Since 2016, Four Seasons Tanning has earned a reputation for hosting an outstanding industry event. With much of the country still recovering from the economic effects of COVID, Team FS drew on some industry experts to offer a first-class training program at the popular St. Charles Convention Center just outside of St. Louis, MO. The central U.S. location attracted a select number of salon operators and staff eager to get prepped for 2022 with some top-notch training.
IST caught up with Four Seasons Marketing Manager, Sheila Routon, for some perspective. “We wanted to put together an event, smaller than usual, for an elite group of salons,” she stated. “It was such a great turnout of our salon customers! We all had such a good time visiting with everyone!”
Over 300 were on hand to brush up on their indoor tanning knowledge and get eye-to-eye with both new and veteran vendor reps who were well prepared to talk about their newest products and offer sales tips. Following their presentations on Monday, each vendor gave away door prizes, including a really neat Yeti® cooler (Supre Tan), an air fryer (Devoted Creations), several $100 gift cards (JW North America and Tan, Inc.). Four Seasons gave away a $500 gift certificate for SunStyle Sunless, which was won by Amy Armstree of Magnolia Sun Tanning in McComb, MS.
On Sunday morning, the industry’s premiere education program, Sun is Life®, kicked off at 8am. As a sign of new industry growth, this class was made up almost entirely of salon teams who had two years or less in the tanning business. Despite the early time slot, the class was really attentive and had good questions throughout. The reality and personal anecdote of “understanding the tanning process” always brings grins to the newbies. All I can say is, “If you know, you know!”
Team FS Sunless Specialist, Megan Amburgey Gordon, presented the Bronze Novice Basic Sunless Spray-tan Certification. In addition to a live demonstration, the topics included:
What is DHA?
History of Sunless
FDA Recommendations
Skin Prep & Maintenance
Solutions & Colors
Cleaning
The attendees used the opportunity to network, as well. “My team was really excited when we heard Four Seasons was going to put on a show,” said Josh Jordan, Owner of Key Largo Tan in Granite City, IL. “It’s always great when you can help others and gain an idea or two to help better your business.”
Amy Ringler of Midas Touch Golden Tans in Emporia, IL also had an awesome experience. “I didn’t realize how much I’d been missing in-person events until I got to hug so many industry friends! It’s been way too long!” she exclaimed. Ringler said she was able to bring several staff members who left the show amped up for the holiday season. “One of our biggest takeaways was the value of using social media marketing algorithms to better reach our customers. We look forward to implementing a new marketing strategy for the next busy season.”
The agenda included the ever-popular Panel Discussion, which gives attendees a chance to ask questions of industry experts. Moderated by Jerry Deveney, the panel included Kevin Apgar (JW North America), Melinda Norton (ASA), Jason Brooks (New Sunshine), Megan Racine (Devoted Creations) and Samantha Easterly (California Sun Salons).
“It was a great discussion with lots of engagement from participants,” Routon commented. “There were many positive comments about the panel’s message and how relevant it was to their needs, which is music to our ears! We’re already thinking ahead and making notes for the next session.”
Vice President of Four Seasons Sales, Melissa Gallion was up bright and early to welcome the arrivals and was pleased with the turnout. “We want to thank everyone that came and supported this training. It was great to get back to a sense of normal and have an in-person event. We look forward to bigger and better things for next year!”
