Devoted Creations’ Five Star Diamond Program has been 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 and lucrative cash-back rebates.
[gap height=”15″]The program creates a win-win scenario, as everyone – including salon guests – can enjoy great specials on many of the industry’s best selling products.
[gap height=”15″]To highlight the program and its member salons, Devoted Creations and IST Magazine created an exciting new platform for them to share their stories and enjoy some well-deserved, national attention.
[gap height=”15″]This month, Devoted Creations 5-Star Diamond Spotlight is on Sundays Sun Spa Shop, located in Virginia Beach, Virginia and owned by Dennis and Sue Ligon. Dennis shared his thoughts on the business and some of his experiences on the road to success.
[gap height=”15″]IST: When did you open your first salon and what was your motivation to do so?
[gap height=”15″]Dennis: I first discovered indoor tanning when I lived in California. When I moved to Virginia Beach in 1993, I quickly realized that everything cost a lot less than in California – except for tanning! The session prices in Virginia Beach were high and the beds were small. I saw a chance for me to step in and offer superior equipment and better values.
[gap height=”15″]IST: What sets Sundays apart from others?
[gap height=”15″]Dennis: Our customers tell us it’s the simple things like the candy on the sunbed pillow and our friendly staff who know everyone by name. And, they also appreciate that we update our equipment and change lamps frequently. They know that they are always getting a great value at Sundays.
[gap height=”15″]Instead of focusing on daily and weekly goals, our primary focus is long-term memberships. We emphasize a ‘relationship business’ versus a ‘transactional business.’ We appreciate the lifetime value of each customer and strive to build relationships that last for many years, rather than just a few months.
[gap height=”15″]At the same time, we realize that none of this would be possible without our phenomenal staff. We’ve been fortunate to have very low turnover at the management level. For example, Pat Patterson has been with us for 24 years and Travis ‘T-Bone’ Tillson for 15. Our staff treats Sundays as if it was their own business, and that really makes me proud.
[gap height=”15″]Finally, when I married Sue six years ago, she immediately became a tremendous asset to our business. It would be like a basketball team picking up LeBron James – her impact was definitely felt and continues to help us improve each day.
[gap height=”15″]
[gap height=”15″]IST: What are some of your best-selling lotion products?
[gap height=”15″]Dennis: Black Tulip, Somewhere on a Beach, and Yes Way Rosé. We also do well with our private label lotions that Devoted Creations produces for us. It’s a top-shelf line of three products, each with its own niche. We sell a lot of Ed Hardy products that emphasize DHA bronzers, cosmetic bronzers and quality skin care. Our sweet spot is the $59-$79 price range.
[gap height=”15″]IST: How many UV tanning levels do you offer and what are your best-selling packages?
[gap height=”15″]Dennis: We offer six UV levels, and our best sellers include our Charter Membership ($50/month) which includes UV, sunless and all spa services. We sell a limited number of these at different times of the year and they require a six-month minimum commitment.
[gap height=”15″]Our ‘All In’ for $78.88 per month and our ‘Passport Tan’ and ‘Passport Spa’ programs – both $58.88 per month – are also very popular. These memberships are sold on a month-to-month EFT basis with no commitment after the first draft. They also have the ‘freeze’ option.
[gap height=”15″]IST: What are some of the your most successful sales promotions?
[gap height=”15″]Dennis: Our Cinco de Mayo or Nickel Days have been huge for us – customers can buy anything at the regular price and get a second item for just 5¢! We gear up months in advance and everyone has fun with it. It began as a one-day event, but now stretches for five days.
[gap height=”15″]We also instituted the Buddy Pass (where friends can tan for free) with all memberships – and that’s been a huge success.
[gap height=”15″]IST: What are your plans for the future?
[gap height=”15″]Dennis: We will continue to expand. We opened one new store this year and are looking to add two or three more in our general area. We will then decide whether to branch out of our core advertising market.
[gap height=”15″]Sue and I have four children, ages 21-24. We’re watching to see if they, too, would like a future in the industry. And if not, we are still very blessed to have their insights into the Millennial market.
[gap height=”15″]IST: Congrats to Dennis, Sue and the teams at Sundays Sun Spa Shop for a job well-done!
For more info on Devoted Creations Five Star Diamond Program, call 800.488.5524 or visit devotedcreations.com.
[gap height=”15″][gap height=”15″]Number of Stores: 20
Staff: 175 (total)
UV Tanning Systems: 310 (total)
Other Services Offered: Mystic Tan, Versa Spa, Zero Gravity Massage, Cocoon, FIT Wrap, Red-Light Therapy & Beauty Angel
Best Selling Lotions: Black Tulip, Somewhere On a Beach, Yes Way Rosé
Most Popular Tanning Package: “ALL IN” for $78.88/Month (EFT) includes unlimited UV, Sunless & Spa services
