Rocking Through The Midwest

Rocking Through The Midwest

by Scott Hoover

LOOKING FIT wraps up its Tanning Tour through the Midwest as it ventures to salons from Green Bay, Wis. , to Chicago. 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 tanning year. Don't forget, the Tanning Tour '99 was sponsored by John Abaté International™ and Vitasun USA.

Truly Tan
Dave Dugan and Christine Harrington, owners
Green Bay, Wis.

Dave Dugan

Doing It Right
In a small town such as Green Bay, in order to stand out from your competition, businesses must do the small things to keep customers coming back over and over again. It is exactly these small these that has the 12-unit Truly Tan doing such an incredible business.

"One of the ways that we are different than many other salons is that we take both walk-up customers as well as appointments," says Dave Dugan, owner of salon. "I know a lot of salons only will honor either walk-ups or appointments, but not both of them. We don't want to restrict our customers' tanning habits in any way."

Another way that Dugan says his salon is different is in the types of tanning units the salon offers. "I believe we offer some of the best equipment in the area," he notes. "We offer low- and high-pressure tanning so that our customers have another option when it comes to choosing our salon."

VITAL SIGNS:
Years in business: 4
Services: Tanning, active wear and swimwear
Number of units: 12
Number of employees: 5
Busy season: January to June
Average tanning sessions per day: 200 (busy season), 70 (slow season)
Average client age: 30-35
Average tanning session price: $7-$8
Best marketing tip: Good customer service
Best advertising avenue: Direct mail
Biggest business obstacle: Keeping clients educated

The Cutting Edge
Charles and Michelle Hagen, owners
Appleton, Wis.

Charles and Michelle Hagen and staff

On The Cutting Edge
The salon of the future may offer four levels of tanning, hair stylists, nail technicians and any number of different size and shapes of equipment. However, you don't have to wait years for all these to occur in one salon. The Cutting Edge in Appleton, Wis., already is there.

"We started with two hair stylists and one tanning unit and have steadily grown since then," says Charles. "What we have learned over the years is that you have to offer your clients a number of different levels of tanning because every customer is different. Thus, we offer four levels of tanning and allow customers to choose which level they feel is right for them."

In addition, the salon currently only offers two different lotion lines.

"There are so many lotion lines available," Charles notes. "By only carrying two lines, it makes it easier for our employees to learn everything they need to know about a lotion which, in turn, makes it easier for them to sell."

Not only is the salon growing, Charles also is looking to expand to a second lotion in the next year or so.

"Our tanning clientele is growing extremely fast and our hair appointments have more than tripled since we moved to this location two years ago," he notes. "Expansion is the next logical step."

VITAL SIGNS:
Years in business: 12
Services: Tanning and hair
Number of units: 39
Number of employees: 16
Busy season: February to May
Average tanning sessions per day: 700 (busy season), 200-300 (slow season)
Average client age: 30-40
Average tanning session price: $5-$6 for entry level, $9-$10 for upgrade
Best marketing tip: Good customer service and keep a clean salon
Best advertising avenue: Direct mail
Biggest business obstacle: Finding and keeping good employees

Sun City Tanning Studio
Tom and Jane Hughes, owners
Pam Sowatzka and Dawn Stuyvenberg, managers
Appleton, Wis.

Tom Hughes, Dawn Stuyvenberg, Pam Sowatzka, and Jane Hughes

Where The Sun Always Is Shining
For many salon owners, finding good employees who will stay with the company over time is one of their biggest obstacles. That certainly is not the case at Sun City Tanning Studio in Appleton, Wis., where owners Tom and Jane Hughes have not one, but two very capable managers.

"The salon has been open for more than five years and finding good employees never really has been a problem," says Stuyvenberg. "Tom and Jane are great to work for and we try to work hard for them."

According to Stuyvenberg, what has been more of a problem is trying to market tanning to new clients.

"Over the past couple of years, we have started to do a better job marketing ourselves," she notes. "However, I think we always can do a better job. Due to the fact that indoor tanning is becoming respected by the mainstream public a little more each year also helps us in our marketing effort."

