When it comes to supporting local sports teams, salon owners Jim Powell, Pat Lottes and Linda Eickleberry are raving fans. With seats directly behind the bench at the WNBA (Women's National Basketball Association) Indiana Fever games, the owners of Natural Concepts Salon and Day Spa in Greenwood, Indiana, have developed relationships that have led to some unique marketing opportunities.
"One of our clients works for Conseco Field House, the venue where the games are played," explains Powell. "When Katie Douglas, a hometown girl who played for another team, was traded to the Fever, we were invited to do her hair and makeup for the press conference. Eventually, we had other players coming in as clients--which gives us a local celebrity factor."
Over the past year, the relationship between the team and the salon has proven mutually beneficial, providing the salon with some great exposure and the team with some new fans. For example:
- In a publicity event, staff members offered complimentary chair massages to fans before a game.
- During another game, a team of stylists did a complete makeover on two season ticketholders during the game. "Each one received a cut, color and makeup application, and we presented their new looks to the audience at the end of the 3rd quarter," says Jim.
- Three times last year, there were T-shirt tosses at the game. Provided by the salon, the T-shirts featured both the salon and Fever logos. Within some of 50 that were tossed at each game, the salon hid gift certificates.
- At one game, a row of fans won hair care products compliments of the salon.
- The Fever's MVP Tamika Catchings, founder of Catch the Stars, a foundation that motivates at-risk youth to achieve their dreams, brought a number of her girls to the salon for a spa day.
- A sports bar area in the salon decorated with local team memorabilia has inspired many clients to attend Fever games.
"Every time we do an activity at a game, it's profitable for us," says Powell. "Fans recognize us now and know our work and they come in as clients."
Stacey Soble has been involved in the conversation of 
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