In late October, nearly 600 tanning industry professionals gathered at the Saint Charles Convention Center, St. Charles, MO to celebrate all things tanning and prepare to kick off the 2020 season. With a bustling and jam-packed exhibit floor, an impressive variety of educational and motivational seminars and a dynamic keynote speaker, Four Seasons Sales & Service produced another top-notch, high-energy trade event.
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Day One
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The education opportunities began bright and early with the Sun Is Life® Basic Operator Certification Class presented by Sun is Life Director, Joe Schuster. Nearly 30 salon operators and staff grabbed their coffee and completed the course. “Four Seasons has had an ongoing commitment providing quality salon certification at its national events,” stated Schuster. “As the instructor at almost every one, I’m honored to be a part of this successful program and already look forward to next year’s event!”
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Also that morning, the Bronze Novice Basic Sunless Certification Class was presented by Four Seasons Sunless Specialist, Megan Amburgey. She later offered an advanced sunless certification class. “This year’s Expo was phenomenal!” Amburgey exclaimed. “We had a blast in the sunless training classes – everyone who was there has such a passion for their craft and you could see it. People were so upbeat and smiling all the time. It was a great vibe that made us feel like 2020 was going to be the best year yet!”
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“More energy, more people and more enthusiasm than I have seen at any show in almost a decade. Congratulations to everyone at Four Seasons on a job well-done.”
Jerry Deveney, President – SunForce Marketing, Inc.
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The afternoon agenda was highlighted by exciting new product launches by Devoted Creations, New Sunshine and Sun Evolutions. The product education sessions featured topics including: “Spotlight on Lotion Families: Where Knowledge and Product Meet” (Jason Brooks & Lauren Ardizzone, New Sunshine, LLC); “How Devoted Creations Can Increase Your Bottom Line for 2020” (Lisa Parsons, Devoted Creations) and “Winning the Retail Revolution!” (David McFarland, Sun Evolutions).
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Expo-goers also attended several informative “School of Business” sessions hosted by successful salon operators from around the country including Mike Blore (California Sun – Sacramento, CA), Lance Donnelly (Tan Republic – Salem, OR), Ty Godwin (Hollywood Tans – Baltimore, MD) and Gary Strong (Sizzle Tan, New Jersey.)
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Following an “Industry Update” by ASA President, Melinda Norton, the exhibit floor was opened for Early Bird Expo registrants. A lively cocktail reception wrapped up the first day’s activity as attendees networked, enjoyed quality time with manufacturer reps and made valuable business connections.
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“It is always great when it all comes together nicely on the big day! A tremendous amount of work by our team did pay off. A big ‘Thank You’ to all my colleagues.”
Ed Jerger, Four Seasons
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Day Two
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The exhibit floor re-opened at 8am and attendees then gathered for a welcome address from Four Seasons Sales & Service Executive Chairman, Ed Jerger. He introduced the keynote speaker (and real-life rock star), Mark Schulman, who energized and entertained the crowd with his impressive drum skills in a presentation entitled, “Hacking The Rockstar Attitude.” He offered attendees tools for changing their relationships, improving their businesses and increasing the happy moments in their lives.
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Following the keynote speaker, the exhibit floor was open briefly before the packed schedule of presentations resumed. After breaking for a fantastic buffet lunch, Professor George Feldman, B.S.M.S., formulation chemist with Australian Gold, LLC and an adjunct chemistry professor, shared some new findings that have recently emerged in sun exposure research. His presentation, “The Unexpected Consequences of Hiding in the Shadows,” covered the history of light’s influence in beauty, emerging research in sun exposure and far-reaching speculations.
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“You’d think after so many years hosting these events, Four Seasons would fall into a ‘same ole-same ole’ mentality, but their team has a hardworking, never-quit culture and each year, they outdo themselves. The attendees love the laidback venue and endless opportunities to network and mingle. It was well-planned and managed with an excellent speaker lineup and education mixed with just enough fun to almost call it a vacation. Can’t wait for next year!”
David McFarland, Global Sales Trainer, Sun Evolutions
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The variety of informative business-building sessions continued throughout the afternoon. Topics included: “How to Sell Lotions!” and “How Devoted Creations Can Increase Your Bottom Line for 2020” (Lisa Parsons, Devoted Creations); “Sunless on Wheels” and “Ready! Set! Stage! Sunless Competition Spray Tanning” (Elysa Weissbaum, ProTan); “Build Your Prestige and Offer Clients the Perfect Experience” (Jason Brooks & Lauren Ardizzone, New Sunshine); “The Year of the Salon: Bringing Back Freedom & Maximizing Profit” (Greg Jordan, Tan, Inc.) and “Contouring Tips, Tricks & and How to Make Extra Money” (Michelle Walters, Island Glow Sunless Studio, Salon & Beauty Bar). Brynn Scarborough of JK North America addressed attendees with an overview of the company’s flagship equipment brand: “The Original. The Only. Ergoline.”
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Once again, the NTE concluded with an Industry Panel Discussion. Moderated by Jerry Deveney of Sun Force Marketing, the spirited session gave attendees a chance to ask questions of a group of industry veterans and salon operators including ASA President, Melinda Norton; Vince Lorraine of IST Magazine and Tropi Tan Salons; Hans-Juergen Kreitz of KBL; Mike Blore and Samantha Easterly of California Sun; Craig Johnson of Celebrity Tan and Lance Donnelly of Tan Republic.
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“Many attendees of the 2019 NTE gave us fantastic ratings, and some even said, it was our best show ever! Needless to say, it makes me very happy that so many tanning industry professionals thought so highly about this show.”
Ed Jerger, Four Seasons
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Of course, a National Tanning Expo wouldn’t be complete without exciting prize giveaways! The Grand Prize KBL 8000 sunbed was won by Sonny and Rachel Hernandez, Co-Owners of Cancun Tan in Hurst, TX. The couple installed the unit in one of their five salons on December 1. “Words cannot describe how our customers look, act and feel after experiencing this bed!” Rachel exclaimed. “Sonny and I feel so very humbled, grateful and blessed. The 8000 Alpha is a real game changer – kudos to KBL as they have created one of, if not the world’s finest sunbed.”
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Ed Jerger was pleased with the third annual event. “Since the end of the 2019 show, many attendees have sent us letters – yes, some people still write a “little note” – which I appreciate very much! Some texted, others e-mailed, but the message is always the same: We will definitely come back. Here is my personal invitation to all tanning industry professionals: “Please join us at the 2020 National Tanning Expo!”
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