- Locations: 1
- Years in Business: 11
- Tanning Systems: 7
- Employees: 4
- Other Service: Airbrush Tanning & Resort Wear Sales
Staying connected – that’s what Beach Bum Tanning of Lodi, WI is all about, and it’s the key to the salon’s continued success.
When presented with the opportunity to open a tanning salon, Julie and Joe Dittberner didn’t hesitate to make the most of it. On July 1, 2001, the couple opened Beach Bum Tanning of Lodi, LLC, which brought a career change for Julie and became a place for the couple’s children to develop a strong work ethic. It also became a huge success, thanks to Julie’s customer service, sales and marketing skills, which were honed years ago in the world of retail sales. Now, with their children grown and involved in their own careers, Julie and Joe are contemplating the future of their thriving business. Apparently, that will include further improvements to Beach Bum Tanning of Lodi and possibly even expansion!
Chance of a Lifetime
It’s not every day that the chance to own a tanning salon falls in to someone’s lap. “I had many years of retail sales and marketing experience before taking a job at the local bank,” said Julie. “One day, the owner of a nearby tanning salon stopped in to do her banking, and we started talking. During our conversation, she told me that she purchased the business for her daughter to run, and was looking to sell it, and that I would be good at running it. I was a bit intrigued by that.” As exciting as this sounded, Julie needed time to think about it… and discuss it with her husband, Joe. A month later, the couple purchased the four-unit facility and began the process of transforming it into a professional, full-service salon. “We also changed the name as a way of letting people know it was under new management,” Julie added.
Strategic Move
After six years of operating Beach Bum Tanning, Julie and Joe led the salon through its second incarnation. “To be honest, the original location wasn’t the best place for a tanning salon,” she said. “It was in an older building in downtown Lodi, and it didn’t have the best layout to accommodate the air conditioning a tanning business requires. Fortunately, a shopping plaza was being built about a mile down the road and we had strongly considered relocating there because of its visibility and traffic. When the landlord at the original location said he planned to substantially increase our rent, we knew it was time to move.” The new location also offered a direct connection to a new recreation center, which offered even more possibilities. “Everything truly came together!” she exclaimed.
“Sunshiney” is the word Julie uses to describe Beach Bum’s décor. “Our walls are painted in bright hues of yellow and orange, and the overall look creates a beach theme,” she said. “We even have this gorgeous, wave effect painted in metallic silver behind the front desk.” The salon has seven Heartland Tanning units – four Ovation, two Ovation with facial tanners and a Sun Dazzler stand-up – as well as a Sjolie hand-held spray-tan system. Lotions by Designer Skin, Devoted Creations and Supre Tan are sold, and the business operates with TanTrack software.
Sunshine & Socializing
Operating a salon in a small town is the same as living there – everybody knows everybody, and word spreads quickly. This is why Julie puts the “social” in social media marketing. “I’ve always believed that as long as we can get people into the salon, we’d be able to convert them into long-term clients,” she said. “I can’t say enough good things about Facebook, mainly because it’s a great way to stay connected with our tanners and our community. We don’t just post info about our tanning specials, we also post pictures and notes about my husband’s demolition derby participation, which is very popular in our area. Using Facebook to connect with our community on a personal level always generates a lot of interest on our page.”
Phase Two Begins
Eleven years after opening their salon, Julie and Joe find themselves at a crossroads. “One of the reasons we purchased the business was to offer our children – Beau, Molly and Tess – their first work experiences,” Julie said. “Each of them started as bed cleaners and attended trade shows with us – over the years, they’ve all grown up to be people with incredible work ethics. Now that they’re all adults with careers of their own, Joe and I have to decide which direction to take with the business.” As Julie sees it, they must either upgrade the tanning units at her current salon, or possibly open a second Beach Bum Tanning location. “The most important thing for us is staying connected to the tanning industry,” she added. “The best way to do that is to attend as many trade events as we can.”
For Julie, the joys of salon ownership come from her relationships with her clients. “Sometimes, tanners will stay after their session just to talk to me and tell me what’s going on in their lives, and I don’t mind,” she said. “I like the fact that I have a career that allows me to be useful and helpful to people by providing them a place where they not only can get a little rest and relaxation after a busy day, but they also feel important.”
