With a name like Chili Peppers Tanning, Inc. MEGASTORES, it’s obvious that owners Jeff and Charise Davis had a very specific theme in mind for their Sterling, Mich.-based tanning salon chain—and since 2002, they have bought and renovated nine existing tanning salons to fit in with that theme.
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Our store décor has taken a while to develop, and we are still working to implement it as we discover news ways to incorporate our theme. All of our stores are physically very different from one another because we focus on making a quality investment with the understanding that we’ll just deal with what they look like inside. Currently, each salon has the same paint colors, and we are working on getting all the countertops to match. Our biggest undertaking right now is tiling all of the stores because we are very high-traffic and are finding that the carpet just does not hold up. The salon windows all showcase decals of our catchphrases—“Spice Up Your Tan” and “Hottest Bulbs, Hottest Deals, Darkest Tans”—as well as our chili pepper logo. The doors of the tanning rooms feature specialty numbers with our logo. We are always trying to keep each location fresh, which means that we are never really done remodeling. —Jeff and Charise Davis |
“Remodeling is important because a new look and new equipment in a salon make the customers feel refreshed,” says Cyndi Leonard, co-owner of Total Tan, Inc. based in Blasdell, N.Y. “It’s like a new pair of shoes or a new haircut to them.”
While many salon owners know that remodeling is a necessary part of business, they fear the hassle of its undertaking. But with well-thought plans and some organization, much of that headache can be eliminated.
Make A Mental Blueprint
The first thing salon owners must decide is what exactly needs to be done during the remodel. Is there going to be a particular focus like revamping the lobby or updating the tanning rooms, or is this going to be a complete salon overhaul? In reference to time and money, many owners find that a few simple touch-ups are sufficient to keep everything looking up to date.
“Just renovating the front of the salon is a very valid approach to doing an inexpensive facelift,” says Grant Miller, owner of Erie, Pa.-based Sun Your Buns. “First impressions are always the most important; building a new front counter and putting up some new, large rooms at the front of the salon can really spruce things up. Then, as time and money permits, you can continue renovating the rest of the salon.”
Other times, more difficult changes are needed, like those regarding lighting, flooring, walls and paint. These more basic components of a salon’s aesthetic appeal can require labor-intensive upkeep but cannot be overlooked as they dramatically affect the overall appearance of the salon.
Proper lighting is particularly important, because it sets the mood. In a salon where clients are tanning in order to relax and look their best, the level of lighting should be more spa-like than doctor’s office.
The Davis’ agree and say that they have had to dim the lighting in every salon they have purchased. “Dimming the lighting makes clients’ tans look better and is more flattering to their complexion in comparison to the effect of harsh fluorescent lights,” they add.
Carpet can be another big issue, especially in a high-traffic salon because it gets dirty easily—meaning it has to be cleaned constantly and replaced periodically. Other flooring methods, like ceramic or porcelain tile, initially are expensive but may be a more cost-effective option in the long run because their appearance is easier to maintain.
“Between lotion spills and dirty shoe prints, I’ve found that it’s better to stay away from items that wear, like carpeting,” says Bruce Bicknell, owner of Distinctive Tan, based in Seattle.
Another high-maintenance item is drywall, and many salon owners are deciding to implement modular walls instead. Not only is installation quicker and less messy than building stationary drywall tanning rooms, modular wall panels are easier to clean and don’t have to be painted.
“Painting is labor-intensive and time-consuming, especially when you are keeping your store open during the process,” Bicknell says. “Modular walls really cut down on the amount of paint upkeep that needs to be done, as the hard laminate panels do not scratch easily and simply have to be wiped clean. If the damage goes beyond that, you just order a new panel.”
Whether modular walls are used or not, many salon remodels involve some amount of paint that needs to be refreshed due to stains, fading or a change in décor. To lengthen the time between paint jobs, Miller suggests using Zolatone, an alternative to traditional latex paints.
