Media Partnership Opportunity

The Velvet Robe

We wear the robe so you know where to go

About The Velvet Robe

The Velvet Robe is America's first personality-driven, multi-platform spa review brand. Founded by two best friends, we visit budget day spas, beloved boutique studios, and five-star resort sanctuaries — and give every single one an honest, unfiltered Robe Score™ rating.

Think of us as the Yelp meets Wild Vacation Rentals of the $21 billion spa industry — except with the warmth, wit, and relatability that Condé Nast will never have.

Our Audience

25–44

Core Age Range

78%

Female Audience

US

Focused Market

Wellness-conscious, experience-driven, and active on social media. Our audience actively seeks spa recommendations and trusts peer reviews over editorial coverage.

Where You'll Find Us

YouTube — Full spa day vlogs, tier comparisons, Must Soak reveals

Podcast — Weekly episodes, spa owner interviews, city guides

TikTok & Instagram — Short form hot takes, reaction content, city roundups

Website — Full written reviews, SEO city spa guides, The Robe Score™ directory

The Robe Score™

Every spa receives a transparent score out of 50 across five categories:

🛁 The SoakFacilities, pools, sauna, steam

🙌 The TouchTreatment & therapist quality

🌿 The VibeAmbiance, scent, design

🥂 The SipRefreshments & hospitality

💸 The SqueezeHonest value for money assessment

Top-scoring spas earn a Golden Robe™ — a badge of genuine quality your guests will recognize and trust.

What We Offer Partners

Full Robe Score™ review with distribution across all platforms

Feature in our city spa guide (SEO-optimized, permanently indexed)

Social media coverage — tagging, reels, and story features

Podcast mention + potential feature episode

Eligibility for Golden Robe™ badge — displayable on your website & marketing

What We Ask in Return

A 2–3 hour media filming window (off-peak hours preferred)

Access to common areas, facilities, and lounge spaces for filming

Comp or press-rate access for review treatments

Signed filming agreement (we provide — all client privacy protected)

The Velvet Robe

Template 01 — Cold Media Outreach

Cold Pitch Email

Use when reaching out cold to a spa's marketing, PR, or owner contact

To: [Marketing Director / Owner Name] · [email@spaname.com]

Subject: Media Feature Request — The Velvet Robe x [Spa Name]

From: [Your Name] · hello@thevelvetrobe.com

Hi [First Name],

My name is [Your Name], and I'm the co-founder of The Velvet Robe — a new multi-platform spa review brand covering the best (and most honest) spa experiences across America.

We visit spas across every tier — budget, boutique, and luxury — and score each one using our proprietary Robe Score™ system across five categories: facilities, treatment quality, ambiance, hospitality, and value. Our content reaches a wellness-focused audience of women 25–44 across YouTube, TikTok, Instagram, our podcast, and a dedicated city spa guide on our website.

We're currently building our [City] Spa Guide and would love to feature [Spa Name]. [Insert one specific, genuine sentence about why this spa caught your eye — e.g., "Your infrared sauna program is one of the most unique offerings we've seen in the city" or "We've heard incredible things about your signature [treatment name]."]

In exchange for a short media filming window (2–3 hours, at your convenience), here's what you receive at no cost:

✦ A full Robe Score™ review published across all our platforms
✦ Inclusion in our permanent [City] Spa Guide
✦ Social coverage with tagging across Instagram and TikTok
✦ Podcast mention in our [City] episode
✦ Eligibility for our Golden Robe™ badge (displayed on your site)

We handle all the logistics, keep other guests fully out of frame, and provide a signed filming agreement before we arrive. Privacy is our absolute priority.

Would you be open to a quick 15-minute call this week to discuss? I'd love to walk you through what a feature looks like and answer any questions.

Looking forward to connecting.

Warmly,
[Your Name]
Co-Founder, The Velvet Robe
thevelvetrobe.com · hello@thevelvetrobe.com · @thevelvetrobe

💡 Tips: Keep subject lines specific — "Media Feature Request" outperforms generic pitches. Personalize the one sentence about why you chose this spa — it signals you actually visited or researched them. Attach your one-pager as a PDF. Follow up once at 5 days if no reply.

The Velvet Robe

Template 02 — Warm Follow-Up (5 Days)

Follow-Up Email

Send 5 days after initial pitch if no reply

Subject: Re: Media Feature Request — The Velvet Robe x [Spa Name]

Hi [First Name],

Just wanted to float this back to the top of your inbox. I sent a note last week about featuring [Spa Name] in our [City] Spa Guide — no worries if it got buried!

We're finalizing our filming schedule for [Month] and have a couple of spots left. The ask is simple: a 2–3 hour off-peak filming window in exchange for a full feature across all our platforms, including our city guide, YouTube, and social.

Happy to send over our media kit or jump on a 10-minute call if that's easier. Either way, we'd love to have [Spa Name] in the guide.

Thanks for your time — looking forward to hearing from you.

[Your Name] · The Velvet Robe
thevelvetrobe.com

💡 Tips: Keep follow-ups short. Do NOT re-explain everything. Create gentle urgency with the "finalizing our schedule" framing. Two follow-ups maximum — then move on.

