As stress levels increase with a souring economy and heightened safety concerns, Pamela Gold is likely to get busier. A beauty industry veteran, Gold was recently appointed director of Spa Mystique, a 35,000-square-foot resort spa located at the Century Hotel & Spa.

"We very much promote the idea that this is a calm, tranquil environment," said Gold. "It's an escape."

She's responsible for developing new treatments and programs for the spa, supervising a staff of 65 and maintaining the spa facility, the largest in Los Angeles.

In addition to overseeing operations, Gold spends a good deal of time keeping up with industry trends. "It's been wellness-driven for a while now," she said. "But it's almost getting to the point where we have to be more medically based."

As an example, she pointed out increased use of plastic surgery. Many customers frequent the spa in order to maintain results of previous operations. Gold also pointed out movement towards natural treatments and products that are fruit- and vegetable-based.

Gold said the five-month-old spa gets 40 percent of its business from the hotel, the balance from local customers. The percentage of local traffic is likely to increase, she said, because of the decline in travel.

Gold's new job is a departure and a homecoming of sorts. She was born in California but grew up in Lubbock, Texas, where she attended Texas Tech. Most recently, Gold was spa director at the Four Seasons Resort & Club in Dallas. Prior to that, she was general manager of the Elizabeth Arden Red Door Salon & Spa, also in Dallas. She recently moved to Los Angeles with her husband and seven-month old baby. So far, Gold said she very much enjoys living in Los Angeles. "It's like Dallas with the beach," she said.

Conor Dougherty

Advertising & P.R.

Matt Gallagher and Mary Elizabeth Michaels have been promoted at Cerrell Associates, a public relations firm in Los Angeles. Gallagher, a senior account executive, will be assisting clients with public affairs, media and community relations efforts, specializing in transportation and environmental issues. Michaels has been promoted to account executive. She is part of the firm's special events team and is responsible for organizing non-profit fundraisers, conferences and media events. In addition, Shannon Johnson has returned to the firm, also as an account executive. She assists a variety of clients in strategic planning, public affairs, media relations, corporate communications and crisis communications. Johnson left the firm in 2000 to join the Al Gore presidential campaign. Yazmin Guerrero has joined the company as an assistant account executive. She will be implementing strategic media campaigns for Cerrell's corporate and non-profit clients, conduct research and write press releases. Guerrero was formerly an assistant editor for America's Network.

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