More speakers, more products, more training and more fun … when Four Seasons Sales & Service asks people to “expect more” from their 2013 FS Expo, they’re not kidding!
Tanning industry expos held in the fall have one distinct purpose – to give salon owners and their staff everything they need to succeed in the upcoming peak season. By providing access to all the new products from industry manufacturers, as well as dynamic speaker presentations and educational opportunities, attendees leave a fall trade event prepared and energized for the busiest time of the year. The 2013 FS Expo in St. Louis, MO will be the (pronounced “thee”) fall show to attend because it offers the things salon owners need most – the information and training needed to help them maximize their revenue-earning potential!
The time was right for Four Seasons to host the industry’s fall show and St. Louis is the place, says Ed Jerger, Four Seasons Executive Chairman. “We wanted to start the tanning season early,” Jerger said, “because everyone in our industry, from manufacturer to salon owner, will benefit from that. We chose St. Louis because it’s probably the most centralized city in the U.S., and we wanted to give everyone an equal chance to attend. Our shows have always drawn a big crowd – for example, we had a record 1,200 salon personnel attend our most recent event in North Carolina, and we have a feeling that this Expo will be no exception. I’m looking forward to saying ‘Hello’ to everyone in St. Louis!”
New products – they’re some of the biggest reasons tanning salon pros attend industry events in the fall. Since the FS Expo is open to ALL the industry’s manufacturers featuring products and services in the Four Seasons catalog, those exhibiting will offer an exciting array of new products to see, touch and feel… just in time to get a head start on the upcoming season!
Team Devoted Creations can’t wait to unveil the lotion maker’s 2014 line at the FS Expo, and company President Lewis Henry says many salon owners will be excited about this, too. “This year, we received a lot of requests for bronzing products without a cosmetic bronzer,” he said, “as well as suggestions for lotions in the $55-$75 range. Since our salon clients are the ones selling our products to tanners each day, their input is extremely important. Our team worked hard to deliver products that meet their expectations and our own, and we can’t wait to show them off in St. Louis.” The lovely ladies of Devoted Creations’ training team will present educational sessions on product introduction and sales and marketing tips during the Expo. “We encourage everyone to stop by and learn more about how to increase product sales!” Lewis added.
Tanning equipment giant JK-North America is proud to support the FS Expo in St. Louis, and everyone at the company is looking forward to meeting with salon pros in St. Louis both on and off the show floor. “We believe it’s important for salon owners to be ready for the tanning season early,” said Nina Neuschuetz JK-North America Director of Marketing. “Four Seasons picked a great date and location to provide education and motivation for the 2014 season, and we’re looking forward to exhibiting an impressive tanning unit line-up at this show. With their in-depth knowledge and experience, the successful sales teams of both Four Seasons and Tan Marketing will be available to assist salon owners. It’s a can’t-miss event!”
New Sunshine plans to introduce 43 new products from its popular Australian Gold, California Tan, Designer Skin and Swedish Beauty brands, including new products in the popular JWOWW and Kardashian lines. With at least 30,000 man-hours put in by New Sunshine’s branding and creative teams, the lotion maker’s launches were on track for both the company and the FS Expo, says Tracy Ring, New Sunshine Vice President of U.S. Sales. “Each lotion brand has its own manager, creative team and chemist in order to ensure each has a distinct identity,” Tracy explained. “These folks spend many, many months preparing for our launch each year, from product concepts, to names, fragrances, designs and everything else that goes into producing the top-quality products for which New Sunshine is known. We’re very excited to be a part of the Expo and look forward to introducing salon pros to everything we have to offer.”
Texas-based lotion maker Supre Tan is thrilled about their many new products debuting at the FS Expo, including four new lotions in the popular Snooki line. “We’re excited to be a part of the FS Expo in October,” said Maggie Curran, Supre Tan Director of Sales. “It’s a great opportunity to meet with salon owners to talk about our new products, and get everyone excited about the new season. As far as what we are launching, we do have several new product families that will be making their big debut. We also have some fun new additions to some of our most popular collections, including our Sweet & Sexy line.”
To make its first official fall show an unforgettable one, the staff at Four Seasons has assembled a stellar cast of keynote speakers. Combining education and motivation, these presenters will have much to share with everyone who attends, and their inspiring presentations will no doubt set the tone for what will be an exciting tanning trade event!
Since salon pros sell tanning lotions and other products to generate revenue, indoor tanning is by definition a retail industry. Ready to help salon owners and staff make the most of their sales opportunities is the Expo’s keynote speaker, “The Retail Doctor” Bob Phibbs. “He’s a trusted consultant for many brands, chains, franchises and small businesses, and a popular speaker at some of the largest retail events around the world,” Ed Jerger said. “He’ll share tips and tools for creating amazing displays designed to move product quickly.” In addition to Phibbs, the agenda will feature a special “surprise” guest speaker whose high-energy presentation will focus on building trusting, revenue-producing relationships with staff, partners and clients. “I know everyone will be pleasantly surprised by our special guest speaker, as well as everything else the event has to offer!” Jerger added.
Salon owner Mike Blore has practically built his business on EFT memberships, and has a lot to show for it – his California Sun salon chain based in Sacramento, CA has grown to 30 locations. In his Expo presentation, Blore will give salon owners and staff “the 411” on how to design, implement and execute a successful EFT membership program. “One of the most important keys to success with EFT is limiting your clients’ other options so it makes the EFT your most attractive and affordable offer,” Blore said. “This is one of the best strategies for selling more memberships, and I also plan to share several strategies salons can utilize to retain current members. EFT memberships are one of the best ways to build a salon’s business in today’s economy, and I encourage everyone planning to be at the Expo to attend this presentation.”
