PRESS RELEASE

KOREAN GINSENG BATHHOUSE

As a previous frequent indulger of the Korean Ginseng Bathhouse in Potts Point, this writer was very concerned when its doors closed in September last year. There were builders and new faces everywhere and no one could give me any idea what was happening. The Crest Hotel (now a Chifley Hotel) was being refurbished and all I was told was the property had been sold and the new owners, Australand were looking at options with level one where the bathhouse resided. To my horror, there was even talk of a gym or bowling alley negotiating to replace the much beloved bathhouse.

In desperation, I discovered the old telephone number still worked, so I contacted a remaining staff member working his last shift who informed me they had heard rumours that the bathhouse may be brought back to life with a new owner operator.  Whoever it was, would need to be prepared to spend quite a considerable amount to give her the extreme makeover she needed after almost 20 years and 2 million guests.

I watched the website, kept calling and sending emails into cyberspace, hoping to get an answer. Time went by and then, there was a sign. A new temporary webpage was posted, hailing the bathhouse would reopen sometime in May Could I wait..? What choice did I have? There was only one Ginseng Bathhouse and it was unique.

They say ones stress levels increase after 17 seconds of waiting. (Sighting waiting for a lift as the example)  If I needed a massage before I was told I had to wait, one can imagine where my stress levels were, now that I have to wait until March.
So I waited, May came and went as did June and July and now August and September. So I ‘Googled ‘ again and the website says the much anticipated reopening of the Korean Ginseng Bathhouse is now scheduled to reopen on the 30th   of September, after it’s extensive 12 month renovation.
I had to get this confirmed and called the new 1300 number advertised on the website. A well spoken young lady took my call and was kind enough to put me on hold. Here I am again, waiting; however, I did receive 17 seconds of relaxing Zen on hold music with a reassuring voice telling me how wonderful the new bathhouse is going to be when it opens. This included descriptions of the VIP lounge and a Yoga room with a Boutique Hair studio open until midnight. All of which is wonderful however, does me no good as I need my Ginseng fix and I need it now.

I get through to the Bathhouse Ambassador, Naomi. My hot ginseng bath and massage was getting closer by the minute I could almost taste it. We made a time and arranged to meet on level 2 of the Chifley Hotel.

Unfortunately on arrival I could not find the entrance to the hotel. It was no longer on Darlinghurst Rd they had moved it to leafy Victoria Street with the trendy Cafes.

Making my way through concierge up to reception on level 2 I waited and as I waited I began to admire the art work and the long stone reception desk that greets you as you exit the lift. I began to think how much bigger and brighter everything looked from the old Crest restaurant that was here previously. I have to admit, I was getting excited after seeing the changes made to the Hotel. I could only imagine what I might expect from the Bathhouse’s reincarnation.

Naomi, an elegant young lady greeted and introduced herself, we found a quite corner to sit and chat.

“It has been a labour of love on this landmark institution of spa for the new owners, Body Inc.”, she tells me, (Body Inc, I was reminded ran the Day Spa at the Melbourne 2006 Commonwealth Games, Athletes Village and have the only spa at Sydney Airport.)
“The labour of love seems to have taken a little longer than you anticipated,” I commented sipping my chai latte after having exchanged pleasantries and restraining the obvious frustration in my voice knowing the opening date had changed 3 times!
 “Yes, that’s true however, we are extremely confident our guests will not be disappointed. I am witnessing the changes daily and the new look of the bathhouse is certainly going to be worth the wait.” she replied.
“Yes I’m sure” I agreed politely but not satisfied I continued my interrogation asking if the regulars, (which there are many of us), will be happy with the changes?

”We are very mindful of the needs of the bathhouses loyal followers, both here and abroad and indeed, the popularity of the traditional Korean body scrubs, with the Ginseng baths, so those aspects of the experience will not change. We have also shared with them our vision and our planned changes, which most have said were well overdue.” my gracious host explained,

“So is nudity still a prerequisite?” I asked, having heard that this had changed to allow the faint hearted, would-be casual, bathhouse novices on my turf?
Naomi allayed my fears,” Definitely, in the public bathing areas the previous traditional bathhouse policy of nudity, will still apply. but,”
“Ah Ha” I thought here it comes…
“Having said this, we are conscious that there is a need to address the issues that may have kept some people away.” “Apart from the obvious need for a much deserved refurbishment, we understand the strict policy of mandatory nudity in the ‘His and Hers’ Public bathing areas, may not appeal to the not so uninhibited.
We have created select private rooms or couples rooms with their own baths, keeping in mind all our guest levels of comfort”.
 
