| “I am going for the ‘Oh, wow,’ from the moment they walk in the door,” says Thorpe, who opened WellingTAN nearly two years ago. “You know that ‘tan’ smell? We don’t have that. We have a plethora of candles burning, patchouli in the potpourri, coconut - it smells kinda like one of those old head shops,” jokes Thorpe, who originally spent many years playing in a band. The look is rich, with dark woods and country club like decor.
Starting Out at a Trot
Several years ago, after a career in music, Thorpe moved to Florida and went to work for a cellular phone company. “I did pretty well, but after 11 years, and after September 11, I got totally burnt out on corporate America,” says Thorpe. “My buddy from Toronto [who owns a tanning salon] said ‘Dave, why don’t you get into the tanning business?’”
With mostly negative tanning salon stereotypes in his head, Thorpe didn’t think tanning was the right business for him. But he didn’t dismiss the idea completely. After considerable research and soul-searching when Thorpe found a 1500-square foot vacant storefront next to a very successful gym, he figured it was karma.
He spent the next year renovating the space. “I wanted real granite, crown molding, faux finishes... I wanted to do this so beyond,” says the exuberant Thorpe. “I ended up with horseshoes on each door, horses [accessories] in each room, black toilets... we call our restrooms ‘vanities,’ the customers ‘clients,’ and the salon a ‘studio’ - it’s sort of just raising the bar.” He also raised the ceiling to 14 feet and painted it dark blue. He chose a rich red for the walls, fitted all the countertops with a blue pearl granite and added crown molding for a finishing touch.
In January 2002, WellingTAN opened its doors. Soon after, readers of a local community newspaper voted WellingTAN the “best of the West.” The designation stuck. Readers gave WellingTAN the distinction of best tanning salon in the western communities in both 2003 and 2004.
High Caliber Service
The Wellington community empties out in the summer, but late November through April brings Europeans on “holiday” as well as area families into WellingTAN. Thorpe’s database numbers at 5,000 clients, which includes and unusually high number (30 Percent) or males. The demographics are mostly “moms with families and their husbands, and local high schoolers,” says Thorpe. WellingTAN doesn’t draw hordes of spring breakers or young high school and college kids. Thorpe’s business savvy and his desire to keep the business fun is evident if you call the salon after house. His answering machine message features a woman with a British accent.
When clients enter WellingTAN, they see a display in the front window with spray bottles and towels. Immediately, a well-toned and impeccably-dressed young employee “jumps” up and goes to clean that client’s bed. “This way, the client is passing the girls as they come from cleaning their room and they know the bed is clean,” says Thorpe.
Clients are invited to choose from more then 250 CDs to listen to while tanning. “We have everything from Frank Sinatra to Eminem to The Grateful Dead to Dave Matthews. Each room has a Brookstone Hi-Fidelity CD player on the wall that pumps right into the bed,” explains Thorpe. “Each room also has a private intercom so clients can call the front desk without all the other rooms hearing them.” he adds, remarking on his own bed experience at a salon , where he had to get dressed to go tell the front desk that there was to eyewear in the room.
“The newest little thing is once we put the music in and state to leave the room, we reach in, click the door lock and say ‘Enjoy’ and close the door for them. It’s that one more step of personal (service),” says Thorpe.
Cleanliness, Couture and Team Culture
Thorpe has a disdain for dust and disorder and a penchant for cleanliness. “While doing my research I saw salons with dust everywhere. I now understand where it comes from - the towels and whatever - but I thought ‘I can do better then this.’ I’m like Leona Helmsley says Thorpe.
He goes into WellingTAN every morning for at least two or three hours.. Most days he says until 3 p.m. The first thing he does is clean. “I go around and clean where the girls have [missed]. They are excellent, they work hard, but there’s just no way you can expect them to do it all. I own the place, you know? I’m behind pictures, I’m behind every place that wouldn’t be cleaned normally.”
To procure the upper-class image, each employee wears a black, lycra T-shirt with WellingTAN’s signature slogan, “got tan?” on the front and the gold, polo inspired WellingTAN logo on the back, along with black shorts - also bearing the gold logo - and black Reefs, a popular shoe with the local teens. The shorts are great advertising, says Thorpe, as the girls love to wear them around town.
WellingTAN staff is multi-faceted, in part because Thorpe doesn’t believe in titles, “You give someone the title and it goes to their head,” he remarks, thinking back on his cell phone days. So everyone on his team learns all aspects of running the studio. “I absolutely trust them. They are great. I know this is a stepping-stone for them. They know that when we’re slow I’m moody and when we’re busy I’m the happiest guy in the world.”
He rewards his employees by paying more then area salons and he gives them perks, such as free car detailing coupons. They also receive 10 percent commission on all their lotion sales.
There are always at least two employees on the clock in the store, usually in addition to Thorpe, to make sure clients always get the best service. When they are not working, all employees are allowed to tan for free in the silver and cold-level beds. One bottle of each lotion sold at WellingTAN is put in a bin and employees are encouraged to try all of them.
Mastering the Game
Thorpe is an old-fashioned guy when it comes to doing business. He prefers a handshake and a smile to big contracts or memberships. “I love people,” he explains. “It’s all about the personal relationship.” WellingTAN offers three packages: Silver, Gold, and V.I.P., period.
As for advertising, Thorpe finds work of mouth, logos on the uniforms and speaking engagements at local school business classes the best way to go. “I did advertising in football and band programs, and I go advertise in (publications) that have voted us ‘Best,‘ etc., but I don’t do TV or radio,” says Thorpe. “I spoke to one of my girls’ business classes and I got swarmed at the end of the class, everyone wanting to know where we were located. Unbelievable for business!”
Thorpe also goes into local hair and nail salons, and when they say, “Can I help you?” he responds, “No, but I can help you?” and proceeds to hand all the technicians coupons to come visit his salon. “You’ve got to give to get. What you give out comes back tenfold!”
“My theory is it’s the experience. When you walk in the door at WellingTAN, it’s not just the tan , it’s the experience. We’re-right-in-their-face-friendly and we take them on a tour. By the time we return to the front, they are buying packages. This is a business the old way: you provide what they want - and maybe they didn’t even know it existed - they’re more then happy to (buy it),” contends Thorpe.
Smart Horse Sense
Thorpe’s staff is Smart Tan certified and he thinks it gives them “clout” with clients they might not otherwise have. “I went down to Fort Lauderdale to get certified and I was absolutely impresses, not only with Smart Tan, but with the other members who owned tanning salons. They were sharing advice about beds... I decided that every one of my employees would be asked to take this test and if they don’t they won’t be employed. So all of my employees are Smart Tan certified. It gives them a little bit of authority, a little bit of knowledge,” Thorpe says.
“We’re about 25-30 minutes from the beach. If someone comes in burnt from the beach, we’re not going to tan them. The money’s not that important. They’re going to respect us on the back end,” he insists. Because all employees are Smart Tan certified, they have the knowledge and the authority, says Thorpe, to explain to clients how to tan safely and to turn someone away if necessary.
Thorpe prides himself on the fact that WellingTAN is strictly tanning and lotions. “No bathing suits, no piercings, not even water or juice (sales). There is a Health Food Juice bar located next door and that is their specialty. Our thing is quality tanning and that is exactly what we do.
WellingTAN is likely to grow, and Thorpe is clad he didn't dismiss tanning before doing his research. “I am so happy I got into this business. This was my bed-and-breakfast move,” admits Thorpe. “I’d like to open a second or third location and then franchise. I love this business because it’s more of a family thing and there’s lots of room for growth.” |