It's 3 p.m. Max is lounging in his spacious Vacation Villa, watching a movie and enjoying an ice cream treat. He's a little tired after spending several hours in play group with some friends. Later, after dinner, he'll be treated to a bedtime story and tuck-in service for a good night's sleep, snuggled in premium bedding.

No, this is not the scene at a luxury summer camp for children; it's the latest in services offered by the local boarding kennel.

Pampering our pets

Pet lovers will spend more than $38 billion on their furry friends this year. Owners say they have a special bond with their pets and consider them a member of their family who deserves to be treated as such. In fact, it's the pet owners themselves who have suggested many of the special services now offered for their pets - from playtime with canine friends during the day to a story and snuggle before bedtime.

"Our clients really get a kick out of the activities we offer," says Kelly Kurash, manager of Best Friends in Chestnut Ridge , NY . "They like knowing that their pets can really enjoy themselves and be pampered and fussed over when they're away from home."

Time for play

Dogs who participate in playgroup or daycamp during their boarding stay expend lots of energy, and usually and sleep better. Supervised play with other pets offers a healthy outlet for a dog's natural energies, instincts and behavior. "Playgroups have become really popular," says Stacy Hunter, manager of Best Friends in Carmichael , CA . "Parents can't wait to hear how their pets have spent their day."

Not every dog, however, does well in a group setting. For pets who prefer one-on-one attention, owners can choose an individual playtime or a walk. "Some of our guests are happiest when attention is focused exclusively on them and the setting is more private," says Hunter. "A hug, cuddle, belly rub or nature walk really makes their day … and we enjoy it too!"

'Goodnight Moon'

After a day of play, pooped pooches can settle down for the night with a snack and a reading of Goodnight Moon . "Some clients though we were pulling their leg about offering bedtime stories," Kurash says. "Then they saw the pictures of dogs cuddled in our laps or sitting next to us looking at the book."

California clients are just as enthused about the program. "Our tuck-in service is a big seller," says Hunter, "We even have a deaf dog whose family orders the service for him. It really helps him feel secure and settle down for the night."

In fact, the value of story time is really in the calming effect that the snuggling and the quiet voice have. And, for many, it's a familiar ritual from home: snuggling in with the family while Mom or Dad reads to the children.

Peeking in

With increasing frequency over the past few years, pet parents have asked for a way to look in on their pet remotely from their computer whether at work or on the road. Webcams have been installed at a number of Best Friends centers, allowing pet parents and prospective customers to take a peek at what's going on.

"The webcams are a big hit with our camper parents," says Kurash. "We've even had pet parents joke that they're on the verge of being fired because of all the time they spend checking on their dog in camp and showing their coworkers. "