Our industry is at a crossroads. The past several years have seen quite a bit of consolidation in the tanning sector, whether through acquisition, franchise conversion or, sadly, salon owners that have had to call it quits. This is the first year since we’ve opened our salon doors that there will not be a national trade show. This may also prove to be a year with more anti-tanning measures being brought before our state legislatures than ever before. And, ironically enough, this may be the time when our trade association is needed most.
We believe there are many in our industry that, when asked, may not know what ITA stands for. Sure, the obvious answer is that “ITA” is short for “Indoor Tanning Association” but, when you look deeper, the ITA (as an organization) stands for responsible tanning. The association is a single, unified voice for the industry, a promoter of responsible indoor tanning practices and, often, a protector of the right to tan.
A little clarification is in order: There seems to be a bit of confusion regarding the difference between various industry organizations—such as the ITA, Smart Tan and NTTI. Many times, salon owners assume the responsibilities of these entities overlap in scope. However, groups like Smart Tan and NTTI are educational organizations designed to help you run your business more effectively and profitably through such things as training and certification. The ITA, on the other hand, is a completely different animal.
The ITA is our industry watchdog—our voice not only in our state capitals, but also in our nation’s capital. The ITA strives to publicize important issues on our behalf and is involved in every state’s anti-tanning battles. And, the ITA does all of this for you.
We’d like to point out that we are not ITA board members; rather, we have seen the association in action firsthand—in fact, ITA representatives have been present at every regulatory hearing in our state—and that is why we are staunch proponents. We have also seen the work that has been done to spread the good word about tanning, ultraviolet light and vitamin D to hundreds of news outlets with the help of Rick Berman and his company.
So, how do you think these things are paid for? Quite honestly, without the revenue from a national industry trade show, the organization must rely solely on membership dues. For that reason, membership to the ITA should be mandatory for all salon owners. Annual fees are a whopping $100 per year. If you need us to break it down for you, that’s $8.33 each month. I think we all are willing (and able) to invest such a small amount of money in such an important cause. And, the ITA has made it even easier by allowing monthly, EFT dues payments.
Now more than ever, the ITA needs you. If you are already a member of the ITA, great—now, think about making a contribution to the Berman and Co. marketing effort. And, if you know someone that is not a member of the ITA, get them to join. The same goes for the vendors you use—we suggest that you require that anyone you do business with in the industry be an ITA member.
A little can go a long way.
Luke and Lori Golueke are the founders and operators of Aruba Tanning. Originally from the video-rental industry, they decided to jump into tanning head-first in 2002 because they viewed the tanning industry as segmented and in need of more professional operators. Today, they operate two salons—one in Abingdon and one in Cockeysville, Md.—that feature more than more 45 pieces of equipment as well as airbrushing services and a 1,500-square-foot massage spa. They are in the process of offering franchise opportunities to expand the reach of the Aruba Tanning brand.
