Editorial Coordinator Joyce Alverio was the first one struck in our offices as it was her responsibility to open each package and validate each entry.
When the entire country became mired in a recession last fall, a competition, which historically focused solely on growth, just didn't make sense anymore. Determined to make it bigger, better and even more engaging, we decided to focus this year's ST200 on a variety of best practices. We established eleven different competition categories and encouraged salons and spas to enter in as many categories as they wanted, allowing each to design their own ST200 experience. Several industry manufacturers, distributors and associations jumped on board, helping us communicate about the new competition and encourage owners to apply. As a result, a near-record number of applicants together submitted 1,440 best practice category entries!