Night Moves

Hair & Spa Party 24 Hours

Hair & Spa Party 24 Hours in New York City

Hours: Open 24 hours, 7 Days a Week

Inspiration: Owner/stylist Jenny Sproch had so much success with her Hair & Spa Party 24 Hours in her home country of Korea that she decided to take it stateside. “My salon in Korea was very popular so when I came to New York, was looking for something new to do and saw no one else was doing this, we tried it out and it’s been great for us,” she says. Sproch has three locations in Korea and two in the Big Apple on posh Madison and Park Avenues, opened June, 2008 and September, 2011, respectively.

Clients: The spa’s clientele runs the gamut from the businesswoman who needs to look good before work to the international traveler on an altered body clock to the late-night party girl who needs a fun ‘do or her digits dolled up before a night out on the town.

Treatments: Blowouts, manicures, pedicures and massages are this spa’s bread and butter. “Women love to come in early for a blow dry or manicure before work,” says Sproch. “New York also has many visitors from other countries in different time zones, and when they can’t sleep, massage helps.”

Challenges: Spa staff keep their eyes peeled for inebriated stragglers who try to visit in the wee hours after the bars close. “I lock my front doors when it’s very late or very early to be safe,” Sproch says.

Marketing: As with Nite Spa, the spa’s name does wonders for its marketing and promotion. When spa-goers search online for late-night spa offerings in the city, Hair & Spa Party 24 Hours is the first to come up.

Attention from media vehicles like The Today Show and New York magazine also helps spread the word. “I don’t spend on promotion because my salon is the only one of its kind in New York. It gets a lot of press because of that,” Sproch says.

What makes it work: To help fill up those odd hours of the night, Hair & Spa Party 24 Hours offers 5% discounts for appointments for 10 p.m. or later.

Carrie Borzillo is a freelance journalist based in Los Angeles.


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