WES AND TASHA WILLIAMS, CO-OWNERS
IST: When did you open your first salon and what was your motivation to do so?
Tasha: We opened in March 2008 and are celebrating ten years in business! Wes was working at a steel company and JK/Sun Ergoline (the equipment manufacturer) was a customer of his. JK held a vendor meeting to showcase their company – from software to equipment and marketing. We thought it seemed like an exciting business, and JK made the initial setup really easy. There was an area in Jonesboro, AR that we thought was very under-served as far as tanning, and the rest is history.
IST: What do your customers like the most about Vegas Tan?
Tasha: We provide a great overall experience. Including great locations, the best equipment, great customer service, clean stores and flexible hours of operation.
IST: What do you enjoy the most about the business?
Tasha: We enjoy the relationships we build with our customers. We’re big on knowing them by name and meeting their needs. Many have been with us since the very beginning.
It’s fun to see them in town, outside of our salons, and to be able to have a conversation about things other than just the business. Also, our staff is mostly high school and college-age. They’re like our kids and an extension of our family. We love maintaining relationships with them long after they are done working for us. We enjoy seeing them graduate, get engaged and married, and have babies!
IST: What separates Vegas Tan Company from competitors?
WES: We are a local, family-owned business. We work in our stores and have daily interaction with our customers and staff. We pay attention to details, offer great customer service, and we’re always looking for ways to upgrade and improve our business.
IST: What are some of your best-selling lotions? What is it that tanners like most about them?
Tasha: It’s hard to name our best-sellers – there are so many! We have a “featured lotion” every month, so we are constantly training our staff and customers on our great Devoted Creations products.
IST: How many levels of UV tanning do you offer and what are your best-selling packages?
WES: We offer four UV tanning levels and sell three levels of VIP memberships (EFTs). We aim for a good, better, and best mentality. Our All Access VIP Membership includes unlimited tanning in all equipment levels and unlimited spray-tans. It’s definitely the biggest bang for the buck.
IST: What are some of your most successful sales promotions?
Tasha: Our Anniversary Specials. Customers can join our VIP (EFT) Membership programs and only pay $10 for the first month, regardless of which level they choose. It’s a great deal for the customers and helps to build our EFT base.
IST: What are your plans for the future?
Tasha & Wes: We will continue to provide great customer service in the industry that we know and love. And we are constantly looking at business opportunities, whether that is through new locations or acquisitions.
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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