Bend has moved beyond its lumber-mill roots, a new spa owner says, because more and more Central Oregon men want their spa time.

Element 909 owner Julie Kizer has created what she hopes will be a spa sanctuary for men who previously may have felt uncomfortable receiving spa treatments that include manicures, massages or full-body waxing. Kizer, who also owns the Aveda products salon, Zante, across the street, opened her men-only Aveda full-service salon Wednesday in the former Double Happiness Chinese restaurant at 909 N.W. Bond St.

Kizer has lived in Bend since 1986 and says High Desert Joes can support male-centered services like hers.

“We’re catering to every type of man — whether he walks in here in work boots or loafers,” Kizer said.

Nationally, men are flocking to spas.

In the United States, 31 percent of spa-goers are men, according to the International Spa Association, and the evolution of spa-going men boosts demand for spa products and services designed specifically with men in mind.

Kizer says she’s the first Aveda salon in the country to focus solely on men, adding that one-third of her clients are men, many of whom suggested she open Element 909.

She’s trying to break spa stereotypes by offering services comparable to other local barber shops and salons. A basic haircut costs $20, with a free beer, and a full-service cut includes a haircut, shampoo, styling, scalp treatment, neck massage and beer for $35. Clients can walk in or schedule an appointment.

“This is an old-fashioned men’s barber shop idea with more modern men’s needs,” she said. “Men now want more TLC — things like pedicures.”

On Wednesday morning, one of Kizer’s customers, James Lewis, sipped a Cascades Lakes Blonde Bombshell beer before his trim and scalp massage.

Lewis is director of development for DesertScape Development LLC, which owns Kizer’s building, the historic D.H. Sphier Building. He was one of the people who pushed Kizer to open a salon and spa just for men, Kizer said.

“From a guy’s perspective, we want the straight-edge (razor shave) and other barber-shop type things,” Lewis said. “A place where we can watch sports and have a beer … guys feel weird going into the typical women’s salon.”

Element 909 may smell like aromatherapy candles, but Kizer took pains — at an undisclosed sum — to add little touches to make men feel more comfortable. For example, the 1,800-square-foot space has been remodeled to include high ceilings and modern lighting and flooring. The waiting area is built like a bar, with bar tables and stools positioned to watch one of six high-definition televisions tuned to sports channels.

Additionally, she sells cigars from Specialty Cigars in Bend, which customers cannot smoke inside. Soon, Kizer will have equipment for shoe-polishing.

She also plans to install a Blonde Bombshell motorcycle above the front door. Kizer is hosting a grand-opening event Dec. 8, featuring 20 different cigars and a Scotch-tasting to entice male clients.

“A woman created the word ‘spa’ — it never catered to men,” Kizer explained. “Why not create an environment where men feel welcome?”

Besides hair and nail treatments, Kizer’s full-service men’s salon will have memberships, with which customers can earn discounted services. She also offers hot-stone massages, deep-tissue sports massages, body exfoliations to clear up skin and full-body waxing, which is popular for men about to go on a tropical vacation, Kizer said.

Spa services range in price from $60 to $100, she said.

Kizer said she’s received a lot of support from her male clients at Zante and through connections there and in the local beauty industry.

“I threw the idea out there and slowly built the salon around it,” she said. “I never realized (how much) men wanted manicures and pedicures.”

Sitting opposite Lewis on Wednesday was an Element 909 walk-in customer, Scott Marti, of Bend. Marti said he first called Zante for a haircut after being attracted to its advertisement in the Yellow Pages. Zante referred him to Element 909.

“I think this is perfect for downtown Bend,” he said as a stylist flew shears through his hair. “Bend is going more toward the high-end with restaurants and such.”

Still, Marti said he doesn’t know many men who would feel comfortable getting their nails manicured — except maybe a couple of pilots he works with at the Redmond Airport, he added lightheartedly.

Element 909

909 N.W. Bond St., Bend

Monday through Friday, 7:30 a.m. to 7 p.m.

Saturday, 8 a.m. to 6 p.m.

Sunday, 11 a.m. to 4 p.m.

Telephone: 322-9090