ist magazine August 2022

RUNNING THE SHOW AT COASTA’ TANNING RESORT ARE (L-R) DAVID COLLINS, COO; JOHN DiLORETO, CEO AND MO MAKKANI, CFO

CO-OWNERS ■ Mo Makkani

■ John DiLoreto ■ David Collins NUMBER OF STORES ■ 9 YEARS IN BUSINESS ■ 30+ (as Sun City Tanning) STAFF ■ 70+ across 9 facilities UV TANNING UNITS ■ 100+ OTHER SERVICES ■ Hybrid Tanning Systems, ThermiSmooth Skin-smoothing, VersaSpa Sunless, Custom Airbrush Tans, Cocoon Wellness Pods, POLY Red-Light Therapy, Massage Chairs LOTION BRANDS ■ New Sunshine Exclusive BEST-SELLING LOTIONS ■ Designer Skin Triple Threat, 16 Karat Rose Gold and SuperNova MOST POPULAR TANNING PACKAGE ■ All Access SOFTWARE ■ Tan-Link TRAINING ■ Sun is Life® Certification ■ New Sunshine Product Training ■ Tan-Link Training

or manager. It covers best business practices, customer service and how to professionally represent our business to the public. IST: Though you’re not new to business ownership, what has been your biggest challenge as a relatively new salon owner? MM: Not surprising to any owners who have spent at least one full year in the tanning business, the “seasonal lows” or downturn in tanner traffic are more than just notable challenges. We were determined to implement a business strategy and offer additional services that would help our stores drive revenue during the fall and winter months. We have seen revenue grow substantially comparing the same months year-over-year! IST: Social media or website: which has the bigger influence for marketing purposes?

MM: While social media certainly is a major contributor to our brand awareness and lead generation, our website is (currently) a bigger influencer. We have some strong call to-action click-throughs on our website that have created tremendous results. Investing in SEO and lead conversions using your website as the gateway pays big dividends! We generate thousands of leads annually with good conversion rates at the store level. IST: What are your goals for Coastá Tanning Resort in the next 1-3 years? MM: A big part of the next phase is the coaching, mentoring and teaching across the business levels – to be able to mentor our current staff and just interact with guests. The plan is to acquire a couple more “homerun” locations locally for the corporate office and continue to grow the franchise side to bring Coastá “coast to coast!” ■

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