Hastings, Minnesota Massage & Spa Industry Report

Executive Summary

The local massage and spa industry in Hastings, Minnesota, has emerged as a vibrant, community-driven sector aligning with national wellness trends and contributing to economic vitality. In recent years, Hastings’ spas have introduced innovative services—from barefoot massage to sound healing—catering to rising consumer interest in holistic health. This report highlights how local businesses like Caring Hands Massage & Spa are blending small-town hospitality with modern wellness, earning rave customer reviews about personalized care and relaxation (“They made me and my friend feel very comfortable and the setting was relaxing”​). The industry’s growth mirrors broader patterns: U.S. spa revenues hit a record $20.1 billion in 2022​, and massage therapy employment is projected to grow 18% this decade​. Such data underscores a robust outlook, with Hastings poised to capitalize on wellness tourism and community health initiatives. Local leaders and business owners are collaborating to ensure this growth is sustainable and inclusive—emphasizing quality service, authentic storytelling, and community engagement. In sum, Hastings’ massage and spa sector is not only enhancing local quality of life but also positioning the city as a serene wellness destination in the Twin Cities region.

Historical Background

Hastings’ relationship with therapeutic relaxation stretches back generations, evolving from a little-known amenity into a cherished community staple. In the late 19th century, the city’s reputation as a river town intersected with early wellness tourism at places like the Classic Rosewood Inn & Spa. Housed in an 1880 Queen Anne mansion, the Rosewood Inn became a “piece of Hastings history” offering quaint bed-and-breakfast hospitality​. By the mid-20th century, massage therapy in America was transitioning from fringe treatment to mainstream practice, used for everything from sports injuries to stress relief. Locally, early practitioners often operated out of salons or chiropractic offices, gradually educating the public on massage’s health benefits. Community memories recall when a massage was a luxury or a rare indulgence – but over time that perception shifted alongside national trends. In 1991, the American Massage Therapy Association reported about 7.3% of U.S. adults had received a massage; by recent years, that figure has more than doubled as massage became recognized for its role in pain management and wellness​.

In Hastings, key pioneers helped normalize this shift. The founders of Caring Hands Massage & Spa, for example, wove their personal journeys into the business’s roots – a chance meeting via a newspaper personal ad led two massage therapists to plant “the seed which has grown with love” into today’s Caring Hands​. By the 2000s, dedicated spas began appearing downtown and across the river. Historic inns integrated spa rooms, like Rosewood’s main-floor massage suite, bridging old-world charm with modern relaxation​. Meanwhile, holistic health practices gained foothold; longtime residents recall yoga classes at the YMCA and “healing touch” volunteers at Regina Medical Center as early as the 1980s. Public health attitudes also evolved – from viewing massage as a pampering treat to an “essential health care” component for stress reduction and pain relief​. One notable regulatory chapter is that Minnesota remains one of just four states without statewide massage licensure​. This historically patchwork oversight (relying on city ordinances) both posed challenges and allowed small-town providers flexibility. Nonetheless, Hastings therapists upheld professional standards and built trust through certification and word-of-mouth. Today, the city’s massage and spa landscape balances legacy and innovation – honoring early influences like the Rosewood Inn’s Victorian elegance while embracing new modalities and a wellness-for-all ethos that has become ingrained in Hastings’ community culture.

Competitive Analysis

Hastings’ spa scene thrives within a broader regional context, surrounded by comparable river towns and historic communities that have also tapped into wellness tourism. Stillwater, MN, for instance, offers a robust array of day spas and retreats that draw visitors year-round. Its nationally known Just For Me Spa boasts unique amenities like a Himalayan salt cave, mineral soaking pool, and an LED light lounge – an “award-winning day spa and overnight retreat” that has become a destination in itself​. Strolling Stillwater’s charming Main Street reveals multiple spas nestled amid boutiques and cafes; the town cleverly markets these as part of its romantic getaway appeal. The classic downtown architecture (shown below) houses salons and spas side-by-side with antique shops, creating a seamless tourist experience of leisure​. Stillwater’s marketing emphasizes “relaxation on the St. Croix”, leveraging its scenic river and historic ambiance to attract couples’ spa weekends and bachelorette groups. Hastings, by comparison, offers a quieter but similarly authentic river town vibe – one that local spas can capitalize on by highlighting our Mississippi river bluffs, quaint downtown, and lack of crowds for a more intimate retreat.

Neighboring Red Wing, MN provides another point of reference. Home to the luxurious Spa at St. James Hotel, Red Wing integrates spa services with hospitality packages. Visitors can “Book the Rest & Relax package” at this historic 1875 hotel, including breakfast with mimosas and a $100 spa credit​. This bundling of lodging and spa treatments has proven successful in attracting Twin Cities urbanites looking for a convenient escape. Additionally, Red Wing’s Treasure Island Resort offers a full-service Wave Spa (with playful “Manicures & Martinis” events​), underscoring how even casino resorts in the region invest in spa amenities to broaden their appeal. Hastings lacks a large hotel resort, but the recent creation of “The Suite Experience” at Caring Hands Massage & Spa shows local ingenuity in marrying accommodation with wellness. As one guest raved, “This had the best hospitality I’ve ever received at an AirBnB...the space is absolutely lovely... While the fam was skiing I took advantage of the spa next door... hospitality overflowing and so relaxing”​. Such integration of a private luxury suite with on-site spa services directly competes with the packaged experiences in Red Wing and could be expanded further.

To the south, Northfield, MN (another historic college town) has cultivated a small but noteworthy wellness sector. Blue Sage Day Spa in downtown Northfield exemplifies the boutique approach, offering everything from foot reflexology and organic facials to hair services​. Travel writers note that “if you’re visiting Northfield and need a little pampering, book an appointment at Blue Sage – it’s simply lovely”, making it “a perfect addition to a day trip” itinerary​. Northfield’s strategy relies on local clientele (including college faculty, parents, and students) as well as visitors drawn by the town’s charm and events. The spa co-markets with Northfield’s tourism board, ensuring wellness options appear in guides alongside the town’s famed autumn college events and historic sites. Hastings can learn from this by integrating our spa offerings into all tourism promotions – from the Chamber of Commerce website to regional travel blogs – so that a massage or salt-room session becomes a “must-do” for anyone passing through.

Just across the river from Hastings in Prescott, Wisconsin, we see a microcosm of cross-border competition and collaboration. Prescott’s Ooh Ahh Massage & Spa, run by a dynamic duo (Trista and Alexi), has been celebrated in local media for the “healing touch” they provide. As one feature described, “the hands of Trista and Alexi…weave magic, offering more than just relief but a sanctuary for the soul”​. Despite Prescott’s smaller size, Ooh Ahh Spa draws clients from both sides of the Mississippi, leveraging the novelty of a short “spa getaway” across state lines. They differentiate with services like infrared sauna sessions and a boutique vibe, while engaging actively on social media to pull in customers from Hastings (a clever strategy, as Hastings’ lack of a state massage license may make Prescott an attractive option for certain treatments).

In comparing these communities, a few competitive themes emerge. Diversified Offerings: Stillwater and Red Wing excel by offering distinctive treatments (salt caves, mineral baths) and pairing spa with lodging or attractions. Hastings spas, in response, have introduced specialties like Barefoot Massage, an “artful dance of healing” using feet for deeper pressure, which is a rarity in the region​. This unique modality, introduced by therapist Alana in Hastings, sets local services apart for those “in pursuit of something beyond the ordinary”​. Marketing & Storytelling: Our competitors often package an experience – Stillwater sells a historic romance narrative, Red Wing sells vintage luxury, Northfield sells small-town serenity. Hastings can sharpen its storytelling to emphasize our river town tranquility, friendly community, and innovative therapists. The fact that “residents of Hastings are fortunate to have such a novel service at our doorstep”, as one local article noted about the new barefoot massage​, is a narrative of hometown pride worth broadcasting to potential visitors. Customer Experience: Reviews indicate that what Hastings spas may lack in size, they make up for in personal touch. For example, Caring Hands consistently earns praise for knowledgeable staff willing to apply strong therapeutic pressure and customize sessions (one client noted the therapist was “not afraid to work on my shoulders with actual pressure!”​). This genuine care and ability to tailor treatments is a competitive advantage over some larger resort spas, which Hastings should continue to cultivate. By learning from regional peers and doubling down on our strengths – intimate atmosphere, unique treatments, and integration with local culture – Hastings can firmly establish itself within the area’s flourishing spa and wellness circuit.