The Velvet Robe

Template 03 — Phone / Discovery Call Script

The Conversation Script

Use for intro calls with spa owners, marketing directors, or PR contacts

Opening — First 60 Seconds

Goal: Establish who you are, why you're calling, and make them feel good about picking up.

You

"Hi [Name], this is [Your Name] from The Velvet Robe — thanks so much for taking the time. I'll keep this brief. We're a new spa review brand covering America's best spa experiences across every price tier, and I've been really excited to talk to you about [Spa Name] specifically."

✦ Pause. Let them respond. If they say "sure go ahead" — continue.

You

"What we do is visit spas across the budget, boutique, and luxury spectrum, rate them on our Robe Score™ system, and distribute that content across YouTube, podcast, Instagram, TikTok, and our website. We're building our [City] guide right now and [Spa Name] came up immediately — [personalized reason: 'your salt cave therapy is one of the most unique offerings in the city' / 'your reviews consistently mention the therapist quality']."

The Pitch — 2 Minutes

Goal: Explain the value exchange clearly. Keep it conversational, not salesy.

You

"The way it works is simple — we come in for a short filming window, about two to three hours, ideally during a quieter time so we're not disrupting your guests at all. We capture the facilities, the vibe, the experience. And in return, you get a full feature across everything we publish — the review, the city guide, social coverage, and a podcast mention."

You

"There's no cost to you, no hidden catch. The one thing I want to be upfront about — our reviews are honest. We score everything. But that's actually what makes the coverage valuable. When we recommend a place, our audience trusts it."

Handling Common Objections

Them

"We don't allow filming in the spa."

You

"Totally understood — that's actually the norm, and it's the right policy. We work entirely within those boundaries. We'd never film in treatment rooms or anywhere guests have privacy expectations. We're talking lobby, lounge, facilities areas when empty, exterior — just the visual elements that showcase the vibe. We also provide a signed filming agreement before we arrive so everything is in writing."

Them

"We'd need to talk to our PR team / manager first."

You

"Of course — I'd love to loop them in. Could I send you our media kit and a one-pager to share with them? That way they have everything they need in one place. And happy to jump on a call with both of you whenever works."

Them

"What's your following / audience size?"

You

"We're in our launch phase, which is actually why this is a great moment — the spas we feature now become permanent fixtures in our guides as we grow. Think of it like being in the first Yelp reviews for your city. We're building the definitive American spa guide from the ground up, and the spas who come in early get the most prominent positioning."

Them

"What if the review isn't positive?"

You

"That's the right question to ask and I respect it. Our reviews are honest — that's what makes them valuable. What I can tell you is that we approach every visit genuinely curious and looking for what's great. We don't go in to tear places apart. We score what we experience and explain our reasoning. Most spas do really well — and honestly, you don't get to great reviews by being great without anyone knowing about it."

Closing — Lock in the Next Step

Goal: Always end with a specific next action. Never leave with "I'll be in touch."

You

"This sounds like a great fit. Can we put a tentative date on the calendar for the filming window? Even a rough week works — we're flexible on timing. And I'll send you the filming agreement and media kit today so you have it in writing."

You

[If they're not ready to commit:] "No pressure at all — why don't I send over the one-pager and our filming agreement template so you can review? And if you have questions after, just shoot me a message. We're shooting for [Month] so there's no rush, but I'd love to have you in the guide."

💡 Overall Tips: Speak slowly and warmly — you're a human, not a sales bot. Lead with their name early. Match their energy. If they're busy and rushed, keep it to 5 minutes. If they're engaged and chatty, let the conversation flow. The goal of the first call is not to close — it's to get them reading your one-pager and agreeing to a follow-up.

The Velvet Robe

Template 04 — National Spa Pitch Hit List

The Hit List

5–10 target spas per tier across the US — prioritized for maximum content value

💰

Budget / Korean Bath Houses

$15–$50 entry · High visual content value · Cult followings

Target: 5–10 visits/year

#

Spa

Why It's On the List

Pitch Contact

Priority

1

Jeju Sauna

Duluth, GA (Atlanta)

35,000 sq ft Korean bath house with 9 jewel-encrusted saunas & Korean BBQ. Iconic, cult status, incredible visuals.

Front desk / owner via jejusauna.com

Priority

2

Wi Spa

Los Angeles, CA

LA's legendary 5-floor Korean spa. 24/7, massive, iconic. The gold standard of American jimjilbang.

info@wispausa.com

Priority

3

King Spa & Sauna

Dallas, TX

Massive Korean spa complex, family-friendly, multiple themed rooms. Best in Texas.

