About Pacific Spa Alliance
Pacific Spa Alliance supports spa and wellness professionals by:
Building Community
We foster collaboration among passionate professionals, encouraging the sharing of insights and experiences.
Providing Resources
Our Interactive Forum offers valuable tools and information to keep members informed and engaged.
Facilitating Networking
Our Annual Tradeshow and Networking Event connects members with brand partners, creating new business opportunities and meaningful relationships.
Offering Education
We provide expert-led workshops on wellness trends and best practices, helping our members stay ahead.
The Pacific Spa Alliance Team
Karen Ray
Karen is a co-founder of NorCal SPA Alliance, the volunteer organization that preceded Pacific Spa Alliance. During her four years of dedicated leadership, she built a network of spa professionals encouraging collaboration, resource sharing, and innovative solutions to strengthen the spa community.
With over 25 years of international spa and business expertise, Karen has made significant contributions to luxury resorts and day spas across the USA, Mexico, and the Caribbean. Career highlights include directing award-winning spas at Auberge Resorts in Napa Valley, reopening Spa Botanico at Ritz Carlton Reserve in Puerto Rico, and launching spas at the Equinox Hotel in Manhattan and Kohanaiki in Hawaii.
Her consultancy, Karen Ray Consulting, specializes in pre-opening services, facility planning, staff training and audits, operational and financial support, spa menu development, and retail buying. Known for delivering revenue-driven results and operational efficiency, Karen has earned an exceptional reputation in the industry.
Karen is passionate about building community and cultivating relationships to encourage a sense of belonging. She is dedicated to personal wellness, professional development, and lifelong learning.
Kimberly DiVico
Kimberly is a Spa and Wellness Consultant with over 15 years of luxury hospitality management experience. She spent a decade of her early career working in marketing, sales and advertising with San Francisco Bay Area technology firms. Seeking a more meaningful connection to her work, Kimberly transitioned to the healing arts, becoming a certified massage therapist and energy worker. This path eventually led her to specialize in spa operations in the Napa Valley, where she became an active member of the NorCal Spa Alliance.
Kimberly has managed Forbes 4 and 5 star spas in resort and boutique hotels including Auberge du Soleil and Moonacre Spa. Currently, she’s a Managing Consultant at Cavallo Point, where she excels in building leadership teams, optimizing menus, and driving revenue growth. Kimberly is committed to fostering supportive environments and has a true passion for conscious leadership, which enables her to enhance experiences for both guests and staff.
Kimberly embraces wellness as a lifestyle rooted in self-care, clean beauty, daily movement practices and holistic well-being. She also appreciates life’s simple pleasures, like enjoying a glass of wine with family and friends at Napa Valley’s iconic restaurants.