by Judie Gaillard and Scott Hoover
It was a pleasure to visit with each tanning salon owner and their staffs. We enjoy hearing and bringing their views of the indoor tanning industry to other interested salon owners. This was our last stop on our Tanning Tour '97; however, the Tour will continue in 1998.
In addition, we thank our generous sponsors--Swedish Beauty and Wolff System Technology--who armed us with an enormous amount of educational and promotional material to pass on along the way. If your salon is interested in being visited during upcoming tours please contact us via our web page at www.vpico.com/lf or e-mail Judie at judieg@vpico.com.
Sunsation
(3 locations)
Tucson, Ariz.
Patricia E. Reykdal, owner
Years in business: 2
Services: Tanning, swimwear and travel
Number of tanning units: 24
Number of employees: 15
Busiest season: November-May
Tanning sessions per day: 70
Average client age: 30
Average tanning session price: $3.50
Average monthly percentage derived from retail/other
services: 10-20 percent
Biggest business challenge: Persuading customers
to buy more lotions and properly educating the public about
indoor tanning.
Best marketing tip: Get involved with industry
associations and be a hands-on owner.
Best advertising avenue: Word-of-mouth and
military newspaper.
Adventure Apparel & Tanning
Tucson, Ariz.
Jeff Grouch, owner
Years in business: 13
Services: Tanning, lingerie, swimwear and
dresswear
Number of tanning units: 4
Number of employees: 5
Busiest season: February-July
Tanning sessions per day: 80-90
Average client age: 20
Average tanning session price: $4
Average monthly percentage derived from retail/other
services: 40 percent
Biggest business challenge: Educating employees
and clients about responsible tanning.
Best marketing tip: Make sure employees are
educated and can answer questions posed by clients.
Best advertising avenue: Alternative newspapers
and Yellow Pages.
Hotzone Tanning and Body Ease
Tucson, Ariz.
Stacy Loftfield, owner
Years in business: 1.5
Services: Tanning and massage therapy
Number of tanning units: 5
Number of employees: 5
Busiest season: November-July
Tanning sessions per day: 75
Average client age: 30-50
Average tanning session price: $3.50-$4
Average monthly percentage derived from retail/other
services: 10-20 percent
Biggest business challenge: Trying to increase
and balance retail profits.
Best marketing tip: On one specific day per
month, the salon offers $1 tans which draws approximately 25-30
new customers every month.
Best advertising avenue: Word-of-mouth and
community newspaper.
Maui Beach Sun Centers
(5 locations)
Tucson, Ariz.
Lamont Ullrich, owner
Years in business: 11
Services: Tanning
Number of tanning units: 16 at this location; 58
overall
Number of employees: 32 overall
Busiest season: February-June
Tanning sessions per day: Varies
Average client age: 30-40
Average session price: $4
Average monthly percentage derived from retail/other
services: 7-10 percent
Biggest business challenge: Educating clients
about misinformation they have received about indoor tanning.
Best marketing tip: Make sure salon owners
educate themselves and their staffs so they can operate their
salons correctly.
Best advertising avenue: Word-of-mouth and
Yellow Pages.
Savage Tannery Outlet
Scottsdale, Ariz.
Gary and Cynthia Guinn, owners
Becky Hill, manager
Years in business: 1
Services: Tanning and nutritional supplements
Number of tanning units: 8
Number of employees: 4
Busiest season: January-April
Tanning sessions per day: 75-100
Average client age: 35
Average session price: $4.50
Average monthly percentage derived from retail/other
services: 10-15 percent
Biggest business challenge: Bringing customers
to a new salon location.
Best marketing tip: Work with area gyms and
health clubs to bring in more potential clients.
Best advertising avenue: Val-Pak.
Perfect Tans, Inc.
Howard Tessmer, owner
Scottsdale, Ariz.
Years in business: 2.5
Services: Tanning
Number of tanning units: 5
Number of employees: 1.5
Busiest season: January-May
Tanning sessions per day: 30-40
Average client age: 25-30
Average session price: $4
Average monthly percentage derived from retail/other
services: 5 percent
Biggest business challenge: Finding and bringing
in new customers.
Best marketing tip: Work with area hotels so
they will refer clients to the salon.
Best advertising avenue: Direct mail and Yellow
Pages.
Surf City
(3 locations)
Scottsdale, Ariz.