VITAL SIGNS:
Years in business: 5
Services: Tanning
Number of units: 21
Number of employees: 12
Busy season: February to June
Average tanning sessions per day: 400-450 (busy season), 50-80 (slow season)
Average client age: 25-35
Average tanning session price: $4-$4.50
Best marketing tip: Good customer service
Best advertising avenue: Direct mail
Biggest business obstacle: Marketing tanning

Hawaiian Tanning Studios (4 locations)
Jim Gannigan, owner
Robin Marquardt, manager
Appleton, Wis.

Robin Marquardt

Moving On Up
As a tanning salon, being located next to a gym can be beneficial; however, being located next to one of the premiere gyms in the nation can have an incredible effect. Thus, when Jim Gannigan, owner of Hawaiian Tanning Studios in Appleton, Wis. realized that a Gold's Gym was going to be built in the same mall, he was beside himself.

"The cross-marketing has worked very well since the Gold's has opened," says Robin Marquardt, manager of Hawaiian Tanning Studios. "We provide them with a lot of business and they in turn tell people about our salon. Overall, it has worked out very well."

In addition, what has worked well in bringing in new customers is the fact that the salon takes absolutely no appointments.

"People know that they can come into the salon and tan at any time without having to make an appointment," says Marquardt. "It makes it easier for customers who might be out shopping or running an errand to stop by and tan while they are out."

VITAL SIGNS:
Years in business: 5
Services: Tanning
Number of units: 19
Number of employees: 3 at this location
Busy season: January to June
Average tanning sessions per day: 400-450 (busy season), 50-80 (slow season)
Average client age: 20-30
Average tanning session price: $3.50-$4
Best marketing tip: Offer just walk-up service and no appointments
Best advertising avenue: Local newspaper
Biggest business obstacle: Off season

Ultimate Spa Salon
Debbie Offerdahl, owner
Kathy Freye, operations manager
Madison, Wis.

Kathy Freye and Joy Richardson

The Ultimate In Tanning
One of the fastest growing areas in the recreation and fitness industry is in day spa services. Many salon owners have started adding such amenities as body wraps, facials and massage to their list of services in order to offer customers more than just a tan. For those same reasons, Debbie Offerdahl, owner of Ultimate Spa Salon in Madison, Wis., recently added spa services to her tanning, hair and nail services.

"The spa amenities have been very popular so far," says Kathy Freye, operations manager of the salon. "Customers now can receive all of their body and hair care needs all in one operation."

Another reason the salon started day spa amenities is to try and better educate customers about the importance of proper skincare when tanning.

"People don't realize how important it is to keep your skin moisturized," says Freye. "By adding day spa amenities we are better able to educate our customers and offer them a number of different products to help them develop a deeper, darker tan."

VITAL SIGNS:
Years in business: 15
Services: Tanning, hair, nails and day spa facilities
Number of units: 5
Number of employees: 24
Busy season: March to June
Average tanning sessions per day: 75 (busy season), 25 (slow season)
Average client age: 18-30
Average tanning session price: $4.50-$5
Best marketing tip: Keep your employees educated about your products
Best advertising avenue: Yellow Pages
Biggest business obstacle: Educating customers

Tanspa Studio Z
Bruce and Karen Zauft, owners
Madison, Wis.

Karen and Bruce Zauft

Tanning From A to Z
For some salon owners, adding ancillary services such as hair stylists and nail technicians is a way to increase their bottom line. The same is true for Bruce and Karen Zauft, owners of Tanspa Studio Z in Madison, Wis. However, it is how they have added these extra services that is intriguing.

"We started out offering just tanning and then added other services as we grew," says Bruce. "All of our stylists and technicians own their own businesses, but pay rent for the space they use in the salon. In addition, we have just added day spa services to the salon and that has been very well received by all of our customers."

Since adding additional services to the salon, Tanspa Studio Z also has seen its revenue increase dramatically.

"By allowing hair stylists and nail technicians to rent space, they bring in customers who might not tan, but start because it is so convenient," notes Bruce. "That added revenue along with the high percentage we receive from selling lotions amounts to our increased profits."

