Conference Schedule

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Friday, October 7

10:00 a.m. – 5:00 p.m.
Advanced Retail Academy
Rich Kizer & Georganne Bender
Music City Center 103
Friday, October 7
10:00 a.m. – 5:00 p.m.
Advanced Retail Academy
Rich Kizer & Georganne Bender
Music City Center 103

It's no secret that your competition is planning on invading your business and stealing your customers. Are you fully prepared to take your business to the next level and be the standout tanning salon in your market? Crowd favorites Rich Kizer & Georganne Bender are back this year for a new program that's loaded with strategies, tactics, tips and techniques to launch your business to new heights. Rich and Georganne have several years of experience with indoor tanning businesses. In this all-day session, they will not only teach you concepts, they'll give you solid strategies that you can implement immediately.

You'll learn:

  • Brand strategies to elevate your business
  • How to build and sustain Top of the Mind Awareness with your customers and community
  • How to mystery shop your salon
  • How to use social media to build a community of raving fans
  • How to build your online brand
  • How to drive traffic with email marketing
  • How to attract millennials
  • Building an incredible team of involved employees who are focused on business goals
  • Creating a positive customer experience
  • Teaching your staff to be professional salespeople
  • And much more!
10:00 a.m. – 3:00 p.m.
Smart Tan's UV Tanning Certification
Joe Levy
Music City Center 102
Friday, October 7
10:00 a.m. – 3:00 p.m.
Smart Tan's UV Tanning Certification
Joe Levy
Music City Center 102

There's a reason more salons turn to Smart Tan for their basic technical certification than any other source – it's the best in the industry! Our UV Tanning Certification has a strong focus on the interaction between employees and customers. We go beyond the old knowledge-based training you might be used to and focus on key learning objectives that your employees will utilize in real-life salon interactions.

By completing Smart Tan's UV Tanning Certification, your employees will be equipped with valuable skills such as:

  • How to describe tanning to your clients
  • How to teach sunburn prevention to your clients
  • How to identify and use skin types in the salon
  • How to correctly assign exposure times in the salon
  • How to execute salon sanitation practices
  • Knowing what can and cannot be said about UV
  • How to execute routine and preventative basic maintenance
  • Many other salon behaviors!
12:30 – 5:00 p.m.
American Suntanning Association Open Board Meeting
Renaissance NCC 206
Friday, October 7
12:30 – 5:00 p.m.
American Suntanning Association Open Board Meeting
Renaissance NCC 206

Due to the sensitive nature of most of the American Suntanning Association's lobbying and public relations efforts, only a small fraction of the information can be communicated in a public forum. That's why the ASA Open Board Meeting that coincides with the Smart Tan Nashville trade show and educational conference this October provides a unique opportunity. It's a rare chance for salon owners to get the full story on what the ASA has planned for defending and improving our industry's position in the coming years.

The Open Board Meeting will feature security measures that would prevent anyone from outside the industry from attending and receiving privileged information. We will also ask that all industry insiders refrain from discussing sensitive information that is discussed at the meeting.

Some topics that will be discussed include:

  • FDA proposed rules and how they'll affect your business
  • Efforts to change the position of the CDC and Surgeon General
  • What can be expected from a federal under-18 tan ban
  • The unprecedented lawsuit against the "Bed is Dead" campaign
  • Extensive PR efforts launched this fall
  • The state of the Tan Tax Repeal bill
  • And many other important topics

This meeting is restricted to salon owners and identification will need to be verified prior to entering the meeting. Pre-register for this meeting during the registration process for Smart Tan Nashville to ensure time for your identification to be verified.

7:00 – 9:00 p.m. Smart Tan's Kickoff Welcome Reception
Renaissance Bridge Bar
Friday, October 7
7:00 – 9:00 p.m.
Smart Tan's Kickoff Welcome Reception
Renaissance Bridge Bar

Welcome to Nashville! Help us kick off our 21st annual convention at the Bridge Bar of the Renaissance Hotel. Grab a drink, enjoy the music and enter to win one of the many great prizes we're giving away. This opening mixer is a great way to meet up with the industry and kickoff the event-filled weekend! You can even speak with a member of the Smart Tan staff and let us help you map out your weekend! Cheers!

