Over 300 tanning professionals gathered at Harrah’s Casino Jan 24 and 25 in Kansas City, MO. They had one goal: to kick off 2025 with Heartland Tan’s VIBE event. Heartland has typically energized both old and new customers at the start of each new year with an educational event.
Every convention is different, but 2025’s VIBE truly took it to the next level. This one combined the training element with vendors not only providing key information and training but also profiling new products and equipment. Let’s talk about it.
Day One: Training And Classes
VIBE led off on Day One with two powerful training sessions: Sun is Life operator certification was taught by me, Joe Schuster! I also was also on board as the MC of the event. It was a major moment for me, a time when I could help connect with the community on a new level.
I brought salons up to speed with training on the latest regulatory information on indoor tanning. I also helped teach understanding UV and the skin, photosensitivity, eye protection, customer service and much more.
While I was thrilled to speak at the convention, I wasn’t the only one to bring new knowledge to the table. Norvell Sunless training inspired attendees with the latest on spray techniques and product information led by Jennifer Wheat and Courtney Fredericks.
Heartland also offered a mid-morning VIP Salon Owner Discussion format and an equipment maintenance class detailing the industry’s best practices. It was an excellent refresher for industry veterans and also featured brand new knowledge on the subject.
The remainder of the first day concluded with product spotlights by leading lotion vendors Devoted Creations, Sun Evolutions and New Sunshine. Throughout the afternoon, attendees also took a look at new products in the exhibit hall and had the opportunity to try out new tanning and wellness equipment.
With all the training and education on the first day, VIBE took it to the next level with a Mardi Gras-themed reception at Harrah’s VooDoo Lounge sponsored by Devoted Creations. Fanciful attire, lively beverages, coupled with great dance music left everyone with smiles.
Day Two: Inspiration
Day Two had attendees rising and shining early with an inspirational intro delivered by Heartland’s CEO and President, Brad Henson. Heartland selected Devin Henderson as the keynote speaker for VIBE.
Devin delivered his powerful “Something Greater is Always Possible” message, combining magical feats and insightful motivational messages. It was a wonderful speech that truly set the tone for VIBE’s next offering: in–depth knowledge from top leaders on everything related to marketing and business development.
The remainder of the day had vendors providing marketing, advertising and sales strategies every 30 minutes to the group—quite the aggressive schedule! Thankfully, it was easy to keep tabs on the speakers/
“Push” notifications from Heartland Tan’s new app kept attendees up to date on the schedule of events. Attendees also were informed of the upcoming “Mind Your Business 5” event coming up later this year.
These Mind Your Business (MYB) events have knocked it out of the park, with salon owners celebrating their hard efforts and the opportunity to enjoy interactions with fellow salon owners and industry vendors.
The afternoon culminated with the famous Heartland give–a–way, featuring a giveaway of top-shelf gifts via a raffle ticket. Make no mistake about it. If you were nervous about 2025, Heartland’s VIBE was the perfect place to gear up with knowledge, motivation and even a free gift!
