“The media frenzy really helped it take off,” Mike Boyle said of his new business in Sisters, Hop In The Spa. “And of course people just love it when they get here.” Hop In The Spa was inspired by beer spas that can be found throughout Europe, where the medicinal value of hops has long been tapped. Photo courtesy of Hop In The Spa
By Dustin Gouker
For the Oregon Beer Growler
There are seemingly endless ways that Oregon has tried to cash in on the beer tourism craze. The latest evidence of that trend: a spa where you soak in beer.
Ever since Hop In The Spa opened in Sisters in February of this year, it’s been nearly non-stop business, according to Mike Boyle, co-founder of the spa.
Some of the reason for that? It’s gotten a ton of free publicity in the form of mainstream press coverage for what is America’s first “beer spa,” an idea that Boyle and co-founder Sally Champa ported from Europe. Hop in the Spa has been featured in the likes of Time, Newsweek, CNBC, Maxim and Men’s Journal.
“The media frenzy really helped it take off,” Boyle said. “And of course people just love it when they get here.”
Boyle even said the Travel Channel was sending a camera crew in July for part of a special that would feature the spa that is still just a few months old.
The story of how Hop in the Spa came to life has been well told in most of those publications. Last fall, Boyle, a longtime Sisters resident, got into a car accident and his doctor recommended that he go to a massage therapist. That’s how he met Champa, and the rest, as they say, is history.
While the newness of the idea and all the press coverage has helped Hop In The Spa’s fast rise, it’s also rooted in the service it provides.
The core idea and novelty is the soaking in “beer.” Technically, you’re not soaking in beer as much as hop-infused water with minerals, oils and some beer added in. The soaking mixture is brewed onsite. Beer spas can be found throughout Europe, where the medicinal value of hops has long been tapped.
Many of the packages at the spa include a massage after the soak, and the two things work hand-in-hand, according to Boyle.
“The soak kind of tenderizes and marinates your body,” Boyle said in describing why Hop In The Spa has gotten early rave reviews. You also get a beer with the treatment. “You’re not getting inebriated, but the whole experience gets you so prepared by the time you get on the massage table.”
Of course, beer is a big part of the experience as well -- Hop in the Spa has a deal with Bend’s Deschutes Brewery. Boyle says that it has the biggest selection of Deschutes beers available anywhere outside of its pubs. The spa is also close to opening a beer garden on the premises.
Based on the early returns, Boyle said franchising the Hop In The Spa idea appears to be in the cards. Spas could be coming soon to Hawaii and California. And Roanoke, Va. — the site of Deschutes Brewery’s new East Coast brewery — is also a possibility.
But for now, the only place in the U.S. to get in a “beer soak” is in Sisters. And based on its popularity, you better make your reservations early if you want to get in the door.
Hop In The Spa
[a] 371 W. Cascade Ave., Sisters
Stories from the print edition of the Oregon Beer Growler.