VITAL SIGNS:
Years in business: 16
Services: Tanning, hair, nails and day spa facilities
Number of units: 14
Number of employees: 32
Busy season: March to May
Average tanning sessions per day: 350 (busy season), 150-160 (slow season)
Average client age: 20-30
Average tanning session price: $4-$4.50
Best marketing tip: Work hard and provide good customer service
Best advertising avenue: Direct mail
Biggest business obstacle: Finding good employees

Bronze Image Tan Spa, Inc.
Dorlene Chambers, owner
Michelle Remus, manager
Madison, Wis.

Michelle Remus

Good Location, Good Business
In the business world the location of a service-based operation such as an indoor tanning salon is vital. No matter how good your salon looks or the type of equipment and lotions you sell, if there is not enough traffic to keep it busy you are fighting an uphill battle.

"We have been in business for more than five years and location is the key to our success," says Dorlene Chambers, owner of Bronze Image Tan Spa, Inc. in Madison, Wis. "For a small business, I think many times it comes down to location and good customer service. Those are two things we pride ourselves on."

In addition, in order to add more services, the salon recently started providing body wraps, a resurgent market for tanning salons, to its list of services.

"It's too early to tell what effect adding body wraps will have to our bottom line," says Chambers. "However, if the first couple of weeks are any sign, it looks like it will work out real well for us."

VITAL SIGNS:
Years in business: 5
Services: Tanning and body wraps
Number of units: 7
Number of employees: 3
Busy season: January to May
Average tanning sessions per day: 100 (busy season), 30-40 (slow season)
Average client age: 20-25
Average tanning session price: $4-$4.50
Best marketing tip: Keep the salon clean and provide good customer service
Best advertising avenue: Word-of-mouth
Biggest business obstacle: Educating tanning clients

European Tanspa
James Greenspan, owner
Madison, Wis.

James Greenspan

Investing In The Industry
James Greenspan has been in the indoor tanning industry for more than 12 years, during that time he has seen salon come and go; however, for those salons that become successful, the one aspect that is consistent across the board is they are willing to invest in their industry.

"No matter what type of business you run, you have to be willing to give 110 percent," he notes. "That means not only being at the salon to oversee how it is run, but also investing in education for your employees as well as in newer equipment so your clients feel they are getting the best service possible."

That is exactly what Greenspan has done. Having run four salons at one time, he noticed a glut in the indoor tanning salon market and decided to focus his effort on this one salon.

"There were just too many salons in a small area," he notes. "Thus, I decided to focus on this one operation that was in a good location and had a good client base and go from there."

VITAL SIGNS:
Years in business: 12
Services: Tanning
Number of units: 10
Number of employees: 4
Busy season: February to May
Average tanning sessions per day: 100-120 (busy season), 30-40 (slow season)
Average client age: 18-24
Average tanning session price: $4-$4.50
Best marketing tip: Keep the salon clean and provide good customer service
Best advertising avenue: Word-of-mouth
Biggest business obstacle: Keeping clients educated

Tan Down Under (2 locations)
Janet and Don White, owners
Cedar Falls, Iowa

Janet and Don White, along with Dawn Kemmer

College Town, College Atmosphere
When driving around a town that is centered around a mid-sized to large university, it always seems there is a different, more vibrant atmosphere. When that same excitement can extended to the local indoor tanning salon owners, you are talking about a recipe for success. It is that same atmosphere that Janet and Don White, owners of Tan Down Under in Cedar Falls, Iowa have used to build a highly successful salon.

"Being so close to Northern Iowa University (the school is less than one mile away), we see a lot of college-aged students," says Janet. "Therefore, their excitement often is passed on to myself and our staff."

Another aspect that breeds an air of excitement is the fact that the salon is very supportive of the local university as well as high schools.

"We try to support as much as possible," Janet says. "We put up sports schedules and other activities that kids are involved in and I think this makes it easier for them to come back over and over again. We take an interest in them and that's important in a smaller city such as Cedar Falls."

