Service, Service, Service reads as though it was written last week after a subpar visit to a high-end hotel in South Beach! It just goes to prove Raoul Andrews Sudre, Senior Advisor for Aspen Spa Management as usual was on top of the needs of the spa industry before it was one. This article ran in Spa Management, 2004 talking about the need for stepping up the service or falling down. The article is quick to point out how many spas will fall as a result of the gum chewing receptionists or the condescending attitude of the under educated practitioners. This short article is a wonderful addition to the series and will absolutely remind us why many practitioners are called to this business, to help others and make a difference through the caring service we can offer.