This article is written by Judie Bizzozero of LookingFit.com. When I read this article, I just had to post it. It’s a very nice read and has some great tips for new tanning salon owners or those looking to open up a tanning salon.
Salon: The Palms Tanning Resort
Owner: Keith Rodenberger
Number of salons: 2 company owned; 1 franchise
Location: Greenwood Village, Colo.
Years in business: 6 years
Q: How did you get into the industry?
A: I’ve always had a passion for indoor tanning but never understood why there was a lack of high-end, luxurious tanning salons nationwide. I believed there was a need for some type of tanning “resort,” so I started my own niche in a very established tanning industry by creating The Palms Tanning Resort. The result was a bull’s-eye and The Palms Tanning Resort proved I was not the only avid indoor tanner that demanded a high-end and luxurious tanning experience. We were the first tanning salon company to use the word “resort,” and that has separated us from typical salons.
Q: What is the philosophy behind your success?
A: I live by one quote from Ray Kroc (the founder of McDonald’s and one of the most successful businessmen in history): “If you work just for money, you’ll never make it, but if you love what you’re doing and you always put the customer first, success will be yours.”
Q: What is your best advice for maintaining or growing sales in this economy?
A: I don’t want to give all of my secrets away; however, we have continued to increase the number of new clients during this rough economy by using very creative marketing. We’ve experienced 26-percent growth in gross revenues from this time last year.
Q: What advice do you have for new salon owners?
A: Avoid paying too much attention to your competitors. Instead, watch and learn from what the most successful businesses throughout the country are doing. Follow their business practices and marketing strategies, and soon your tanning competitors will be looking at what you are doing with your tanning business.
Q: What’s your favorite aspect of your job/the industry?
A: My passion for the tanning industry allows me to feel like I am never “working.” I love watching The Palms grow everyday and I sincerely appreciate every one of our clients who make all of this possible.
Q: What’s the hardest lesson you’ve learned in the industry?
A: Realizing how little buying power I had when we built our first location in 2003. I spent way more than needed on our first location because I was too naive to recognize a “good deal.” I definitely wised up for our two additional locations, and I am even wiser for all the future locations that we are planning.
Q: How do you market to new clients? Any advice for others to follow your lead?
A: With so many competitors, marketing and advertising becomes a critical component of your overall success. I don’t want to give away our trade secrets, but the main thing is to be very creative in your marketing and advertising ideas. Don’t be like the rest of your competitors who rely on radio, TV, direct mail and local newspapers. There are many other creative marketing and advertising mediums out there that can be more effective for a much lower cost. Look around and think outside the box.
Q: How have you seen the industry change? Is it for the better or the worse?
A: We have seen a change for the better since we opened in 2003. There is more positive promotion of indoor tanning in regard to the healthy effects of obtaining vitamin D and other benefits of exposure to UV light. We have a number of clients whose doctors have prescribed tanning with us for such conditions as psoriasis, acne and other skin issues. Some of our clients tan not for the beautiful glowing color they receive, but because the exposure to UV light makes them feel better, both physically and emotionally.
Q: What do you believe is your salon’s greatest asset?
A: Our employees are definitely our greatest asset. We hire the very best and we train our employees to offer the highest level of customer service and provide extreme attention to detail. All of our employees must be Smart Tan certified. The key is to take great care of your employees, motivate them, offer generous commissions and bonuses and be sure to refer to them as team members, not just as another employee.
Q: Which of your products and services are most popular?
A: Our most popular tanning service is our Mystic Tan. We always have had at least one Mystic Tan in all of our locations, but the key difference is that we keep the booths in perfect condition and only use authorized solution for the very best tanning results. In fact, The Palms was voted one of the “Top 10 Places To Get A Spray Tan in the U.S.” by Lucky Magazine in May 2007.
Q: How has your salon changed over the years to best serve the evolving industry?
A: In our six years in business, we always have offered the very latest in tanning technology. We change out our tanning beds constantly to offer clients the very best in equipment. We also have grown by adding additional locations and started franchising to give our clients, who used to drive many miles to tan with us, more convenient locations and to allow more avid tanners the opportunity to experience what The Palms is all about.
Q: Why do you enjoy the industry and how are you contributing to it?
A: I enjoy this industry because there is so much room for improvement, which equates to many exciting challenges. I look forward to growing The Palms into every city in the country and beyond. We have proven that avid indoor tanners demand more and, therefore, we will not stop growing and improving until every indoor tanner has a chance to experience our tanning resorts.
{ 0 comments… add one now }