mean I'm notgoing to learn it or they're not
going to figure it out.
It's just yet if it's a problemright now, it's just a yet
situation.
So yeah,
Jessica (26:52):
your vision board right there.
Beverly (26:53):
Yeah.
Jessica (26:53):
These are all vision boards.
Beverly (26:54):
Oh, very cool.
We're going to be best friends.
Love it.
Okay.
Last question.
Have you ever thought aboutquitting and what pulled you
back?
Jessica (27:02):
Ooh, yes.
I have.
When I had my second son we wereapproached about selling the one
location.
My oldest was 15 when myyoungest was born.
And that started a thoughtprocess of, do we switch gears
in our life?
Do we look at a new career?
And so we had sold the firstlocation and.
(27:24):
Was able to spend more time withour newborn, which was awesome.
And then Frankenmuth had takenoff and it, it flourished and
things like that.
And there did come a time whereit's okay, this is day to day.
This is day to day.
It's not lighting me up anymore.
So what pulled me back was.
Wait a second.
Okay.
I can still create uniqueexperiences and I can still be a
visionary and I can still bearound these women and men that
(27:47):
I love that they're like myfamily, but to do them justice,
I also need to look over here.
Beverly (27:53):
Yeah.
Jessica (27:54):
So I told myself, We got a great business.
We've got a great serendipityfamily.
There's so many things like thatare absolutely amazing about
this group of individuals.
There's 43 of them.
And I've never seen such a greatcollaboration that gets hands
down best team we've ever had.
So I'm like, okay, so if we canwork on working with our
(28:15):
managers and making sure thatthey have that mindset, that,
that love and compassion, yetholding accountable LMA.
Then I can be the visionary, butI can also work on things like
being on a podcast, launching abook, doing consulting for other
spa owners.
And that's what drew me back in.
I don't have to do the day today.
I don't have to be at the spa 80hours a week.
(28:37):
I did that.
I did that.
And I'm glad I did because I canspeak from experience, but that
doesn't mean I have to give itup.
So yes, I did have thoughts.
And then it was, Wait, I canstill live my dreams.
I can still work from home.
I can still do these fun events.
I don't have a boss telling me,nope, you can't do that
marketing plan.
And I'm like, watch me becauseit's mine.
Beverly (28:58):
I think is fabulous about the women that I've
interviewed is that.
Because we are raising familiesand doing all these things, we
are recreating what it evenlooks like to be at the helm of
a business.
And.
This freedom of being able to,move things off of your plate
and trust people to do theirwork so that you can live in
(29:18):
your magic and not Be stuck inthe day to day.
Jessica (29:22):
So true.
Beverly (29:23):
So before we move into my magic wand I want to ask one
more question.
Tell me a story about one ofyour customers and how your
business.
Affected them, the impact youhad on
Jessica (29:38):
them.
Ooh, gosh.
The most recent is a HarryPotter one.
We have a guest that's beencoming to our event every year.
Her name is Shannon and herhusband, Steve.
Has been, booking theappointments for her and
everything.
Huge Harry Potter fans.
And her daughter has beenstruggling with fertility and
all this kind of stuff.
And this past year, her daughterwas going to join her for the
(30:01):
Harry Potter event.
And she had reached out to meprivately and they had success
with their fertility efforts.
And my husband and I also wentthrough a long journey with that
and IVF.
And so I really connected withher and we were able to create
this whole Experience in themiddle of Hogwarts and her
(30:24):
daughter had to take a potiontogether and she had to say this
magical spell and I took herthrough this whole journey, then
in the cauldron came out, Themessage that basically she was
going to be a grandmother.
It was amazing to see theirexperience and they put it all
over.
And then that was part of theirannouncement was that video.
(30:45):
So it was really special to be apart of that.
Beverly (30:47):
I think that's Beautiful.
I do have experience infertility and done that road.
So that's even more interesting,Jessica.
Twins separated.
So I'm going to wave my magicwand and we are going to go into
the past and we're going to 18year old Jessica who just
graduated from high school.
And we're going to give her abit of advice.
(31:09):
What would we tell Jessica who's18 just finishing high school?
Jessica (31:13):
Good question.
For advice, I would say followyour gut and not what people
tell you to do.
Don't follow the blueprint thatthe world tells you.
To follow and follow your gutand don't be afraid to step out
into the world, confident inyourself.
Beverly (31:30):
Okay.
Let's also ask that Jessica whatshe thinks of who you are today.
What do you think she would say?
Jessica (31:37):
I think that Jessica would be proud, confused at
first.
That Jessica wanted to conquerthe world.
So a hundred locations, thatkind of stuff.
But I think she would be proudto see that one of the things
that I made as a absolute nonnegotiable part of my heart and
focus is my family.
My family is so dear to me.