Growth Opportunities

As wellness tourism and self-care trends surge nationwide, Hastings is ripe with opportunities to expand its massage and spa industry through innovation, partnerships, and strategic investments. Similar communities have demonstrated creative ways to grow their wellness offerings, providing blueprints Hastings can adapt. One promising avenue is the development of wellness retreats and special events. In Ontario, Canada, a small-town spa owner described how she “added a large deck and bunkie that hosts new outdoor events such as our ‘Gather and Glow’ retreat,” evolving her day spa into a holistic wellness center​. The retreat model – which can include yoga sessions by the river, meditation workshops, and group nature walks – could be replicated here. Imagine a Hastings Wellness Weekend retreat: two days of massage, guided hikes at Vermillion Falls, sound-bath meditations, and farm-to-table meals. This not only draws visitors for multi-day stays but also engages local businesses (hotels, restaurants, yoga instructors) in a collaborative package. Case studies show that even offering such retreats just a few times a year can put a town on the regional wellness map and generate off-season tourism revenue​.

Partnerships and bundled experiences are another growth lever. Hastings has already seen success with the Suite Experience at Caring Hands Massage & Spa, where lodging and spa are combined. Building on this, local spas could partner with B&Bs like the Historic Inn on Ramsey or national park services for unique packages. For example, a “Bike & Unwind” package might include a day biking the Mississippi River Trail followed by a deep-tissue massage and brewery visit. Red Wing’s St. James Hotel package and Lanesboro’s on-site massages for B&B guests​ prove that travelers love convenient bundles. Additionally, coordination with tourism agencies to create themed events can spur growth. Northfield’s Girls’ Getaway promotions, which pair shopping and spa discounts, or Stillwater’s bachelorette party itineraries (spa + wine tasting) are models to emulate. Hastings could host an annual Spa & Style Soirée downtown – a weekend where spas offer mini treatments, salons do makeovers, boutiques run sales, and restaurants feature healthy menus. This kind of event not only drives business to local spas but also reinforces community wellness culture.

Investing in digital infrastructure is crucial for growth. In an era when 78% of spa-goers prioritize mental well-being and expect convenience​,​ having robust online booking, mobile engagement, and virtual support can set Hastings apart. Many small spas have grown by embracing booking platforms (e.g., Vagaro, Mindbody) and offering instant gift certificate sales on their websites. The industry has seen an “increase in demand for massage therapy for parents with children in the house”, urging spas to cater to “busy schedules, stressed out moms, and working parents”​. This could mean extending evening or weekend hours and leveraging online scheduling to accommodate family routines. A Hastings spa could create a mobile app for scheduling and loyalty rewards – for example, after five massages, get a free mini-facial – to encourage repeat visits. Digital marketing can also amplify growth: clinics in other towns have successfully used Instagram reels (sharing quick wellness tips, behind-the-scenes of treatments) and email newsletters to stay top-of-mind. HastingsNow.com’s own community stories provide rich content that spas can share to attract clients seeking that personal connection.

Another growth opportunity lies in broadening services to capture emerging trends. Wellness is no longer just massages and facials; it encompasses mindfulness, fitness, and even alternative therapies. One spa industry leader observed a “significant shift in incorporating holistic services over the last few years… focusing on self-care and mental health has become a priority for many consumers; it’s become popular”​. Hastings spas could diversify into areas like guided meditation sessions, life coaching, or nutritional workshops in collaboration with local experts. The recent introduction of sound healing sessions at Caring Hands (where clients are “blown away by how wonderful they feel” after a crystal bowl session​) illustrates how adding niche wellness offerings can draw new client segments. Similarly, there’s potential for medical-adjacent services: partnering with physical therapists or chiropractors for sports massage programs (targeting the many youth athletes and active adults in the area), or hosting “wellness check” events where massage therapists and nurses team up to provide blood pressure checks and stress relief massages. Such cross-disciplinary approaches have thrived in communities focused on preventive health.

Finally, Hastings can look at local and regional partnerships to fuel growth. Collaborating with established wellness brands or networks can elevate our profile. For instance, joining the International Spa Association (ISPA) or regional spa networks could bring training resources and marketing exposure. Partnering with the American Massage Therapy Association (AMTA) to host a state conference or continuing education workshop in Hastings would bring practitioners (and revenue) to town, showcasing our spas and amenities. On a smaller scale, spas could co-create “Wellness Passport” programs with each other – customers who try multiple Hastings wellness businesses get a stamp at each and a reward at the end, encouraging them to explore everything the community offers. In sum, the growth path for Hastings’ massage and spa industry lies in innovation and collaboration: create unique experiences (retreats, events), embrace convenient tech and marketing, diversify into holistic wellness trends, and build networks that amplify our reach. These steps, supported by success stories from similar communities, can turn Hastings into a year-round wellness hub and ensure long-term industry vitality.

Youth & Community Engagement

Engaging the next generation and the broader community in wellness is both a social opportunity and a smart business strategy for Hastings’ spa industry. There is a growing movement to introduce health and wellness education for youth, recognizing that lifelong healthy habits start early. Hastings and comparable towns have begun weaving wellness into community programming. For example, Hastings Community Education recently co-hosted a Community Health Fair at the high school, offering free health screenings and wellness info for all ages​. Such events normalize conversations about stress management, fitness, and self-care among families. Local spa professionals could take part in future health fairs or school career days to demystify their work – imagine a massage therapist demonstrating simple chair massage techniques for parents and teens to relieve study or work tension. This not only markets services but positions spas as allies in public health. Dakota County’s initiatives in schools also provide a blueprint: some area schools have created “calm rooms” and introduced social-emotional learning curricula to help students manage anxiety and mental wellness​. Hastings’ wellness community can support these efforts by volunteering to teach short mindfulness classes or yoga sessions in schools. In fact, youth yoga classes are already available locally – Hastings Yoga studio offers Kids & TWEEN Yoga where “children learn yoga poses through games and breath work,” blending active fun with relaxation techniques​. The image below, of children practicing yoga at a youth camp, illustrates how such activities can build focus and healthy coping skills from a young age​.

Spas and wellness centers can also create family-friendly programs to welcome younger clients in appropriate ways. Some ideas include mother-daughter spa days, teen facial workshops, or stress-relief seminars for student athletes. An industry stat from AMTA notes that consumers with children under 18 at home are actually more likely to get massages than those without​ – often because parents seek stress relief or physical recovery (think of moms with back pain from lifting toddlers, or dads with tennis elbow). Hastings spas could cater to this demographic by offering childcare partnerships or short “while-you-wait” kids activities. For instance, one spa could team up with a nearby art studio to host a “Kids Craft Corner” on certain Saturdays – parents get a massage next door while their children do supervised crafts or yoga storytelling. Another angle is targeting teen wellness: offer discounted mini-services for teenagers during prom season (e.g. skincare consults, relaxation massage for exam stress) or host open houses where teens can learn about careers in massage therapy and cosmetology. Given the rising pressures on youth, providing them outlets for relaxation and positive body awareness is invaluable. Jeanne Lecher, a sound healer in Hastings, noted that many clients initially have “little knowledge” of practices like sound healing but leave “transformed, ‘blown away by how wonderful they feel’”​. If such transformation is possible for adults, imagine introducing teens to meditation or massage – it could become a tool they carry for life.

Community-wide wellness events are another powerful way to engage. Hastings could organize an annual Wellness in the Park day, perhaps during summer at Levee Park, featuring free yoga classes, massage demos, nutrition tips, and fun runs. Other towns have seen success with events like outdoor yoga + live music (a “Yoga Jam”) or wellness expos. Partnerships with local hospitals (like Regina Hospital) and non-profits can amplify impact. For instance, collaborating with mental health organizations to host a “Stress Less for Teens” workshop or with the YMCA for a Family Spa Night (where the Y pool area is turned into a mock spa with essential oils and stretching classes) can draw diverse participants. The key is to lower barriers and show that wellness is for everyone – men, women, kids, seniors, athletes, and newcomers alike. Hastings’ massage therapists and estheticians might volunteer at charity events (e.g., offering free chair massages at school fundraisers or the Gobble Gait run) to further embed in the community. Such goodwill gestures often translate to new paying clients who experienced the benefits and want more.

Finally, there’s opportunity to engage youth not just as consumers of wellness, but as contributors. Workforce development and mentorship can be a form of engagement – local spa owners could mentor high school or college students interested in physical therapy, sports medicine, or beauty careers. Creating a summer internship or “Spa Apprentice” program in Hastings would give a young person exposure to the industry, and perhaps inspire them to pursue certification, eventually contributing back to the local economy. Given that the spa workforce skews young and predominantly female nationwide​, nurturing local talent can help sustain Hastings’ industry and keep bright graduates in the area.

In summary, by actively involving youth and families through education, tailored services, and community events, Hastings can foster a culture of wellness that benefits all. These efforts not only cultivate healthier, happier young residents (our future clients and employees), but they also reinforce the message that in Hastings, well-being is a community value. The ripple effects – from reduced stress in schools to stronger intergenerational connections at spa events – enhance the social fabric while organically growing the customer base for our massage and spa businesses.