VITAL SIGNS:
Years in business: 6
Services: Tanning, swimsuits
Number of units: 21
Number of employees: 15
Busy season: November to July
Average tanning sessions per day: 650-700 (busy season), 175-250 (slow season)
Average client age: 25-30
Average tanning session price: $5-$6
Best marketing tip: Be professional
Best advertising avenue: Radio
Biggest business obstacle: Making sure clients and employees all are educated

Sunlife of Cedar Falls
Tracy and Dean Platte, owners
Cedar Falls, Iowa

Dean and Tracy Platte, along with Melanie Schuller

Always Learning
Education is an important part of running any small business and indoor tanning salons are no exception. However, realizing that fact is the first step in becoming successful small business owners--enter Tracy and Dean Platte, owners of Sunlife of Cedar Falls in Cedar Falls, Iowa. Although they have been in the industry for more than four years, they realize there is still much for them to learn.

"We have learned so much about indoor tanning since we opened the salon a little more than four years ago," says Dean. "However, being new to the business, we are learning new things every day."

One of the first things they learned is what type of clients tanned indoors. They then have been working to keep those clients coming back over and over again.

"Due to the fact that we are near the college, we get a lot of students who can't afford high-priced lotions," says Tracy. "Therefore, we try to carry lines that are more inline with their budgets. The same is true for the type of beds and prices we charge. To be successful we have to make tanning affordable to the college-aged customer."

VITAL SIGNS:
Years in business: 4
Services: Tanning
Number of units: 9
Number of employees: 5
Busy season: January to May
Average tanning sessions per day: 360 (busy season), 125 (slow season)
Average client age: 25-30
Average tanning session price: $3.50-$4
Best marketing tip: Make sure the salon is clean and be professional
Best advertising avenue: College coupon books
Biggest business obstacle: Finding good employees

Heavenly Bodies
Alyson and Chuck Smith, owners
Cedar Rapids, Iowa

Chuck Smith

New Bodies
In an industry that is growing as fast as the indoor tanning industry, new salon owners are popping up all the time. For Alyson and Chuck Smith, who purchased Heavenly Bodies in Cedar Rapids, Iowa less than nine months ago, the industry offered a chance to run a business without high start-up costs.

"The salon has been around for a number of years," says Chuck. "Alyson and I saw the salon as an opportunity we just couldn't pass up."

Both Chuck and Alyson know the one aspect of the business that they are going to have to concentrate on is education.

"We have to educate ourselves about the industry so that we can teach our customers," notes Chuck. "Being brand new to an industry is difficult However, we both are willing to put the time in to make this a successful business venture."

VITAL SIGNS:
Years in business: 6 months
Services: Tanning
Number of units: 8
Number of employees: 3
Busy season: February to May
Average tanning sessions per day: NA
Average client age: 18-35
Average tanning session price: $3.50-$4
Best marketing tip: Make sure the salon is clean and be professional
Best advertising avenue: Direct mail, local newspaper
Biggest business obstacle: Learning a brand new industry

Tan Etc.
Eileen Sherman, owner
Kim Banes, manager
Cedar Rapids, Iowa

Eileen Sherman, Kimberly Frett and Kim Banes

Tanning Veteran
Some salon owners believe offering one or two lines of lotions and the same types of tanning equipment throughout their salons keeps the process simple for customers. Then there is Eileen Sherman, owner of Tan Ect. in Cedar Rapids, Iowa. Sherman is just the opposite--believing that customers love variety. It is for that reason that she carries more than 11 different lotion lines.

"I like my customers to have a variety of different prices, smells and feels when they purchase a lotion," she notes. "I am always sampling different products."

In addition, Sherman also has a variety of different levels of tanning equipment featured among her 22 units.

"The most important aspect of running a tanning salon is educating your customers," she says. "Whether you are educating them on the importance of moisturization, the difference in tanning equipment or about the importance of tanning for the correct amount of time for a certain skin type--education is the key to being successful."

VITAL SIGNS:
Years in business: 20
Services: Tanning, swimwear and sandals
Number of units: 22
Number of employees: 4
Busy season: February to July
Average tanning sessions per day: 320-360 (busy season) 150-160 (slow season)
Average client age: 25-35
Average tanning session price: $3.50-$4
Best marketing tip: Make sure employees are educated on equipment and products
Best advertising avenue: Direct mail
Biggest business obstacle: The down season

Tanning Westdale
Katherine Frerick, owner
Carol VanWus, manager
Cedar Rapids, Iowa

BJ VanWus, Carol VanWus and Katherine Frerick

Where Everybody Knows Your Name
One of the biggest selling points for many indoor tanning customers is familiarity is with the owners of the salon. Much like the gang at Cheers, the salon is a place where everybody knows your name. For Katherine Frerick, owner of Tanning Westdale in Cedar Rapids, Iowa, familiarity a selling point that other salons can't match.

