Since the tanning lamp is one of the most crucial variables in the indoor tanning equation, salon owners must not sacrifice quality for price when purchasing them for their salons. Any successful business owner knows that profitability results from more than just hard work and long hours. There are initial investments that must be made to get that business off the ground and running. And, while the necessary capital may sometimes seem extravagant, in the long run it usually pays off. Sometimes, it even means that the company outlives the competition.

Tanning salon owners who have outlasted their competitors also have experienced the benefits of investing in their salons to make them as profitable as possible. While location, signage, advertising and even attractive interiors are important, they know that the foundation for their success lies in their tanning equipment.

One salon owner in Chicago learned firsthand about the value of high-quality equipment when he purchased the salon from a previous owner in 1993. While the former owner had purchased lamps that were among the least expensive ones on the market, the new owner soon realized that their results were less than desirable.

After monitoring his clients' tanning results over a period of time, the enterprising owner began to notice a pattern: Clients were satisfied initially with the color they got after their first visit to the salon, but once their tan faded they had to come in more often to maintain it.

Additionally, the intensity of the lamps caused clients' skin to dry out, and the lamps burned out rather quickly. As a result, he estimated that buying the less expensive lamps actually was more costly in the end.

According to the salon owner, there is a common misconception among salon owners and tanners alike that the quicker it takes to get a tan, the better. "Many salon owners concentrate on satisfying their clients who want color fast as their main criteria when purchasing lamps," he says. "What they don't realize is that they are actually spending more money in the long run because the lifespan of these high-intensity lamps is significantly less--so their initial purchase may seem cheaper, they will have to change these lamps more often and that adds up."

He goes on to say that he has educated his staff and clients about the benefits of building a base tan slowly and maintaining a dark skin tone. "In fact, many people do not know that every time they burn their skin, they actually decrease their chances of getting brown later," he says.

Additionally, the owner of a salon in Tucson believes that high-quality lamps are crucial to his success. "After two years of using lamps that I was satisfied with, I decided to try a less expensive brand. Looking back, it probably was one of the worst things I could have done for my business," he says. "The replacement lamps that I used got too hot and as a result so did my customers. The lamps burned so quickly that I had to replace them after 280 hours--so in essence, we all got burned."

What can other salon owners learn from these testimonies? What qualities should they look for when choosing lamps for their beds?

Besides finding a lamp that is compatible with the beds in their salons, savvy owners also must consider two things:

1. What results are most important to the salon owner?

• Longevity of the lamp;
• Fast results; or
• Both

2. What type of lamp intensity is most often requested by tanners?

Once these factors are considered, salon owners also must figure out how many sessions of use their lamps will provide throughout their "effective life" (hours that the manufacturer attributes to a specific lamp.) To demonstrate the importance of this effort, consider the following example:

In examining these numbers, we can see that Brand A, while being a more expensive brand, has a longer life than Brand B, a compatible lamp. However, despite the price discrepancy, the real issue is how many hours that lamp will service the salon owner. To help prove this point, we have illustrated another equation.

Let's say that Brand A costs $14.95 per lamp, and the compatible Brand B costs $8.95 per lamp. Multiplying those costs by 24 lamps, we arrive at:

While Brand A costs $144 more than Brand B, in reality, Brand A will generate $8,400 more in revenues for the salon than the other brand. How does this happen?

Referring to this example, we see that the revenues generated from Brand A's lamps equal between $15,600-$18,000 while Brand B's lamps generate between $7,200-$9,600 in revenues.

$15,600 $18,000
- 7,200 - 9,600
______ ______
$8,400 $8,400

So, a salon owner could make as much as $8,400 with Brand A, and he or she won't have to go through the time-consuming process of relamping (removing and cleaning the acrylics, cleaning the reflectors, removing and replacing the old lamps, putting the acrylics back in) as often. Keep in mind that these numbers would vary depending on the specific conditions of the beds and the salons. (Heat, acrylics, dust, voltage and bed manufacturer are all determining factors.)

While this example is merely representative of information that has been researched with the assistance of salon owners nationwide, it clearly demonstrates the importance of investing in high-quality equipment that will go the distance while providing the desired results for both salon owners and tanners alike.