After four long years of absence from industry events, I made my triumphant return at the “Bronzed & Beyond” trade show hosted this past November by Ohio/Minnesota-based distribution company, Ultraviolet Resources International (URI). I had the pleasure of being included on their “Industry’s Expert Panel.”
From 2001-2020, I would attend at least one convention a year, either as a salon owner, speaker or vendor. I have experienced every aspect of the trade shows, but I stopped going from 2020-2022 due to the ridiculous COVID travel restrictions that I didn’t agree with. In 2023, I was focused on moving and a build-out at one of our tanning facilities.
So, with over 25 tanning trade shows under my belt, let me give you what I consider to be the benefits and advantages of attending such events versus participating in tanning owners’ Facebook groups.
Tanning trade events are hosted by manufacturers and distributors. They offer them to salon operators to help push and promote their products and services, which is the best way for operators to learn about what is new.
Tanning industry Facebook groups are hosted by salon owners. There are probably a half dozen such groups. Heck, that’s how I became “The People’s Champ” as I am owner/admin for three of them:
So, which do I suggest: Trade Show or FB Group? Answer: There is a time and place for both.
1. Level Family
This is my private network of owners, distributors and manufacturers. I do not make this group available to all salon owners.
2. Used Tanning Equipment Auction
This page is available to everyone; there is no charge to list your equipment for sale and you can find loads of deals on used stuff.
3. Tanning Studio Forum
With content shared daily, this page is open to everyone.
A couple of other groups I follow and contribute to are the Tanning Salon Owners Forum and Tanning Salon Owners Network, both sharing content and information on a daily basis.
Industry trade shows offer salon operators a change of scenery, which can create energy and positivity as we network with other members of the tanning community. For many, they are like an annual mini-vacation filled with motivation, support, education and fun – but they cost money to attend.
Facebook groups are free to participate in and are easily accessible from a mobile device. They help you develop relationships with salon owners, manufacturers and vendors. I have made hundreds of industry friends simply from posting or commenting on others’ posts.
Trade shows can help you build valuable relationships. I have dozens of industry friends who I have vacationed with and now have become real friends. Industry colleagues are great, but real friends share real authentic information and advice.
Oftentimes people put on a “mask” on social media and you don’t always get that authentic person or advice. It’s tough to put on a mask for an entire vacation or weekend at a trade event!
Trade shows provide attendees with curated information – the speakers are vetted and have proven track records in their area of expertise. In the Facebook groups, you might find advice but it might be posted by someone who is working their salon open-to-close, seven days a week, and struggling to pay their bills.
Fifty percent of the time, the information in the Facebook groups is absolutely terrible and unreliable. However, Facebook groups allow you the opportunity to find instant solutions.
You can jump on a Tanning Salon Owners Facebook group and instantly get technical support for equipment issues, or a half dozen different ideas for how to run a Free Tan Weekend at your facility.
So, which do I suggest: Trade Show or FB Group? Answer: There is a time and place for both.
My suggestion is to attend one convention a year – any more is overkill and a waste of time and money. Look, back in 2002, there were probably 200 vendors exhibiting at a typical show; nowadays, you’re lucky if there are 20. It used to take two days to see them all and now, it takes less than two hours to talk to each one.
I’m not complaining. I went to the huge tanning conventions where they hired The Beach Boys to entertain the crowd! But if I’m being honest, I actually prefer the smaller, more intimate setting of today’s trade shows or salon owner’s cruise versus the old days of the massive conventions.
And when it comes to Facebook, my advice is allot yourself 10-30 minutes a day to review the Tanning Salon Facebook groups’ content and keep yourself in the loop with current industry events.
Spending any more time or getting involved in an argument or debate over how to handle an upset customer (or the one who peed in the tanning room wastebasket) is just not worth your time.