Jill Schmit, manager
Years in business: 3
Services: Tanning, juice bar
Number of tanning units: 6 at this location, 20
overall
Number of employees: 16 overall
Busiest season: December-June
Tanning sessions per day: 75-80
Average client age: 30
Average session price: $4
Average monthly percentage derived from retail/other
services: 30 percent
Biggest business challenge: Salon is too small
and needs more room to add extra beds.
Best marketing tip: Treat your customers right
because word-of-mouth is very powerful.
Best advertising avenue: Passing out fliers in
local gyms.
Surfside Tanning
Scottsdale, Ariz.
Elena Bekele, owner
Years in business: 2 months
Services: Tanning
Number of tanning units: 8
Number of employees: 2
Busiest season: Just started.
Tanning sessions per day: 50-60
Average client age: 30-35
Average session price: $4.50
Average monthly percentage derived from retail/other
services: 5 percent
Biggest business challenge: Has not been in the
business long enough yet to know.
Best marketing tip: Educate customers.
Best advertising avenue: Fliers.
Sun Shops of Arizona
(3 locations)
Ahwatukee, Ariz.
Dan Sweeney, owner
Years in business: 4
Services: Tanning, electrolysis and nails at on
location.
Number of tanning units: 41
Number of employees: 24
Busiest season: January-June
Tanning sessions per day: 400
Average client age: 21-40
Average session price: $5.30
Average monthly percentage derived from retail/other
services: 25-30 percent
Biggest business challenge: Getting the word out
to clients when he took over the salon and replacing the negative
stigma that was associated with it.
Best marketing tip: Treat customers like you
would want to be treated. Customer service is the key to a
successful business.
Best advertising avenue: Yellow Pages--more than
50 percent of the salon's new customers are derived through
Yellow Pages' advertising.
Bronzee Tanning
Scottsdale, Ariz.
Sonja Sollinger, owner
Years in business: Less than one year
Services: Tanning, massage therapy and swimwear.
Number of tanning units: 10
Number of employees: 4
Busiest season: Just started.
Tanning sessions per day: 30-40
Average client age: 35-45
Average session price: $3
Average monthly percentage derived from retail/other
services: 30 percent
Biggest business challenge: Has not been in the
business long enough yet to know.
Best marketing tip: Educate your customers and
don't let staff oversell.
Best advertising avenue: Yellow Pages and
Val-Pak.
SUNCHAIN
(3 locations)
Ed Chaney, owner
Tempe, Ariz.
Years in business: 10
Services: Tanning, activewear
Number of tanning units: 11 at this location; 25
overall
Number of employees: 9
Busiest season: March-June
Tanning sessions per day: 230
Average client age: 25-39
Average session price: $6
Average monthly percentage derived from retail/other
services: 40-45 percent
Biggest business challenge: The poor business
ethics of some indoor tanning salon owners. Everyone needs more
education.
Best marketing tip: Salon owners need to run
their salon like a business. We need more business people to come
into the industry and stay.
Best advertising avenue: Word-of-mouth and
Yellow Pages.
24 Karat
Tanning Salon
Scottsdale, Ariz.
Brad Scovil, owner
Years in business: 2
Services: Tanning, swimwear and sunglasses
Number of tanning units: 17
Number of employees: 4
Busiest season: January-May
Tanning sessions per day: 140-160
Average client age: 26-28
Average session price: $4
Average monthly percentage derived from retail/other
services: 25 percent
Biggest business challenge: Finding reliable
employees.
Best marketing tip: Make sure to find a good
location because it is the key to success.
Best advertising avenue: Direct mail to
pre-existing clients and the Yellow Pages.
Club Tan
Scottsdale, Ariz.
Nick and Amy Nikias, owners
Years in business: 2.5
Services: Tanning, nutritional supplements,
swimwear
Number of tanning units: 10
Number of employees: 4
Busiest season: February-May
Tanning sessions per day: 180-200
Average client age: 25-40
Average session price: $3-$4
Average monthly percentage derived from retail/other
services: 50 percent
Biggest business challenge: Keeping staff and
customers educated about responsible tanning.
Best marketing tip: Make sure to keep the salon
clean, upgrade equipment and be a hands-on owner.
Best advertising avenue: Yellow Pages and
word-of-mouth.
U Tan
Tempe, Ariz.