Via kingspadallas.com contact form

Target

4

Spa World

Centreville, VA (DC area)

DC metro's premier Korean spa. 15 different themed saunas, huge following.

spaworld.us contact form

Target

5

Aura Spa (Chicago)

Niles, IL (Chicago)

Chicago's top Korean spa pick. Salt rooms, scrubs, meditation pools — deeply authentic.

auraspa.net or call directly

Target

6

Flo2s Float Center

Atlanta, GA

Sensory deprivation tanks in Little Five Points. Niche, highly shareable concept.

flo2s.com / Instagram DM

Target

7

Spa Land

Duluth, GA (Atlanta)

Newer, cleaner competitor to Jeju. Perfect "versus" episode content potential.

Direct via Google listing

Reach

💎

Boutique / Independent Day Spas

$80–$200 · Personality-led · Neighborhood gems · Best brand alignment

Target: 15–20 visits/year

#

Spa

Why It's On the List

Pitch Contact

Priority

1

The Rosefinch Spa

Atlanta, GA

4.9 stars, Candler Park gem, owner-founded by Kristen Eber. Infrared sauna, incredible massages, French-inspired boutique retail. Perfect pilot.

therosefinchspa.com · 404-724-5811

Priority

2

Great Jones Spa

New York, NY

NYC's beloved multi-floor day spa with water lounge, sauna, steam. Cult following. Perfect urban mid-tier anchor.

greatjonesspa.com / front desk

Priority

3

Aire Ancient Baths

New York, NY / Chicago, IL

Atmospheric Roman bath-inspired spa in candlelit brick vaults. Wildly photogenic. Huge social following already.

airenyc.com — media contact form

Priority

4

Shibui Spa at Greenwich Hotel

New York, NY

Stunning Japanese-inspired underground pool with 250-year-old wooden beams. Intimate, extraordinary visual content.

thegreenwichhotel.com — spa inquiries

Target

5

WTHN (Acupuncture & Wellness)

New York, NY

Modern acupuncture boutique making wellness accessible. Highly millennial-aligned. Great niche angle for the brand.

wthn.com — press@wthn.com

Target

6

Surya Brasil Spa

Los Angeles, CA

Afro-Brazilian inspired urban spa. Unique cultural story, strong community following in LA.

Via suryabrasil.com

Target

7

The NOW Massage

Multiple US cities

Fast-growing accessible massage boutique chain. Mass appeal, no-frills done right. Great "does the chain hold up?" episode.

thenowmassage.com — partnership form

Reach

8

Exhale Spa

Multiple US cities

Yoga + spa fusion, boutique hotel presence. Good mid-range urban representative. Has hammam at Atlanta location.

exhalespa.com — media@exhalespa.com

Reach

👑

Luxury / Resort Spas

$200–$600+ · Prestige anchor · Condé Nast territory · Best for brand credibility

Target: 8–12 visits/year

#

Spa

Why It's On the List

Pitch Contact

Priority

1

Waldorf Astoria Spa

Atlanta, GA (Buckhead)

15,000 sq ft, Atlanta's prestige name. Mixed reviews = great content tension. Natural pilot episode pick.

404-995-7526 · hilton.com/en/hotels/atlwawa

Priority

2

Miraval Arizona Resort & Spa

Tucson, AZ

Consistently ranked America's #1 wellness resort. Desert setting, all-inclusive, digital detox ethos. Dream feature.

miravalresorts.com — media inquiries

Priority

3

Remède Spa at St. Regis

Atlanta, GA

10,000 sq ft, 10 treatment rooms, steam rooms. Atlanta's most polished luxury spa. MICHELIN-starred restaurant on property.

stregisatlanta.com — spa concierge

Priority

4

Golden Door

San Marcos, CA

Only 40 guests per week. Most exclusive spa in America. Getting access would be a massive content moment.

goldendoor.com — media@goldendoor.com

Reach

5

Canyon Ranch

Lenox, MA / Tucson, AZ

The original American wellness resort. Iconic brand recognition. Strong PR team — approachable for media.

canyonranch.com — pr@canyonranch.com

Target

6

Mii amo at Enchantment Resort

Sedona, AZ

Consistently ranked #1 destination spa in the US. Condé Nast winner. Crystal grotto, canyon views. Essential feature.

miiamo.com — Miiamo@jpublicrelations.com

Target

7

Spa at Four Seasons Atlanta

Atlanta, GA

Consistently praised, polished Four Seasons experience. Great Atlanta luxury benchmark.

fourseasons.com/atlanta — spa direct

Target

8

Spa at Serenbe

Chattahoochee Hills, GA

Organic, holistic, 1,000-acre wellness community near Atlanta. Unique story — sustainable luxury with country charm.

serenbe.com — info@serenbe.com

Target

9

Lake Austin Spa Resort

Austin, TX

Lakeside all-inclusive, 100+ treatments, boat massage. Southern charm meets serious luxury. Great Texas anchor.

lakeaustin.com — media inquiries

Target

10

Sensei Lanai

Lanai, HI

Larry Ellison-owned Four Seasons. Private island, personal spa hale, thermal mapping. The ultimate aspirational episode.

fourseasons.com/lanai — media@senseilanai.com

Reach

💡 Legend: Priority = pitch first, high probability of yes, great early content. Target = strong fit, pitch in months 2–4. Reach = aspirational, pitch once established or with growing audience numbers.