Capturing Spring Break Dollars

Marketplace

by Teresa Esquivel

It’s estimated that more than 2 million students will celebrate Spring Break this year. Free from academic rigors, many will head off to party by the sea; others will just want to look like they did. In either case, Spring Break presents a golden opportunity for salons.

“Having two colleges here we get packed,” says Greg Marlow, president of Tan USA in Gainesville, Fla. “The University of Florida has 45,000 students; Santa Fe Community College has 24,000. Business at least doubles right before Spring Break. The students want to get tan before they head to sunny areas.”

Salons near the beach in popular destinations also see an influx of business this time of year.

“In Destin, the population doubles and sometimes triples every week from the last week of February through the third week of April,” says Mitch Newton, owner of Showbiz Tan in Destin, Fla. “We have the most beautiful beaches in the world, but during Spring Break it can be reasonably chilly here. That’s fortunate for us. Even though the weather can be spotty, the students are coming here regardless, and they’re determined to go back with some color. They walk in if it’s raining and hope for sun the next day. If it rains again, they come back. As far as tourism goes, high season for this area is summer, but for us Spring Break is definitely the peak.”

But while business seems automatically to pick up this time of year, it doesn’t mean salon owners should just sit back and count their cash. They need to ensure their staff is ready for the rush of business, and that regular customers don’t feel slighted by the rush of new tanners.

“When it starts warming up in February and March, we go from doing about 160 sessions per day to more than 300,” says Chris Scheimann, vice president of Tangible Tanning in Phoenix, Ariz. “During these busy times I’m usually there to keep the calm and act as back-up and a buffer. I bring in more staff to keep up on the towels and beds, and to man the front desk. I have my staff send the new people to me and they keep the regulars going.”

Preparing for the busy season also means ensuring that students eager for a pre-trip tan pick your salon over others in the area.

“Right before Spring Break we add more advertising,” Marlow says. “We push one- and two-week packages, or a 10-pack. A special might also include a lotion or accelerator they can take with them on their trip, and a pair of goggles.”

As with all successful advertising, any Spring Break marketing must target a particular segment of the population. It’s important that salon owners recognize the uniqueness of this group, including age, income and motivation. The student population is a transient one. Many customers from last year have since graduated and gone. On the other hand, a whole new class of freshman has started college, so it’s likely that many customers this time of year will be first-time visitors to your salon.

Keep in mind that three-month packages likely won’t appeal to the student looking for a base tan before hitting the beach, or for those dashing in for a quick session on a cloudy day.

Advertising in local magazines and community or campus papers is effective for salons in college towns. “We advertise in the Daily Wildcat on a year-round basis,” says Pat Reykdal, owner of Tucson Tanning Centers in Tucson, Ariz. “We also routinely send fliers to all of the fraternities and sororities, and have a full-page ad in the Greek Pages.”

For those in destination cities, advertising in city guides available in hotels and condos can bring in seasonal business. But in this day of high-tech, fast-paced advertising, how do salons catch the attention of the ad-inundated student? It helps to get into their heads and tap into the social networking trends of the day, says Doug Akin, director of business development for Mr.Youth, a company that specializes in youth marketing.

“Students traveling to domestic locations are price-sensitive,” he says. “They are trying to get the best bang for the buck. They usually are traveling in groups, so this is an opportunity to attract groups (particularly females) with offers to bring friends for a special deal.

“As for where to market a tanning salon, keep in mind that students like being connected,” he says. “Social networking sites such as thefacebook.com and myspace.com are very important. Try to tap into these channels on the local level or search for special interest groups on these sites. As students plan their trips, they are searching the Internet for information and maybe contacting travel agents. Consider advertising on a Spring Break-specific site or placing brochures at local travel agencies.”

As for whether to promote UV or spray tans to college students, salon owners are divided. Some say this age group prefers UV; others say the opposite. Brad Salley, president of SuperTan, Inc. in Lubbock, Texas says the feelings are mixed.

“When it comes to tanning, college students are divided, just like most adults,” he says. “If they want to get really tan they use UV tanning systems of all kinds; if they are sun-scared they use spray.”

Where The Crowds Are

Whether it’s the natural beauty, 27 miles of dazzling white beaches or the kegs-are-okay-on-the-beach rule, Panama City Beach, Fla. is arguably the most popular Spring Break destination in the United States. Located on the Florida panhandle off the Gulf of Mexico, the area hosts some 500,000 students each spring. This year, mtvU will help entertain the masses.

Touted as the “channel for everything college,” mtvU is a 24/7 network for students that broadcasts on campuses across the country, reaching more than 6.5 million students. From March 5-19 the mtvU Stage and Village will be Ground Zero for live concerts, contests and giveaways. It’s a big beachside party hosted by the company that quickens the pulse of this generation.

The network also is taking its show out to sea on the Bahama Party Cruise hosted by SpringBreakTravel. Students with extra cash and a taste for something different board the Discovery for a five day/four night trip to Grand Bahama Island. The 500-foot long cruise ship holds 1,300 people, 90 percent of which are party-minded college students. While the ship cruises from Ft. Lauderdale, Fla. to its destination, students enjoy casinos, bars, restaurants and pools.

Once docked, students can catch rays on the area’s endless white sand beaches, snorkel, parasail, swim with dolphins or rub elbows with celebrities. As an official sponsor of this party boat, mtvU will be bringing along some celebrity friends. Last year, 20 celebs who appeared on MTV’s “Real World” and “Road Rules,” and on ABC’s “The Bachelor” attended parties. This year, mtvU will be filming during Spring Break, looking for a VJ with the right look.

Another hot spot with a hip sponsor is South Padre Island. Located at the southern tip of Texas, the island is just 34 miles long and averages a half-mile wide. It is a Mecca for water sports, golf and fishing, and is home to the largest year-round sand castle in Texas.

Come Spring Break, this generally peaceful resort town hosts thousands of college students. Water sports are a favorite activity here, as are lounging on the miles of sunny beaches, venturing into nearby Mexico, partying at local night spots and generally letting loose. Many of the students who come here are “enrolled” in National Lampoon’s Bahia Mar University. Those who sign on for this all-inclusive package are treated to daily buffets, party cruises, entertainment and more. Topping the schedule of events is the annual Greek Games. The televised event features such contests as the Salisbury Steak Toss, Lube Luge, Greco Roman Strip Wrestling and a Keg Toss. This is college; this is fun.