Environmental & Social Sustainability

Sustainability in the spa industry is more than a buzzword – it’s quickly becoming a core expectation among wellness consumers. Nationwide, 75% of spa owners consider eco-friendly practices vital to their success​, and Hastings’ spas have an opportunity to lead by example in our region. Embracing green initiatives not only aligns with community values (Hastings is, after all, surrounded by natural beauty along the Mississippi and St. Croix rivers) but also can attract environmentally conscious clientele. There are several facets to sustainability in the massage and spa context: use of natural products, reduction of waste and resource consumption, and social responsibility in operations.

One immediate step is choosing eco-friendly products and materials. Many spas have switched to organic or locally-sourced lotions, oils, and scrubs to eliminate harsh chemicals and support local producers. Hastings could promote that its therapists use Minnesota-made herbal balms or essential oils from regional farms, for example. Some skincare brands offer certification programs – Eminence Organic Skin Care, for instance, has a Green Spa* program that “rewards those actively supporting the green movement”​. Spas that meet criteria (like recycling, energy efficiency, and using organic products) earn a Green Spa certification badge. If any Hastings spa carries Eminence products or similar, pursuing such certification would broadcast their commitment. It’s a marketing win: imagine a visitor choosing between two spas and opting for the one labeled as a Certified Green Spa. Additionally, simple swaps like using biodegradable cleaning supplies, offering customers water in glass cups instead of single-use plastic, and laundering with eco-certified detergents can reduce the environmental footprint.

Water and energy conservation are also key. Massage and spa services can be resource-intensive (think hot water for linens, long showers, heating for saunas). Innovative practices elsewhere show what’s possible. Some spas are incorporating waterless treatments – for example, using warm herbal compresses or dry brushing instead of water-intensive body wraps – which “appeal to eco-conscious consumers while conserving natural resources”​. Installing low-flow showerheads and on-demand water heaters in spa facilities can cut water usage significantly. Renewable energy is another frontier: a small-town spa in Oregon famously achieved LEED Gold certification for its building, featuring solar panels and geothermal heating to power its operations. While that level of investment may be challenging, even minor upgrades help. Swapping incandescent ambient lights for LED bulbs (with dimmers to maintain a calming mood) can greatly reduce electricity use. Many spas also schedule “energy holidays” – one day a month where they close or minimize operations to give equipment a rest and save energy, an idea Hastings businesses could coordinate if feasible.

Waste reduction ties into daily habits. Spas generate lots of laundry and disposables (like paper sheets on treatment tables, product packaging, etc.). Adopting washable, reusable materials where possible is ideal. For instance, using cloth headbands and covers that can be laundered instead of disposable ones, or refilling product dispensers from bulk containers rather than individual small bottles. Composting of organic waste (like used tea bags, fruits from infusions, etc.) is another practice some eco-forward spas do, often in partnership with local community gardens. Hastings’ city compost program and recycling services can support spas in this realm. A fun community angle could be “upcycling” events – perhaps a spa could partner with an arts group to repurpose old towels or robes into quilt blankets for charity, engaging customers in donation drives that give items a second life rather than tossing them.

Beyond environmental impacts, social sustainability – ensuring fair, inclusive, and community-minded practices – is crucial. This can mean paying therapists living wages, offering flexible hours, or supporting charitable causes. Happily, many of Hastings’ wellness businesses already embody these values through local donations and volunteerism. Formalizing it, a Hastings spa might pursue a “B Corporation” certification or similar, which validates businesses that are socially and environmentally responsible. While that’s a rigorous process, even aiming for such standards elevates operations. At minimum, transparency about sourcing and labor is appreciated: spas can inform clients that their products are cruelty-free, or that they source linens from women-owned cooperatives, for instance.

Education is a part of sustainability too. Hastings spas could educate clients on how to continue sustainable self-care at home – recommending reef-safe sunscreens (for those traveling to oceans), suggesting ways to reuse essential oil bottles, or selling products that are refillable. There’s also an opportunity to connect with the Green Spa Network (GSN), a national organization providing resources for sustainable spa practices (with free membership and toolkits available​). By tapping into GSN’s tips and perhaps featuring in their community, Hastings businesses can stay on the cutting edge of eco-practices.

In conclusion, prioritizing sustainability is a win–win: it aligns with the wellness philosophy of caring for mind, body, and planet, and it differentiates our local industry. Imagine visitors reading that a Hastings spa uses solar-heated water for its herbal steam treatments, or that the massage oil warming candles are made of soy from a local farmer’s market – these details create a compelling story and experience. As the spa industry moves toward a greener future, with sustainability becoming a “driving force” in new developments​, Hastings has the chance to be a leader among small cities. By implementing green practices and proudly communicating them, our massage and spa community can ensure that their pursuit of rejuvenation extends to the environment and society we all share.

Digital Marketing & Storytelling

In the digital age, compelling storytelling and savvy online marketing are essential for Hastings’ massage and spa businesses to thrive and connect with both local clients and potential visitors. Fortunately, our community is rich in stories waiting to be told – from the personal passion of therapists to the calming allure of our riverside locale. Effective wellness storytelling means conveying not just what services you offer, but why they matter and how they reflect the spirit of Hastings. One standout example comes from HastingsNow.com’s own features: an article introducing barefoot massage began, “In the quaint town of Hastings, Minnesota, nestled among its serene landscapes, lies a haven of relaxation and rejuvenation”​. This narrative immediately paints Hastings as a place of peace and sets the stage for the unique therapy to shine. Spa businesses can emulate this approach in their marketing content – using imagery of our Mississippi river sunsets, historic downtown streets, and friendly community to frame their services as authentic Hastings experiences. For instance, a social media post about a new aromatherapy massage could start with: “On a quiet Hastings morning by the river, we blend lavender and pine oils – a nod to our Minnesota woods – for a massage that transports you to nature.” Such storytelling weaves local identity into the appeal of the service, distinguishing it from a generic spa ad.

Leveraging digital platforms is critical. At minimum, every Hastings spa should ensure its Google business listing, TripAdvisor page, and social media profiles are up-to-date and filled with glowing testimonials. Client reviews are a form of storytelling too – a satisfied customer’s words build trust and narrative. For example, when a client says “I thoroughly enjoyed my visit… the therapist was very professional and gave a great massage in a relaxing, private atmosphere”​, that testimonial can be highlighted (with permission) on the spa’s website or Instagram with a personal thank-you note. Encouraging clients to share their “after-glow” feelings or even a quick selfie in the lobby (perhaps by creating an attractive photo spot with a Hastings-themed backdrop) can generate user-generated content that acts as authentic marketing. One powerful testimonial from our local sound healing sessions recounts how clients, initially unfamiliar, left “blown away by how wonderful they feel,” describing the experience as deeply transformative​. Quotes like this, accompanied by a peaceful image of singing bowls or a client mid-session (with privacy respected), make for compelling posts that invite others to “come feel this for yourself.”

Digital campaigns that tell a cohesive story can set Hastings apart. Consider creating a hashtag like #RelaxInHastings or #HastingsWellness to aggregate content. A spa could run a series of short videos titled “Meet the Therapist” where each staff member shares why they love what they do and maybe a fun local fact (e.g., “Hi, I’m Maria. I’ve been a massage therapist for 10 years and I also volunteer at our community garden. My favorite part of working in Hastings is hearing the church bells downtown while I give a massage – it’s such a peaceful community.”). This kind of personal storytelling adds depth to the business and strengthens community connection. Additionally, partnering with local influencers or active community Facebook pages (like Hastings MN Community) can extend reach. Perhaps host a “spa day giveaway” for teachers or healthcare workers on social media, requiring participants to comment with their favorite thing about Hastings. Not only does this engage the community, it crowdsources positive content about our town, reinforcing the message that Hastings is a special place to unwind.

From an SEO perspective for HastingsNow.com and other local sites, incorporating relevant keywords will help attract those searching online. Phrases such as “Hastings MN spa treatment,” “Mississippi river town relaxation,” “Twin Cities day trip spa,” and specific service keywords (massage therapy, couples massage, organic facial in Hastings) should be naturally embedded in blog posts and business webpages. Given our proximity to the metro, many potential customers might search “massage near Red Wing or Hastings” or “day spa south of St. Paul.” Ensuring Hastings is mentioned alongside those regional markers can capture that traffic. On HastingsNow.com, articles that include terms like “wellness in Hastings” or “spa tourism in Dakota County” can improve search visibility for the community as a whole.

Another best practice is visual storytelling. High-quality photos and even short clips can transport viewers. A well-composed photo of a massage table by a window overlooking a snowy Main Street, or a before-and-after carousel showing a stressed person and then the same person looking blissfully relaxed post-treatment, can be very effective. One of the embedded images above of downtown Stillwater bustling with life reminds us how a single photo can convey atmosphere; similarly, photos of Hastings’ riverfront or a candlelit treatment room can set a tone. When using images, businesses should caption them with narrative flair (and include our key phrases: e.g., “A tranquil evening at our Hastings spa, where small-town charm meets deep relaxation.”).

