Our Story


Tara loves being a mom to her two kids in Philadelphia and she has always had a passion for hosting parties. Previously working in marketing at a kid’s TV network, she developed extensive knowledge of what kids like, but also understood the needs and interests of parents.

Lori, Tara’s mother, has enjoyed an award-winning career as a massage therapist and Spa Director at several of the most exclusive resorts in Palm Beach, FL.

They decided to merge their talents and deliver an experience for parents, kids and everyone in between. The result is the FIRST kid-friendly day spa in franchising –Primp & Play.

Tired of the inability to pamper herself because of kids in tow, Tara knew there had to be a better way. She knew there were countless other parents like her who deserved to be pampered but needed a place where they could feel comfortable getting their own spa treatments like manicures, pedicures and massages where she didn’t have to get a babysitter…. oh and she wanted to find a better way to celebrate kid’s birthday parties, too.

After more than a year of planning and developing a list of services that satisfy the most elite clientele (but at accessible prices), Tara embarked on the adventure of becoming a momprepreneur.

Quickly realizing that Tara was onto something special, Lori came on board serve as the Franchise Operations and Spa Director. The stage is now set. With Tara leveraging her business background and event expertise and Lori providing an exceptional menu of top-notch spa services, Primp & Play has set the standard for family day spas while at the same time bringing a refreshing experience to the many individuals, parents and children who visit.

Primp & Play has begun franchising locations throughout the United States.





Tara Murphy has been a marketing and advertising professional for almost 20 years in the television, entertainment and consumer goods industries with a proven track record of driving sales and generating revenue. While in her last role with NBC Universal for the children’s TV network SPROUT (Now Universal Kids Network), Tara’s marketing ideas targeted at parents and caregivers generated year over year advertising revenue increases.

Tara is also a hands-on expert in the children’s space, as a mother raising an 8 year-old son and a 5-year old daughter with her husband in Center City Philadelphia. Tara’s first-hand experience brings understanding of the relationship between parent and child and activities, which strengthen the bonding experience to bring families closer. Tara is thrilled to now be offering families nationwide the opportunity to visit this refreshing family spa experience, by becoming a Franchisor in 2018 & selling locations throughout the United States.



Lori Pavlack is the Franchise Director of Spa Operations for Primp and Play from Palm Beach Florida, where she was the lead massage therapist at Eau Spa Palm Beach, a Forbes five-star, five diamond spa. (Formerly Eau Spa @ Ritz Carlton Palm Beach). Her clientele includes celebrities, royalty, politicians and other high-end clientele.

Lori’s expertise in various massage techniques including relaxation, deep tissue, hot stone, prenatal, Thai, bamboo and body wrap/treatments have been recognized through Spafinder™ where she was recognized as an award-winning therapist for favorite spa professional globally.



Julian is our Vice President of Kid Fun. At 8 years old, Julian insists on testing every product and
 service to ensure that it meets the Kid Cool Factor and 
delivers both smiles and memories to all guests. Known as the 
key contributor, it’s been rumored that he secretly consults with 
his savvy 5-year old sister, Teagan.


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