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Giving customers what they wanted was a lesson that CalSpas originally learned in 1978 while displaying pools at the Los Angeles County Fair.
At that time the spa company then was a pool company, California Acrylic Industries, and they had small molds on display to show the various shapes of pools.
What did customers want? The molds led to requests for hot tubs.
Now in its 31st year, CalSpas has grown to include more than 250 employees and three years ago built a state-of-the-art facility in Pomona, California.
CalSpas continues to exhibit at the LA County fair and is the first spa manufacturer to be at every county fair across North America.
“Fairs work well for us,” CalSpas president Casey Lloyd told me in an interview. “Not only do we sell a lot of product but it gives us presence and helps us build our name. Fair-goers get to touch and play with the products and they remember our name. Being at the fairs is good PR.”
How does CalSpas continue listening to customers today?
“We’ve expanded in several product categories,” said Mr. Lloyd. “We’re the largest outdoor island manufacturer and we’re offering patio furniture, too. We’re finding the same customer who’s enjoyed us for years and finding more items for them to use in their backyard and continue enjoying.”
How is it working during a “down” economy where unemployment in CalSpas’ home county of Los Angeles is moving close to 12%?
“We’re having a good year,” said Mr. Lloyd. “It’s not a banner year but it is a good year. People purchase spas because they still want to have a lifestyle and have a way to relax at home.”
For a related article read Giving customers what they want: lessons from a pet store
To learn more about CalSpas' products visit www.calspas.com
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