- When: January 11-13, 2013
- Where: Benton Convention Center – Winston-Salem, NC
- Who: Australian Gold, Biddiscombe, Bleach Bright, Body IQ, California Tan,
- Cosmedico Light Inc., Designer Skin, Devoted Creations, Ergoline,
- EyePro Inc., Fit Body Wrap, Forever Tan, Ed Hardy Tanning,
- JK-Capital, JK-Light, Norvell Skin Solutions, Radiance,
- Soltron, SunDash, Sun is Life®, SunLync, Sunstyle,
- SunSuites, Supre Tan, Swedish Beauty, Synergy Tan,
- Twilight Teeth and Wolff System Technology Corp.
Nearly 700 tanning professionals experienced Four Seasons’ 20th Annual Southeastern Tanning Expo, one of the distributor’s most popular events yet!
Co-hosted by Forever Tan, the three-day itinerary began with Norvell University’s basic spray-tan training by Norvell Skin Solutions attended by 22 salon pros. Next up was Sun is Life Training and Certification, the new training program from ist Magazine, presented by Tony Brown. Twenty-eight Expo attendees earned their salon operator certification. The second and third days included a variety of sales and marketing presentations by the event’s sponsors, as well as keynote presentations by Mike Blore (California Sun), Jerry Deveney (JK-North America) and James C. Bradshaw, III (Wyatt, Tarrant & Combs, LLP). “The attendees were soaking up all of the information the speakers and vendors had to offer,” said Sheila Routon, Four Seasons Marketing Manager.
A roundtable discussion allowing attendees to pick the brains of six industry veterans was an Expo highlight. Moderated by Jerry Deveney (JK-North America), the panel included Kristin Barfknecht (Body & Sol Tanning), Mike Blore (California Sun), Melissa Gallion (Four Seasons), Vince Lorraine (ist Magazine/Tropi-Tan) and Steve Trautman (New Sunshine). “The best thing about this discussion was that all of the attendees’ questions were focused on ways to increase revenue,” said Jerry Deveney. “And every panel member provided tangible and valuable advice 4that attendees could take home and use immediately. The salon owners on the panel also openly shared what percentage of their overall revenue comes from lotion sales, giving the attendees a baseline with which to compare their own numbers.”
While Kristin Barfknecht is a veteran salon owner, the Expo still provided plenty to benefit her nine Body & Sol Tanning salons based in Virginia Beach, VA. “Four Seasons and Forever Tan always put on a show that’s both organized and informative,” she said. “This year, I got an excellent idea from another panelist about changing up the coupons and specials we promote in our tanning rooms, because you never know who might use one to come back.”
Dianne Ewell, owner of UltimateTan of Smithfield and Ultimate Tan of Suffolk, is another veteran salon pro who enjoyed the Expo. “This has always been an excellent source of product knowledge and info, which is extremely important to us as we come out of a long, cold and slow winter,” Dianne said. “All of the vendor reps did a great job explaining all their latest products and getting us excited and motivated to go back to the salon and start selling. We’re ready, and we can’t get people in here fast enough!”
In addition to the education and training, more than $300,000 in gift bags, samples and door prizes were given away. Debra Bean of Main StreetHair Company in Ramseur, NC was the grand-prize winner of a Soltron Coco Cabana sunbed valued at $13,315.
After two days of business, education and networking, the Four Seasons and Forever Tan teams were pleased to have hosted another successful Expo. “It’s one of the best shows we’ve had!” exclaimed Sheila Routon. “It seems that the attendees came to learn everything they could to help their businesses succeed, and the Expo had plenty to offer them. All of the sessions were very well attended and everywhere I looked, I saw attendees speaking with vendors or even other salon owners. Overall, we’re extremely pleased!”
On behalf of Four Seasons Sales & Service, Sheila extends a huge “thank you” to everyone at Forever Tan as well as the show’s vendors and attendees for making this year’s Southeastern Tanning Expo a success.
