Shop Talk

The location of your salon is a critical decision. According to industry experts, location is probably the single most important factor in the success or failure of a tanning salon.

For years we’ve all heard about the importance of location. When choosing a location, companies like McDonald’s and Burger King spend enormous amounts of money on studies that provide them with the information they need before a final decision is reached.

In the tanning business, most of us do not have the luxury and cannot spend the money on a study that will help us make a location decision. So how can you actually decide where to open your salon? Would it be more advantageous on a bustling commercial avenue? Nobody but you can answer these questions, and the answer always depends upon your own situation, goals and objectives.

However, there are guidelines that will help you in making this most important decision. The immediate goals of this section will be to provide you with the necessary guidelines that will help ensure the success of your new salon.

Keep in mind that your services are appealing to people who want to enhance their image in the eyes of others as well as themselves. For these people, looking good is their top priority. Remember, the better the salon looks, the more comfortable people feel and the more your clients will feel that they are getting the most for their money.

There are five basic location factors that should be considered when selecting a business site:

1. Population Density—This refers to how many people in the general population there are and, of that total, how many are actually potential customers.
2. Population Income—Obviously, a high disposable income among your customer base is very desirable. The more disposable income a person has, the more free money, and probably time, they have for enhancing their looks.
3. Competition—It is highly unlikely you will choose a location next to another tanning salon, but there’s nothing to prevent you or a competitor from opening a few blocks away from each other. As indoor tanning becomes more and more popular, increased competition is inevitable. Your best protection is a well-respected, ongoing business based on exceptional service and outstanding equipment performance.
4. Targeting Your Audience—If you want to target an upscale audience, the location should then be in an upscale neighborhood. If you want to set your sights on students, it would be wise to select an area near a university. Make sure you have defined your audience. When you know who your potential clients are, it will be easier to select a site where there is an abundance of these people. This is a key factor in the success of your salon.
5. Selecting and Leasing/Buying a Building—In determining the building size, consider the amount of money you have to invest and the amount of equipment that it will take to operate profitably. Also, before building or leasing, always check with the proper local offices to verify all zoning ordinances, building codes, etc. Seek legal help prior to signing a lease.