Four-year-old Wilbur Bettes had a birthday party to remember.

He shared his big day with hundreds of people and pets he’d never met. There were dog daiquiris and a dog cake. A highlight was a “barkini” contest for dogs sporting bikinis.

It was OK with Wilbur that his party went to the dogs. After all, he’s a dog himself a Great Dane whose owners consider him part of the family.

Dozens of businesses offer a variety of pet services, from doggie daycare and spa treatments to party planning and memorials.

There are certified professionals offering massages for dogs, cats and horses. There are boutiques selling fresh-baked treats, rhinestone collars, pearl necklaces, cowboy hats, designer sweaters and car seats for pets. There’s even a taxi service in Naples, Fla., that will take furry friends to the vet when their owners have to work.

Gail DeMoss, owner of The Critter Caf on Marco Island, Fla., says her company and others like it are thriving because pets are playing a more pivotal role in the lives of their human companions.

“Pets have really become a big part of the family,” DeMoss said. “The owners treat them just like their kids.”

Worth the money

When the Critter Caf opened in January 2001, it strictly sold pet supplies everything from fleece jackets and rhinestone collars to car seats and front carriers for small dogs. With its recent expansion, DeMoss has added a variety of services for animals, including spa treatments and doggie daycare.

Dog owners pay $7 for a half day and $12 for a full day of daycare. Dogs in daycare programs usually go to “school” two or three times a week.

“The clients will usually say it’s the best money they’ve ever spent because they can go home and sleep at night,” said Karisa Kelly, an assistant manager at Critter Caf. “It’s real peaceful at home.”

Critter Caf also offers grooming and pet-sitting in people’s homes. There are plans to add a bakery that will sell homemade biscuits and custom birthday cakes for pets.

The bakery won’t be the first of its kind in town.

In nearby Fort Myers, Fla., Dudley’s Dog Bakery sells ice cream along with birthday cakes and pupcakes. The bakery’s ice cream comes in such flavors as Pawberry (strawberry) and Chubby Puppy (peanut butter).

Birthday parties for dogs have become more popular and more extravagant, as people have come to appreciate their animals more, owner Vickie Bettes said.

Recently, one of her customers spent close to $500 on a birthday party for a dog. Besides having a cake made for the special occasion, the woman passed out treat bags to the other dogs that attended.

‘Like athletes’

There are handful of professionals in Southwest Florida who make a living rubbing down cats, dogs and horses. Kim Page, owner of Equine Massage Therapy of Naples, has been massaging horses for about three years. She says massage can help horses live longer and better lives.

“A lot of people think horses are just like vehicles you get on them and ride them and that’s the end,” she said. “But they are more like athletes. Athletes get massages to stay in shape and horses need massages, too, because they are athletes.”

She’s given massages to show horses and jumping horses. She’s worked on older horses struggling to stay fit and pet horses that have suffered injuries and are less active. The rubdowns can completely change a horse’s temperament, she said.

“I’ve had some horses that were not really people-friendly turn into lovable animals after a routine of massages,” Page said.

Chrissy Reseight of Bonita Springs, Fla., who has been practicing alternative medicine for 17 years, has focused on animals for the last 3 1/2 years. She offers massages for a variety of animals. She also uses aromatherapy, reiki and acupuncture to heal dogs, cat and horses and to deal with their behavior problems, including separation anxiety. She charges $75 for a house call, which generally lasts about 1 1/2 hours

“I go in and work with the animal’s mind, body, heart and soul,” she said. “I address all aspects of the animal. An animal is not just a body. There is a spirit there. They have feelings and emotions the same as people. I look at them as a unique individual.”