Paradise Cove Tan Spa: Succeeding with Positivity

Each Salon of Distinction we highlight has its own special history of how the owner-operator “fell” into the tan biz. The story of Sarah Shumake’s journey is no different … read on!

[gap height=”15″]IST: Sarah, most tanning salons have an interesting initial phase. How did you get your start?

[gap height=”15″]Shumake: In 2004, I was 23 years old and managing a door and window business that did installations for Home Depot. I knew I wanted to own a business and there was a need for a tanning salon in my area. There was one open, but it had very old equipment and half the lamps did not work in a majority of the beds. With my dad’s help, I started my business plan and went to six different banks to get a loan. Little did I know that the banking industry is not keen on loans for tanning salons. I leased-to-purchase my equipment and got a collateral loan for start-up costs. I opened February 1 of 2005 and I’ve never looked back! I never had a doubt that my business would last; I always keep a positive mentality that I will push through whatever trials and tribulations come along.

[gap height=”15″]IST: Over its four-decade history, our industry has had ups and downs that would have easily crushed most small businesses, yet many have persevered and survived. What has been your biggest obstacle?

[gap height=”15″]Shumake: The biggest storm I’ve had to push through thus far has been the recession. I had only been open three years, but luckily, I had paid off all of my equipment and start-up loans just before the bottom fell out. I saved every penny, went to the landlord to get my rent lowered and had a line of credit for back-up. During this time, my husband lost his job and there was no way I was going to lose my business! I pushed through, worked more hours to lower my payroll and made sure I was getting the best pricing with my product distributors. I am a fighter and when you back me into a corner, I will always come out on top!

[gap height=”15″]IST: Wow! That is some drive! Let’s switch gears a bit. What do you feel is the industry’s biggest obstacle?

[gap height=”15″]Shumake: During my time as an owner, the biggest issues I’ve noticed are the up-and-down of indoor tanning and the negativity that surrounds it. I’ve learned to adapt to the changes and try to be ahead of the game, purchasing new tanning equipment along with spa equipment to provide my guests with more choices.

[gap height=”15″]IST: Sarah, in 2019 no one could say that they knew how COVID-19 would affect our economy. Tanning salons were among the first businesses to be shut down and in many states, one of the last to open. How have you dealt with the health crisis?

[gap height=”15″]Shumake: Joe, the first week of March 2020, I had two brand new KBL units installed, a Beauty Angel red-light system and a Cocoon wellness pod. Two weeks later, I had to close the salon for five weeks. I can honestly say purchasing that equipment not knowing COVID was about to happen was the best decision I’ve ever made as a business owner. The new equipment, along with an Auto Rev spray booth I purchased after reopening, gave my clients hype! The new spa services have provided a relaxing experience for them to break away from the currently crazy world. My guests love coming to the salon to relax and unwind and referrals have sky-rocketed! I love providing them with their daily “peace.”

[gap height=”15″]IST: Indoor tanning salons have always been a great source of relaxation and with all the stress that COVID has caused, it looks like you found a winning formula. What are your goals for Paradise Cove Tan & Spa?

[gap height=”15″]Shumake: My current goal is reaching a yearly revenue dollar amount. The pandemic might have caused me to lose five weeks of revenue, but I have surpassed last year’s revenue and I can’t wait to see where I end in 2021! I think tanning is looking bright for next year!

[gap height=”15″]IST: You’ve had a pretty interesting ride so far. Looking back, would you do it all again?

[gap height=”15″]Shumake: If I had the chance to do it all again, I would do everything I’ve done in the past year – but sooner! In the past year, I’ve met other business owners in the field who have become my best friends. They have pushed me to reach higher and we are each other’s cheering section. I am beyond grateful for this year and where it has landed me. I am blessed!