Two experiences, two purposes
The New Moon: the gathering
The room with space to grow (capacity 35). A fuller circle every month through consistent publication, monthly themes, and guest collaborators. Structure as agreed: shared 50/50.
The Hammam: the jewel
Intentionally intimate, capped at 15, the second Monday of every month. Strategic, not volume: the signature experience that defines the spa and seeds private bookings. And the Hammam feeds the New Moon: repeat guests begin here and join the gathering within weeks.
Three audiences, three machines
~81% of all guests, and 20% of bookings come from returning guests (1 in 5). They book ahead through Giselle's channels and the monthly rhythm. They fill the room today.
Within the Faena Rose membership lives a health-and-wellness segment not yet specifically addressed. The ask: presence in Faena Rose members' wellness-related channels: the calendar in their communications, and inclusion when Faena Rose curates member experiences.
Nearly absent today (4-9% of tickets). They decide the same day, inside the property, so this machine is built in-house: TV screens, front-desk and spa QR, concierge briefing, treatment menu. No marketing spend, pure upside.
The locals fill the room, Rose deepens it, the guests grow it.
The Rose: the thread that connects everything
One symbol runs underneath the whole program: the rose. The rose oil closes every event as a ritual, adding value in the room and pointing to what comes next: the rose editions of October and February, the rose ritual within spa treatments, the oil in the boutique. One thread from practice to product to treatment, and the rose is Faena's own language, tying the program to the house.
Audience insights: what the data shows
The Hammam grossed more revenue than the New Moon on half the guests: the intimacy strategy, confirmed by the data.
The calendar · 2026
| Month | New Moon | Global anchor · theme | Hammam edition | Collaborator |
|---|---|---|---|---|
| August | Thu, Aug 13 | Wellness Month · Inner Fire | Mon, Aug 10 · Solar Glow | Collaborator program begins in September |
| September | Thu, Sep 10 | World Suicide Prevention Day (Sep 10) · Sacred Reset | Mon, Sep 14 · Equinox Detox | Psychologist: mental wellness talk + practice |
| October | Sat, Oct 10 | Breast Cancer Awareness · Balance & Beauty | Mon, Oct 12 · Rose Balance | Hormone / women's health specialist + rose ritual |
| November | Sat, Nov 7 | Movember · Release & Gratitude | Mon, Nov 9 · Gratitude Cleanse | Men's health expert: open men's circle |
| December | Tue, Dec 8 | Solstice · The Light Within | Mon, Dec 14 · Winter Solstice Candlelight Rose Ritual | Candlelight ritual: signature |
The calendar · 2027
| Month | New Moon | Global anchor · theme | Hammam edition | Collaborator |
|---|---|---|---|---|
| January | Thu, Jan 7 | New year, new habits · Vision & Discipline | Mon, Jan 11 · New Year Renewal | Habits / behavior author talk |
| February | Sat, Feb 6 | American Heart Month + Valentine's · Heart Awakening | Mon, Feb 8 · Rose of Love | Heart-coherence expert |
| March | Sat, Mar 6 * | International Women's Day (Mar 8 = the Hammam) · Surrender & Flow | Mon, Mar 8 · Women's Day Rose Hammam | Female founder / author panel · hormone expert |
| April | Thu, Apr 8 * | Earth Day · Rebirth | Mon, Apr 12 · Bloom Ritual | Environmental voice / plant-based nutrition |
| May | Thu, May 6 | Mental Health Awareness Month + Mother's Day · The Mother | Mon, May 10 · Mother's Rose Hammam | Therapist: motherhood & mental health |
| June | Fri, Jun 4 | Men's Health Month + Global Wellness Day · Solar Radiance | Mon, Jun 14 · Solstice Glow | Men's health expert |
| July | Sat, Jul 3 | Self-care month · Coming Home | Mon, Jul 12 · Moonlit Waters | Signature format: restorative, no guest |
| August | Thu, Aug 5 * | Lion's Gate (8/8) · Lion's Heart | Mon, Aug 9 · Lion's Gate Activation | Longevity / biohacking expert |
| September | Thu, Sep 2 * | The Black Moon: rare second new moon (true date Aug 31). Limited edition. | By invitation | Signature format only |
| September | Thu, Sep 30 * | World Heart Day (Sep 29) · Harmony & Harvest | Mon, Sep 13 · Equinox Balance | Heart-brain coherence expert |
| October | Fri, Oct 29 | Breast Cancer Awareness · Alchemy · the October rose returns | Mon, Oct 11 · Rose Balance | Hormones / women's health specialist |
| November | Sat, Nov 27 | Movember · Gratitude & Expansion | Mon, Nov 8 · Gratitude Ritual | Men's mental health panel |
| December | Tue, Dec 28 * | Year's close · Crossing the Threshold | Mon, Dec 13 · Year's End Purification | Candlelight closing ceremony |
2026 dates are as already scheduled and published. 2027 New Moons fall on the true astronomical new moon (Miami time) when it lands Thursday-Saturday; dates marked * are adjusted (December sits between the holidays, Tuesday Dec 28). Hammam keeps its second-Monday rhythm. Every event closes with the rose oil ritual. Collaborators are voices, not vendors: experts, authors and musicians tied to what the world is talking about that month. Themes are refined together, month by month.
Menu of offerings
Regular programming: New Moon Kundalini Awakening (monthly, themed, cap 35) · Hammam Ritual (monthly, cap 15).
Private & groups: Private Hammam buyout (up to 15) · Private group Kundalini · The Journey: studio to spa, or spa to studio: practice and ritual as one arc. All adapted to the month's theme or the client's request.
Corporate: team sessions in the studio · corporate wellness day on the Journey format.
Communication & visibility
Website: each month's program published one month in advance on the spa's events page.
Social media: posts and stories starting two weeks in advance on Tierra Santa's channels, mirrored on
Giselle's, and placement on Faena's main stories (the important ask).
In the property: QR at the Tierra Santa front desk and at the lobby concierge downstairs, visible when
guests check in, the program on the in-spa TV screens, and a standing concierge briefing:
“tonight there is a candlelight rose ritual at the Hammam.”
Members: the calendar in Faena's newsletter and in Faena Rose members' wellness-related communications.
Already in motion
The foundation is not a proposal; it is running today: the 2026 calendar, scheduled and published · the rose oil ritual closing every Hammam and New Moon · Ethernal sold inside Faena, the boutique and the spa.
Work in progress: on Giselle's side
Already underway, at Giselle's cost: the point-of-sale upgrade: take-away scent cards and a “discover the ritual” QR leading to a dedicated page with the product's story and benefits. No pricing shown on the display.
The add-ons: select what we activate
Check the initiatives to activate, then press “Send my selections” (it opens an email to Giselle with your choices) and “Download my summary” to keep your own copy of what you approved. (Selections are not saved if you close the page.)
1 · Communication & Visibility
2 · Menu of Offerings: the events
3 · Ethernal
The rose, underneath everything.