CHICAGO | When you think of relaxation, chances are dental drills and Novocain needles don't come to mind.

So it seems odd to see "dental spa" written across the clear glass doors of a dentist's office in Chicago's stylish Water Tower building and to hear soothing classical music as you lie on a cushy massaging reclining chair while the hygienist readies her tooth scraper.

Welcome to spa dentistry, a growing niche carved out by dentists trying to take the bite out of office visits.

At the Mitchell Dental Spa in Chicago, patients are offered champagne, snacks, flat-screen TVs to watch while the dentist is drilling and those cushy dental chairs. They can get 10-minute spa treatments, including cooling eye masks and back massages by an on-staff massage therapist -- all free with usual dental care.

"If we can create an environment so people can relax, have something to eat ... give them a back massage afterward, I think we can start to turn it around and make it a really positive experience," said Dr. Margaret Mitchell, who turned her regular practice into a dental spa a few months ago.

American Dental Association data suggest that about one-fourth of U.S. adults avoid dental visits because of fear of pain or a previous bad experience.

Damian Clark, 24, an account manager for an online company and a new patient of Mitchell's, said his first visit to the Chicago office was an eye-opener, with its blond wood floors, refreshment bar and cool, airy decor.

"It was shocking to me at first because it's totally not something I'm used to at all. I felt very posh," Clark said.

He said all the distractions made a recent painful gum procedure almost pleasurable.

"I've been referring my friends," Clark said.