Dear Readers,
First, I have to comment on this month’s cover: well, all I can say is AMAZING! IST Magazine is this industry’s most read publication and I believe that is because it’s as visually appealing as it is packed with valuable information.
May is half over as I write this letter and this season definitely had its ups and downs – a few businesses had good numbers and many were less than great. As a veteran salon owner, I’ve had lots of indicators to look at in previous years – in some slow seasons there was tons of financial data, customer demographics and economic factors to analyze. But this year, let’s blame it all on the weather! And maybe the downturn was due in part to our current over-regulatory administration that believes government knows how to run a business better than businesspeople do.
Of course, I don’t think Mother Nature is solely responsible for our troubles this season – I truly believe that operators who don’t focus on providing their guests with a professional salon experience feel a bigger hit in a challenging economy. Our cover story “It’s Your Destiny – Make It Professional” was written to give you food for thought regarding your business operation. Are you still making health claims about UV tanning? A record number of salon operators have realized that is the WRONG road and chose to create a team that provides salon tanners with an experience that is not only exceptional, but professional. If you’re not viewing the service that pays your bills as a professional trade, then that may be your real problem. The Sun is Life® program will teach you and your team the RIGHT way to represent tanning services to your community and immediately improve your salon’s reputation. Thousands of salon operators have seen the benefits of investing in Sun is Life training, and the sponsors behind our program believe in the Sun is Life message. Isn’t it time for you to get on board?
In our “Industry Close-up” spot is the ITA’s Executive Director, John Overstreet, who got on board with the tanning industry in 2001. I can remember meeting John for the first time and thinking how lucky we are as an industry to have someone with his experience representing us. His value as an advocate for indoor tanning cannot be overstated – make it a point to read this story (p.62).
This issue will make great reading if you’re catching a plane to Las Vegas for the West Coast Tanning Expo this month! As always, the exhibit floor is sold out and the show is expected to be a big success. I will again join other tanning professionals on the Salon Panel, which is a valuable opportunity for everyone looking to up their game and learn from industry veterans. The Vegas show is more than just a great party; treat it as a business investment and make the most of the education and networking. I hope to see you there!
Thanks for reading.