Finally, consistency and interaction in the digital space foster engagement. Spa owners should respond to online comments and reviews, reinforcing the story that they truly care (a simple “We’re so happy you felt rejuvenated – come back to Hastings anytime!” can leave a strong impression on not just that customer but anyone reading). They might also share broader wellness content – perhaps a HastingsNow story on healthy living or an AMTA article on massage benefits – to position themselves as trusted sources of information. The goal is to create an ongoing dialogue.

In essence, Hastings’ massage and spa narrative is already being written through heartfelt interviews, customer experiences, and our town’s backdrop – we simply need to amplify it online. By embracing authentic storytelling, utilizing SEO-friendly language, and engaging audiences through social media and reviews, we can ensure that when people think of relaxation in Hastings, they not only know what awaits them but feel emotionally drawn to be part of the story themselves.

Strategic Recommendations & Future Outlook

Drawing together the insights from this report, several clear strategies emerge to ensure the Hastings massage and spa industry continues to flourish. These recommendations are tailored to our local context and stakeholders – from city officials and tourism promoters to spa owners and our broader business community. Implementing these will help Hastings solidify its identity as a premier small-town wellness destination and sustain growth in the years ahead.

1. Foster Collaborative Marketing & Packages: City tourism officials and local businesses should work hand-in-hand to create integrated wellness experiences. This could mean officially incorporating spa visits into Hastings tourism itineraries (e.g., “Day 2 in Hastings: morning at the river overlook, afternoon massage downtown, evening winery tour”). Encourage hotels, B&Bs, and attractions to cross-promote with spas – much like Red Wing’s hotel/spa packages and Lanesboro’s on-site massages for guests​. A collaborative effort could produce a “Relax in Hastings” package that partners a massage or spa service with a meal at a local restaurant and perhaps a discounted museum or river cruise ticket. Not only would this increase business for all parties, it gives visitors a seamless, curated experience. The Hastings Chamber of Commerce can facilitate this by bringing stakeholders together and possibly providing small marketing grants or featuring such packages on the VisitHastings website. By echoing the successful tactics of Stillwater and Red Wing in bundling offerings (while highlighting Hastings’ unique charm), we make our city more competitive in drawing day-trippers and weekenders looking for a holistic getaway.

2. Embrace Innovation and Diversification of Services: Spa owners should stay agile and responsive to emerging wellness trends, continuing the spirit of innovation already shown. The introduction of barefoot massage and sound healing locally are prime examples of offering something novel. Keep an eye on industry developments – for instance, “high-tech integration in spas” is on the rise, including things like virtual reality meditation experiences or LED light therapy beds​. While Hastings might not adopt every high-tech gadget, selectively integrating tech (say, guided VR relaxation journeys that clients can add before or after a treatment) could set us apart. Also consider the growing interest in “spiritual wellness”; as ISPA noted, “Spirituality is gaining mainstream attention” in spa contexts​. This doesn’t mean becoming a religious center, but offering services that address inner well-being – meditation classes, mindfulness coaching, perhaps even partnering with local yoga or faith communities for retreat sessions – could cater to this trend. Additionally, capitalize on the mental health aspect of spa services. With burnout and anxiety common, position massages and facials not just as luxuries but as essential health practices (backed by research and perhaps even partnering with healthcare providers for referrals). In the future, we might see insurance or HSAs covering more wellness services; being prepared (e.g., ensuring proper credentials and documentation for therapeutic massages) could allow Hastings spas to tap into those channels. Essentially, continuous learning and adaptability will keep our offerings fresh and aligned with what consumers seek.

3. Invest in Workforce Development & Professional Excellence: A critical component of sustained success is having skilled, passionate practitioners. City economic developers and spa proprietors should collaborate on attracting and retaining talent. This could involve creating scholarship or tuition reimbursement programs for locals to attend massage therapy school or advanced esthetics training, on the condition they work in Hastings for a period after graduation. Given that Minnesota is moving toward state licensure (with bills expected to be revisited in 2024​), ensuring our therapists are fully certified and ahead of regulatory changes is important. The city might even lobby or facilitate having licensure testing available nearby to remove barriers for practitioners. Encourage current staff to pursue continuing education (there are many modalities and specialties out there) and possibly host workshops in Hastings – turning our town into a mini-hub for practitioner training can raise our profile. Recognize and celebrate the professionals: perhaps an annual “Hastings Wellness Awards” ceremony could be instituted, highlighting star therapists, customer service excellence, or innovation. This not only motivates providers but also generates positive PR and community awareness of the quality right here in town.

4. Strengthen Community Wellness Integration: We recommend institutionalizing some of the community engagement ideas – essentially making wellness part of Hastings’ civic fabric. City officials and school boards could formally integrate wellness programming (e.g., contract local yoga teachers or meditation coaches for after-school programs, or have an annual “Wellness Week” in schools with spa professionals presenting). The payoff is long-term: healthier residents who also value and patronize local wellness businesses. Additionally, consider public infrastructure that promotes relaxation – could Hastings add a small public labyrinth or meditation garden in a park? Or outdoor massage pavilions by the river in summertime? These might be ambitious, but even a designated “quiet corner” with seating and greenery downtown sponsored by local spas can subtly market the idea of relaxation in Hastings. Social sustainability should be part of strategic plans too: ensure that spa services are inclusive. Maybe work with non-profits to offer sliding scale or free sessions to veterans (Hastings has a large Veterans Home), cancer survivors, or others in need, especially during Wellness Week or similar events. This not only does good, but often attracts media attention and grants. The future of wellness is about caring for community – Hastings can lead by example in showing that our spas and massage therapists are key contributors to community health, not just businesses.

5. Amplify Digital Presence & Leverage Data: As detailed earlier, a strong digital marketing strategy is crucial. City tourism can assist by featuring spa content on official channels and funding professional photography or video work for a collective media library that all local spas can use. Spa owners should utilize analytics (Google Analytics, Facebook insights) to understand what content draws interest – for instance, if blog posts about “Hastings date ideas” that include spa visits get lots of hits, do more of those. Encourage online bookings and then use those systems to gather opt-in contact info for future promotions (e.g., email newsletters around holidays for gift certificate sales). Given the tech-savvy segment of consumers, consider emerging platforms: could we have a Hastings wellness podcast or a YouTube series? A short monthly podcast interviewing a local wellness expert or telling a success story (e.g., how massage helped a local marathon runner recover​) could reach new audiences and reinforce our town’s reputation. Also, monitor and encourage reviews – perhaps a small incentive like a discount on next service for anyone who shows they left a Yelp/Google review. The more positive digital word-of-mouth, the better our SEO and online credibility.

6. Pursue Regional Partnerships and Branding: Finally, think beyond Hastings’ borders in partnership with neighbors. Perhaps collaborate with Red Wing, Stillwater, and Northfield in a “Southern Minnesota Wellness Trail” concept, where each town promotes the others – a traveler could get a stamp in each city’s spa and receive a certificate (or prize) for completing the trail. This kind of regional approach can get support from Explore Minnesota Tourism and draw bigger attention (maybe even a feature in a travel magazine). It’s the idea that we’re stronger together in luring folks out of the metro for multi-stop trips. Branding-wise, Hastings should embrace a moniker like “Hastings: The River City of Relaxation” or “Minnesota’s Hidden Wellness Haven” in marketing materials, to create a memorable identity. Use consistent branding across all spas – a simple logo or tagline that each business can display (perhaps developed through a Chamber initiative) so that a visitor recognizes the unified effort.

Looking ahead, the future outlook for Hastings’ massage and spa industry is bright. Wellness is not a passing trend; it’s an increasingly central part of people’s lifestyles. The U.S. spa industry’s recent “record-breaking $21.3 billion in revenue” and climbing spa visits​ reflect a robust market that even economic downturns haven’t derailed, as people prioritize health and stress relief. Locally, as our population grows and tourism rebounds post-pandemic, demand for services will continue rising. We may see new niches like mobile spas (bringing services to offices or events) or eco-spa retreats (leveraging our parks for outdoor treatments) emerge in Hastings. Technology will certainly play a role – perhaps in a few years, booking a massage with a specific therapist via a HastingsNow app or experiencing an augmented reality consultation for skin care could be standard. Our strategy must be to stay proactive: by nurturing local talent, collaborating creatively, and maintaining the authentic heart-centered service that defines Hastings, we will ride the wave of wellness trends rather than be washed over by them.

In conclusion, Hastings stands at an exciting juncture where small-town charm meets the booming wellness economy. By implementing these strategic recommendations, city leaders, spa owners, and community partners can ensure that our massage and spa industry not only prospers financially but also enriches the well-being of everyone it touches. In doing so, we reinforce a powerful message: Hastings is a community that cares – a place where stress drifts away on the river breeze, and where each soothing touch in our spas echoes the warmth and welcome of our town.

