ist magazine July 2021

From the Publisher

Staying Positive

Publisher Vince Lorraine Editor In Chief Vince Lorraine Managing Editor Sherron Barden Assistant Editor Peter Hinterman Editorial Advisory Sherron Barden

Dear Readers, For the tanning industry, July is typically the start of “JASON” – the months of July - November when many salons experience the summer slowdown. Of course, there are a couple of different ways to look at it, depending on your situation. Maybe you’ll consider this the time to go with the flow and relax a bit, take a vacation – especially after the crazy roller coaster ride we’ve all been on. Or, perhaps you dive into making some cosmetic improvements or equipment upgrades. Tanners at my salons were so ready to get back into their regular sessions, we had a gangbuster spring! If you’ve been reading your spring IST issues, you may have gleaned some ideas for keeping tanners active at your facility through the summer season. This month, “Notes from the Road” (p.36) is another article offering ways to keep your current clientele engaged with your business – such as creating added value for tanning packages with products and services, or enhancing your social media and text marketing to stay connected. Implementing just one of these tips could make a significant difference in your bottom line this summer. We get constant comments on our variety of content, including the features written by business experts from around the country. Sure, we need articles about the tanning industry, salon operation and how to sell products (our monthly contributors are GREAT); but a tanning business is the same as any other in many respects. For instance, many small business owners will admit to being a “micromanager” – I was guilty of this for a couple of decades before I was able to relinquish some control. Check out “The Micromanager’s Recovery Guide” on p.44, and three other articles that offer a big helping of food for thought. As we ease into JASON, I hope you’re like me – counting your blessings and staying positive about the future of our industry.

Staff Writer Joe Schuster

Graphic Designer Brett LaCross

Graphic Designer/ Web Developer Jonathan Boedecker

Accounting/Circulation Kim Davis

Account Executive

Vincent Turchi

Contributing Writers Grant Cardone Melissa Damiani

Jerry Deveney Victoria Eckert Brenda Fishbaugh Gary Lipman David McFarland Lisa Saavedra

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July 2021

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