rooney3

I will check with RAI on the locator issues. I know we just had our zipcode changed from 80920 to 80923, so I don't know if that has anything to do with it, but I'll give them a call today.

We are Sun Spot Atlantis located on Austin Bluffs. Our number is 719 531-6000.

I know salons seem to be having trouble selling the Lumiere. That's unfortunate. But I will tell you that this service takes a 100% absolute committment on the part of salon management, and it takes time to sink this new paradigm in the customers mind.

My experience so far is that Lumiere has a long sales cycle. That's why those e-mails I mentioned are so critical to me. My customers have been listening and learning about the Lumiere since February.

We sold our 16th VIP yesterday and the customer is a prime example of this. She called the store to tell us she was coming in today to sign-up for a VIP. She said "I've been getting Ric's e-mails for months. I've been doing a lot of research on the Lumiere and I'm finally ready to give it a try."

The VIP membership seems to be gaining momentum as we go along now, which is great news as our core tanning business is down by half at this time of year.

When a customer expresses some interest in our VIP we set an appointments for a one-on-one 'consultation', where we go over the benefits of services like Lumiere and answer any questions they may have.

At first because my kids seemed a little too intimidated selling the package, they would set the appointment and Barb (my GM) would do all the consultations. However Barb would have the employee who set the appointment sit in on the consultation, listen and learn. Now the kids have the confidence and the VIP and Lumiere are 'just another service' that they to sell.

One thing I made mandatory (with some initial grumbling from our kids) was to have each of our employees watch EVERY educational video and read EVERY page of information RAI gave us. I did the same. The buy in to successfully sell Lumiere must start at the top of the organization. This service must be actively sold, it will not sell itself. But I believe the payoff is well worth the effort, as we're starting to see now in these offseason dollars that are now coming in.

Right now the $79/mo includes an immediate 'intensive' Lumiere regime in their first 30 days and then once a month maintenance sessions. Per some of the discussions I read on this board earlier in the year, we also offer an additional 'bonus' maintenance session each month as an inducement to the VIP package.

As part of our VIP we also offer the customer his/her choice of unlimited UV tanning at any level, OR once a week use of the Mystic Tan.

VIP's also get 15% off any product in the store.

We have since added two more 'once a week' services to the VIP package:

- 'Relaxation Room' (high end massage lounger in a specially decorated and lighted room, complete with Bose headset and iPod preloaded with 5,000 music selections).

- Hydration Station (scheduled to come on line Sept. 15)

We go out of our way to pamper our VIP's and provide them with embroidered VIP terrycloth robes and slippers so they can move from one service to another without having to continually dress and undress. Now we're in the process of building out a VIP locker room where VIP's can change and securely leave their clothes and valuables.

Barb and my wife have led the way with these little amenities but I must say that customers absolutely love and genuinely appreciate the effort on our part.

It can be done, it just takes a little different mindset. I've set the mandate for my salon to move in a new direction, which as I mentioned I'm calling a 'Sun Spa' to try and reset us in the mind of the consumer.

I want us to become known as not just a UV tanning place, but now a place where we have light therapies and services that have undeniable positive benefits. Lumiere was key in taking that first step.

I know its a debatable strategy but sometimes its a fine line between being on the cutting edge...or the bleeding edge! My ex partner thought so and that's why he's still a traditional tanning salon.

Ric