(31:59):
So important to me.
Met the love of my life throughthe spa on a sales call.
And my husband is just my world.
My boys are my world.
When she's looking upon me,she's going to say, okay, now I
understand it doesn't have to beconquer the world.
Because you don't have to getvalidation through that, which I
may have thought at 18 is you'reimportant if you conquer the
(32:20):
world, but now seeing there's somuch love there and so much joy.
I think she would be proud of mynumber one job is being a mom, I
love being a mom.
Beverly (32:29):
Okay.
I'm going to wave the wand andI'm going to go forward and
we're gonna go all the waydecades and decades from now to
your funeral where people arelistening to your eulogy you're
celebrating your life, Jessica.
What is the biggest impact haveyou made?
They're going to talk about
Jessica (32:46):
that I became a gratitude leader that I taught
people how to see the good andany bad situation.
And I helped turn mindsets.
So that their life wasn'tcrumbling or debilitating or
horrible for a long period oftime.
I think that would be my bigthing.
Beverly (33:07):
What a gift to give to the world is more gratitude for
sure.
I hope so.
Okay.
I'm going to wave them back toone and bring us right back to
the present day.
We are now in 2025.
What is one thing that you thinkyou could help our listeners,
new entrepreneurs, seasonedentrepreneurs all scopes of
entrepreneurs, solopreneurs.
(33:27):
What is one tip you would giveto them that they could help
them awaken their brand magictoday?
Jessica (33:34):
I would say, think about what you can bring to the
table that no one else is doing.
And if you are not a marketingperson.
It's okay to reach out for thathelp.
But if you are solely in that,what can I do to awaken this
brand?
It's what am I going to offerthat nobody else has right now?
(33:55):
And you can do it in retail, youcan do it in service, you can do
it in restaurants, you can do itall over the board.
Beverly (34:01):
You are the magic.
It's your personality.
It's your perspective.
It's your beliefs.
It's your heart, your soul, youare part of that magic.
Really own it.
Don't be afraid of that.
Fully embrace who you are andwhy you're so passionate, your
story, all that has so muchmagic in it to create difference
(34:25):
for sure.
Jessica (34:25):
It's funny you say that because I struggled at first
with changing over all of ourmassage rooms.
into personal stories.
I really struggled because itwas, is this going to make me
sound like I'm, puffing my chestand everything.
I didn't know if I should pullthat trigger or not.
And it was suggested by an oldmentor of mine to, to theme the
rooms and stuff like that.
(34:46):
That's when I thought let's makeit personal, but then I
struggled.
And then once I did it, So manypeople embraced it and now
they're standing outside themassage rooms reading the story.
It made them feel more connectedto us.
Beverly (34:59):
Stories are the most authentic part of who you are
and the way you show up is whatyour clients need.
Your clients need you, andthey're just waiting for you to
show up with your magic so thatthey can buy from you, be served
by you, whatever that lookslike.
Fully stepping into your magicis extremely powerful on so many
(35:21):
levels.
Really being vulnerable andbeing more open to the reasons
why you started your businessand why you make the decisions
you make and all of that, Ithink helps people really see
the connection to you and yourmagic.
So lovely.
So Jessica, where can peoplelearn more about you, the spa
and the new book that I hear iscoming out?
Jessica (35:43):
So excited.
So Serendipity Wellness Spa inFrankenmuth, Michigan.
That's our spot.
That's our baby.
That's our Serendipity family.
So that's at serendipitydayspas.
com.
That's our website.
We're at serendipity wellnessspa on Facebook, Instagram, I
believe is serendipity.
spa.
We're also as far as learningmore about me, it's just my
name.
(36:03):
It's jessicascope.
com.
That is my coaching website.
as well as mindset and coaching.
And that's where, I help othersalon and spa owners with their
marketing as well as theirmindset.
So those are the ways that theycan contact me.
And then the new book that comesout February 12th is Believe
Beyond.
And it's a series of authors.
(36:24):
We we all talk about stories ofresilience that they're calling
it like a movement and it's justabout believing beyond what is
possible.
And so we write about ourstories and it's just a really
cool, unique experience that I'mso super excited.
Awesome.
Beverly (36:40):
Thank you so much, Jessica, for joining me today.
I really enjoyed our chat.
Jessica (36:46):
I'm honored to be here.
I really truly am.
I thank you for inviting me.
It means the world.
So I'm grateful for you.
Beverly (36:53):
Jessica, thank you for sharing your story and all the
challenges and the ups anddowns.
and downs and the creativeexperiences to all of our
listeners.
I really hope you found today'sconversation as inspiring as I
did.
Please stay tuned for moreinspiring conversations and
actionable tips on futureepisodes of Spark and Ignite
Your Marketing podcast.
Until next time, keep sparkingand igniting.
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