How Burke Williams Overcame LAPD Vice To Create The American Day Spa Industry

When Theresa Armour cofounded Burke Williams with her husband Bill in 1984, she coined the term “day spa.” But 35 years ago, this industry didn’t exist – and LAPD Vice was suspicious. Considering the day spa concept a form of “adult entertainment,” the Los Angeles Police Department required Burke Williams to obtain an adult entertainment license, the same permitting required for strip clubs. This made it difficult for Armour to find a landlord.

Armour and her husband were inspired to found Burke Williams when she was a young woman and mother to three children. “I was pretty much housebound because my kids were so little, and I was having trouble adjusting to the routine,” Armour says. “The excitement I’d felt traveling and seeing new places earlier in my life was put on hold. My mind wanted to travel, but my instinct said to stay home.

This same desire for escape from the daily routine, Armour realized, must be shared by thousands of mothers. She created a vision board, did her research, and generated ideas for the ideal day spa experience. Ultimately, she created a different “dream trip” theme for each Burke Williams spa: San Francisco has a Paris theme; Woodland Hills is a trip to the Hamptons; Mission Viejo has a Turkish influence, and so on.

Armour feels that everybody has a dream or a vision in their heart for something greater. The magic happens when a person is courageous enough to go after that dream. “Young people often ask me, ‘How did you do it?’ But I find it’s really all in the,” she says. “Why do I do what I do? I know what keeps me going: I want to create, aid, and empower change. Once you are clear on your purpose, move! Be determined to take a step, then another. Each step will open a door, a window, or an unseen path.

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