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Devoted Creations Five Star Diamond Program is a huge success with salons throughout the world. Features include on-location sales and product training by DC’s team of experienced professionals including Lisa Parsons and Kandra Covert, a generous Welcome Kit, plus lucrative cash-back rebates. The program creates a win-win scenario for all, as everyone, including salon guests, can take advantage of great specials on many of the industry’s best-selling products.
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To highlight the program and its members, Devoted Creations and IST Magazine created an exciting platform for them to share their stories and enjoy some time in the national “spotlight.”
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This month’s Devoted Creations Five Star Diamond salon is Solar Escape Tanning Lounge, headquartered in East Chester, New York and owned and operated by John Bonamici and Frank DiMarco. I interviewed the guys to get their thoughts on the business and to share some of their experiences on the road to success.
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IST: When did you open your first salon and what was your motivation to do so?
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John B: It was January, 2011. My friend, Frank DiMarco, had owned several tanning salons for many years and I saw first-hand how well the businesses were doing and the lifestyle it afforded him. One day, Frank told me about a salon for sale and asked if I wanted to be his partner in purchasing and running the business.
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The business for sale was once a thriving salon, but had experienced a downturn due to management issues. Following Frank’s lead and guidance, we purchased the business and in just a few months, were able to turn things around.
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Call it fate, destiny or kismet – but I had actually been a customer of that salon ten years earlier. I was a young wannabe at the time; but I remember thinking to myself that one day, I would like to own this business.
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IST: What do Solar Escape customers like most about the salons?
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Frank D: Our salons have a very unique look and atmosphere. It’s like you’re entering a high-energy “scene” with a nightclub feel and vibe. Many new customers will do a double-take when they first walk in, asking, “is this really a tanning salon?”
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IST: What do you enjoy most about the business?
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John B: We actually enjoy working behind the counter every day. For us, it’s more a lifestyle than a business. The constant interaction with friendly people who are full of life and want to look good and feel good is energizing! We also appreciate the fact that we came from nothing and have built several successful salons. This perspective helps us to enjoy every minute of the business.
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IST: What separates Solar Escape from competitors?
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John B: It’s all about the details. We pay close attention to everything to ensure an enjoyable and memorable experience for our guests every time they visit our salons.
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For example, all of our equipment features custom West Coast Stereo Systems that provide “concert quality” sound. Our tanning rooms, restrooms, hallways and lobby areas are designed and decorated with unique, high-quality furnishings. It’s like you are a special guest in a penthouse suite. All rooms also feature phone chargers. It’s amazing how much use they get and how much our guests appreciate this added convenience. We also offer drinks, snacks, coffee, bottles of water and fresh fruit – FREE!
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IST: What are some of your best-selling lotions – and what do tanners like most about them?
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Frank D: Our tanners want the darkest full-body tan possible. Devoted Creations’ Matte Black and Le Moment are among our best-sellers. The quality ingredients, fragrances, packaging and performance help create loyal and happy customers.
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IST: What types of UV tanning systems do you offer?
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Frank D: We have a wide variety of high-end equipment from the industry’s leading manufacturers including KBL, UWE, Ergoline, Sun Capsule and Matrix. We make it a point to change our lamps when they reach 60% of their rated life. It costs more to do this; however, it ensures that our guests will always achieve their desired results.
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IST: What are some of your most successful sales promotions?
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John B: Without a doubt, it’s our $10 Tuesdays. Tuesday had always been one of our slower days, so we developed a special offer of $10 sessions in any tanning system on Tuesdays. It’s been so successful, that it’s now one of our busiest days – year-round!
We combine this with a live “hula-hoop” contest that we podcast on the internet. It’s wild! A lobby full of people using hula-hoops to see who can go the longest.
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IST: What are your plans for the future?
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John B, Frank D: Expansion! We plan to open more salons and our goal is to be the best by creating the most amazing salon experience imaginable.
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IST: From everyone at IST Magazine and Devoted Creations, congratulations to John, Frank and Team Solar Escape Tanning Lounge for a job well-done! For more info on Devoted Creations Five Star Diamond Program, call 800.488.5524 or visit devotedcreations.com.
Location: East Chester, NY
Co-Owners: John Bonamici & Frank DiMarco
Number of Stores: 3
Staff: 20
UV Tanning Systems (total): 30
Best Selling Lotions: Matte Black, Le Moment
Joe Prachatree / Shutterstock.com
