Michelle Adams Somerville, MBA, SHRM-CP

Executive VP -Operations & Engagement✦ Increased Membership & Guest Attendance 118% in 3 Years at Billings Farm & Museum
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Contact Information
us****@****om
(386) 825-5501
Location
Woodstock, Vermont, United States, US

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Kathleen D Willis

Working for and with Michelle during my time as the Facilities & Athletic Club Manager at the Woodstock Inn & Resort was incredible. With her leadership and guidance, we were able to transform a resort outlet into a fast-growing and vibrant community health club. We met membership growth goals within the first six months of working together and then continued to show monthly increases for nearly four years leading up to March 2020 and the Covid-19 pandemic. Michelle approaches the management of others with a team-building approach that allows for rapid growth. She guides her team members to seek more while supporting them. In addition to her strong leadership of the Wellness division, she also was heavily involved in building processes and procedures policy throughout the resort during her tenure.

Carleen Bernosky

I first worked for Michelle at the Spa at The Woodstock inn. When we met, I was looking for a seasonal position as a massage therapist in the spa. When the season ended I made the decision to become a full time employee which had a lot to do with Michelle's leadership. The spa was run extemely well and we had a very tight knit group of staff that Michelle nurtured into a team that exceeding guest expectations. The years working with Michelle were some of my most enjoyable years I have had in the spa industry.

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Credentials

  • SHRM Certified Professional (SHRM-CP)
    SHRM
    Feb, 2023
    - Nov, 2024

Experience

  • Billings Farm & Museum
    • United States
    • Historical Sites
    • 1 - 100 Employee
    • Executive VP -Operations & Engagement✦ Increased Membership & Guest Attendance 118% in 3 Years
      • Jul 2019 - Present

      In July 2019, I transitioned from Woodstock Inn & Resort, The Woodstock Foundation Institutions’ for-profit operation, to its non-profit arm as EVP Operations. I helped transform the organization by establishing clear operational goals and rejuvenating the marketing programs to attract new and repeat guests. Direct reports include public relations, marketing, education, farm operations and guest experience. Report to the Woodstock Foundation President. 𝗣𝗿𝗼𝘂𝗱𝗲𝘀𝘁 𝗔𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗺𝗲𝗻𝘁 From mid-2019 to 2022, we increased our membership 118%. This boost is primarily due to how we optimized operations during the height of the COVID-19 pandemic. Our quick actions to shift activities online and discover new opportunities to engage with our guests, both on the property and virtually, rejuvenated our operations and allowed us to build trust with our staff, guests, and volunteers. 𝗞𝗲𝘆 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 — Boosted revenue 50%. — Planned 50+ events a year, welcoming 70K visitors annually. — Increased all social media followers with a 60% increase in overall reach on Instagram and 11% increase in views. — Introduced new activities for families, children, and adults. — Maintained high morale amongst staff with effective and consistent communications throughout the COVID-19 pandemic. — Optimized all processes and operations across the property. — Implemented a vibrant environment of excellence throughout leadership, staff, and volunteers. — Instigated systemic change across organizations by breaking down siloes across operations and improving communications. Show less

  • Woodstock Inn & Resort
    • United States
    • Hospitality
    • 1 - 100 Employee
    • Spa & Wellness Director ✦ Operated New Spa from Pre-Opening to $2M in Revenue
      • Jun 2010 - Jul 2019

      I was hired in 2010 as the Pre-Opening Spa Director for Woodstock Inn Spa and stayed on as Spa & Wellness Director, overseeing the spa, pools, and the 500-member athletic center. I managed 80+ staff and reported to the Director of Hotel Operations. When the spa opened, we were managed by WTS International, a top hospitality management firm. Woodstock Inn & Resort kept me on as their Spa & Wellness Director when the contract ended. 𝗣𝗿𝗼𝘂𝗱𝗲𝘀𝘁 𝗔𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗺𝗲𝗻𝘁 Upon opening, Woodstock Inn Spa performed exceptionally well, and we surpassed our year three proforma expectations in year one. In addition to ensuring the Spa had established SOPs and a top-performing team, I worked tirelessly to engage the local community. As a result, our local market sales were 200% above projected, garnering 45% of our revenue. 𝗞𝗲𝘆 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀 — Earned a Forbes 4-star rating in 2018 and 2019. — Instilled a culture of excellence across the organization. — Built the department to be a model team throughout the resort for culture, training, and teamwork. Show less

  • River Valley Community College
    • United States
    • Higher Education
    • 1 - 100 Employee
    • Adjunct Business Professor & Advisory Board Member ✦ Taught Foundational Course for Massage Students
      • Sep 2013 - May 2018

      I taught the “Business of Massage” course, the foundational business course for writing business plans and discovering the various opportunities available with massage. I received positive feedback from students, including “the class was integral to my business success after graduation.” I also served on the college’s Advisory Board, where I played a key role in strengthening the Massage Therapy program by promoting collaboration between academic programs, employers, and the greater community. Show less

