This month’s Salon of Distinction is a two-store chain that operates in central Florida. Salon Owner Christina Liberatore has been training members of her team with the online version of Sun is Life® Salon Operator Training & Certification, which she feels gets her staff prepared to provide responsible tanning options and professional service for their salon guests. Christina requires her staff to complete the training program before they can work “solo” in the salons. We asked her a few questions about her business and future goals for Baja Heat.
SB: How did you get started in the tanning business?
CL: For as long as I can remember, I have been drawn to sunny beaches where tanning was a pleasurable experience. Thus, after working at various businesses where I gained valuable experience, I decided to become “my own boss” and do something I love! In April 2017, I opened my first salon in Winter Haven, which is a small town in central Florida that attracts many tourists during the winter. My priorities included offering a clean, modern space for my guests, the best equipment I could afford, and a qualified staff. At first, the business was touch-and-go with unexpected costs and repairs for the salon, as well as staff turnover and a slow build-up of clientele. However, things stabilized over time and my clientele gradually increased, which allowed me to open a second facility in nearby Lakeland, FL in August 2019.
SB: What challenges have you faced as a salon owner?
CL: One of my biggest challenges is finding employees who will consider working at a tanning salon as long-term employment. Many of my staff are bright, young women going through transitions in their lives, such as attending college or waiting for a job opening that would provide higher income. This is very understandable, but it often makes it difficult because I spend much time recruiting and training their replacements. Also, I strongly encourage a teamwork environment, in which my staff work together to make the salon run smoothly and efficiently. Thus, when someone leaves, it takes a while to rebuild that teamwork environment. More recently, inflation has become a big challenge with the rising costs of rent and supplies, and therefore a loss of profit.
(L-R) The well-trained Winter Haven staff includes Mackenzie, Alisyn & Marianna.
SB: What do you feel sets your salon apart from your competitors?
CL: Our high standards for customer service are what sets us apart from other salons. We are dedicated to providing each guest with the ultimate tanning experience. In order to do this, we have a staff that is well-trained to personalize each tanner’s session and provide them with excellent service. Our staff takes the time to learn what the guest’s tanning needs and goals are and answer all their questions. In addition, we offer the most advanced tanning equipment available. For example, our Lakeland salon now offers hybrid sessions that combine Red Light, Blue Light and UV – the Ergoline Total Light Technology bed. In addition, we maintain a modern, super-clean space for our guests to relax and enjoy their tanning experience.
SB: How would you describe the atmosphere at your salon?
CL: Our guests find Baja Heat to be a professional, friendly, clean and comfortable place to tan. The team strives to make them feel welcome and comfortable as soon as they walk into the salon. Their training helps them make sure the guests are offered the best tanning options available according to their individual needs.
Ready to provide exceptional service at the Lakeland Baja Heat salon are (back L-R) Crystal & Christina – Owner, and (front L-R) Ashylnn & Kenzie.
SB: What was your biggest takeaway from the Sun is Life Salon Operator Training?
CL: The Sun is Life course gave me the knowledge I need to provide my guests a beautiful tan according to their tanning preferences and their skin type. It also gave me the confidence to share facts and educate our clientele regarding UVA, UVB and UVC levels used in the tanning beds, the importance of wearing eye protection, and the use of lotions with specific ingredients to promote better results and skincare to make them last. My staff is required to complete this training program – it definitely makes them more professional and prepared to provide our customers with responsible tanning options. Overall, the training provided a good summary of the information that an owner and their staff need to work and succeed in this field.
SB: What are your goals for Baja Heat in the next 1-3 years?
CL: At this point, both my Winter Haven and Lakeland facilities are maxed out – I need more space to accommodate my customers! I would like to begin by relocating my Winter Haven salon to a larger space, and eventually do the same with the Lakeland salon. In addition, I would like to add another location and expand my tanning business throughout central Florida.
Christina, thanks for making IST’s Sun is Life Training part of your success! We wish you all the best!
As ist Magazine’s managing editor, Sherron edits all articles written by staff writers and the publication’s illustrious group of editorial contributors, as well as writing occasional content. She has been with the magazine since its inception in 1997.
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