“Zolatone costs about $85 a gallon and comes in hundreds of colors, textures and patterns,” he says. “It is applied with a sprayer and is much more resilient than regular paint when dry.”
The last big factor that needs to be addressed is whether new equipment will be included in the remodel. Many salon owners feel that combining the introduction of new equipment with the unveiling of an updated salon is a necessary part of the remodel process.
“You need to look at the projected return on your investment—does a remodel without equipment really work?” Bicknell says. “Overall, you are trying to get more people to come into the salon and it’s a lot easier to promote a remodel in conjunction with new equipment.”
Get Your Hard Hat On
“A couple of times, we’ve gotten a new bed that fits perfectly within the room measurements—but we’ve forgotten to take the door clearance into account,” the Davis’ say. “We’ve always managed to make it work, but it’s a hassle.”
When doing any build-outs, it’s also a good idea to review accessibility requirements and zoning ordinances because lacking the proper permit can wreak havoc on the construction schedule. Thoroughly researching the suppliers and contractors who will be in charge of the build-out is also very important in regard to how much the construction costs, how long it takes and how well it’s done.
“Get lots of estimates,” Miller says. “Choose the most qualified craftsmen who offer the best value.”
Rocco Viele, president of Rochester, N.Y.-based Golden Tans of Rochester, Inc. also recommends keeping a list of specs on what is to be done by whom.
“Make sure you pin down exactly when they will start working and when they will finish,” he says. “Figure out who does the clean up and who gets rids of boxes and debris. Definitely make sure to get insurance certificates from all subcontractors to protect your liability.”
Preemptive moves like these can reduce a lot of potential hassle during the remodeling process, ensuring that everything gets done in an efficient, timely manner.
“Please Excuse The Dust”
One of the biggest dilemmas faced by salon owners during a remodel is how to go about getting the work done while keeping the salon open. Closing a location inconveniences clients and forces them to take their business elsewhere—then again, remaining open during construction can cause the same issues to arise.
Salon owners, therefore, must be smart about remodeling and pay strict attention to completing it in a timely manner with the least amount of disruption to the customers.
First and foremost, having a specific plan of what needs to be done allows owners to accurately schedule the remodel and stick to that schedule.
“Planning is a key element to making sure that everything goes smoothly,” Miller says. “After you have a working design, you need to order everything so that it shows up on time. A partial remodel can be done in just a few days and a complete remodel may only take a few weeks to assemble—but that is dependent on having all the needed elements arrive on site in a timely manner.”
Also, it’s best to plan a remodel during the slow season, when there is the least amount of traffic that will be bothered by the changes. Another way to ensure a smooth transition is to complete one project at a time. Instead of the usual construction methods, which involve a lot of starting and stopping, focus on finishing one aspect of the remodel before moving on to the next.
“You have to do everything in steps—no one wants to shut down for a period of time—so it’s important to hire contractors who will work around you,” the Davis’ say. “That’s why we use the same people for all of our remodels; they know that we’re not going to close and are able to work without interrupting our salon flow.”
It’s also important to use signage to signal that the salon is open for business; passersby may assume that a business under construction is closed. Salon owners even can use the remodel as an excuse to run a new special, which will encourage current clients to keep coming during construction and may even bring more people in the door than usual.
“Offering a ‘Construction Sale’ is a great strategy to use to generate more revenue while apologizing for the mess during the remodel,” Miller says. Overall, keep your clients apprised of the remodel’s progress—they will be much more patient if they know what is going on. Prepare them for the remodel, excite them about what to expect once it is completed and address any inconveniences that occur immediately.
“We informed our customers of the impending remodel two months ahead of time and we tried to schedule major construction after hours,” Leonard says. “If any piece of equipment was unusable due to painting or electrical changes, we offered the client a complimentary upgrade to any other bed or gave them a free visit to be used once the equipment was in working order.”
