D1 Spas delivers what women want
Elemental Spa built to withstand the elements, beat expectations
Cinde W. Ingram -- Casual Living, 11/3/2011 6:17:17 AM
DIMENSION ONE SPAS CREATED ELEMENTAL, A design-driven spa, in response to women consumers who wanted an easy-to-maintain spa that would be a centerpiece of the outdoor living area rather than an eyesore.
Designed to fit a 5x5-ft. space, the amount of area a set of outdoor furniture requires, the Elemental spa's compact size, light weight and artisan shape allow for easy integration into backyards, condo/apartment patios or balcony areas.
"This is a piece of liquid furniture for your backyard," Dimension One Spas founder and CEO Bob Hallam said of the softly square-shaped home spa. "Part of the thought behind developing this comes from 30 years ago when we asked the customers what they want. They wanted something easy to use and maintain."
One of its eco-friendly features is a reduced need for chemicals. Elemental's exteriors are textured with water-based material and available in colors that fit the outdoors including Snow, Moss, Onyx, Canyon and Canvas. The Canvas model is specially made to be customized by the owner, who can roll on different exterior colors or create designs to reflect personal style.
In addition to responding to the "green" trend, D1 Spas are entrenched in the outdoor living movement. Vic Walker, product design manager at the company, noted this year's American Institute of Architects Trend Survey, which reported 94% of landscape architects surveyed said outdoor living spaces are growing in popularity.
"It was inspired by the growth of outdoor rooms becoming social settings and cohesive spaces that look very much like indoor rooms," Walker said of his Elemental Spa design. "It's going back to the basics and built on the four elements everybody wants in their lives: Water, fire, air and earth. Add to that, a woman wants things to be tastefully decorated. We're challenging the paradigms of what people expect from hot tubs."
After two years of gathering market research and customer feedback, D1 tackled the task of creating a more affordable, simple-to-use spa that plugs into a 110 outlet and boasts a low monthly heating cost (under $7).
The integrated, easy-to-use cover doubles as a privacy barrier for those who prefer to soak in a more intimate atmosphere. Removing the cover requires slightly more than a 5x5-ft. space.
"The hot tubs market was male-driven," said Cassi Hallam, director of marketing. "This was the answer for the female. Elemental is simple, relaxing and uses a standard 110 outlet. It's great for patios because of its small size and it's also very energy-efficient."
Utilizing high-efficiency LED exterior lights, the Elemental creates a landscape lighting feature to enhance outdoor living spaces. Not only inspired by the elements, the Elemental was built to withstand them.
With 35 years of experience manufacturing hot tubs, aquatic fitness systems and composite materials, D1 CEO Bob Hallam said he knew his company could have hit a lower price point if he had taken production of Elemental offshore. Instead, the Vista, Calif.-based manufacturer kept its production in America and was described as "the quintessential hometown small business made big" recently after its four product features on the hit HGTV show The Outdoor Room with Jamie Durie.
When asked what kind of response his innovative home spa is receiving in the marketplace, Bob Hallam said, "The response is unbelievable. It's beyond expectation."
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