When: October 17-19, 2014 Where: Hyatt Regency St. Louis at the Arch – St. Louis, MO Who: Australian Gold, BleachBright, Body IQ, Cosmedico Light Inc., California Tan, Designer Skin, Devoted Creations, Dr. Sun Rx/Podz, Eye Pro Inc., Fiesta Sun, FIT Body Wrap, Grapes Vineyard, Ed Hardy Tanning, Hempz, Insurtec, JK Capital, Lucas Products, Norvell Skin Solutions, Playboy, Pro Tan Competition, Radiance Lamps, Shibue Couture, SunLync, SunStyle Catwalk Sunless, Sun Is Life, Supre Tan, Swedish Beauty, Synergy Tan, Tan Incorporated, Tan Marketing, Tan Track, Universal Insurance and Wolff System Technology Corp.
Hosted by Four Seasons Sales & Service, the National Tanning Expo set a new benchmark in tanning industry trade events. The industry-leading distributors and manufacturers who sponsored the event know that the tanning salon owners need to evolve to stay ahead of current changes in the marketplace. So while the show featured all the staples of a national industry expo – new products, dynamic presentation and plenty of fun – the caliber of these offerings was at an all-time high. What this means is that salon owners and employees who attended the event took home a ton of valuable information and the motivation needed to put it to work for them before the peak season. In many ways, it was the most significant investment they could ever make in their futures!
Everyone can see that the tanning industry is changing and the National Tanning Expo was the event for salon professionals wishing to have a successful sun business future. “Salon owners need to apply new strategies and tactics in order to be successful,” said Ed Jerger, Four Seasons Executive Chairman. “To make our Expo the most relevant tanning industry event of the year, we focused on providing salon pros with new skills, starting with a change in attitude.” From its list of high-powered keynote speakers to the expert tips from many sponsoring vendor presentations, the Expo helped motivate and change the outlooks of all who attended. It also helped them believe that they can succeed in this business even if the odds seemed stacked against them. “With all we had to offer,” Ed added, “we feel confident that attendees will go forward with a brand new outlook on this sun, fun and fitness industry!” The Good Word(s)
Featuring four world-class presentations, the Expo was a game-changer coming right out of the gate! First up was Walter “Mr. Accountability” Bond, a former NBA star and top-ranked professional speaker who showed attendees how to harness and apply the power of accountability so that everyone can become a rockstar in their business. This dynamic and at times touching presentation struck a chord with Matt Rauh, owner of Sunsational Tans in Vincennes, IN. “This was easily the most exciting motivational speech I’ve seen in years!” Matt commented. “He told everyone to keep striving and pushing for more and the way he said it, along with telling his life story, inspired me and everyone else in the room.”
Next up were industry veterans Michael Blore (California Sun) and Jerry Deveney (Four Seasons). Blore urged attendees to let go of the bad practices that are keeping them at a standstill while Deveney followed with a presentation on the many aspects of the FS Salon Central program designed to help salon owners increase revenue. With both men as his tanning industry mentors, salon owner Onyi Odunukwe says he had to attend the Expo. “I took away so much from both of them,” said Onyi. “The biggest thing I learned was the importance of training my staff.” Onyi is in the process of having his Glo Tanning employees take Sun is Life® Training & Certification.
Closing out the keynote presentations was Anita Rehm (Hyatt Regency), who shared insight salon owners could use from the hotel industry to improve the guest experience at their businesses. According to Sheila Routon, Four Seasons Marketing Manager, Anita was featured as part of Four Seasons’ goal to feature a variety of speakers with something to offer the indoor tanning industry. “Her main message was using empathy to connect with your customers,” said Sheila. “She also discussed the ways salon owners can utilize input from both their guests and their staff to increase customer service and guest experience, all to help better their businesses.”
Let’s Discuss…
Attendees wanting some one-on-one time with tanning industry experts found it at the Panel Discussion. Providing the perfect environment for salon owners to ask questions and benefit from the panelists’ expertise made this a popular Expo attraction attended by about 300 salon pros. Moderated by Jerry Deveney (Four Seasons), the panel included Mike Blore (California Sun), Melissa Gallion (Four Seasons), Vince Lorraine (Tropi Tan/ist Magazine) and Cristy Young (The Sun Spa Tanning Salon). This powerhouse grouping of tanning industry knowledge and experience proved to be a valuable resource for everyone who showed up for it.
Questions about EFT memberships, marketing and promotions and surviving the off-peak months were asked by many attendees, says Jerry Deveney. “Our panel discussions keep getting better with each show,” Deveney commented, “and this was one of our best! We had at least 300 people in attendance and it seemed as though everyone had asked a great question of the panel.” Lasting 90 minutes, Deveney says the discussion easily could have gone on for another 30 minutes or more given the volume of questions being asked.
