Location: Summerville, SC
Owners: Karen & AJ Biddlecom
Number of Stores: 1
Years in Business: 1.5
Staff: 6
UV Tanning Units: 8
Lotion Brands: Devoted Creations Five Star Diamond Partner, Designer Skin, Ed Hardy
Salon Software: Tan Track
Other Services: Massage, Facials, Waxing, Ear-piercing, Teeth-whitening, Spray-tans
Salon Operator Training: Sun Is Life®
Distributor Partner: Four Seasons
Best-selling Lotion: Ed Hardy Baby Got Black, Designer Skin Obsidian
Most Popular Tanning Package: All Beds Monthly Package
When guests walk into Maui Tan, they can’t help feeling special. That’s because the staff is focused on customers’ needs from the moment they walk in the door, offering a friendly, relaxing atmosphere where the stress of the day has slipped away by the time their visit is over. “Customer service is number one,” said Karen Biddlecom who runs the salon with her husband, AJ. “We customize packages to an individual guest’s specific needs.”
Taking time to listen to customers and to offer the services that they want marks the fundamental value of their growing business since they started operating Maui Tan 18 months ago. The salon has changed ownership five times since 2008, and as the new owners of the facility, the Biddlecoms wanted to incorporate more services and day spa options to attract a larger customer base.
“We tried to expand and be more inclusive,” explained Karen. “We wanted to reach out to women of color and create a more culturally diverse clientele.” For those who don’t desire tanning, Maui Tan offers day spa solutions including massage, facials, waxing, ear-piercing and teeth-whitening. The salon has received a lot of positive feedback about their service menu, in addition to their tanning packages.
Maui Tan offers relaxing 60-minute Swedish massages, which include the application of coconut oil and soothing hot towels. Deep-tissue massage is also popular, lasting 60 minutes and incorporating facilitated stretching and trigger-point work. A third choice is prenatal side-lying massage where the mother-to-be lies on her side throughout the session and receives deep-tissue work with myofascial stretching focusing on the low back and shoulders. Facials include the “Maui Time” 60-minute anti-aging facial and the “Aloha Time,” an acne-focused facial with extraction.
The Biddlecoms and their permanent staff completed certification from Sun Is Life® training at a Four Seasons Expo, learning about topics relevant to running a professional tanning business. “It’s been very informative,” Karen said, adding that they don’t make health claims about tanning but do offer information to customers about the mind, body and spiritual benefits of massage. Their staff is also viewing Sun is Life webinars as time allows, and they appreciate the convenience of it.
Being actively involved in the Summerville area is important to the Maui Tan team and has contributed to the success of the business with positive publicity. They recently started to partner with local animal charities to aid in the rescue efforts of abused and neglected horses. “We’re setting up our donation station for items such as gift certificates, brushes, curry combs, anything to help these animals,” Karen said. They have also rescued several horses themselves, giving each one plenty of extra attention on their own farm in St. Stephens.
Karen and AJ enjoy being involved in the Summerville business community. The idea to operate a tanning facility began when Karen received an inheritance following her mother’s passing and was advised to start a business. She grew up in St. Croix loving the sun and decided to go for it. “We looked at the wellness aspect of tanning and added the massage, facials and custom spray-tanning,” Karen recalled. Looking ahead, they would like to eventually offer more massage and facial therapy rooms as well as chiropractic treatment.
Making their salon guests feel good is rewarding to the folks at Maui Tan. “They’re tired and stressed and then they come here and get relaxed,” Karen said. “We can really reach out and make a person’s day.” ■
