Devoted Creations’ Five-Star Diamond Program has been a huge success with salons throughout the world. Features include on-location sales and product training by DC’s team of experienced professionals including Lisa Parsons and Kandra Covert, a generous Welcome Kit and lucrative cash-back rebates.
The program creates a win-win scenario for all, as everyone – including salon guests – can enjoy great specials on many of the industry’s best selling products.
To highlight the program and its member salons, Devoted Creations and IST Magazine created an exciting new platform for them to share their stories and enjoy some well-deserved, national attention.
This month, Devoted Creations Five Star Diamond Spotlight shines on The Beach House Tanning Salon located in Bradford, PA. I asked the owner, Lori VanDeWall, to share her thoughts on the industry and her path to success.
LORI: I always knew that I wanted to be an entrepreneur. I’ve had a passion for business since I was very young and would go to work with my dad, who worked his way up the corporate ladder to be vice president at the company he worked for.
In the summer of 2002, I was shopping in a nearby town and noticed a space available for lease. From that point, I call it divine intervention, as the idea of opening a tanning salon became prevalent in my mind. I wrote a business plan and just six months later, I opened the salon and became an entrepreneur.
LORI: I truly believe the way our staff makes our customers feel like family is what they love most. I’m blessed with an amazing team, and they are the heartbeat of the business. We take time to get to know the customers and we’re interested in them as people. Although we offer a luxurious tanning experience, I believe that level of camaraderie is what keeps them loyal to us.
LORI: The people and the atmosphere are great, but I enjoy the challenge. I opened my salon in a town where I didn’t know anyone at all. Over the years, I built it into a successful business. Dedication to meeting and exceeding salon goals, creating new promotions that customers will be attracted to and motivating my team are all things that keep it exciting for me. I love that my team takes pride and ownership in our success.
LORI: I believe it’s our dedication and commitment to not only our client’s tanning experience and our level of service, but also our equipment and salon décor. Upgrading equipment and redecorating every couple of years keeps it new and inviting. We receive excellent feedback when we add new equipment, get a new furniture piece, or even simply change the paint color of the salon.
LORI: Devoted Creations has become our favorite brand! The unique names, the packaging, fragrances and of course, the product itself is what makes it attractive to us. Lisa Parsons and Kandra Covert represent the brand in such a remarkable way that we want to be a part of it! Kandra visited our salon for employee training, which was extremely beneficial to my team. I believe our clients love that the products are more than just a tanning lotion, but actual skincare. Our best sellers this year are “Woke Up Like This,” “Camo Queen” and “Yes Way Rosé.” In addition to the fall product launch, Devoted Creations also introduces a few new products during busy season. This gives my staff something to get excited about mid-season and they share that enthusiasm with our tanners.
LORI: We offer five levels of UV tanning. Our best-selling package is our Salon Tour Package, which we created a few years ago to expose our tanners to all the tanning levels and to entice them to upgrade to higher performance equipment. In the membership category, our One Month Unlimited is most popular. We frequently offer this with free upgrades for the first week of the membership. Of course, tanners fall in love with levels 2-5, which in turn creates upgrade revenue throughout the month and a better tan for
LORI: One of our most successful was our March Madness event. For this occasion, we turned off the salon lighting except for small night lights in the tanning rooms. We had a DJ on site complete with club music and lighting. Food and beverages, free tanning and exclusive deals on packages, memberships and lotions were the focal point of the event. We even extended our hours until midnight. It was a huge success! The salon was full to capacity and our tanners had a fantastic time.
LORI: I plan to continue doing what we’ve done for the last 15 years – provide a five-star experience in a luxurious environment. Maintaining positive customer relationships is the key element in a successful business. Attending trade shows to network with industry professionals, learn about new equipment and services, and expand my industry knowledge is also part of future planning. Recently, I’ve contemplated expanding to a second location in a nearby city, and I’m currently in the research stage. I would be interested in becoming more involved with the tanning industry itself in some capacity. I’m passionate about tanning and blessed to have such an amazing team and loyal customer base. I am one of the fortunate people who get to do what they love for a living!
About the Author:
Jerry Deveney is Director of Business Development for IST Magazine. With more than 30 years of hands-on experience working with tanning salons, beauty salons, health clubs and spas, he has helped thousands of people own and operate successful businesses. His extensive market research became the foundation for thousands of business plans and inspired his book, Sun Business.
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