- Locations: 1
- Years in Business: 10
- Tanning Systems: 9
- Tanning Levels: 5
- Staff: 4
- Distributor: Four Seasons Sales & Service
- Other Services: Body Wraps & Infrared Sauna
A dream, the desire and a little “divine intervention” came together to bring The Beach House Tanning Salon to Bradford, PA.
After the chance spotting of an empty storefront in a busy shopping plaza, Lori Kincaid said, “That would be a good place to open a tanning salon.” Acting on that instinct, the avid indoor tanner was soon able to add “business owner” to her already-diverse résumé while also bringing an upscale, full-service salon to Bradford. After six months of planning and renovation, she opened The Beach House Tanning Salon in December 2002, and the community responded favorably. Today, Lori enjoys her business success and the many diverse clients who help keep it that way, yet she has no plans to open another Beach House. She’d rather help other people open their own…
First, a Sign…
A little more than 10 years ago, Lori Kincaid was the director of admissions at a local college, and she enjoyed tanning at a local salon a few times a month. “One day, I drove to the Wal Mart supercenter in Bradford and I noticed an empty storefront in the shopping plaza,” said Lori. “I suddenly thought, ‘That would be a good place for a tanning salon,’ and the idea intrigued me. I sometimes joke and call it ‘divine intervention,’ but I think that’s a somewhat accurate way to describe it.” After six months of contacting the landlord, putting a business plan together and meeting with her banker, she opened The Beach House doors in December 2002. “About three weeks after we opened, I was taking deposits to the bank when it hit me that I was in this for the long haul!” she laughed.
…Then, a Salon
Lori knew she was a stranger to Bradford but she opened her salon there, anyway. “I lived almost an hour away, so I didn’t know anyone,” she said. “Not only did I have to overcome the learning curve of owning and operating a tanning salon, I also needed to introduce my business and myself to the community. The first thing I did was hire the best staff I could find, then I advertised heavily in the local newspaper and radio station to help get the word out.” After her first four years in business, things got so busy that Lori was able to leave her job as the director of admissions to concentrate on the salon full time. Today, it serves an average of 200 people per day during peak months, and about 50 per day during the rest of the year.
With a name like The Beach House, it would be expected that the 1,700 square-foot salon would be decorated with bright colors and a beach theme. Instead, the ambiance is relaxing and spa-like, created by warm tones of brown and red. There are nine tanning units – four SunDash 232, one SunDash 332 Pro, an Ergoline Ambition 250, an Ergoline Passion 40/3, a SunCapsule SuperCyclone booth, and an Ergoline Affinity 800 – and an infrared sauna. The Beach House sells lotions by Australian Gold, California Tan, Designer Skin and Devoted Creations, and operates with Sun Lync software. “As an independent sales rep for It Works®, we also sell take-home body wraps and nutritional supplements,” Lori said. “They’re amazing products, that really complement our services, and they go a long way in supplementing our income during slower times.”
Get Creative!
After placing local newspaper and radio ads, Lori says she prefers to promote The Beach House more directly. “We direct mail our latest specials on postcards, offering a free tan in any unit,” she said. “This promotion is very easy to run and easy to track.” She also utilizes Facebook and Twitter to get the word out about The Beach House’s latest specials. “Whenever we get a new tanning lotion or unit, I incorporate its name and images into a message that we send out to get people interested,” she said. “We’ve found that the more creative you are in your overall message, the more successful it will be in the long run.”
Inspired & Inspiring
While some salon owners are working toward opening their second, third or even fourth facilities, Lori is happy to keep The Beach House a one-store operation. These days, she balances her time between her family, the salon and her It Works® home business, while also drawing inspiration and motivation from her children – daughter, Sammy (21) and son, Max (11). “My father, Stan Piechota, was also a very big influence on me,” she said. “He worked his way up to the position of vice president of a local company, and I’ve always admired his work ethic and how his efforts brought him success. He definitely inspired me to become a business owner.”
For Lori, the joys of tanning salon ownership have renewed her appreciation for the joys that come with being part of a community. “There are so many things I love about this job; but, if I had to pick just one, it would definitely be our clients,” she said. “I’ve met so many wonderful people, many of whom have become my close friends, and that makes me feel good. It’s also great to be connected to the larger community of the tanning industry, where I continue to meet so many amazing people. I love it here!”