Devoted Creations 5-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, plus 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.
Beginning with the April issue, IST Magazine and Devoted Creations will feature a new 5-Star Diamond Salon operator every month, allowing them to share their stories and have some well-deserved time in the national “spotlight.”
This month, the DC 5-Star Diamond Spotlight shines on House of Tans, located in Tampa, FL and co-owned by Mark and Kelli Lookabough.
IST: When did you open your first location – and how many do you have now?
Mark & Kelli: We opened our first facility in April 2009 and now have five fantastic salons!
IST: What motivated you to enter the industry?
Kelli: I always loved tanning, and was a frequent tanner. I often discussed opening a tanning salon with Mark, who was my fiancé at the time. When the opportunity to purchase an existing salon presented itself, we did our homework and jumped into the business.
IST: What separates House of Tans from other salons?
Mark & Kelli: To keep our salons fresh and up-to-date, we try to add 2-3 new pieces of equipment (UV, spa or spray) every year. We strive to provide great customer service, leading-edge equipment and great pricing.
We also focus on our EFT memberships – they have been a huge factor in our success. They provide our tanners with a great value and helps generate steady monthly revenue.
IST: What are some of your best-selling DC lotions?
Kelli: We carry a wide variety of DC products with Matte Black, DC Glow, and Yes Way Rosé being among the most popular.
IST: What qualities do you look for in lotion and skin care products?
Kelli: I look for top quality ingredients that will help our tanners to achieve their best results. The product must also have attractive packaging and subtle, appealing fragrances.
IST: What’s the typical equipment mix for House of Tans salons?
Kelli: Our average salon offers ten UV-tanning systems, plus custom and automated spray-tanning.
IST: Tell me about your experiences working with Devoted Creations and what makes them special?
Mark & Kelli: We have been working with Devoted Creations for over seven years, and they have been amazing! They always go above and beyond, from professional product and sales training to helping with our in-store promotions. They are always available to help if anyone on our team has any questions and they are extremely generous in providing promotional products for our special events.
If I ever need anything, they are quick to respond – and that includes Lewis Henry, the President of Devoted Creations!
The training provided by Lisa and Kandra have given us the product knowledge our team needs to help dramatically boost sales in all of our salons. Those girls are amazing and just full of energy! Devoted Creations truly cares about this industry and they are a great company to partner with.
IST: What is it about the House of Tans experience that makes the biggest impression on tanners?
Mark: I believe that we are most noted for our enthusiastic staff that welcomes every customer with a big smile, a wide variety of great equipment and a spotlessly clean salon!
IST: What are some of your plans for the future?
Mark & Kelli: We plan to add new spa services to the menu at our existing facilities and continue to expand our business with more locations.
From everyone at IST Magazine and Devoted Creations, congratulations to Mark and Kelli Lookabough for a job well-done!
For more info on the 5-Star Diamond Program, call 800.488.5524 or visit devotedcreations.com
Jerry Deveney is the President of SunForce Marketing, Inc. He has been actively involved in the tanning, spa, wellness and fitness industries for more than 30 years. His company provides business analysis and consulting services in the areas of sales, marketing and operations. Jerry has worked in almost every industry sector including salon management, equipment manufacturing and distribution, new product development, regulatory affairs, and sales & marketing.
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