While most large salon chains and franchises have an entire department dedicated to creating and executing promotions, mom-and-pop salon owners are their own marketing “departments.” A one-location salon owner herself, panelist Cristy Young was happy to share her marketing experience that she originally honed while working for a large video store chain. She said, “There are many ways a small salon can utilize marketing that’s effective, including working with your local chamber of commerce and area colleges. She also told attendees that promoting sunless tanning to high school-aged tanners is a great way to boost business at prom and homecoming time while also introducing these youngsters to your salon and everything you have to offer.
Just like last year, Pam Ploof attended the National Tanning Expo to learn everything she could to operate Mega Tan in Flint, MI. In addition to talking to the many tanning product vendors, she says she found the Panel Discussion extremely helpful. “Mike Blore and Vince Lorraine opened my eyes about the importance of a trained staff,” recalled Pam. “I completed the Sun is Life training last year, so this season, my team will be doing the same; I know it will do a lot for both their morale and their performance.” Certified in St. Louis!
Sun is Life® Training and Certification was a highlight for the more than 100 salon professionals who completed the educational program at the Expo. Hosted by industry veterans Joe Schuster and Courtney Lorraine, the presentation focused on the need for training and certification to increase professionalism in the industry, a message that seemed tailor-made for the Expo crowd. “Many attendees were people who purchased tanning salons after having been customers there for a number of years,” said Joe Schuster. “They knew they needed the training and certification and they came to the right place!” With eight years in the business, Caitlin Cutter thought she had everything she needed to manage Sunset Tan in Studio City, CA. After experiencing the Sun is Life difference, she was pleasantly surprised to discover that there’s so much more that can help her. “I really got a lot out of the experience!” she exclaimed. “Sun is Life taught me so much about lotions, the UV tanning process and eye protection and many other things.” Now, Caitlin says she feels more confident and believable each time she talks to Sunset Tan guests. “I want all my staff to take Sun is Life training,” she added.
Before earning Sun is Life certification in St. Louis, Terri Wiklak felt as though she was faking her way through her job at Naked Sun in Braidwood, IL. Since taking Sun is Life training, she says those feelings are gone. “This was an incredible experience!” Terri exclaimed. “I’m much more confident when I’m behind the counter now and I’m sure that our customers pick up on it, too.” Terri added that Joe Schuster’s fun yet practical way of presenting the information made learning as easy as it was enjoyable. “He used a lot of real-life examples to get the point across,” she said. Congratulations!
An event as big as the National Tanning Expo is bound to include big prize giveaways. Thousands of dollars worth of prizes were given away, including the grand prize, an Ergoline SUN ANGEL 46 valued at $47,000. Carol Smart was the lucky winner of that prize, which is headed for her salon, Carol’s Beauty & Tanning in Herrick, IL. She said, “I was surprised to hear my name called!” she exclaimed. “No matter how much you hope to win, you never really expect that you will.” Her second time in St. Louis, Carol added that the Expo’s speakers, seminars and panel discussion were very informative. “I’ve been doing this since 1988 but there’s always something more I can learn,” she added. “Thank Yous” all ‘Round!
While Four Seasons hosts symposiums across the country, this was their second national-level event. Needless to say, it was an ambitious undertaking and everyone at the tanning distribution giant is pleased to see so many salon pros benefit from it. Because the Expo’s success hinged upon the cooperation of its participating sponsors, Sheila Routon and Team Four Seasons wish to thank Platinum Sponsors: Devoted Creations/Ed Hardy Tanning, Ergoline, New Sunshine (Australian Gold, California Tan, Designer Skin and Swedish Beauty) and Gold Sponsor SunEvolutions (Supre Tan, Hempz, Pro Tan, Fiesta Sun and Playboy Tanning). They also send out a hearty “thank you” to Gold Sponsor Norvell Skin Solutions and Silver Sponsor Cosmedico Light, Inc. “Every exhibitor put a lot of energy into training the attendees,” Sheila said, “and we’re so grateful for our vendor partnerships and the support they continue to provide for our training expos. And there could be no show without all of our wonderful attendees; it was so exciting to see salon pros taking advantage of this great learning experience!”
With its second National Tanning Expo in the books, the staff at Four Seasons will soon be busy planning the company’s 22nd Annual Southeastern Tanning Expo, co-hosted by Forever Tan. The event, which will be held January 23-25, 2015 at The Benton Convention Center in Winston-Salem, NC, will feature Walter Bond as its keynote speaker. “Walter’s powerful presentation is a game-changer that creates a whole new perspective to embrace success,” Sheila Routon said. “You don’t want to miss this event!” ■
Photography by Sean Hines
A 14-year industry veteran, John "Ribby" Ribner has written hundreds of articles for IST Magazine and, as Director of Editorial Content, has also helped guide the publication's evolution. Ribby is a graduate of Central Michigan University's journalism program and has brought many years of newspaper reporting experience to his position of Head Writer. He is also the author of three novels, "Legacy of the Bear," "Prophecy of the Bear" and "World So Dark."
Copyright 2020 ist Magazine