Artesian Spas rebrands and updates with Artesian Elite
By Michelle L. Cramer
When Artesian Spas first revealed its latest hot tub line — the Artesian Elite — at the PSP Expo in Las Vegas last fall, Jordon Silon, vice president of North American sales for Artesian, says dealers were calling the Elite line the “it” spa.
The two-and-a-half-year process for designing the Artesian Elite line was a team collaboration, with many hands and minds touching the project beyond R&D, Silon says. “Our management team, marketing team, engineering team, along with many of our key suppliers, all played a part in the finished product and getting the new Artesian Elite to market.”
Previously known as the Platinum Elite spa line, the Artesian Elite line was not only significantly upgraded from its predecessor, but rebranded with the manufacturer name to build awareness with consumers. In addition to a name change, the Artesian logo was placed strategically in multiple locations on the Elite spas, including the cover and waterfall.
While the Platinum Elite line was Artesian’s most premium brand of spas, Silon says that there was an opportunity to add even more of the features that the company is known for such as neck and shoulder therapy, foot blasters and premium seating. Adding these things “makes our brand philosophy resonate amongst all our dealers,” Silon says.
Exterior updates include an all new cabinet design with the addition of an exclusive new cabinet color — Sea Oates — and dimmable corner and ground effects lighting with more than 2,500 color combinations available.
Artesian also added a fifth model to the Elite line — a seven-by-seven lounger called Eagle Crest — which Silon says statistics have shown, year after year, that this size of hot tub is the best selling nationwide. “We felt it would gain immediate attraction predicated on the data we’ve seen,” he says. “Plus, the Eagle Crest is a representation of our new Artesian Elite logo and rebranding.”
Artesian considers the redesigned Elite line the company’s premium brand of flagship spas. “The look of this spa line, plus all the other operating features, just makes the customer go ‘Wow,’ ” Silon says. “I think it appeals to a broad spectrum of hot tub consumers because it has a lot of technology and a look that’s going to appeal to many different demographics.”
Al Eckert, regional sales manager of Litehouse Pools & Spas in the Cleveland, Ohio, area agrees. “It’s not the same box of water you see in other stores and customers are immediately drawn to it when they see it in the showroom,” Eckert says. “Ultimately, what sets [the Elite line] apart from the competition is the engineering and technology built in to give customers the best ownership experience.”
The update that stands out the most to Eckert is the DirectFlow Personal Control System, which allows individual customization of the jets at each seat in the hot tub. “It’s a strong motivator for today’s shopper,” Eckert says. “I like to compare it to the individual climate control in luxury cars or the individual controls of a Sleep Number bed. Chances are, the customer has made purchases in the past based upon this same idea, so it just makes sense to have that ability to individually customize your massage in your hot tub.”
At Colorado Custom Spas in Denver, there are 30 to 40 hot tubs on the showroom floor because the company offers several manufacturer models. But two Artesian Elite models were sold in the first three weeks of having one in the showroom, reports Stan Goodreau, president. “Customers can really pick and choose [in our store],” he says. “So to sell two of the same model in three weeks is pretty cool.” You can’t miss the Artesian Elite when you walk into the showroom, Goodreau adds. “It’s such an eye-catching thing,” he says. “Customers are like moths to a flame. It makes pretty much every other hot tub in the industry look kind of dated.”