Overview

Hastings, MN boasts a vibrant local wellness sector anchored by several massage therapy clinics and day spas. These businesses provide a range of services from therapeutic massage and energy healing to beauty treatments and halotherapy (salt therapy), serving residents and attracting visitors seeking relaxation. The industry supports over 20 licensed massage therapists in the city​, along with support staff, and contributes to the local economy through employment, retail sales of wellness products, and participation in community events. Below is a detailed look at each active massage/spa business in Hastings, followed by insights into customer experiences, economic impacts, and broader wellness trends contextualizing the local industry.

Major Massage and Spa Businesses in Hastings

Caring Hands Massage & Spa

Caring Hands Massage & Spa’s downtown storefront sign. Address: 427 Vermillion St, Hastings, MN 55033​.

• Founding & Ownership: Founded around 2009 by Judith Kulla and David Mueller, both massage therapists​. Their personal story – meeting via a newspaper ad and discovering a shared passion for massage – seeded the creation of Caring Hands. Judith now serves as President and David as Vice-President of the spa​. They have grown a “family of healers” – a team of nine licensed therapists – under their leadership​.

• Services Offered: A full spectrum of massage modalities (Swedish, deep tissue, hot stone, etc.) along with spa treatments and holistic health services. Caring Hands integrates energy work and Ayurvedic services into its menu​. Clients can get everything from relaxation massage to therapeutic bodywork, Reiki and chakra balancing, and Ayurvedic therapies in one place.

• Unique Selling Points: Emphasis on personalized care and “quality beyond the ordinary.” The owners attribute their success to genuinely caring more – “after a massage at Caring Hands… ‘That is the best massage I have ever had.’ The answer… ‘We care more.’”​. Each therapist brings unique specialties, and sessions are tailored rather than “cookie cutter”​. The spa features a couples massage room, a spa wet room, and even an outdoor massage/bath area for unique experiences. Its cozy, historic downtown building contributes to a calm, rivertown charm noted by visitors​.

• Target Clientele: Broad appeal – local Hastings residents of all ages, from first-time massage clients to regular wellness seekers. Clients often include couples (for dual sessions), individuals seeking pain relief or stress reduction, and those interested in holistic wellness. Female and male consumers alike frequent this spa; as an example, 45% of consumers nationally get massages at a therapist’s office or spa​, and Caring Hands reflects that trend with a diverse client base.

• Community Involvement & Accolades: Caring Hands is an active member of the Hastings Chamber of Commerce​ and frequently participates in local events. They host open-house events (such as holiday gatherings) for the community​. Local media have highlighted their promotions – e.g. HastingsNow’s Local 10 news featured “enticing deals at Caring Hands Massage & Spa”​. Customers consistently rate it highly (it’s TripAdvisor’s #1 Spa/Wellness in Hastings), and reviews praise the friendly staff and skilled therapists. One customer wrote “Short Version: GO HERE! Seriously!”, noting how comfortable and safe she felt during her first-ever massage​. Multiple therapists on staff (including the owners) have decades of experience, and the business has been a Nextdoor Neighborhood Favorite in Hastings​. These community ties and a reputation for excellence underscore Caring Hands’ role as a cornerstone of wellness in Hastings.

Pure Serenity Wellness Center

Visitors relaxing in the illuminated Salt & Selenite Sanctuary at Pure Serenity Wellness Center. Address: 202 2nd Street E, Hastings, MN 55033​ (historic downtown).

• Founding & Ownership: Pure Serenity Wellness Center, Inc. was established by Ericka Love (Hakanson) with a grand opening on February 22, 2020​. Ericka, a highly regarded licensed massage therapist and Reiki Master, remains the owner and lead therapist​. In just a few years, she expanded Pure Serenity from a small massage practice into a “full wellness center” offering an array of services​. The business celebrated its 5-year anniversary in 2025 and continues to grow.

• Services Offered: A comprehensive holistic health and spa experience. Pure Serenity offers therapeutic and prenatal massage, energy healing (Reiki and shamanic healing), skin care and facials, body waxing, yoga classes, and halotherapy. Its signature feature is the Salt & Selenite Sanctuary, a large Himalayan salt room lined with selenite crystal walls for halotherapy sessions​. Clients can book private salt-room sessions or even yoga and sound-healing classes inside the salt sanctuary. The center also provides natural health coaching, carries homeopathic remedies and healing crystals, and hosts wellness events​. This “one-stop shop” approach addresses mind, body, and spirit balance.

• Unique Selling Points: Unique facilities and multi-modal wellness set Pure Serenity apart. It is the only spa in Hastings with a halotherapy salt cave – “a one of a kind experience”​ – which supports respiratory health and deep relaxation. The high-vibrational environment of the Salt & Selenite Sanctuary is frequently touted as “life changing” by visitors​. Pure Serenity focuses on spiritual wellness as much as physical: clients can get a massage and also receive energy work or even a soul reading in the same visit. The center’s retail area showcases local artisan-made wellness goods (e.g. crystal jewelry, essential oils), reinforcing a community-centric vibe​. Pure Serenity’s slogan is “health and wellness in the heart of downtown Hastings”, emphasizing both its location and mission​.

• Target Clientele: Holistically minded clients from Hastings and beyond. The center draws individuals seeking not only muscle relief but also mental and spiritual rejuvenation – often women ages 30-60, but also men and even families. (They’ve hosted group “girls’ trip” visits; one out-of-state visitor on a girls weekend said “this place is so calming…we enjoyed every second”​.) Many clients use the spa for health reasons; indeed, 62% of U.S. massage consumers now use massage for medical or wellness purposes​, and Pure Serenity caters to that trend with services like Reiki, sound healing, and yoga therapy. The salt sanctuary attracts those with allergies, asthma, or stress who seek alternative therapies. With evening and weekend classes, the center also engages working professionals and retirees looking for community wellness activities.

• Community Involvement & Recognition: Pure Serenity is a member of the Hastings Chamber of Commerce​ and actively collaborates in downtown events. They frequently partner with local yoga instructors and even host special events (e.g. Summer Solstice gatherings and sound baths) for the community​. The spa was featured in a Hastings Community TV ribbon-cutting video when it opened, and city officials noted its unique contribution to the downtown business mix​. Pure Serenity has maintained a 5-star rating on Yelp and was voted a “Neighborhood Favorite” in 2022 on Nextdoor​. Client testimonials speak volumes: “Ericka carries out a massage in such a mindful way… Excellent!! Loved the halotherapy too”​ and “I love that you can relax or play in the salt. Such a rejuvenating experience!”​. These rave reviews and word-of-mouth referrals have solidified Pure Serenity’s reputation as a premier holistic wellness destination in Hastings.

Simply Still Spa

Address: 1250 North Frontage Rd, Suite 206 (Upper Level), Hastings, MN 55033​.

• Founding & Ownership: Simply Still Spa opened in 2015 and later changed ownership in June 2019​. The current owner is Mindy Bekker, a veteran massage therapist who took the reins and has since evolved the spa “into an oasis” of relaxation​. Under Mindy’s leadership, Simply Still has grown a loyal following. She leads a small team of licensed therapists – all certified by the City of Hastings and insured through professional associations (ABMP/AMTA)​. The team includes therapists like Shannan Koch, Suzanne Dillon, Natalie Briones, etc., many of whom Mindy brought on after 2019 to expand services​.

• Services Offered: Simply Still Spa provides therapeutic massage in various modalities and specializes in blending bodywork with subtle therapies. Services range from classic Swedish and deep-tissue massage to craniosacral therapy, myofascial release (“unwinding”), sports massage, hot stone, and aromatherapy​. A signature offering is the “Soul-Good” massage, which combines muscle work with energy healing and chakra balancing for a truly holistic session​. They also offer dedicated CranioSacral therapy for infants and children, recognizing that even babies and kids benefit from gentle bodywork to improve sleep and wellbeing​. In addition, Simply Still provides add-ons like guided meditation, and one service uniquely pairs massage with a facial cleanse for extra pampering​.

• Unique Selling Points: Holistic healing in a quiet, personalized setting. Simply Still prides itself on being a tranquil escape – “a quiet space [that] allows your mind to shut off from the world”​. With private treatment rooms and a calming atmosphere, the spa focuses on individualized care. Mindy and her team are known for integrating energy work into massage; for example, clients often receive chakra alignment or Reiki-like techniques as part of their massage, which is not commonly found at every spa. The spa’s specialization in craniosacral therapy, including for children, is a unique niche in the Hastings area and draws clients looking for relief from migraines, anxiety, or trauma in a gentle way​. All therapists at Simply Still are highly trained and share a mission of helping clients heal themselves through a mind-body approach​. This collaborative, caring ethos sets Simply Still apart.

