Palm Beach Announces Organizational Changes

Palm Beach Tan announces recent organizational changes to better serve the company and its franchisees, and to maintain the company’s place in the multi-billion dollar indoor tanning industry.

Diane Lucas has been appointed president and chief operating officer (COO). Lucas was named COO in 2005 and has been with Palm Beach Tan since 2003. She previously served as the company’s senior vice president and contributed to the company’s tremendous growth in sales and profit. Lucas also is credited with creating Palm Beach Tan’s new store design and the tanning rewards program Palm Beach Tan Premier™.

As part of her new role, she will assume responsibility for Palm Beach Tan Franchising. With more than 20 years of experience in retail, operations, sales, marketing and franchise systems, Lucas continues to bring a wide variety of expertise to the table.

Steve Berkman, vice president of franchise services for Desert Sun Tanning—a subsidiary of Palm Beach Tan, Inc.—previously served both Palm Beach Tan and Desert Sun Tanning. He will now focus his attention on growing the Desert Sun brand.

Roy Sneed will assume the role of director of franchise support for Palm Beach Tan Franchising, a recent promotion from the position of franchise support manager.

“These changes will help make our companies even stronger and more profitable,” says Brooks Reed, CEO of Palm Beach Tan. “Diane’s leadership will create greater synergy between Palm Beach Tan Corporate and Palm Beach Tan Franchising, and this move will allow Steve Berkman to focus his attention and franchising experience on Desert Sun Tanning.”