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Miraval business planning brings luxury to historic New Jersey

Miraval has decided to make Natirar the site of its second resort spa. The company's business planning is bringing the concepts created for Canyon Ranch located out west to the east coast with some notable exceptions. The atmosphere at Miraval at Natirar will have less of a focus on medical treatment and more of a focus on challenges that are more cerebral and psychological.


Natirar, which is the New Jersey river Raritan spelled backwards, is nestled on 500 acres in Somerset County. It is an estate that was built in 1912 and was owned by Morocco's King at one time. The estate eventually ended up in the hands of Somerset County who gave a 99 year lease for the 90 acres that includes the mansion and carriage house to Richard Branson, the owner of Virgin Airlines who will not be involved in this venture, and Bob Wojtowicz, a developer from Warren. A farm encompassing 12 acres supplies an already renowned restaurant at Natirar named Ninety Acres.

The mansion will be turned into a luxury hotel boasting 86 rooms and suites. The spa will be state-of-the-art and will have approximately 20,000 square feet of space. Another 14,000 square feet will hold a wellness pavilion and yoga center. Rounding out the resort spa will be a restaurant highlighting Miraval spa's signature cuisine, and some facilities for meetings.


With this New Jersey location being just an hour from New York, the location of the Miraval spa may just be perfect. Only time will tell if the company's business planning has come to life as it was envisioned. Having a bold vision is wonderful as long as it is backed up by thorough research, planning and maybe just a little bit of luck.


Source:, "Miraval To Open Second Spa In New Jersey," Anitra Brown, May 30, 2013

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