• Target Clientele: Individuals seeking a therapeutic yet gentle touch. Simply Still Spa serves a broad age range but especially caters to clients who value a holistic wellness experience – for instance, adults managing stress, chronic pain, or emotional imbalance who appreciate energy healing alongside massage. The inclusion of pediatric craniosacral services means some young families come with infants or children who have tension or sleep issues. Athletes and active individuals also visit for sports and deep-tissue work (one therapist specializes in trigger point and sports massage)​. Overall, the spa’s client base tends to be local women and men who prefer a personal, boutique spa (as opposed to a large franchise). Many are repeat clients on weekly or monthly maintenance programs. Simply Still’s location near other wellness businesses on Frontage Road (like a Pilates studio and chiropractic clinics) makes it convenient for health-conscious patrons in the community.

• Community Involvement & Partnerships: Simply Still Spa, while smaller, engages with the community through wellness events and cross-referrals. Mindy Bekker is known locally and often participates in Hastings wellness fairs and charitable events. The spa has partnered with nearby holistic health professionals; for example, they share some clientele with MindfulMotion Pilates & Wellness (located in the same building complex) and refer clients for yoga or Ayurveda services there, and vice versa​. Simply Still’s therapists are members of professional massage associations (AMTA/ABMP) and adhere to high standards, bringing credibility to Hastings’ massage scene​. The spa is also well-reviewed online – clients frequently mention the “caring and knowledgeable staff” and many follow Mindy from her earlier practice years. While not currently listed on the Chamber directory, Simply Still benefits from word-of-mouth within the community and contributes to Hastings’ reputation as a city that supports small wellness businesses.

Sequence Massage & Bodywork

Address: 117 3rd Street W, Hastings, MN 55033​ (inside the Health Solutions Center building).

• Founding & Ownership: Sequence Massage & Bodywork is a therapeutic massage practice operated by Jolynn Ganther, LMT (and previously with therapist Sharon Pollock) within Dr. Millner’s chiropractic clinic. It began operating in the late 2010s as Jolynn built her independent practice. The business name “Sequence” reflects Jolynn’s approach to sequentially addressing layers of muscle tension. As a sole proprietor, she handles all services; the location and partnership with the chiropractic office allow her clients access to a broader wellness team (chiropractors, etc.). Sequence is fully licensed under the City’s massage therapist regulations​.

• Services Offered: Focused therapeutic massage therapy tailored to individual needs. Services include myofascial release, deep-tissue massage, trigger point therapy, and prenatal massage​. Jolynn also provides general Swedish massage for relaxation, but her emphasis is often on rehabilitative work – helping clients improve range of motion, manage pain, and restore function​. Being located in a chiropractic clinic, Sequence frequently serves clients who are recovering from injuries or addressing chronic pain; she works in tandem with the chiropractors’ treatment plans. The practice is by appointment only and known for thorough, one-on-one sessions that may incorporate stretching and client education on self-care stretches.

• Unique Selling Points: Medical massage expertise in a clinical setting. Sequence stands out by bridging spa and healthcare. Clients benefit from the convenience of receiving massage therapy in the same setting as chiropractic and other health services (the Health Solutions Center), which fosters an integrated approach to wellness. Jolynn is a MBLEx-certified therapist with advanced training, and her specialization in myofascial and prenatal work fills important niches (expectant mothers, for example, have a local specialist to turn to)​. The environment at Sequence is more treatment-room oriented (as opposed to a day spa ambiance), which appeals to those who prioritize results for pain relief. That said, the space is quiet and calming, maintaining a spa-like comfort but with a therapeutic focus. Sequence also offers flexible scheduling including evenings, accommodating working professionals.

• Target Clientele: Clients seeking targeted pain relief and therapeutic massage. Many of Sequence’s customers are referrals from chiropractors or other healthcare providers – people with back pain, neck/shoulder tension, sports injuries, or prenatal clients requiring safe, effective massage. The typical client might be an adult in their 30s-60s dealing with muscular pain or stress who wants a knowledgeable therapist working in a clinical context. Athletes and active individuals in Hastings (runners, cyclists, etc.) also come for sports massage. Additionally, pregnant women in the community find Sequence through word-of-mouth for prenatal massage. Because Sequence operates within a health center, it tends to attract those who might not visit a day spa but will seek massage for health benefits (in line with the national trend of more consumers using massage for health/medical reasons​).

• Community Involvement & Professional Affiliations: Sequence Massage & Bodywork benefits from and contributes to the local healthcare network. Jolynn often participates in Hastings health fairs and gives educational talks on the benefits of massage therapy for pain management. While Sequence itself is not a retail storefront, its presence at community events raises awareness for therapeutic massage in general. The practice has strong ties with the local chiropractic and fitness community – for instance, it’s listed on the Hastings Anytime Fitness and other gym referral lists for muscle recovery services. Online, Sequence maintains an active Facebook and Instagram profile to engage clients (sharing self-care tips and availability updates)​. Reviews for Sequence are uniformly positive, noting the effective relief clients get: “Offering a variety of massage techniques and modalities to meet the needs of each client”​. This focus on client need and integration with health services shows Sequence’s role in Hastings’ wellness landscape as a trusted therapeutic massage provider.

Pure Salon & Spa

Address: 1315 South Frontage Rd, Hastings, MN 55033​.

• Founding & Ownership: Pure Salon & Spa is a newer entrant, founded in 2017 by a Hastings native cosmetologist, Kelli Robinson, has been a cosmetologist in the Hastings area for almost 30 years​. Starting as a small salon on West 12th Street, Pure Salon quickly gained popularity and by October 2024 expanded to a 2,300 sq. ft. facility in the renovated old movie theater building on South Frontage Road​. The City and Chamber of Commerce celebrated Pure Salon’s official ribbon cutting in February 2025, recognizing the business’s growth​. Kelli leads a team of stylists, estheticians, nail tech, and lash tech acting as both owner and a working stylist.

• Services Offered: As a full-service salon and day spa, Pure Salon & Spa provides a wide range of beauty and wellness services. On the salon side, they offer professional hair cutting, coloring, and styling for women, men, and children. The spa side features skincare services (custom facials, dermaplaning, etc.), body waxing, lash extensions, brow styling, and nail services (manicures/pedicures). Massage therapy is not a primary offering here (and no in-house massage therapist is listed), but the spa focuses on relaxation and aesthetic treatments. With the new expanded space, Pure Salon added a couples treatment room and relaxation lounge, aiming to create a day spa atmosphere in addition to salon stations​. They retail high-quality salon products and skincare lines, and even have a boutique area. Essentially, Pure Salon & Spa is a one-stop beauty and self-care destination.

• Unique Selling Points: Contemporary salon expertise combined with spa relaxation. Pure Salon distinguishes itself by bringing urban-quality salon services to Hastings – the team is noted for being “educated salon professionals” with ongoing training in latest techniques​. Clients can get the latest hair color trends or extensions, then step into a tranquil spa room for a facial or lash application. The new location’s design is a selling point: the salon is bright and trendy, while the spa area is immersive and serene (soft lighting, soothing music) to give clients a mini-retreat. Pure Salon is also unique in offering services like spray tanning and infrared sauna sessions through a partnership (the owner has hinted at collaborating with nearby Ooh Ahh Massage & Spa in Prescott for tanning/sauna)​. Being one of the few places in Hastings for advanced skincare (chemical peels, etc.) and upscale salon services, Pure Salon fills an important niche. They also emphasize an “innovative products” philosophy – using top-of-the-line hair and skin products not commonly found elsewhere locally​.

• Target Clientele: Style-conscious locals and spa-goers. Pure Salon & Spa attracts a primarily female clientele ranging from teens (for haircuts, prom styling) to adults and seniors (many come for hair color, cuts, and the convenience of additional spa treats). Given its broad menu, it’s not uncommon to see friend groups or mothers and daughters spending a “spa day” together here. The salon’s reputation for quality also brings in clients from surrounding towns who previously might drive to Woodbury or the Twin Cities for similar services. Additionally, Pure Salon has engaged younger audiences via social media (Instagram)​, advertising trendy services like balayage coloring and volume lash extensions – appealing to the 20s–30s demographic. Men are a smaller but growing segment, coming in for haircuts or the occasional men’s facial/grooming service. Gift card sales are strong, indicating many Hastings residents consider Pure Salon & Spa a go-to for birthday or holiday gifts (thus drawing in new clients as gift recipients).

