The Beach House Tanning Salon | Olean, NY

Reflecting on her 22 years in the tanning business, The Beach House owner Lori VanDeWall credits its success to the loyalty of her customers and the dedication of her team. “I have customers who have been with us since the day we opened – that is incredible!” she exclaims. “My team becomes an extension of my family,” VanDeWall continues. “Their dedication to our vision is remarkable and I am grateful for each of them.” Her husband and children, Sammy and Max, have also played important roles with support and encouragement. “My kids have literally grown up working in the salon and are both still instrumental in its success today,” the owner explains. “Taylor and Lauren have been part of the team for over six years, Rylie for three, and Lily is our newest addition. We focus very strongly on continuing education for our staff and I love knowing that I can be away from the salon when I need to and feel confident that my team has everything under control.”

VanDewall says she has changed her business model in recent years, such as focusing more on memberships and phasing out packages. “We have found that this has helped create positive cash flow, as well as a better per session value for our guests,” she states.

This industry veteran took time to share much more about her business, including her future plans and thoughts about Sun is Life Training® … read on!

IST: Tell us about your tanning business journey.

LV: It all started 22 years ago when I discovered a retail space available for lease in a strip mall about 45 minutes from my home. That very day, I started the process of researching the industry, writing a business plan, securing a lease and financing, and began the build-out process. Six months later in December 2002, The Beach House Tanning Salon opened and my dream of being an entrepreneur became a reality! I call it divine intervention, because I just knew it was meant to be and 22 years later, I still absolutely love owning my salon and working in the tanning and wellness industry.

In 2018, I opened a second facility much closer to my home and in 2021, I sold the original Beach House. Although I miss the customers, employees and memories from that salon, I have no regrets. I am happy to be focused on a single location and to live geographically closer to it.

IST: What challenges have you faced as a salon owner?

LV: In the early years of my career, the biggest challenge was the lack of mentorship in the industry – getting started was very difficult. Despite having a college degree in Business Administration and Management, there was still so much to learn about industry trends and managing cash flow in what can be a seasonal business. I can honestly say that I learned many things the hard way. In the industry today, education is more readily available. From training and certification programs like Sun is Life, to trade shows and the training provided by product manufacturers like Devoted Creations, the resources are accessible to new salon owners to learn from and avoid making costly mistakes.

With this in mind, I established the Facebook group, “Tanning Salon Owners Forum” in 2015 as a resource for salon owners and industry partners to collaborate. It started with about 15 members and has grown to over 3.5k salon owners in the U.S., Canada and Europe with new members joining daily. It is a great space to exchange ideas and network with others in the tanning community, ask questions and receive positive feedback. Even with 22 years of experience, I have learned so much from other salon owners and industry leaders in the group. I even had the opportunity to connect with some of them last year at the expo in Nashville.

IST: How does The Beach House support the Olean community?

LV: We donate to fundraising benefits and local charities. Two in particular are Operation Warm Hearts, whose primary purpose is to provide clothing and accessories to children in need; and The Pink Pumpkin Project, which supports local breast cancer patients and survivors.

IST: What do you feel sets BH apart from your competitors?

LV: What we provide is more than just a tan or spa service – it’s an experience. Every detail counts. Our staff is dedicated to providing a luxurious experience with a personalized element for every guest, every time, without exception. This starts with an initial conversation at the reception counter that has absolutely nothing to do with the tanning process. It’s an opportunity to connect with our guests by getting to know them personally before we establish their tanning, wellness and skincare needs. Regularly keeping fresh flowers or candy in each room and providing a “glam station” for guests to use after their session adds to the experience. We also take the time to engage with customers outside of the salon – for example, when one of them has a major life event, we send flowers or a card.

Our unique promotions and salon events also set us apart. Each year, we host a “Red Carpet Reveal” – a catered event held at a local venue where we introduce new products and/or new equipment. We have prize drawings, door prizes and attendees receive a swag bag with samples of the new products which has proven to increase our product sales.

We focus on providing the most advanced tanning technology, skin care products and spa services; however, the personalized attention we give our guests is the foundation of our business success and really sets us apart from our competition.

IST: How would you describe the BH atmosphere?

LV: The space, itself, is luxury. From the moment you walk in, it feels like a five-star luxury resort. It is impeccably clean – we don’t even have trash in our trash cans! The salon atmosphere is best described as inclusive, a place where everyone feels comfortable. It is an escape from the responsibilities of daily life for our guests. Our team is amazing at making every guest feel welcome and many times, we have the opportunity to leave people better than we find them. Our customers definitely look forward to the luxurious tanning or relaxing spa service they will receive at The Beach House; but even more than that, I know they value the friendship, personalized attention and the details that come with that experience.

IST: What was your biggest takeaway from the Sun is Life Salon Operator Training?

LV: I use the Sun Is Life Salon Operator Training Program because it is so comprehensive. Every BH employee is required to complete the Sun Is Life Salon Operator Certification. It gives them confidence in knowing they completed the program and earned the certificate – it has been an excellent addition to our in-house training.

IST: Any other tips for new salon operators?

LV: Take a proactive approach to customer retention. I spend a significant amount of time analyzing salon reports and implementing strategies to not only gain new clientele, but also to retain existing customers. I look for those who have been absent from the salon for an extended period and then send them a personalized offer to revisit us.

Building solid professional relationships with industry partners, customers and employees has been key to creating and maintaining a successful business. I have worked with the same accountants, banker, electricians, insurance agents, product manufacturer reps and distributors for my entire career.

IST: What are your goals for The Beach House in the next 1-3 years?

LV: The vision is to continue operating as a luxury tanning salon and evolve into the wellness space with the addition of new spa services while continuing to provide the personalized experience our guests expect. Jerry Deveney introduced me to the POLY red-light unit last year at the National Tanning Expo in Nashville. We have had a favorable response to the addition of red-light therapy, which has led us to evolve into the wellness space. Currently, we are in the process of a salon remodel to accommodate more new spa services including SST Red-Light Therapy and a HaloSauna, which will be on our menu before 2025. Additionally, I have worked with Eric Haynes of TSU over the past several years to add new KBL equipment. We are very excited to be one of the first salons introducing LED tanning technology with the addition of the KBL K11 Air this fall.

IST: Any final thoughts?

LV: I am excited to see future growth with the addition of spa services that will not only be attractive to our current customers but will also develop a new clientele. Future plans may eventually include becoming a consultant for tanning salon owners new to the industry, and possibly being more involved in some capacity in the tanning and wellness industry itself.

I would like to thank IST Magazine for featuring The Beach House Tanning Salon in this issue. Fun fact: I have saved almost every issue of IST for all the years I have been in business. I truly enjoy the articles in the magazine and reading about salon success stories … like my own!

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