Rocking Through The Midwest

Rocking Through The Midwest

by Scott Hoover

We're almost there. As the indoor tanning season moves into high gear, LOOKING FIT continues its Tanning Tour through the Midwest as it ventures to salons from Chicago to Green Bay, Wis. Make sure to read about these successful salon owners and maybe even pick up a tip or two on how to make your salon a little more prosperous throughout the tanning year. Don't forget, the Tanning Tour '99 was sponsored by John Abaté International™ and Vitasun USA.

Tan Bodies
(3 locations)
Oleg Learner, owner
Jamie Dyer, manager
Chicago

Jamie Dyer

Good Location, Good Salon
When asked what the three most important aspects are to running a successful small business, many small-business owners will simply reply location, location, location. It is this advice that allowed Oleg Learner, owner of Tan Bodies in Chicago, to become so successful. Although small, the salon is located in the middle of downtown Chicago with a hair salon on one side of the salon.

"Due to our location, we get a lot of walk-in business," says Jamie Dyer, manager of the salon. "In addition, we also get a good number of tourists who are just in Chicago for the week and are downtown shopping."

With the salon's location, it is easy to understand why direct mail and coupons to other local shops in the area have worked so well to bring in new customers.

"The salon does a lot of cross-marketing in our local area," Dyer says. "Additionally, because we offer a number of different levels of tanning we don't just see one select client group. Our customer base is extremely diverse."

VITAL SIGNS:
Years in business: 2
Services: Tanning
Number of units: 5
Number of employees: 6
Busy season: March to June
Average tanning sessions per day: 80 (busy season), 20-30 (slow season)
Average client age: 20-40
Average tanning session price: $9-$10 regular beds, $15-$16 upgrade
Best marketing tip: Finding a good location
Best advertising avenue: Direct mail
Biggest business obstacle: Explaining high-pressure tanning

Tan-O-Rama
Anna and Anthony Pociask and Holly and John Antonucci, owners
Chicago

Monica Baraniec, Anna Pociask, Wioletta Sak and Holly Antonucci

More Than They Can Handle
One of the few problems that many indoor tanning salon owners would like to have is too many clients. However, it is just that problem that Holly and John Antonucci and Anna and Anthony Pociask, owners of Tan-O-Rama European Tanning Spa in Chicago, have.

"We take appointments and walk-ins, but at times there are just too many clients for us to handle everybody," says Anna. "We have added a number of stand-up units in the past couple of years in order to help with the overflow of customers; unfortunately, with the space we have available, there just isn't a lot we can do except turn people away."

What has allowed a salon with a little more than 1,200 square feet to become so popular?

"It is no doubt that our customer service is the No. 1 reason so many people continue to come back to the salon," says Holly. "We try and know everybody's name and to treat them with respect. I feel that is the most important aspect to running a successful business."

VITAL SIGNS
Years in business: 14
Services: Tanning
Number of units: 10
Number of employees: 3
Busy season: March to August
Average tanning sessions per day: 200-220 (busy season), 100 (slow season)
Average client age: 20-45
Average tanning session price: $7-$8
Best marketing tip: Good customer service
Best advertising avenue: Word-of-mouth
Biggest business obstacle: Day-to-day mechanical difficulties

Ultimate Tan, Inc.
(2 locations)
Annette and Joseph Smyl, owners
Chicago

Joseph and Annette Smyl

Tan In Luxury
Salons throughout North America use different decors to bring in customers. Some use island themes with each room being named a different island destination; others go for the more traditional tropical look. Ultimate Tan, Inc. located in Chicago has gone the opposite way.

"We wanted to create an environment that was very classy," says Joseph Smyl, owner of the salon. "When people walk into our salon, we want to them feel like they are not in an indoor tanning salon at all. We want them to feel as if they walked into upscale day spa."

From the hardwood floors to the leather furniture, from the suspended television to the dance music, Ultimate Tan, Inc. provides just that feeling. Smyl says that because of the décor, the salon has a lot of younger tanners that really want to tan someplace they feel is on the cutting edge.

"We advertise in a number of upscale nightclubs as well as at high-school sporting events and on the radio," says Smyl. "However, because of our décor, word-of-mouth has worked very well. It seems when people hear about the salon they feel the need to come in and check it out for themselves. Once we get them in, they are sure to continue coming not only because of the décor, but because of our customer service and the fact that we upgrade our beds every six months."