"Many of our customers see the salon almost like a neighborhood pub," she notes. "Not only do they come here to tan or purchase a swimsuit, they also come here to just sit and talk. My customers mean more than just the money they spend, they are my friends."

It is because of this friendly atmosphere that the salon decided it was time to remodel.

"We have had the same look for a long time," Frerick notes. "We needed a little more room and wanted to freshen the place up. Hopefully, the remodeling also will mean more new clients."

VITAL SIGNS:
Years in business: 5
Services: Tanning and swimsuits
Number of units: 11
Number of employees: 10
Busy season: January to May
Average tanning sessions per day: 200-220 (busy season) 100-150 (slow season)
Average client age: 30-35
Average tanning session price: $3.80-$4
Best marketing tip: Know your customers names
Best advertising avenue: Local newspapers and fliers
Biggest business obstacle: Getting new clients

No. 1 Sun (2 locations)
Kim Sterns, owner
Iowa City, Iowa

Beth Driscoll, Kiana Riley, Brian Crescenzi and Kim Sterns

We're No. 1
For students in Iowa City, Iowa, it has been a long time since they have had a lot to cheer about from their college sports teams; however, for many of those same students who like to tan--No. 1 Sun is at the top of the rankings. According to Kim Sterns, owner of No.1 Sun, she has worked diligently for more than 14 years to provide a classy place for people to tan.

"We have tried to create a different type of atmosphere than you would see in most other indoor tanning salons," she notes. "With the hardwood floors and our decor, we have tried to give the place a more high-end feel."

In addition to the dÈcor, the salon also boasts a more than 15,000-customer database and has used its membership program to garner more than 20 percent of its customer base.

"We run a number of specials such as saving $50 on enrollment if a customer joins on his or her first visit," Kim says. "We also offer discounts on our upgrade units with all of our memberships. Thus, because our memberships have been so well received, it really helps during the slower times of the year."

VITAL SIGNS:
Years in business: 1.5
Services: Tanning and swimsuits
Number of units: 16 this location
Number of employees: 10
Busy season: February to June
Average tanning sessions per day: 250 (busy season) 120-150 (slow season)
Average client age: 20-29
Average tanning session price: $4-$5 introductory beds, $9 upgrade beds
Best marketing tip: Make sure to have a good location
Best advertising avenue: Direct mail
Biggest business obstacle: Not having employees make a commitment to the tanning industry

Soleil, Inc.
James McIntosh
Iowa City, Iowa

James McIntosh

Graduating With Honors
James McIntosh has owned Soleil, Inc. in Iowa City, Iowa for more than three years. What is different about McIntosh is that he is a recent graduate of the University of Iowa. Thus, he has built himself a successful business while still in school.

"I always wanted to own my own business," he notes. "My two brothers and I purchased the salon when I was a sophomore and have run the salon ever since."

Due to its location just north of the university, 90 percent of his clientele is college-aged students, and his advertising and specials reflect his clientele.

"We run all of advertisements in the local university newspaper and in the college coupon booklet," he notes. "In addition, we don't have any appointments, all of our business comes from walk-ups, because most college students just decide they want to tan on the spur of the moment. The only time the salon is slow is during the summer when all the students go home, otherwise we are busy all the time."

VITAL SIGNS:
Years in business: 3
Services: Tanning
Number of units: 5
Number of employees: 10
Busy season: January to March
Average tanning sessions per day: 250 (busy season) 75 (slow season)
Average client age: 18-23
Average tanning session price: $4-$5
Best marketing tip: Know your customers' names
Best advertising avenue: University paper
Biggest business obstacle: Educating customers

Southern Tan (2 locations)
Linda and Mike Schrader, owners
Rockford, Ill.