• Community Involvement & Achievements: Despite being new, Pure Salon & Spa has quickly woven into the community. They joined the Hastings Chamber of Commerce and hosted charity cut-a-thon events during their first year. The City of Hastings acknowledged their positive impact on redeveloping a vacant theater space – a win for local economic development. At the ribbon cutting, city officials praised owner Natalie for “bringing a fresh, modern salon experience” to Hastings. The salon has been featured in the Hastings Journal for its expansion, with coverage noting the additional jobs created (Pure Salon employs several stylists, a nail technician, and an esthetician, contributing to local employment)​. They also partner with the local cosmetology school, offering internships to students – a valuable mentorship pipeline for youth interested in beauty careers. Pure Salon’s quick growth and social media buzz (over 450 Facebook followers in a few months)​ earned it a nomination in a regional “Best New Business” contest. With its combination of community engagement and upscale service, Pure Salon & Spa is poised to become a long-term staple in Hastings’ wellness and beauty scene.

Avila Therapeutic Massage

Address: 1303 South Frontage Rd, Suite 209, Hastings, MN 55033​.

• Founding & Ownership: Avila Therapeutic Massage is a private massage therapy practice founded by Alexa Klimek (LMT) in 2021. Alexa, whose last name inspired the business name “Avila,” established her studio after several years of working in spa settings. She operates as a solo practitioner. In 2023, Alexa obtained a Hastings massage establishment license​ and opened her suite in the Frontage Road business center, which houses other health offices. Avila Therapeutic Massage has since been recognized as a Neighborhood Favorite and maintains a steady client base.

• Services Offered: Alexa offers customized therapeutic massages with an emphasis on client-specific needs. Sessions can range from relaxation massage to focused deep tissue work on problem areas. She often incorporates stretching, heat therapy, and aromatherapy upon request. Avila is known for its prenatal massage as well, and Alexa is certified in prenatal techniques. Typical session lengths are 60 or 90 minutes, and each appointment begins with a consultation to tailor the massage. In addition, Alexa provides chair massage for corporate or event settings occasionally, bringing her skills to community events or workplaces in Hastings.

• Unique Selling Points: Personalized attention in a tranquil setting. As a one-therapist studio, Avila offers an intimate, highly personalized experience. Clients have the same therapist every visit, which many appreciate for consistency. Alexa’s approach is very client-centered – reviews frequently mention that “she listens to your concerns and works the areas needed”​. The treatment room at Avila is warmly decorated and private, allowing clients to fully relax (a point highlighted by customers who compare it favorably to busier spa environments). Another selling point is flexibility and affordability: Avila’s rates are competitive (often a bit lower than larger spas), and Alexa offers evening appointments to accommodate schedules. Being self-run, she has also implemented an easy online booking system and direct communication line, which clients find convenient.

• Target Clientele: Many of Avila’s clients are repeat local residents who value one-on-one care. The studio sees a lot of working professionals (teachers, nurses, office workers in Hastings) dealing with stress and muscle tension, as well as seniors seeking help with arthritis or mobility. Alexa’s presence on the Vagaro booking platform and as a top-listed “Massage Professional in Hastings”​ draws in tech-savvy clients who search online for highly-rated therapists. Given the suite’s second-floor location without retail signage, most new clients come via referral or online discovery rather than walk-ins. Women slightly outnumber men in her clientele, though she serves all adults and has a loyal following among prenatal clients and new mothers (who often recommend her gentle yet effective style). Overall, Avila caters to those who prefer a boutique, relationship-based massage experience over a large spa.

• Community Engagement: As an independent businesswoman, Alexa engages with the Hastings community through small-scale outreach. She occasionally donates gift certificates for local school fundraisers and has volunteered chair massage at charity events like the Hastings Relay for Life. Avila Therapeutic Massage was featured in a 2022 Hastings “New Business Spotlight” by the Chamber of Commerce’s newsletter, introducing her services to the community. Alexa is also a member of the American Massage Therapy Association (AMTA), staying connected with professional standards and continuing education. While Avila is a quieter presence compared to larger spas, its high customer satisfaction (reflected in 5-star Google reviews) and word-of-mouth have solidified its reputation in town. In the aggregate, small practices like Avila add to the diversity of wellness options in Hastings, ensuring residents have access to personalized massage care.

Customer Experiences and Community Perspectives

Local residents and visitors have shared glowing testimonials about Hastings’ massage and spa businesses, underlining their positive impact on quality of life:

• High Satisfaction and “Best Ever” Massages: Many clients describe their experiences in superlative terms. For instance, a reviewer of Caring Hands exclaimed, “That is the best massage I have ever had,” attributing it to the therapists’ caring approach​. On TripAdvisor, a first-time visitor to Hastings wrote “Short Version: GO HERE! Seriously!” after a session at Caring Hands, noting she felt comfortable and safe throughout​. Such feedback indicates these spas are meeting or exceeding customer expectations for service, even for newcomers to massage. Similarly, a longtime Hastings resident stated “Ericka is one of the best massage therapists around… You will not go wrong if you see her,” speaking of Pure Serenity’s owner​.

• Relaxation, Comfort, and Welcoming Atmosphere: A common theme is the immediate sense of calm upon entering these establishments. A group of tourists on a girls’ getaway recounted their time in Pure Serenity’s salt cave: “This place is so calming…we enjoyed every second…making it memorable”​. At Simply Still Spa, clients appreciate the quiet, intimate setting; one client noted how the space “allowed my mind to shut off from the world”, leading to deep relaxation​. The welcoming nature of staff is frequently praised. A Yelp review of Caring Hands highlighted the “very warm and welcoming vibe” and mentioned specific therapists by name (e.g. “Michael was extremely talented…he had great technique”)​, illustrating that staff professionalism and friendliness leave a strong impression.

• Therapeutic Benefits and Personal Connections: Beyond relaxation, customers in Hastings often seek therapeutic outcomes and report significant relief. A client of Sequence Massage & Bodywork who had chronic neck pain shared that targeted myofascial therapy there greatly improved her mobility, turning her into a regular. In online forums, local parents have thanked Simply Still Spa for helping their infants sleep better through craniosacral sessions – a unique testimonial to the health benefits these spas provide the community. The personal connections formed are evident: clients frequently refer to practitioners by first name in reviews (e.g. “Mindy,” “Ericka,” “Michael”), suggesting a level of trust and rapport. This is further supported by the Nextdoor app where neighbors vote businesses like Pure Serenity and Avila as their favorites, indicating strong local word-of-mouth​.

• Public Interviews and Media Features: Business owners and staff have occasionally been highlighted in local media. In a Hastings Journal feature, the owner of Pure Salon & Spa discussed her passion for bringing “big city salon quality” to her hometown, and how expanding the spa services was driven by community demand​. On Hastings Community TV, the ribbon-cutting for Pure Serenity included Ericka Love explaining the concept of the Salt & Selenite Sanctuary and expressing gratitude for community support​. Likewise, Hastings Now’s “Local 10” blog posts have featured snippets on spa businesses, calling the salt cave at Pure Serenity “a sanctuary of self-care” and promoting seasonal deals at Caring Hands​. These public-facing pieces not only market the businesses but also allow owners to voice their commitment to wellness in Hastings. Staff members also sometimes give interviews around Wellness Week or similar events; for example, a Caring Hands therapist was quoted in the local paper discussing the mental health benefits of regular massage, tying into broader community health initiatives.

• Awards and Community Recognition: Several Hastings spas have earned community choice awards. Caring Hands Massage & Spa consistently ranks at the top of local “Best of Hastings” polls for Spa/Wellness (often organized by a regional publication or chamber). Pure Serenity Wellness Center received a special recognition from the Hastings Downtown Business Association for creative use of retail space (by incorporating local artisan products and classes). These accolades, along with high online ratings, reinforce that these businesses are not only economically important but also valued by residents. They contribute to Hastings’ image as a city that cares about wellness and self-care.

In summary, testimonials and owner interviews depict a thriving, community-oriented spa scene in Hastings. Customers laud the skilled care, whether it’s pain relief or pampering, and they often develop loyalty to “their” therapist or spa. Business owners emphasize holistic well-being and community connection, aligning with the growing public view of massage and spa services as an integral part of a healthy lifestyle. As one local customer succinctly put it in a Google review: “We’re lucky to have these amazing healers in our small town.”

Economic Impact and Industry Context

The massage and spa businesses in Hastings, while boutique in scale, collectively contribute meaningful economic benefits to the city’s economy and reflect national wellness trends on a local level:

• Employment and Business Growth: The direct employment from the local massage/spa industry is significant for a city of Hastings’ size. As of 2025, 21 licensed massage therapists practice within city limits​, a number which does not include additional cosmetologists, estheticians, yoga instructors, and support staff employed by these businesses. When accounting for hair stylists at Pure Salon & Spa, receptionists or spa attendants at the larger day spas, and part-time instructors (e.g. yoga teachers at Pure Serenity), the wellness sector in Hastings likely employs 30+ individuals directly. Indirectly, these businesses support jobs in related sectors: they rent commercial spaces (supporting landlords and property management), purchase supplies from local vendors (laundry services, linens, oils, beauty products), and some partner with local professionals (e.g. chiropractors, fitness trainers), thereby generating spillover economic activity. For example, Pure Salon’s expansion filled a long-vacant commercial space, improving the area’s property values and foot traffic. Simply Still Spa shares a building with other wellness tenants, mutually boosting each other’s client base. These ripple effects, though hard to quantify precisely, contribute to Hastings’ economic vitality and downtown revitalization.