Saturday, October 8

8:00 – 9:30 a.m. Opening Session
KEYNOTE PRESENTATION – JUSTIN FLOM
Music City Center Grand Ballroom A
Saturday, October 8
8:00 – 9:30 a.m.
Opening Session Keynote Presentation
Justin Flom
Music City Center Grand Ballroom A

Justin Flom's path to crafting his own unique brand of magic has taken a circuitous route. From his hometown of Eden Prairie, Minnesota to Branson, Missouri, the SyFy Channel, some of the largest arenas in the country, becoming one of the first magicians to focus on social media and now on his way to becoming one of America's most sought-after magicians, he has come full circle in his career. In 2015, he managed to successfully execute card tricks to a crowd of 100,000,000 fans – one of the only magicians able to do so effectively. He even toured with superstar duo Florida Georgia Line. Opening for over 60 of their shows in front of hundreds of thousands of fans.

Justin isn't just a successful entertainer – he's an entrepreneur who knows firsthand the struggles of running a small business. Following high school, Justin skipped college and instead took his show to The Branson Mall Music Theatre in Branson, Missouri where he was the youngest headliner on the strip. After one year, he decided to build a custom-designed theater above the Majestic Steak House. Justin opened The Imaginary Theatre and Magic Parlor, a three-room magical experience that culminated in an intimate 108-seat theater stage show, on July 1, 2006.

Justin turned a potentially devastating business setback into a huge success story by focusing on his strengths and creating a unique brand. Today, he is one of the most sought out magicians and most recognized faces in entertainment, with appearances on the "Late Late Show," "The Today Show," "The Ellen Degeneres Show" and several others. Justin truly understands how to turn a struggling business into a successful one without abandoning your strengths and passions.

Breakout Sessions
Marketing Track
9:40 – 10:40 a.m.
Creating an Effective Marketing Plan
Rich Kizer & Georganne Bender
Music City Center 104
Saturday, October 8
9:40 – 10:40 a.m.
Creating an Effective Marketing Plan
Rich Kizer & Georganne Bender
Music City Center 104

Do you send out email blasts on a regular basis? How's your website looking these days? Is it an interactive playground or merely an online brochure? Chances are you are already up and running on popular social media sites, but are you using them to your advantage? Facebook has moved from fad to traditional marketing, but what you post doesn't count unless fans and followers are engaged. The rules of marketing change so often it's hard to keep up. Fortunately, Rich Kizer and Georganne Bender are here to share plenty of tricks to help get your tanning salon noticed.

In this session, you'll learn:

  • How to gain exposure for your salon and build brand awareness
  • How to create email blasts that get results
  • What your website needs to do right now
  • How to effectively engage with social media
  • What traditional strategies you need to keep in your marketing toolbox
10:50 – 11:50 a.m.
Digital in Diapers: Marketing to
Millennials & Generation Z

Rich Kizer & Georganne Bender
Music City Center 104
Saturday, October 8
10:50 – 11:50 a.m.
Digital in Diapers: Marketing to Millennials & Generation Z
Rich Kizer & Georganne Bender
Music City Center 104

Welcome to the age of the NEW consumer: a younger consumer who demands to be taken seriously; a consumer who knows their way around social media and is not afraid to use it to their advantage. These two "new" generations are as different as they are similar, and they are changing how we do business.

Join consumer anthropologists Rich Kizer & Georganne Bender and learn strategies to help you understand your consumers' personalities, the events that shaped them, things that motivate them and most importantly, what's required to market to in person and online. You'll learn smart ways to promote your salon on social medias, what to post to encourage conversation, which social media younger generations prefer and more.

In this session, you'll learn:

  • What makes this generation of customers different
  • How to effectively market to these generations
  • How to engage with these generations through social media
  • And much more!
Spray Track
9:40 – 10:40 a.m.
Creating More Spray Tan Customers
Mat Rockey
Music City Center 103
Saturday, October 8
9:40 – 10:40 a.m.
Creating More Spray Tan Customers
Mat Rockey
Music City Center 103

There's a huge untapped market for the spray tanning services you offer in your salon, including those who are already using your UV equipment! Learn effective strategies for converting current UV customers into cocktail tanners, as well as attracting brand new customers who have never stepped foot in your salon before.

In this session, you'll learn:

  • How to creatively market your spray tanning services to your current customers
  • How to bring in new customers by marketing your spray tanning services
  • How to differentiate your salon's services from your competition
  • How to demonstrate the quality of your spray tanning services
10:50 – 11:50 a.m.
Increasing Spray Tan Revenue
Matt Russell
Music City Center 101
Saturday, October 8
10:50 – 11:50 a.m.
Increasing Spray Tan Revenue
Matt Russell
Music City Center 101

Looking for ways to drastically increase the amount of money your spray tanning services are bringing into your salon? Learn some of the best ways to implement a spray tanning membership program to turn your occasional spray tanners into consistent and loyal customers. We'll also discuss creative ways to package your services to initiate even higher counter sales.