  • Arch Amenities Group
    • United States
    • Wellness and Fitness Services
    • 300 - 400 Employee
    • Executive Spa Director & Corporate Spa Trainer ✦ Oversaw 3 Luxury Spas & Trained New Spa Directors
      • Jun 2010 - Apr 2016

      While working as Spa Director at Woodstock Inn & Resort, I also partnered with WTS International as Executive Spa Director and Corporate Spa Trainer. Reporting to the VP of Spa, I oversaw three regional spas and consulted on trends, vendor management, and treatments. In addition, I onboarded, trained, and mentored new Spa Directors to WTS International. 𝗣𝗿𝗼𝘂𝗱𝗲𝘀𝘁 𝗔𝗰𝗰𝗼𝗺𝗽𝗹𝗶𝘀𝗵𝗺𝗲𝗻𝘁 As the Corporate Trainer, I created the curricula for WTS University and its ongoing leadership training, including performance reviews, retention, recruiting, and treatment menus. Show less

  • Hotel Park City
    • United States
    • Hospitality
    • 1 - 100 Employee
    • Spa Director ✦ Restructured, Reinvigorated & Upscaled Spa Operations
      • Nov 2008 - Jun 2010

      I joined Hotel Park City to transform its spa to complement the luxury resort standards and branding. During my time, I improved employee morale and enacted staff engagement strategies to create a satisfied and fulfilled work environment. In addition, I enhanced our treatment margins, reduced waste, and introduced an efficient ordering process by auditing and managing inventory, systemizing protocols, and reviewing needed vs. on-hand supplies. I joined Hotel Park City to transform its spa to complement the luxury resort standards and branding. During my time, I improved employee morale and enacted staff engagement strategies to create a satisfied and fulfilled work environment. In addition, I enhanced our treatment margins, reduced waste, and introduced an efficient ordering process by auditing and managing inventory, systemizing protocols, and reviewing needed vs. on-hand supplies.

  • Miraval Resorts & Spas
    • United States
    • Hospitality
    • 200 - 300 Employee
    • Assistant Spa Director ✦ Transitioned Treatment Product Lines & Upgraded Service Menu
      • Oct 2007 - Nov 2008

      As Assistant Spa Director at Miraval Resorts in Tucson, I played a key role in transitioning the treatment product lines to a new brand. I researched, selected, and introduced the brand with buy-in from all service providers. In addition, I trained 60+ providers on 22 new spa treatments while creating protocols and testing performance standards. As Assistant Spa Director at Miraval Resorts in Tucson, I played a key role in transitioning the treatment product lines to a new brand. I researched, selected, and introduced the brand with buy-in from all service providers. In addition, I trained 60+ providers on 22 new spa treatments while creating protocols and testing performance standards.

  • The Lodge at Woodloch
    • United States
    • Travel Arrangements
    • 1 - 100 Employee
    • Spa Director ✦ Oversaw Operations for 40K-sq-ft Spa & Fitness Facility
      • Oct 2006 - Oct 2007

      I joined The Lodge at Woodloch as Spa Director six months after opening. I oversaw the $6M in annual revenue generated from the 40K-square-foot spa and fitness facility, 27 treatment rooms, a salon, and retail operations. In addition, I developed the standard operating procedures for all spa departments. I joined The Lodge at Woodloch as Spa Director six months after opening. I oversaw the $6M in annual revenue generated from the 40K-square-foot spa and fitness facility, 27 treatment rooms, a salon, and retail operations. In addition, I developed the standard operating procedures for all spa departments.

  • Cornelia Day Resort
    • Greater New York City Area
    • Spa Director ✦ Developed SOPs, Trained Staff & Managed Day-to-Day Operations
      • Oct 2005 - Sep 2006

      I joined Cornelia Day Resort as Spa Director three months after its opening. I oversaw the new $30M 10K-square-foot facility, including seven treatment rooms and a high-end salon. In addition to oversight of the $5M annual revenue and our 75 service providers, I managed the day-to-day operations, staff training and management, and the development of standard operating procedures. Cornelia Day Resort quickly became the #1 day spa in NYC at the time and attracted celebrity clientele. We realized 36% growth in the first six months by utilizing our reports to optimally schedule our 75 service providers. Show less

  • Canyon Ranch
    • United States
    • Hospitality
    • 700 & Above Employee
    • Fitness & Movement Therapy Director ✦ Generated Sustainable Change Quickly through Program Upgrades
      • Oct 2003 - Oct 2005

      At Canyon Ranch, I utilized change management strategies to transform the team’s mindset from “how we’ve always done it” to accept new approaches to challenges, which helped create a systematic shift across the department and organization. In addition, I introduced new on-trend fitness and movement classes, which helped boost guest experiences and client engagement. I was responsible for $1M in operating expenses as well as 45+ daily classes and private sessions. We boosted revenue 25% in two years by increasing private sessions with skilled service providers and strategic scheduling. I also managed 5 studios and 50 staff. Show less

Education

  • SUNY Empire State College
    BS, Business
  • Southern New Hampshire University
    Master of Business Administration (M.B.A.), Leadership Concentration

Community

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