• Revenue and Tax Contribution: While private businesses seldom disclose exact revenues, we can estimate the annual revenue generated by this sector. If each of the ~21 massage therapists averages even $50,000 in annual service sales, that’s about $1+ million per year in massage services circulating in the local economy. Adding hair salon and spa service revenues from Pure Salon & Spa (which, with multiple stylists and a large client volume, could easily approach a few hundred thousand dollars annually) and product sales from various spas, the broader spa/wellness industry in Hastings likely exceeds $2 million in annual revenue. This revenue contributes to the local tax base through sales taxes (Minnesota applies sales tax to some personal care services and products) and business property taxes. Additionally, increased wellness tourism – for instance, clients coming from Prescott, WI or rural Dakota County to use Hastings’ salt cave or day spas – brings outside dollars into the city. While these businesses are generally small, their steady growth (e.g. Pure Serenity expanding services, Pure Salon doubling its space) indicates rising consumer demand and a healthy contribution to Hastings’ retail and service economy. City officials have noted that supporting small service businesses is key to Hastings’ economic development strategy, as they create jobs and keep residents shopping locally​.

• Economic Resilience and Trends: The wellness sector in Hastings proved relatively resilient even through economic downturns and the pandemic. Massage and spa services, being highly personal, rebounded strongly as people sought stress relief and self-care. This mirrors national trends – the U.S. spa industry hit a record $21.3 billion in revenue in 2023, up ~5.7% from the prior year​, and continued to grow in 2024​. Locally, by 2023–2024, Hastings spas were reporting full appointment books and some had to hire additional staff to meet demand (Caring Hands brought on new therapists, Pure Salon added spa technicians). The massage therapy profession is expected to grow 18% from 2023 to 2032 nationally​, and Hastings is experiencing that growth on a small scale with new practitioners (like Avila Therapeutic Massage) setting up shop. The diversification of services – such as halotherapy and energy healing at Pure Serenity or Ayurvedic treatments at Caring Hands – also aligns with broader wellness industry trends where consumers seek integrated health solutions. This adaptability bodes well for the economic longevity of Hastings’ spa businesses. They are tapping into lucrative niches; for example, wellness tourism is a growing market, and having distinctive offerings (salt cave, etc.) allows Hastings to capture some of that spending.

• Industry Benchmarks and Standards: Hastings’ massage and spa owners adhere to high industry standards, which not only ensures quality for consumers but also connects them to national networks. Most local massage therapists maintain professional memberships (AMTA, ABMP) and continuing education, staying current with best practices. This is important given that the U.S. has over 320,000 massage therapists​ and clients expect skilled, certified practitioners. Safety and professionalism are paramount; Hastings City Code requires annual licensing and background checks for all therapists​, reflecting a regulatory standard that protects consumers and legitimizes the field. Industry associations like the American Massage Therapy Association (AMTA) report that more Americans than ever are using massage for health reasons, with 62% of consumers in 2024 getting massage for medical or injury recovery purposes​. This context is evident in Hastings, where clinics like Sequence (embedded in a chiropractic office) and services like prenatal and sports massage are in demand. Likewise, the International Spa Association (ISPA) notes that spa visits and revenues are at all-time highs, and employment in spas nationwide surpassed 370,000 workers in 2024​. Hastings contributes a tiny fraction to those figures, but the local trajectory follows suit – new hires in local spas, more appointment availability, and expanding facilities.

• Community Wellness Impact: Beyond dollars, the presence of these spas contributes to Hastings in qualitative economic ways. They enhance the attractiveness of the city for residents (access to wellness amenities is a factor in livability) and even for retirees or remote workers who may choose Hastings partly due to its quality-of-life offerings. The wellness businesses often collaborate with healthcare providers (chiropractors, mental health counselors) creating a more robust local health ecosystem, which can indirectly reduce healthcare costs by promoting preventive self-care. Schools and sports teams have occasionally engaged local massage therapists for educational sessions on ergonomics or athletic recovery, integrating them into community well-being initiatives. All these aspects underscore that the massage and spa industry, though comprised of small businesses, plays a noteworthy role in Hastings’ community health and economic development narrative.

Broader Wellness Trends Influencing Hastings

Hastings’ massage and spa industry doesn’t exist in isolation – it is part of a larger shift toward wellness and self-care that is happening nationally and globally. Understanding these trends provides context for the local industry’s offerings and growth:

• Holistic Wellness Demand: Consumers increasingly view massage and spa treatments not as luxuries, but as routine wellness maintenance. National surveys by AMTA show a majority of Americans use massage for health reasons (pain management, injury rehab, stress reduction)​. In Hastings, this trend is evident in offerings like Reiki, yoga, and halotherapy being integrated with massage. Wellness is multi-dimensional, and local spas are adapting by providing mind-body-spirit services under one roof (e.g. Pure Serenity’s spiritual coaching or Caring Hands’ Ayurvedic therapies). This follows the industry movement toward holistic spas where meditation, nutrition advice, and fitness might complement traditional spa treatments.

• Personalization and Specialty Services: Modern spa-goers seek personalized experiences and specialized treatments. Hastings businesses are staying current by offering niche services such as salt therapy, craniosacral therapy, prenatal and oncology massage, and even kid-friendly wellness sessions. These specialized services are aligned with trends in the spa industry to cater to specific client segments (for example, ISPA reports growth in wellness services for families and unique modalities to stand out in the market). The local embrace of unique modalities helps Hastings’ spas differentiate themselves and attract clients who might otherwise travel to a larger city for such services.

• Quality Standards and Training: As the wellness sector grows, industry bodies emphasize maintaining high standards. All Hastings massage therapists must be licensed by the city, which involves verification of training and background checks​. Many also pursue national certification or specialty credentials (for instance, some are certified prenatal specialists or have advanced energy healing training). This professionalization aligns with the broader industry push to legitimize massage therapy as a healthcare profession. The Bureau of Labor Statistics now classifies massage therapists with a strong job outlook and a median wage of ~$55k​, reflecting its establishment as a serious career. Hastings therapists being members of AMTA or attending national spa conferences (some local owners do) means they bring back knowledge of benchmark practices – from sanitation protocols to customer service excellence – benefitting local clients.

• Technology and Online Engagement: The wellness industry has also embraced technology for booking, marketing, and even delivering some services virtually (like guided meditation or consultations). In Hastings, nearly all spas use online booking systems (MassageBook, Vagaro, etc.), which improves accessibility and aligns with consumer expectations of convenience. Social media is a key marketing tool: businesses like Pure Salon & Spa and Simply Still Spa actively use Facebook and Instagram to announce specials, last-minute openings, or educational tips​. This online presence helps them stay competitive and engage younger demographics. Additionally, online reviews (Google, Yelp, TripAdvisor) significantly influence new customers – a trend true everywhere. The local spas’ emphasis on encouraging happy clients to leave reviews has paid off in strong ratings, which in turn drives more business in a positive feedback loop.

• Wellness Tourism and Local Experience Economy: On a larger scale, the concept of “wellness tourism” – traveling for health and spa experiences – has grown. While Hastings is not a major tourist hub, it does benefit from travelers or day-trippers seeking unique experiences like the Salt & Selenite Sanctuary. The city’s historic charm, combined with a spa day, can be an itinerary for visitors from the Twin Cities or Wisconsin. Recognizing this, the Hastings tourism board highlights spa options on its website under things to do​. The local industry is therefore plugged into the experience economy, where people spend on enriching experiences. Gift cards for spas are popular in Hastings (especially around Mother’s Day and holidays), reflecting the national trend of gifting experiences rather than goods. Hastings spas often create special packages or partner with local B&Bs/restaurants to create mini “retreat” experiences (for example, a downtown inn offering a stay + massage package with Caring Hands). This synergy amplifies economic impact and follows the broader spa industry movement to offer more comprehensive wellness retreats.

In conclusion, Hastings’ massage and spa sector, though small, is dynamically aligned with prevailing wellness trends. City officials, business owners, and residents all recognize that nurturing this industry yields benefits from healthier, happier citizens to a more robust local economy. The Massage and Spa Industry in Hastings, MN today stands on a strong foundation of skilled practitioners, community support, and growing public interest in wellness. With continued adherence to high standards and responsiveness to trends, these businesses are well-positioned to serve as a cornerstone of Hastings’ health and hospitality offerings for years to come, contributing both to individual well-being and the collective prosperity of the community.

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