Because the U.S. Food and Drug Administration’s proposed reclassification of tanning equipment and sunlamps is the biggest thing this industry is facing, the Indoor Tanning Association plans to talk about it. “On behalf of the industry, we submitted comments to the record in connection with this issue, including a detailed critique of the scientific papers upon which the FDA has based its proposed reclassification,” said John Overstreet, ITA Executive Director. “A member of the ITA will be at the Expo to host a presentation for everyone who’s wondering about this issue and how it might affect the way they do business.”
In addition to dynamic speaker presentations, the Expo will also feature a Panel Discussion. This popular event allows attendees to ask questions of a group of salon owners and industry veterans who are willing to share their sun biz knowledge and expertise. Panel discussions are already a big part of Four Seasons’ regional symposium circuit, and the one scheduled for this Expo will offer a powerhouse of valuable information that all salon pros – rookies and veterans – will find valuable. While the folks at Four Seasons are busy firming up commitments from industry veterans to serve as moderator and panelists, it should be expected that the distribution giant will draw some big names for this important event.
Training & Certification
Starting the season early means training yourself and your staff early, and the Expo will provide some amazing opportunities for achieving that. After all, the folks at Four Seasons have long recognized the value of education, and chose two popular and recognizable organizations to highlight the training available at their event.
Whether you’re in a state that requires salon operator certification or not, having a staff that’s certified speaks to the level of professionalism of your business. To help every tanning salon operator become a certified tanning tradesperson, Sun Is Life® – ist Magazine’s training and certification program – will offer its Tanning Operator Certification course at the Expo. “Students will learn the basic skills needed by all tanning operators in the country,” said Professor Tony Brown, Sun Is Life Director. “This course will be taught classroom style with a proctored exam immediately following, and is designed to provide factual info that allows students to meet their state’s requirements for tanning salon operator training. We’re looking forward to showing Expo attendees what the Sun Is Life difference is all about!”
Hosted by the sunless experts at Norvell Skin Solutions, Norvell University’s Basic and Master certification programs will be Expo highlights. “The Basic program explores proper spray-tanning techniques, skincare fundamentals and the steps required to achieve the very best just-off-the-beach glow,” said Brandon Cardinal, Norvell Vice President of Sales & Marketing. “The Master program is a hands-on course designed to increase sunless knowledge, enhance skills and build a spray-tan career by providing you the opportunity to teach others to master their craft! Whether you want to increase your spray-tanning business or teach this art to others, we’ll be looking forward to meeting you in St. Louis!”
And a Whole Lotta Fun!
While the FS Expo will offer attendees much valuable business-building and networking options, they’ll also have a great time while in St. Louis. The event’s sponsors and the city itself offer many exciting ways to blow off some steam so show-goers can return to the exhibit floor with smiles on their faces.
An industry leader in tanning distribution, Four Seasons plans to provide many awesome prizes at its event. With so many giveaways happening in one place, everyone’s chances of becoming a prizewinner at the FS Expo automatically increase. So who knows? Even you – yeah you, the one who says “I never win anything” – will definitely return home from St. Louis with knowledge and education you need to succeed, and you could come home with some awesome stuff, too!
Originally founded in 1764 as a French fur-trading village, St. Louis is now a city loaded with a variety of diverse attractions, which is one of the reasons that Team Four Seasons chose the venue. “Whenever someone is visiting St. Louis, they have to see the Gateway Arch,” said Donna Andrews, St. Louis Convention & Visitors Bureau Director of Public Relations. “The 630-foot structure is the tallest man-made monument in America, and the observation windows at the top offer a beautiful view of the city’s skyline. We recommend visiting the museum underneath the Arch to see many exciting exhibits and movies about St. Louis history, and we also suggest taking the 45-minute narrated paddleboat cruise on the mighty Mississippi River.”
Whether it’s night or day, St. Louis has much to offer visitors in search of interesting and unique experiences. When the sun is up, Andrews recommends visiting Forest Park. “It’s known as the “Heart of St. Louis” and features a variety of attractions,” she said. “There’s the St. Louis Zoo, Saint Louis Art Museum, the Missouri History Museum and the St. Louis Science Center, and best of all, they’re all free to enjoy. For those who love the nightlife, the Soulard neighborhood in downtown St. Louis features many popular restaurants, bars and blues-music venues, such as BB’s Jazz, Blues and Soups, Broadway Oyster Bar, 1849 and The Grizzly Bear, just to name a few.”
With a jam-packed agenda, the show is an amazing value, so the time to register is now! With everything it has to offer, it should come as no surprise that hundreds of salon pros have already pre-registered for this industry-changing event. That said, there’s still plenty of time to join in all the excitement. Early Bird registration is $34.95 – 30 percent off the regular price of $49.95. Sun Is Life Certification is $39.95, and Norvell University’s Basic and Intermediate Certification courses are $25 each, and the Masters Certification is $149. Salon pros interested in becoming a part of tanning industry history can register online at fstanning.com, or by calling 800.325.2769.
A 14-year industry veteran, John "Ribby" Ribner has written hundreds of
articles for IST Magazine and, as Director of Editorial Content, has also
helped guide the publication's evolution. Ribby is a graduate of Central
Michigan University's journalism program and has brought many years of newspaper reporting experience to his position of Head Writer. He is also the author of three novels, "Legacy of the Bear," "Prophecy of the Bear" and "World So Dark."
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