Mike Schrader

What's Wrong With Being Different?
Many times when novice salon owners open their first salon they try to imitate other salons they have visited. Thus, they never really put their own identity into the salon. Nothing could be farther from the truth for Mike and Linda Schrader, owners of Southern Tan in Rockford, Ill.

"We pride ourselves on being different," says Mike. "My suggestion to new salon owners is to find a couple of decors that you are happy with, then incorporate them into your own style and decor."

One of the ways that Southern Tan is different from most other salons is that it is open 24 hours a day. In addition, the salon also features a number of levels of tanning units and a higher per tan cost than most salons.

"We are located next to a hospital where people are coming and going at all hours, so the hours work for our salon," says Mike. "In addition, we try our hardest to know everybody who comes in and tans with us. We want people to feel like they are tanning at home."

VITAL SIGNS:
Years in business: 2
Services: Tanning
Number of units: 24
Number of employees: 22
Busy season: January to June
Average tanning sessions per day: 300 (busy season), 100 (slow season)
Average client age: 20-30
Average tanning session price: $9-$11
Best marketing tip: Differentiate your salon from others in the area
Best advertising avenue: Radio
Biggest business obstacle: Finding good employees

Halstead Street Beach
Edward Gisiger, owner
Jimi Z, manager
Chicago

Jimi Z and Edward Gisiger

A Different Kind Of Salon
How many indoor tanning salons do you know of that double as art galleries? How about salons that are looking for units that allow tanners to stay in them longer rather than shorter? Welcome to Halstead Street Beach located in one of Chicago's most affluent and hippest neighborhoods, according to MTV.

"Our salon is much more than just a tanning salon," says Jimi Z, manager of Halstead Street Beach. "We promote total relaxation. For example, we offer our clients stress-relieving CDs to use while they tan. We also have fresh flowers delivered each week from a local florist so the salon smells fresh. Additionally, we also leave sample packets on each tanning unit for our customers to use after they tan."

In addition to the relaxation ideal the salon also posts different art work from a number of new artists on its walls each week as well as making donations to local causes such as an AIDS shelter and local animal shelter.

"I think our industry can do so much more for local causes," says Edward Gisiger, owner of the salon. "If each salon owner picked one cause to support and donated $1 each day to that program, it would not only help the program, but it also would help the way the indoor tanning industry is perceived."

VITAL SIGNS:
Years in business: 6
Services: Tanning
Number of units: 8
Number of employees: 6
Busy season: January to April
Average tanning sessions per day: 200 (busy season), 75-100 (slow season)
Average client age: 25-30
Average tanning session price: $11-$12
Best marketing tip: Have a vision for the salon
Best advertising avenue: Local magazines and Yellow Pages
Biggest business obstacle: Getting past reputation from previous owners

Cockatoo Tanning
Linda Davis and Cindy Hannon, owners
Michele Garrett and John Mendes, managers
Chicago

Linda Davis, John Mendes and Michele Garrett

Following A Father's Footsteps
Many people choose a profession due to family ties. However, how many people choose a profession due to activity their family often participated in? Such was the case for Linda and Cindy Hannon, owners of Cockatoo Tanning in Chicago.

"One of the reasons that we even knew about running an indoor tanning salon was because our father always used to tan," says Cindy. "We opened our salon more than two years ago and have been pretty successful ever since."

The salon, located in a working-class area of Chicago, very much represents the public it serves.

"We know that our customers work very hard for their money," Cindy states. "It is for that reason that we try to know all of our customers and make them feel they are home when they come and tan. In addition, we also try to give them as many benefits as we can for what they pay for. We have a lot of competition in this area so people have to know that we care about them for them to continue spending money here."

VITAL SIGNS:
Years in business: 2
Services: Tanning and day spa facilities
Number of units: 7
Number of employees: 6
Busy season: April to July
Average tanning sessions per day: 80-120 (busy season), 50-60 (slow season)
Average client age: 20-45
Average tanning session price: $6-$7 introductory beds, $15-$18 upgrade beds
Best marketing tip: Find a good location
Best advertising avenue: Cash register receipts and direct mail
Biggest business obstacle: Finding reliable help