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Beyond the Biz

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Opening a business in an airport is no small task these days. Ask Bruce Schoenberg, co-owner of Oasis Day Spa, which will be opening its newest location Nov. 22 in Terminal 6 at New York's John F. Kennedy International Airport. Oasis was chosen by JetBlue to set up shop in the terminal and co-market products and services with the New York-based airline. But opening the salon and spa has proved to be more of a challenge than opening Oasis' three Manhattan locations, said Schoenberg, who founded the business in 1997 with his wife, Marti.

For instance, because of its location, the new spa is subject to the regulations of agencies such as the Port Authority of New York and New Jersey, the Transportation Security Admin-istration and the Federal Aviation Administration. As a result, Schoenberg was required to submit an exhaustive inventory of every item that would be on the spa's premises-right down to paperclips (failure to include an item on the inventory can result in a $10,000 fine). Even worse, scissors, one of the salon's most indispensable tools of the trade, are restricted by the TSA, so Schoenberg is currently working with a manufacturer to create a prototype of shears that can be wired down, he said.

Still, the challenge hasn't put a damper on Schoenberg's excitement about the opening. JetBlue passengers will receive discounts on spa services and products, and Oasis gets access to stressed-out, time-crunched travelers who desperately want to kick back and relax. "It's a slam dunk for who we're targeting," Schoenberg said.

Schoenberg added that the experience hasn't soured him on similar opportunities in the future. In the meantime, will he be winding down with a spa treatment or two? "I don't need a massage," he said. "I need a bottle of Wild Turkey."

'Man in the Chair' lives on as lunchroom monitor

Employees of Chicago-based ad agency Slack Barshinger will from now on eat their lunches under the watchful eye of the "Man in the Chair." The agency recently painted a lunchroom wall with a replica of the famed 1958 McGraw-Hill Cos. ad that champions b-to-b advertising.

Created by agency Fuller & Smith & Ross, New York, the ad features a scowling man (a then-VP of the agency) seated in a chair and representing a typical businessperson. The ad's copy, penned by Henry Slesar, reads: "I don't know who you are. I don't know your company. I don't know your company's product. ... Now-what was it you wanted to sell me?"

Gary Slack, chairman and chief experience officer at Slack Barshinger, said the agency painted the ad onto its wall as a nod to great advertising, and to install a no-cost "lunch monitor." Funny enough, a Google search reveals that Slesar also reportedly coined the phrase "coffee break" in a national ad campaign in the 1950s-a fact unknown to Slack when the agency chose the mural for its lunchroom. Slack did, however, appreciate the connection. "Our employees also use the lunchroom for breaks," he said. "And many of them, if not all of them, drink coffee."

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