smart Tan Magazine is the leading source of information for indoor tanning salons, covering everything from the newest tanning technology, Vitamin D and the lastes tanning lotions to detailed ways to improve your salon's success.
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FEATURE as the centrifuge for salon success stories. In businesses of all shapes and sizes, PC Tan equipment and support is making the difference between hanging in there and hanging ten on the wave of success. THE ARCHETYPE OF SUCCESS Since the 1980s, indoor tanning equipment has evolved from simple, 24-lamp beds into the luxurious spa-like tanning machines we see today. In addition to a great tan, customers can get misted, fanned, listen to their choice of music and even enjoy some aromatherapy. "Our philosophy used to be that 50 percent of our beds were entry level. Now, we only have about fve in a 20-bed salon, leaving more room for upgrade beds. Every time we buy more, they fll up." Dennis McCormick, Malibu Tan Just like in the beauty, fashion and electronics markets, we see that consumers are incorporating top-of-the-line technology and luxury into their every day lives. The indoor tanning industry is responding to these changes with a shift in the basic equipment mix of salons. Instead of having a fleet of entry-level beds and limited upgrade options, the most successful salons in all markets are demonstrating the importance of a more balanced approach to equipment, placing more emphasis on a well-rounded offering of feature-rich upgrade sunbeds. "Our philosophy used to be that 50 percent of our beds were entry level. Now, we only have about five in a 20-bed salon, leaving more room for upgrade beds. Every time we buy more, they fill up," says Dennis McCormick, owner of the Malibu Tan chain in Michigan, Indiana, Ohio and Montana. "Good operators understand that as you supply better equipment, the demand for it rises. If you're doing it right, most of your business comes from levels three, four and five in your equipment lineup." In addition to creating more demand for the bells and whistles on these new machines, consumers are more educated about the businesses they patronize. They want to see that the money they give salons is being used to improve the business in ways they can see and enjoy – the pinnacle of these investments being in the new technology and comfort that top brands like uwe, KBL and Sportarredo have to offer. Upon installation of new PC Tan equipment, customer engagement is reported to spike, leading many salons to introduce a new piece of equipment every few years. "Having new equipment makes a major difference. Once people start tanning in those upper level beds you find you need more of them. It seems like every year I'm putting in another Lotus or Silver Bullet. They are the new industry standard," says Ron Gustafson, owner of Classic Tan, an eight-location salon in Iowa. "We recommend that salon owners put in something new every couple of years," says PC Tan Vice President of Sales Paul Manke. "Customers like to see salon owners reinvesting in the salon. Just like salon owners get excited when we get something new in our lineup, your customers want something new and improved every so often. If you don't stay on top of things, I guarantee there is money in their pocket you're not getting." GET MORE THAN YOU PAY FOR When you do make the decision to update your equipment, not all beds are created equal. PC Tan knows that true quality endures the hype of something new and creates longlasting interest through structural integrity and true convenience. When you invest in a piece of their equipment, you get more than a sunbed: You get innovation, reliability and piece of mind. With the sophisticated, yet user-friendly German engineering of uwe and KBL sunbeds, salon owners enjoy equipment that is easy to maintain and built to last. "When someone new to the tanning industry asks me how often these sunbeds need to be replaced, I just laugh," says Manke. "They don't wear out! uwe and KBL are the most innovative manufacturers in the world. The fit and finish of these beds make them like the BMW or Mercedes of tanning." Even though they include a myriad of extra features, the KBL and uwe beds are actually easier than ever to clean and maintain. Spring lift systems and easy access acrylics make it effortless to deep clean these beds so they look newer, longer. Simplistic electronic ballasts SmartTan.com ❘ SMART TAN MAGAZINE ❘ 52