I recently enjoyed a great phone chat with Deidra Wood, a relatively new salon operator in the Lone Star State. We didn’t discuss which SEC football team was better – my UGA Dawgs against her Texas A&M Aggies – but we covered a lot of ground about indoor tanning. Read on for the “deets!”
Location: Bullard, TX (East Texas)
Owner: Deidra Wood
Years in Business: 3
Staff: 6
UV Tanning Units: 6
Lotions: Devoted Creations, New Sunshine Brands, Sun Evolutions Brands, Tan ASZ U
Salon Software: Helios12
Other Services: Hair Stylist, Esthetician,Retail Retail Boutique
Training: Sun is Life® of Course! And any training modules I can get my hands on for me and my staff through Heartland Tanning.
Distributor Partner: Heartland Tanning. Kim D. is our wonderful rep!
Best-selling Lotion: White 2 Black and Beach Black Rum: can’t keep them in stock.
Most Popular Tanning Package: Advanced Bed Package
IST: Each Salon of Distinction operator tells us how they got started in the tanning industry. What’s your story?[gap height=”15″]
DW: I had been a teacher for 30 years and was ready to do something different, getting close to retiring and looking for a career change. Most of those 30 years were spent teaching dance and drill teams, so in preparing for competitions, many of my girls would get a spray-tan and they looked fabulous. I have also always been an avid UV tanner (oh, the memories of those old, 30-minute beds!) and very interested in the beauty industry. Well, one day I was driving by the salon and noticed a “For Sale” sign in the window on the very first day the sign was up! I bought it a few days later. I was still teaching and had a few months left before I could retire; but thank goodness, the wonderful manager at the time was willing to stay on and run the salon until I retired. It all worked out so well. I love my new business adventure![gap height=”15″]
IST: Most salons have a “brag point” or a point of pride that makes their facility stand out amongst the competition. What’s yours?[gap height=”15″]
DW: Without a doubt, it is the business model. I have raised three very active sons who were constantly involved in extracurricular activities. I was their number one fan, their taxi driver, tutor and more. Add to that a husband of 31 years, a household and maybe a few hobbies and that left very little time for ME. I think all moms experience this – who seems to always get put on the back burner of selfcare? Moms do! I wanted to offer a few beauty services to allow moms to come in, be pampered for a little while and walk out feeling relaxed, refreshed and wonderful. Tanning does that for me, so I bought the salon. Then slowly, over the course of a year, I added a wonderful hairstylist to the service menu and then, a luxury spa facial experience with a fabulous esthetician. We occasionally have a massage therapist come in, and a nurse anesthetist (for cosmetic injections). My business model is a “one-stop shop” for relaxation and beauty treatments for women and they LOVE it.[gap height=”15″]
[gap height=”15″][gap height=”15″]IST: You told me that you require your staff to be trained with Sun is Life Certification. I’m sure you’d agree that training is a critical element for success. What were your takeaways from our online course? Would you recommend it to other operators? [gap height=”15″]
DW: Oh, my goodness. As much as I hate to admit it, I did not take Sun is Life Certification my first year in business. I was busy, maybe a little overwhelmed, and thought I knew tanning because I had done it all my life. Boy, was I wrong?! The training has actually changed my business life. My staff is so much more confident. They willingly share their knowledge with our guests, who have even mentioned how much they learn from me and my staff. Sun is Life will forever be a part of our training and hiring process![gap height=”15″]
IST: As the U.S. indoor tanning industry continues into our fifth decade, salon operators have had plenty of adversities to overcome. What has been your biggest obstacle? [gap height=”15″]
DW: In our area, it is the minimum tanning age requirement. Everyone understands the 24-hour rule and no one complains. Everyone agrees with the protective eyewear requirement. And the shorter exposure time is easily explained because of the advancements in UV technology. But it is very difficult to explain why one cannot tan until he or she is 18 when at 16, they can drive themselves to the salon, get their ears pierced and get a job. We deal with this issue several times per month.[gap height=”15″][gap height=”15″]
[gap height=”15″]IST: All salons deal with customer complaints. How do you handle them? [gap height=”15″]
DW: Almost anything can be worked out – smile and treat people the way you would want to be treated! If you greet them with a smile, sincerely listen to their complaint and really try to hear what they are saying, most of the time you can find a resolution. We strive to be a reliable, clean, friendly salon that makes our guests happy. So far, I think we have done pretty well.[gap height=”15″]
IST: What are the next goals for Tan This Salon & Boutique? [gap height=”15″]
DW: More tanning beds! We are looking to expand the salon into the vacant space next door and add four more beds. I cannot wait to offer our community the biggest and best beds on the market for a luxurious tanning experience. Come on, 2022![gap height=”15″][gap height=”15″]