Dean DiMaggio, owner
Years in business: 3
Services: Tanning, nails and massage therapy
Number of tanning units: 7
Number of employees: 2
Busiest season: February-April
Tanning sessions per day: 175
Average client age: 20
Average session price: $3
Average monthly percentage derived from retail/other
services: 20 percent
Biggest business challenge: Educating the
public.
Best marketing tip: Make sure to buy all the
same type of equipment.
Best advertising avenue: Fliers and the
university newspaper.
Tanique II
(2 locations)
Phoenix, Ariz.
Carmen and Debbie Buscemi, owners
Years in business: 1
Services: Tanning and nails
Number of tanning units: 10
Number of employees: 7
Busiest season: January-July
Tanning sessions per day: 170
Average client age: 27-28
Tanning session price: $4.50
Average monthly percentage derived from retail/other
services: 5-10 percent
Biggest business challenge: Finding responsible
employees.
Best marketing tip: Treat customers with
respect. Get to know their names and make them feel special.
Best advertising avenue: Val-Pak and fliers.
Sassy Tannery
Phoenix, Ariz.
John Galssgow and Jan Clark-Galssgow, owners
Years in business: 6
Services: Tanning, hair, nails and massage
therapy
Number of tanning units: 8 at this location; 22
overall
Number of employees: 12
Busiest season: February-June
Tanning sessions per day: 80
Average client age: 30
Tanning session price: $3
Average monthly percentage derived from retail/other
services: 25 percent
Biggest business challenge: Finding motivated
employees.
Best marketing tip: Educate your staff and be
professional.
Best advertising avenue: Word-of-mouth and
Yellow Pages.
Camelback Tanning Salon
Phoenix, Ariz.
Sandra Wingo, owner
Scott Wingo, manager
Years in business: 3.5
Services: Tanning
Number of tanning units: 8
Number of employees: 6
Busiest season: February-June
Tanning sessions per day: 160
Average client age: 25-35
Tanning session price: $5
Average monthly percentage derived from retail/other
services: 5-10 percent
Biggest business challenge: Trying to educate
customers about responsible tanning. Too much bad publicity out
there right now.
Best marketing tip: Educate customers about
responsible tanning including wearing eyewear and using lotions.
Best advertising avenue: Word-of-mouth and
Yellow Pages.
Energy Tan
(3 locations)
Phoenix, Ariz.
Randy L. Eddlemon, III and Keith I. Lipman,
owners
Karen Hicks, area supervisor
Shantel Bland, manager
Years in business: 1
Services: Tanning, nutritional supplements and
body sculpture
Number of tanning units: 12
Number of employees: 13
Busiest season: February-May
Tanning sessions per day: 80-100
Average client age: 30-39
Tanning session price: $5.50
Average monthly percentage derived from retail/other
services: 30-35 percent
Biggest business challenge: City codes for signs
and developing the salon.
Best marketing tip: Customer service is the key
to being a successful salon owner.
Best advertising avenue: Radio, television and
alternative lifestyle newspapers.
Arizona Tan
Phoenix, Ariz.
Eddie Marusteri, owner
Years in business: Less than one year
Services: Tanning, swimwear
Number of tanning units: 8
Number of employees: 2
Busiest season: January-July
Tanning sessions per day: 150
Average client age: 25-30
Tanning session price: $3-$4
Average monthly percentage derived from retail/other
services: 5-10 percent
Biggest business challenge: Trying to keep a
sustained monthly income.
Best marketing tip: Don't get involved with too
many different distributors when first opening a salon.
Best advertising avenue: Yellow Pages and
coupons in coordination with local fast-food restaurant.
Golden Glo
Phoenix, Ariz.
Cathy Simmers, owner
John Clarke, manager
Years in business: Less than one year
Services: Tanning
Number tanning units: 10
Number of employees: 4
Busiest season: January-June
Tanning sessions per day: 65-70
Average client age: 40-50
Tanning session price: $4
Average monthly percentage derived from retail/other
services: 5-10 percent
Biggest business challenge: Keeping clients
educated and learning a new business.
Best marketing tip: Salon owners have to
educated themselves as well as their staffs.
Best advertising avenue: Yellow Pages, direct
mail and fliers.
If you would like to be considered as an official Tour stop please contact Editor Judie Gaillard at (602) 990-1101, ext. 1119 or e-mail judieg@vpico.com.
LOOKING FIT thanks its official Tour sponsor of this segment--Swedish Beauty.