And that appears to have been exactly what has happened. As I went through the floor plan it showed almost 1600sqm of space that has been totally redesigned from the original space.
 
The new owners have been creative, yet thoughtful and deliberate with the refurbishment of the Bathhouse. They have doubled the capacity by increasing the number and size of the treatment rooms, and still keeping the authentic Asian feel.

When I enquired if the bathhouse will still be popular after being closed for almost 12 months, Naomi tells me,” We are inundated with calls and emails daily. The interest level is phenomenal. We are frequently told by previous guests and staff that on weekends the bathhouse traded to capacity and operated on bookings only, often turning away as much business as it took.”
 Yes, this I know, I was one of them!
“Will staffing be an issue?” I asked, knowing when they were busy, they struggled to have enough staff.
“This has definitely been an area we have been focused on and it is always a challenge to find good, experienced staff within any industry let alone this one.”

“Having advertised for 6 months has given us a large pool to draw from, including staff that had worked here previously.”  
“They don’t mind waiting?” I asked.
 “We have managed to recruit, people who were worth waiting for and are committed and prepared to wait for us for this amazing opportunity.”  The bathhouse does draw people to it however, we still sponsored some key people from overseas.” Naomi explains.

“Running a recruitment campaign that states “No Excess Baggage” and “There Are No Good Therapists Left In Sydney” tends to fly in the face of some. However, some are up to the challenge but, a lot may have the experience but, not the attitude we are looking for. Customer service has been very wanting and especially in the spa industry.”  She went on to say.

Again, another home truth I could relate to, as a lot of us have had that nightmare experiences with therapists and elitists spas either not knowing what they were doing or just not caring. The thing I liked about the old Bathhouse was that you did not have to stand on ceremony or walk on eggshells, as it was just a very casual vibe.

Naomi went on to tell me, “Plans are in the pipeline for our own Academy and another Bathhouse later in the year. This will, in the long term provide a greater resource of well trained therapists to tap into.”

She also told me that the new Bathhouse will be arguably the largest urban spa of its kind in Australia.

This is a far cry from my last memories of sitting on a well used lounge chair in the old tea room with a sandwich vending machine waiting to have my number called like I was in a ‘Coles Deli’. At the time this did not matter, as it was the Korean body scrubs and Ginseng soaking that left you with the feel of an infant’s skin which had been heralded for thousands of years as a miracle herb treatment I was craving.
My expectations are much higher, having waited with anticipation, being teased and tempted with the website, artist’s impressions and more extensive menus I felt I could afford to be more demanding.
Time was getting on and although I hinted for a sneak peak, the offer was never forth coming, I asked, “Taking into account the investment that’s taking place, will you be able to maintain the same affordability the bathhouse was also renowned for?”
“No” came the direct and honest reply. In some instances we will be more affordable especially for members and packages.” I breathed a sigh of relief, knowing how hard I have to make my dollar work these days.

Comparing the old menu overall, it’s about 12% dearer if you are walking in off the street where as a 1 hour massage was $88.00 it’s now $95.00.Unless you become a member.

It was then that I decided Naomi,  was going to be my new best friend, she went on to tell me, “With previous high interest in membership inquiries (over 12,000) Body Inc is sponsoring a Loyalty program, “The Frequent Indulger” of which the Bathhouse is the major Sponsor. Initial enrolment numbers suggests the value is certainly there and preopening specials on Foundation memberships are being well received.”

This writer understands that the members will be privy to a pre opening viewing and Black Label and Corporate members will be invited to the pre launch night on the 8th of August. There will also be “Member’s only Evenings” and value added benefits of belonging with Hotel, Restaurant and Retail partners which in these stressful times seems like perfect answer to escape the 9-5 grind. If one wants to get onto the A List one needs to speak to one of the Bathhouse Ambassadors as I did, who I am told will be more than accommodating with your inquiries. To receive this, one just has to wait a little longer and mention my name to get a good table, “a table for 1” and that one could be you……  I am already starting to feel much, much better.

 

From your Frequent Indulger

Call 1300 88 BODY or 02 9356 3477

Level 1 224 Victoria Street
Potts Point
Sydney 2011 NSW