In this session, you'll learn:

  • How to introduce a lucrative and successful spray tan membership
  • How to market your spray tan membership
  • How to package spray services and products for larger sales
Sales Track
9:40 – 10:40 a.m.
Rethinking the Sales Process
Matt Russell
Music City Center 101
Saturday, October 8
9:40 – 10:40 a.m.
Rethinking the Sales Process
Matt Russell
Music City Center 101

Successful salons know that membership is the key to maintaining customer loyalty, increasing product sales and remaining profitable in the off-season. But it's not enough to just offer a membership program – you need to completely rethink your sales process and the way you are presenting options to customers. Some of the most successful businesses in the world are dominating because they've mastered this. We'll discuss how you can take your business to the next level by making your membership program the foundation of your salon.

In this session, you'll learn:

  • How to build an effective membership program
  • How to build a sales procedure that maximizes revenue
  • How to train your staff to sell
  • How to build a culture and brand based on your membership program
Industry Track
10:50 – 11:50 a.m.
Securing Your Future
Joe Levy
Music City Center 103
Saturday, October 8
10:50 – 11:50 a.m.
Securing Your Future
Joe Levy
Music City Center 103

The future of professional sunbed salon tanning is already taking shape around new principles to guarantee that your salon's procedures for sunburn prevention, sanitation and client satisfaction are maximized and measured for improvement. Learn how to solidify your commitment to operational excellence and even promote your new standing to your clients and your community.

12:00 – 6:00 p.m. Trade Show Floor Open
Exhibit Hall B
5:00 – 6:00 p.m. Joint Canadian Tanning Association Annual Meeting
Music City Center 102

Sunday, October 9

Sales Track
9:00 – 10:00 a.m.
Restructuring Your Lotion Sales Process
Matt Russell, Smart Tan
Lisa Parsons, Devoted Creations
Susan Carlton, New Sunshine
David McFarland, Sun Evolutions
Music City Center 101
Sunday, October 9
9:00 – 10:00 a.m.
Restructuring Your Lotion Sales Process
Matt Russell, Smart Tan
Lisa Parsons, Devoted Creations
Susan Carlton, New Sunshine
David McFarland, Sun Evolutions
Music City Center 101

The strength of your salon rests on your sales process and the way you present products to customers. You need to mold your employees into salespeople, not order takers. Learn how to create a lotion sales process that empowers employees to make bigger sales more often by changing the way you look at product sales.

In this session, you'll learn:

  • Why the old way of doing lotion sales isn't necessarily the best
  • How to implement a lotion sales process that will increase revenue
  • How to effectively incentivize your employees to create a sales culture
  • How to sell lotion in a way that leads to higher customer satisfaction
Industry Track
9:00 – 10:00 a.m.
How New FDA Regulations Will
Change Your Business in 2017

Joe Levy and ASA Board Members
Music City Center 103
Sunday, October 9
9:00 – 10:00 a.m.
How New FDA Regulations Will Change Your Business in 2017
Joe Levy and ASA Board Members
Music City Center 103

The U.S. Food and Drug Administration now appears poised to publish completed rule revisions – perhaps as early as later this year. The American Suntanning Association organized the submission of more than 9,000 industry comments to FDA in early 2016, has reached out to regulators to encourage changes to these rules and has initiated steps to create a lasting and constructive relationship with FDA moving forward. This session will be your best chance to learn about what these changes most likely will mean for tanning professionals, what opportunities the new landscape in the tanning community will create for you and how to best secure your position in the industry moving forward. This session is a must-see for professional tanning businesses.

10:00 a.m. – 1:00 p.m. Trade Show Floor Open
Exhibit Hall B
Sunday, October 9
10:00 a.m. – 1:00 p.m.
Trade Show Floor Open
Exhibit Hall B

Throughout the Sunday Power Hours on the trade show floor, our sponsors are giving away over $XX,XXX in prizes, all leading up to the very popular Wheel of Smart Tan giveaway! But you have to be present to win!

1:00 – 1:30 p.m. Wheel of Smart Tan
Music City Center 101
Sunday, October 9
1:00 – 1:30 p.m.
Wheel of Smart Tan
Music City Center 101

Smart Tan's 21st annual convention ends with a big celebration and a big giveaway, as we play our own fast-paced game show and give away thousands of dollars worth of prizes from our sponsors. Attendees will win tanning beds, lotion, product packages and much more. Don't miss this high-energy wrap up to the world's largest indoor tanning trade show and conference!