VITAL SIGNS:
Years in business: 5
Services: Tanning
Number of units: 25
Number of employees: 4
Busy season: April to June
Average tanning sessions per day: 400-420 (busy season), 200-250 (slow season)
Average client age: 30-40
Average tanning session price: $8
Best marketing tip: Always have good equipment
Best advertising avenue: Radio
Biggest business obstacle: Finding and keeping good employees

Ravenswood Hair and Tanz
Gary Kotke, owner
Kathy Phillips, manager
Waukesha, Wis.

Kathy Phillips and Gary Kotke

More Than A Tan
For more than 21 years, Gary Kotke, owner of Ravenswood Hair and Tanz in Waukesha, Wis., has been offering his customers professional tanning equipment as well as an expert eye on new hair trends. Today, he hopes to expand his expertise to three salons in the next few years.

"I have been combining tanning and hair styling for a long time," he says. "We offered the first high-pressure unit in Wisconsin more than 21 years ago. Right now, I can't stay open enough hours to handle all the customers who are interested in tanning or getting their hair styled."

By carrying both high- and low-pressure equipment, Kotke offers his customers a number of different options when it comes to tanning.

"Most people like to have choices," he notes. "By offering both types of units, our customers have that choice. In addition, by offering hair stylists and nail technicians, we make our salon more of a one-stop shop."

VITAL SIGNS:
Years in business: 21
Services: Tanning, hair and nails
Number of units: 6
Number of employees: 6
Busy season: January to July
Average tanning sessions per day: 125-130 (busy season), 20-30 (slow season)
Average client age: 30-50
Average tanning session price: $5-$6
Best marketing tip: Provide good customer service
Best advertising avenue: Radio and Yellow Pages
Biggest business obstacle: Not open enough hours to take care of all the clients

FanSea Tan USA
(3 locations)
Doug and Jody Church, owners
Milwaukee, Wis.

Doug and Jody Church

Nothing But The Best
Many salon owners in the indoor tanning industry have learned just how difficult it can be to get a salon up and running. Thus, when salon owners who have been in the industry for more than 12 years and now have three salons throughout the suburban Milwaukee area speak, salon owners tend to listen.

"We have talked to a number of salon owners at different trade shows," says Jodi Church, co-owner along with her husband Doug of the three FanSea Tan USA locations. "We try to tell them the most important aspect of running a good salon is good service, using good products and good equipment."

The Church's began their first salon in a video rental store, but have since moved into larger salons used only for indoor tanning. And, although Jody says the industry has changed, what she likes best about it still exists.

"I like working with the people day in and day out," she notes. "For any business to be successful, customer service is one of the most important aspects that has to be considered. We treat our customers like family. We try to know their names and a little about each and every one of them. That is what makes this business so great."

VITAL SIGNS:
Years in business: 12
Services: Tanning
Number of units: 9
Number of employees: 12-18
Busy season: January to July
Average tanning sessions per day: 200 (busy season), 65-75 (slow season)
Average client age: 25-40
Average tanning session price: $6-$7
Best marketing tip: Good customer service--know every customer's name
Best advertising avenue: Yellow Pages
Biggest business obstacle: Dealing with the newer salons that try and sell tans by undercutting the competition

TanFanstique
Sheila Brimmer, owner
Waukesha, Wis.

Bill and Sheila Brimmer

Simply Fantastic
Sheila and Bill Brimmer have been in the indoor tanning business for a little more than three years and what they have discovered is a different type of tanning population then they ever expected.

"When we first opened, I really thought we would see a lot of younger tanners frequenting the salon," says Sheila. "However, after three years, our average client is female and in the 35-45 age group. Our demographics are very surprising."

The Brimmer's say they are located in a blue collar suburb of Milwaukee where people are conservative with both their time and disposable income.

"We only have eight beds and during our season we stay extremely busy," Sheila notes. "I try to be here as much as possible because both Bill and I believe it is important to have a hands-on owner."

VITAL SIGNS:
Years in business: 3
Services: Tanning
Number of units: 8
Number of employees: 2
Busy season: March to May
Average tanning sessions per day: 90-100 (busy season), 20-30 (slow season)
Average client age: 35-45
Average tanning session price: $4-$4.50
Best marketing tip: Have good customer service and always have good equipment
Best advertising avenue: Local newspapers
Biggest business obstacle: Educating new customers about skin typing

The Sun Club Tanning Co.
Tom Monske, owner
Mary Beth Mueller, manager
Milwaukee, Wis.