Finishing Touches
Remodeling is key to ensuring that a salon remains competitive in the indoor tanning industry. A warm, friendly atmosphere appeals to customers and the look of a salon has just as much to do with the generation of that atmosphere as an employee’s actions.
So just do it—and be patient. That’s the Davis’ suggestion.
“Ultimately, if you don’t remodel regularly, your salon will look outdated and that will cause you to lose business,” they say. “It’s vital to understand that clients want to be somewhere new, fresh and clean.”
Pitfalls To Avoid
Do you remember “The Money Pit” starring Tom Hanks and Shelley Long? Just about everything that could go wrong during the remodel of their dream home did and, funny as it was to watch, there are some real lessons to be learned from their escapades. From electrical considerations to zoning compliance, remodels can be riddled with pitfalls, so take some advice from salon owners who have been there, done that—because your remodel problems will probably not be nearly as funny as those on the big screen.
“Make sure that everything gets done in the order it should; projects like the flooring and lighting should be done before the beds come in. You don’t want to have to move a 2,000-pound bed or put a ladder over the top of it. Also, stay within a budget. There are a lot of people out there who want to sell you stuff, but that doesn’t mean you need to buy it.”
Bruce Bicknell, owner
Distinctive Tan
Seattle
“Get references and three to five estimates from every subcontractor in every category of work that needs to be done. Also, ask questions. You can learn a lot by simply asking a subcontractor how they would recommend doing the job.”
Rocco Viele, president
Golden Tans of Rochester, Inc.
Rochester, N.Y.
“Definitely check with electrical when you are bringing in new equipment—it’s amazing how just one piece can overload your whole store.”
Jeff and Charise Davis, owners
Chili Peppers Tanning, Inc. MEGASTORES
Sterling Heights, Mich.
“Proper planning is a must. A lot of time should be spent on the actual layout and design of the salon because this will maximize the amount of usable space and give the salon a flow.”
Grant Miller, owner
Sun Your Buns
Erie, Pa.
“Be sure that everything is scheduled and stays on schedule. If the painter calls off for some reason, this can push back all other steps—including equipment delivery.”
Keith and Cyndi Leonard, owners
Total Tan, Inc.
Blasdell, N.Y.
To Splurge Or To Save?
For many salon owners, cost is a huge factor in the decision of what to include in their remodel. While some remodels can be done for a few thousand dollars, others can cost more than $40,000—so owners have to be savvy about splurging and saving. Check out these tips for when you really should be paying top-dollar versus when you can be tightfisted.
“Save by focusing the remodel on the front of the store because that is what people can see from the street. We did Eurowalls/ Euroline’s “Mini-Makeover” and it totally changed the dynamic of the front area—the new front counter gives the lobby a very upscale look and displays our lotions.”
Bruce Bicknell, owner
Distinctive Tan
Seattle
“Save by keeping the same floor unless it’s absolutely necessary to replace it. In our most recent remodel, it would have been great to be able to gut the whole store (including the flooring), but because we stuck with our existing floor we saved a ton of money.”
Keith and Cyndi Leonard, owners
Total Tan, Inc.
Blasdell, N.Y.
“Splurge on equipment, because always buying the best beds that you can afford will ensure that they perform better and last longer, while adding to the overall look of a salon. Save by not going overboard on things that customers probably won’t care about—like the ceiling, no one is really going to spend much time looking up there.”
Grant Miller, owner
Sun Your Buns
Erie, Pa.
“Splurge on tile if you need to replace the floors. It’s more expensive than carpet, but you only have to do it once and it is well worth the extra cost because of durability, cleanliness and overall look.”
Jeff and Charise Davis, owners
Chili Peppers Tanning, Inc. MEGASTORES
Sterling Heights, Mich.
“Spend money to hire a decorator to pick out flooring, paint and Formica colors— then save by purchasing everything they suggest yourself instead of having them buy it for you.”
Rocco Viele, president
Golden Tans of Rochester, Inc.
Rochester, N.Y.
