Visual IMPACT

Visual IMPACT
Gazing into the Future of Tanning

by Hollie Costello

For Don Novak and his wife, C.C., the decision to add tanning equipment to an already successful hair salon was a hard one. C.C. had been around tanning in the past, with bad memories to prove it, and Don knew nothing about the industry or the involvement the industry would bring to the employees and the store. However, now Don and C.C. are the proud owners of two tanning salons in the Des Moines, Iowa area--one complete with spa amenities such as body wraps, massage, hair and tanning while the other concentrates on hair and tanning for the moment.

Seeing is Believing

The Novak's had plenty of experience with hair salons when they decided to go into business for themselves in 1991. C.C., an experienced hairdresser and cosmetologist, had worked in salons all her life and had, in fact, been around the tanning industry while working at another salon. When she decided to branch out on her own, her husband, Don, supported her decision not to have tanning on the premises.

Her decision against tanning equipment was based on past experience. In the salon where she previously worked the tanning beds were a constant interruption to her hair clients as she had to check in tanning customers and clean beds. There was noise pollution from the boom boxes because there were no headsets in the rooms and the maintenance involved in properly caring for the large machines was difficult and tedious.

However, after struggling for five years to make a substantial profit with their hair salon, Don gave his wife an ultimatum--expand the salon to include other services or close shop. C.C. took some convincing, but eventually agreed to add to her business--expanding from 1,000 square feet to 5,000 square feet and adding 23 tanning beds and body wraps.

Thus, the salon has experienced a complete turnaround. Since that time, Visual Impact has expanded every year until reaching its current capacity of 37 beds and one booth. Don has added a second salon on the south side of Des Moines to his enterprise, once again mixing hair and tanning with 21 beds and a fully equipped hair salon.

"We have a lot of competitors, it's true, with hair salons and tanning salons; however, in the Des Moines area, there is more than enough business for everybody," Don says. "Some people choose to cater one type of customer; we cater to everybody and anybody."

By offering three levels of equipment, from facials to high-end standups, Don also brings in all levels of tanners--from the person looking only to achieve color before a trip to year-round tanners who like to have the darkest color possible. His biggest compliment is when visitors ask about the other "chains" of his salon--which is not a franchise.

"People sometimes say they have visited one of 'our' salons in another state, but we are only in the Des Moines area," he says. "I believe that is quite a compliment if we are professional enough for customers to feel they are in a franchised operation."

Beauty is in the Eye of the Beholder

Don has tried to make his salons as professional as possible, with 17 full-time employees between the two stores and more than 30 part-time employees year-round. He hires all types of people at his salons, from high-school students who clean the beds to mothers returning to the workforce after having children. There also are those employees who have been with Don since the beginning, working through the additions and renovations that have made Visual Impact what it is today.

High-school students and part-time employees work the back of the salon, in what Don calls "position three"--they fill bottles, fold laundry, take out the trash and clean the equipment. Everyone working at the tanning salon is required to take an Iowa regulation test, which Don goes over extensively in the employee's first week with the company. In addition to the test, employees go through three hours of orientation on company policies, as well as three separate hours of training.

For front desk duties (position 2) or to work as a shift leader (position 1), more extensive training is required, and Don often sends his employees to tanning forums and certification classes held in his area. He also educates his employees through monthly meetings and through education he receives by attending classes and symposiums.

According to Don, his business is very personal, very customer-oriented, so employees are compensated for high sales and positive feedback from clients with bonus programs and other perks. Full-time employees receive such benefits as health care and retirement plans.

"The sharpest, most reliable, most personable salespeople are moved up the ladder rapidly," Don says. His bonus programs often offer higher pay for a specific amount of time and all employees receive free tanning and discounts on lotions. In addition, he says his most popular bonus program is based on a point system--"$20 for 20" gives employees points for covering shifts, coming in early on request or otherwise helping other employees and the salon. Employees who receive 20 points receive $20.

Additionally, Visual Impact works to keep good employees by being flexible and stressing tanning education. With the tanning salon open 8 a.m. to midnight seven-days-a-week, Don offers many different shifts that people can fill if they are dedicated and want to work. The hair salon closes earlier than the tanning; however, the worker who stays to fill the late hours must be ready to answer any questions and take appointments for all divisions of the business.

"My employees work hard to make our customers happy, and I feel it is important for our employees to know we appreciate all the work they put into the salons," he says. That is why Don holds an employee appreciation party one night a year--closing the salon and giving employees a night off work to socialize and relax with co-workers and family.

Most of his employees are friends or former tanners, making it rare for Don to put the sign for "Help Wanted" in his window. In fact, two-thirds of his employees are former tanners with the salon.

"People recognize that this is a successful business and they want to be a part of that," he says. "I want to make sure they also recognize that we treat our employees like we treat our customers--with respect, kindness and consideration."

Catching People's Eye

Though Don runs the tanning, hair and spa as separate entities he cross-promotes services through "Bounce Back" coupons that encourage tanners to use the hair salon or hair clients to use the tanning beds. He also runs promotions through local radio stations, mailings and in the newspaper.

"We advertise all over Des Moines," Don says. "We do radio and mailings to our regular customers to promote sales and deals. We also send birthday cards and thank you cards for customer referrals."

In the spring busy season, Visual Impact goes Hollywood, with television advertisements and longer radio spots; however, after four years in business, the tanning portion of the business is holding its own against the established salons.

"We have expanded every year since adding tanning in 1996," Don says. "By the end of June, we will have expanded from our current location, which is 7,000 square feet, to a new space five minutes west which has more than 13,000 square feet."

He says the move will take a secure plan as he does not intend to close. Instead, he will move half the beds the day of the move, make sure they are up and working and then move the rest of the beds and the computers throughout the night. The new space will allow Visual Impact to expand its body wrap and massage capabilities, as well as add six more tanning rooms. His second salon, on the south side of Des Moines, has just had its first anniversary and will expand to 26 units by the end of the year.

"I think our operation itself is superior to the past places my wife has worked simply because we try to keep everything equal and separate yet work both together," he says. "We have a dedicated tanning staff and dedicated hair stylists--who stay on their sides during the day; however, the tanning business helps the hair salon by taking appointments when the hair salon is closed and the hair salon helps the tanning business by introducing customers who never really considered indoor tanning."

That cross-promotion and cooperative working environment has obviously worked for Visual Impact, and will continue to expand and improve both salons through the millennium.

"I believe our salon is unique in both the services and the customer service we offer," Don says. "That is what has given us the most success in the past and what will continue our salon's success long into the future."