Location: Salt Lake City, Utah
Website: secretbeachtanning.com
Owner: Melissa L. Brown
Locations: 2
Years in Business: 16
Staff: 5
UV Tanning Units: 12
Lotions: Designer Skin, Swedish Beauty, Devoted Creations,Hempz, Brown Sugar
Salon Software: Helios
Other Services: Red-Light/Beauty Angel, Airbrush Tans
Salon Operator Training: Sun is Life®
Distribution Partner: All Hours Distributors
Best-selling Lotion: Hempz Sunsetz
Most Popular Package: Ruva Unlimited + Beauty Angel $40.90
In January, I had the opportunity to travel to the beautiful city of Boise, ID at the invitation of All Hours Tanning Distributors. The veteran product distribution company chose to offer IST’s Sun is Life® Training & Certification at their annual West Coast Tanning Expo to bring both old and new owners and staff up to speed with factual indoor tanning info. During our breaks, I had a chance to answer additional questions from Melissa Brown, a new owner who drove from Salt Lake City, UT to attend the WCTE. It was easy to see her passion and commitment to making her salon “the best that it can be.” With Sun is Life, she acquired the strong foundation to make it happen.
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IST: Let’s start with the standard opener: how did you get your start in tanning?
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Brown: Personally, I suffered from both Seasonal Affective Disorder (SAD) and extremely low levels of vitamin D, and my primary care physician turned me back on to indoor tanning. I’m clearly aware of the FDA’s position on health claims in our industry, but I must admit that since taking that recommendation, I’m a walking, glowing billboard for indoor tanning!
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IST: For sure. Many folks, especially during the winter months, feel a physical and mental boost after some UV exposure and the warmth of a sunbed. Look good, feel good! Let’s move on. Did you start your salon from the ground up or buy an existing salon?
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Brown: Secret Beach was in business for 15+ years, with the previous owner running it for a decade. Coming into ownership, my No. 1 goal was to improve what was there. That meant a facelift including paint, furniture and merchandise displays designed to enhance our guest experience.
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IST: Many times, an existing owner will have “ridden that horse” for about as far as it can go: no updates/no reinvestment. How did you prioritize your changes?
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Brown: Joe, we simply went for the greatest bang for each buck – paint, furniture and displays.
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IST: You just completed Sun is Life Certification at the West Coast Tanning Expo. What were your key takeaways?
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Brown: Probably the most surprising was what I learned compared to what we always hear from the mainstream media. ‘Fact vs. media’ is powerful stuff. It’s unbelievable that this industry has survived for over four decades despite the negative attacks and claims.
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IST: I really enjoyed teaching the class – attentive students, great questions, strong interactions. Would you recommend Sun is Life to others? If so, why?
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Brown: As a new salon owner, the knowledge and confidence I gained from the training was invaluable. My staff will definitely be completing this course as we ramp up for busy season, as well.
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IST: Many new owners of existing salons have a tough time during initial transition. What has been your biggest obstacle to overcome?
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Brown: The public’s overall perception of indoor tanning can present challenges, but we’re fortunate to have a good base (and growing) who acknowledge and advocate the benefits of moderate and controlled tanning at Secret Beach.
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IST: Coffee or tea to get you going in the a.m.?
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Brown: Coffee … and lots of it!
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IST: Best recommendation for handling customer complaints?
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Brown: I recognize that they want to be heard, and it’s important that they know they are heard. Acknowledge, Apologize and Remedy … then, take whatever steps necessary to ensure that other guests don’t experience similar situations that might lead to additional complaints.
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IST: What are the next goals for the salon?
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Brown: Secret Beach will have a sister salon in the very near future. We have some streamlining to complete, but our ultimate goal is to offer our guests the opportunity to tan seamlessly at both locations.
Melissa, thanks for sharing with our readers what makes your salon go. All the best to you in 2019.
NOTE: During a follow-up call to Melissa, she told me that the goal she mentioned has been achieved – she just bought that “sister salon!”
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