SunTouched Tanning and Spa

Incredible landscapes. World renowned “Wasatch Powder” (skiing, of course). The Sundance Film Festival, pastrami burgers at the Iceberg Drive Inn, and The Utes. Yep, welcome to Utah – truly an outdoor paradise! I’ve had the pleasure of cutting fresh tracks at 10,000 feet above sea level, surveying this amazing part of the U.S. (Okay, maybe a few years back, but an indelible memory for sure.) So, let me introduce Rebecca Stoddard, Co-Owner of SunTouched Tanning Salon and Spa from North Ogden, UT. We recently chatted for a bit about what makes the business“tick.” Read on!

IST: Rebecca,thanks for taking some time out of your busy day for this interview. Over the last several years, I’ve seen a wave of new salon owners come into the industry. Many get their start by purchasing an existing salon, others see it as a great business investment and build from the ground up. Some do it as a solo project, some have a partner. How did you get your start?

RS: We opened a beauty salon in 2020 and originally wanted to include tanning on the service menu. Instead, we stumbled upon the opportunity to purchase a local tanning salon and decided to pursue both businesses separately. It was a great move for us!

IST: I’m always interested in salon demographics. Historically, the majority of indoor tanners are females aged 18-35. What is the makeup of your clientele?

RS: Our demographics run a little different, with about 65% female and 35% male, and a slightly older group ages 30-55.

IST: You bought an existing salon – did you immediately update it with your vision?

RS: While the salon was in pretty good working order, there were changes we wanted to make. We have started updating some of the tanning beds, as well, and as we extend into a spa atmosphere, we are growing and bettering our service menu.

IST: Since the early days of tanning salons, it’s been the cleanest ones that thrive. During our Sun is Life classroom course, sanitization standards are covered at length. When it comes to cleaning protocols, how would you describe your “attention to detail?”

RS: We have a heavy focus on sanitization and cleaning – we often get praise from our guests for the overall cleanliness of our salon. Our very strict cleaning and maintenance schedule helps us to continue delivering the best tanning and spa experience.

IST: I had the pleasure of guiding you through our Sun is Life classroom course last fall. What insights can you share about the training, how it was taught and the importance of salon operator certification?

RS: Joe, as new salon owners, we have been trying to expand our industry knowledge. The Sun is Life course gave us so much information about the fundamentals of tanning, which we were able to then share with our team and train them. This has improved our professionalism, and has led to our guests feeling empowered to make informed tanning decisions. We also learned many ways we could improve our policies and procedures to be better protected against liabilities. Thanks for leading such a great course!

IST: When it comes to consumer decisions about where to spend their discretionary income, customer service plays a huge role. In our Sun is Life class, salon operations are covered, including ways to resolve issues with a dissatisfied tanner. I have asked this question of several Salon of Distinction operators: Give me an example of a “testy guest” situation (no names, please!) and how you resolved it.

RS: We really have great customers and strive to keep them happy, tan and satisfied. When we have the occasional dissatisfied guest, our staff follows the guidelines we have put in place such as listening to the complaint, learning what their needs are and helping them the best they can. If the team member can’t resolve the issue, management will step in and care for the guest. For example, if a guest has reached a plateau in their tanning journey, we would further educate them on how the UV light works in the bed they are using, and explain how switching beds or even lotions can help them get past that plateau.

IST: Time for the wrap-up. What are the 3-5 year goals for SunTouched?

RS: We want to bring in more wellness service options such as infrared sauna, cryotherapy and compression treatments. We are also working toward growing our monthly memberships and overall sales. We would love to open a second location!

Well Rebecca, it seems that you and your team are heading in the right direction for that expansion plan. Best of luck on the journey!

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