Tammy Marx and Mary Beth Mueller

Bargin Basement
Over the years, indoor tanning salons have crept up in any number of locations. From small combination salons to huge stand alone mega salons, the possibilities seem endless. The Sun Club Tanning Co., in Milwaukee, just adds to that legacy--being based in the basement of an apartment complex. However, the location has not been a detriment. The salon has 18 units and currently has more than 12,000 clients on its database.

"Unfortunately, we don't get a lot of clients from the apartment building," says Mary Beth Mueller, manager of the salon. "However, having been in the same place for seven years, most of our clients know where to find us."

According to Mueller, one of the most important aspects of running a successful business is making sure the salon is clean and help is courteous.

"I think keeping the salon picked up and the equipment updated and clean sometimes is overlooked by salon owners," she notes. "At times we see more than 450 people a day. Keeping the salon looking professional and all the equipment clean can be a task. However, it is our No. 1 priority."

VITAL SIGNS:
Years in business: 7
Services: Tanning
Number of units: 18
Number of employees: 5
Busy season: February to June
Average tanning sessions per day: 450 (busy season), 150-200 (slow season)
Average client age: 30-40
Average tanning session price: $6-$7
Best marketing tip: Good customer service
Best advertising avenue: Yellow Pages
Biggest business obstacle: Making sure there are enough rooms for all the clients during the busy season

Letric Beach Tanning Club
(3 locations)
Dion Borkowicz, owner
Pam Timm, administrator
Franklin, Wis.

Pam Timm

Staying On Top Of The Competition
Every business has to deal with competition at one time or another. Whether its just down the street or across town, competition is a way of life in a capitalist society. For Letric Beach Tanning Club, that competition also is a way of life.

"We have a competitor located right across the street," says Pam Timm, administrator of the salon located in Franklin, Wis. "We just don't dwell on it. The fact is that they have their customers and we have ours. In the end, whoever does the best job of offering good customer service, the right equipment and products, will be more successful. However, we believe there is room for both salons."

Actually, Timm says the biggest obstacle for the salon is not the close-based competition, but finding and keeping good employees.

"With the low unemployment level in the Milwaukee area, it is extremely difficult to find and keep good employees," she notes. "In addition, what makes it even tougher is the fact that we are starting to see a few more older clients where it is very important that our employees can explain the new technology that is available."

VITAL SIGNS:
Years in business: 12
Services: Tanning
Number of units: 12
Number of employees: 5
Busy season: January to July
Average tanning sessions per day: 450 (busy season), 150-200 (slow season)
Average client age: 25-30
Average tanning session price: $6-$7
Best marketing tip: Good customer service
Best advertising avenue: Direct mail
Biggest business obstacle: Educating employees and then keeping good ones once you find them

Total Image
(2 locations)
Bruce and Tammi Gerondale, owners
Rose Bartel, manager
Green Bay, Wis.

Rose Bartel

More Than A Salon
For more than 12 years, Total Image has been more than just an indoor tanning salon to its Green Bay, Wis., clients, it has been a part of the community. That is just one of the reasons that the salon continues to be so successful.

"I think it helps that our clients know that we try to give back to the community as much as possible," says Rose Bartel, manager of the salon. "For instance, each year at Thanksgiving we hold a food drive where customers can bring in a can of food and tan for free. It is these kind of outreach programs that allows your customers to know that you care about them. Green Bay is a small, blue collar town whose residents really respect the businesses that give back to the community."

In addition to being a respected part of the community, Total Image also stresses good business fundamentals such as customer service and finding out how the salon can improve.

"We talk to our customers every time they come in the salon," says Bartel. We ask what the salon is doing that they like and if there is anything about the salon that may need improving. Thus, the customers stay happy and we can continue to grow as a business."

VITAL SIGNS:
Years in business: 12
Services: Tanning, body wraps
Number of units: 13
Number of employees: 20
Busy season: January to June
Average tanning sessions per day: 175-200 (busy season), 100 (slow season)
Average client age: 25-30
Average tanning session price: $7-$8
Best marketing tip: Know your products and equipment
Best advertising avenue: Radio and direct mail
Biggest business obstacle: Seasonal aspect of the tanning business