While Hop in the Spa is basking in the newly discovered limelight, places like The Four Seasons in Vail, Colorado, and the JW Marriott in Grand Rapids, Michigan, are among a number of spas in the U.S. that have long-offered beer-themed spa treatments. The Four Seasons Vail offers "Brew and Renew" treatments like an Amber Ale Foot Soak and a massage inspired by a hot stone massage. In this case, hot stones are replaced with warm cans of beer from Vail's Crazy Mountain Brewery.
But while many spas may have offered a handful of beer-related treatments, Hop in the Spa is betting that by going all in on the beer theme — and highlighting the healing benefits of hops — the concept will have enough appeal to allow it to expand beyond its roots in craft-beer crazed Oregon.
"Our expansion plans are to license the IP to people who are interested in embracing our culture of the whole Hop in the Spa concept," Boyle said. "We think we're going to be a name anywhere that microbrews are popular."
Hop in the Spa has developed a relationship with Deschutes Brewery, the eighth largest craft brewer in the U.S., which is located about 20 miles away from the spa in Bend, Oregon. The brewery provides all the hops and the beer used at the spa.
Deschutes is expected to announce the location of a production facility on the East Coast in the near future, and Boyle said Hop in The Spa is planning another spa in that same area "right away." The spa also plans to expand into central Oregon and then Portland as soon as possible. Other plans in the works include building out a beer garden at its current location and a line of bath products for use at home.
While Boyle admitted to soaking up the beer-related buzz, he is amazed the concept of a fully themed "beer spa" hasn't already been done in the U.S.
"It blows my mind. I'm in the mecca of microbrew. (It's) a logical step forward and it's fun," he said. "It's come in, have a great soak, a massage and a beer. It's an epic experience."