Business Spotlight: Tanning salon evolving, reaching new customers

Steve and Stephanie Brown don't look like your typical business owners. In fact, most of the time they look like they've just returned from a luau.

Of course, when you own a business like Hawaiian Sun Tanning Company, leis, shirts with tropical prints and sunglasses are standard business attire.

The Browns started Hawaiian Sun in March 1997 after purchasing a tanning salon at 2244 S. Campbell Ave. Although they had never run a tanning salon before, they had accumulated plenty of business experience during the 22 years they owned Brown's Kitchen in Republic.

Before launching their new business, the Browns did their homework. They attended trade shows, and they got information about the latest equipment and tanning products being used.

It quickly became apparent that starting a tanning salon would be an expensive venture. Tanning equipment is costly, and changing technology requires salon owners to upgrade or replace their equipment every three years.

In addition, Springfield already had many tanning salons. If Hawaiian Sun were to succeed, the Browns would have to make their business stand out, so they developed a business plan that focused on providing customers with high-quality service and tanning equipment.

Shortly after purchasing the tanning salon on South Campbell, the Browns began replacing the store's existing tanning beds with new state-of-the-art equipment. Next, they held a series of promotions to attract new customers. They also began advertising Hawaiian Sun's specialty helping customers who have sun-sensitive skin tan without burning.

By January 2000, Hawaiian Sun had more than 3,000 active members and served as many as 340 customers per day, Steve Brown said. Encouraged by their success, the Browns opened a second location in March at 1730 E. Republic Road.

"We're more value-oriented than price-oriented," said Steve Brown. "You can find places that are less expensive, but if you look at the tanning equipment being used and the level of service you're getting, there's no comparison."

Some of the tanning equipment found at Hawaiian Sun, such as the Starship 60 and the Sun Sport, are unique to the area. Customers who use the Starship 60 tan sweat-free, thanks to a 15 mph air shower that blows through the floor grid of the stand-up tanning booth. The booth also has high-power tanning lamps, which helps customers tan more quickly.

The Sun Sport allows customers to tan while lying down. This tanning bed contains high-pressure lamps, which helps promote a deeper tan. Like the Starship 60, the Sun Sport has a built-in fan for sweat-free tanning and is more spacious than the average tanning bed. The lid on the tanning bed also raises and lowers automatically, and an electronic voice reminds clients to flip over halfway through their session.

Every piece of tanning equipment is wiped down thoroughly with disinfectant after each use, according to Stephanie Brown. In fact, cleanliness is a top priority at both salons, and customers are required to bring or purchase their own pair of tanning goggles to prevent the spread of germs.

Hawaiian Sun is a member of the Smart Tan Network, which promotes high standards of excellence and education in the indoor tanning industry. All of the employees at Hawaiian Sun have been certified by the Smart Tan Network. The certification program teaches employees how ultraviolet light rays are used in indoor tanning, and how to recognize different skin types.

In fact, before a new client can tan, they must first fill out a questionnaire that helps the employee determine the client's skin type. Customers also are asked to list the names of any medications they're taking, since some prescription drugs make the skin more photosensitive.

After examining the questionnaire, an employee will recommend a tanning package and exposure schedule. Clients also can choose to buy one of several indoor tanning lotions, which work quite differently than outdoor tanning lotions, and help enhance the tanning process, according to the Browns.

"Everyone has different reasons for wanting to get a tan," Steve Brown said. "When you have a tan, you look better, you feel better, and you have better self-esteem. We attract a lot of clients who are hard to tan or who are tanning for an event, such as the prom or an upcoming vacation."

In addition, tanning has been shown to help those who suffer from seasonal affective disorder (SAD) and Vitamin D deficiencies. Tanning indoors also eliminates environmental variables, such water and altitude, which increase the risk of sunburn. The Browns said they spent a lot of time countering stories in the media that discourage people from tanning.

Currently, Hawaiian Sun employs 15 people at its two locations. Jennie Megown is the store manager at Hawaiian Sun on Republic Road while Denise Geren manages the South Campbell store.

Each store competes against the other for the highest total sales, and employees at the winning store are recognized and rewarded. According to the Browns, holding contests keeps things interesting and boosts sales, particularly from July to December when sales decrease.

"If you're going to start tanning outside, come in here first," Steve Brown said. "There's no need to suffer through that first sunburn of summer. We have tanning packages and equipment that will allow you to tan without burning."

Hawaiian Sun Tanning CompanyYear founded: 1997

Owner's name: Hawaiian Sun Tanning Company Inc.

Address and phone number: 2244 S. Campbell, 881-8267 and 1730 E. Republic Road, 882-7786.