New Executive Director and Marketing Partner


We are on the cusp of an exciting new year and we are pleased to have a new team on board to help us grow our industry membership and raise awareness of Leading Spas across Canada.

Before I talk about what’s on tap for the coming year, I want to take a moment to acknowledge Lori Robertson. Last year, Lori made the difficult decision to step down as Executive Director of SIAC. We were extremely sad to see Lori go. She came to the Association in 2010, with a great deal of experience and a tremendous passion for the spa industry. In addition to developing programs and growing our membership base, Lori and her team did an enormous amount of work to build the association’s infrastructure, including managing numerous committees, creating policies and processes and helping to design our governance structure. We so appreciate Lori’s leadership and the work she did to set us up for future success.

Over the last few months, Lori has graciously assisted us with special projects, and now is helping our new Executive Director, Heather West, with her transition into the role.

Heather comes to SIAC with over 20 years of experience leading marketing and communications departments in not-for-profit associations. She spent seven years at Retail Council of Canada and later led the marketing and communications departments in two provincial health and safety associations. Since launching her own communications consulting business in 2012, she has helped a variety of associations build brand recognition and strengthen stakeholder engagement. Please join me and the Board in welcoming Heather to her new role.

As we go forward, we will also have marketing support from Dovetail Communications Inc. Dovetail represents over 15 associations and has over 30 years of experience helping clients achieve their business goals. As owner of Spa Inc. magazine and the Canadian Spa Awards, Dovetail has extensive knowledge of the spa industry in Canada. We have enjoyed a long-standing partnership with Dovetail, and now with their marketing support, I know we will reach great heights.

It’s an exciting time for our association and for the spa industry as a whole. Thanks to the input you provided in the survey earlier this year, we are starting to plan our activities for 2017-2018. Dovetail has already started work on the Leading Spas of Canada 2018 Directory, which will, once again, be distributed through Air Canada, WestJet and Tourism Canada, as well as by all of you. This is the only spa directory that is distributed by these partners and the only one that truly represents the spa industry in Canada. I hope you will take advantage of this opportunity to promote your facility to spa-goers in Canada and abroad.

We have an exciting and productive year ahead of us. I encourage you to check our website, Facebook, Twitter and LinkedIn accounts for updates. And, once again, on behalf of the Board, I want to express our sincere appreciation for your continued support and loyalty.