The 2013 SALON TODAY 200: Growth

Whether it's the rapid rise of a young upstart or the slow and steady gains of a seasoned pro, cutivating growth and harnessing its power is critical for taking any salon or spa to the next level. For SALON TODAY 200 applicants in this category, it's simply a numbers game--who among them achieved the highest percentage of growth from gross sales of 2010 compared to 2011. But to keep things fair and to share their ideas with all owners, we challenged these salons and spas to craft an essay detailing three or more areas responsible for their successful increases.

5th Avenue
Carlisle, PA
5thavesalon.com
Jessica McCoy and Tiffany Moll
’10: $454,000
’11: $628,000
INCREASE: 38%
SQUARE FEET: 3,800
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Redken, Pureology, TIGI
COLOR: Redken
TECH SUPPORT: Mikal, Demandforce
ASSOCIATION: PBA
“I would liken our business practices to getting in shape. When we started, we took business industry specific classes and talked to a consultant, we hired new stylists out of school and trained them on our culture, and we implemented a level system that helps them know how to grow themselves.”

Aabani Salon Spa
Weaverville, NC
aabani.com
Jim Kitchens and Edward Lee
’10: $286,000
’11: $345,000
INCREASE: 21%
SQUARE FEET: 2,000
TOTAL EMPLOYEES: 8
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“We took advantage of the busy intersection where our salon is located by showcasing a work of art painted by a local artist on the side of our building. The mural is of a woman with flowing hair surrounded by flowers and it helps accentuate our mission.”

Acapello Salons
Scarborough, ME
acapellosalonandspa.com
June Juliano
’10: $1,659,000
’11: $1,901,000
INCREASE: 15%
SQUARE FEET: 3,000/1,900/1,500/1,400
TOTAL EMPLOYEES: 38
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Matrix, Aveda
TECH SUPPORT: Mikal
ASSOCIATION: PBA
“In my personal research of the local Maine consumer, I’ve learned that they want a much bigger bang for their buck. They are willing to spend, but we must over deliver or they are going to try the next salon. Staying completely focused on the guest in the chair, in the retail store or on the table and listening to their needs is the key to loyalty.”

Animare Salon and Spa–Aveda
Newport News, VA
animaresalonspa.com
F. Lindsay Arndt and
Gretchen A. Arndt
’10: $1,001,000
’11: $1,153,000
INCREASE: 15%
SQUARE FEET: 2,500/1900
TOTAL EMPLOYEES: 43
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, SpaBiz, Demandforce
ASSOCIATION: Aveda Lifeline
“Our big focus is on pre-booking, and we have our stylists suggest a timeframe when they’d like to see the client back, then bring in a guest service provider to find some times that work with
that date. Our rate is up 10 percent from last year because we make it simple, natural and consistent.”

Appearances Hair Color & Design Studio
Westminster, CO
appearancessalonco.com
Jim and Sondra Thrasher
’10: $525,000
’11: $632,000
INCREASE: 20%
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Kérastase, Bumble and bumble, L’Oréal Professionnel
COLOR: L’Oréal Professionnel
TECH SUPPORT: Millennium
ASSOCIATION: PBA
“The biggest program that fueled our growth was switching from a commission pay structure to team-based pay. We created opportunity for growth from within the salon and we hold every employee accountable for his/her own success.”

Artbeat Salon & Gallery
Berkeley, CA
artbeatsalon.com
Charlene and Christian Stratton
’10: $889,000
’11: $1,028,000
INCREASE: 16%
SQUARE FEET: 2,800
TOTAL EMPLOYEES: 19
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: STX
ASSOCIATIONS: NCA, PBA
“Team building has been essential to our success. We take our team members to business classes so they know exactly how the business is structured and where the
money is going. This motivates them to engage in the overall growth, success and potential
of the salon.”

The Atrium Salon
Asheville, NC
atriumsalonasheville.com
Crystal Linville
’10: $310,000
’11: $362,000
INCREASE: 17%
SQUARE FEET: 1,800
TOTAL EMPLOYEES: 8
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aquage, Woody’s, Biomega
COLOR: Tocco Magico
TECH SUPPORT: Salon Iris
ASSOCIATIONS: Wester NC Salon Owners Association, National Association of Professional Women
“For our Susan G. Komen fund-raiser, we apply pink hair extensions for a $10 donation, and we partner up with organizations such as Beauty through Cancer and Pink in the Park. The community recognized these efforts, and in turn, supports us year round.”

Aura Salon
Jacksonville, FL
myaurasalon.com
Chad Pereira
’10: $751,000
’11: $972,000
INCREASE: 29%
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“The secret to our success is giving. We give our guests a fun, relaxing, clean salon; head and neck massages before services; a hot towel ritual at the shampoo bowl; hand massages while they are processing; pre-scheduled appointments; and education on products used during the service. These extras add up to value for our guests and make them raving fans!”

Aura Salon & Day Spa
Scottsdale, AZ
aura-salon.com
Sarah Wisda, Christy Vowers and Michael Ament
’10: $1,269,000
’11: $1,442,000
INCREASE: 14%
SQUARE FEET: 2,100
TOTAL EMPLOYEES: 34
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Kérastase, Bumble and bumble, Goldwell
COLOR: Goldwell
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“Each month we send out about 750 letters to people who have recently moved within a five-mile radius and have household incomes of more than $50,000. We offer these new residents
50 percent off their first visit.”

Aveda Institute New Mexico
Albuquerque, NM
avedanm.com
Mark “Pardo” Gonzales
’10: $690,000
’11: $907,000
INCREASE: 31%
SQUARE FEET: 10,000
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $14
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce
ASSOCIATION: PBA
“As the owner of a company in this tough economy, we feel that being consistent with our systems has helped us grow over the past few years. Our team has daily, weekly and monthly huddles to ensure we are accomplishing our goals.”

The Aveda Institute Provo
Provo, UT
avedaschooltucson.com
Dale Lemonds
’10: $578,000
’11: $1,801,000
INCREASE: 212%
SQUARE FEET: 10,000
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $10
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce
ASSOCIATIONS: NACAAS, AACS
“With a student body that literally tripled within its first years, it was imperative to hire passionate salon professionals who were committed to excellence. The original team included eight, and now we employ 22 elite professionals.”

Bella Bethesda Salon
Bethesda, MD
bellabethesda.com
Stacy Dabney Ramirez and  Lindsey Dabney Cabrera
’10: $1,922,000
’11: $2,243,000
INCREASE: 17%
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 30
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Redken, Phyto, Pureology
COLOR: Wella, Redken
TECH SUPPORT: Millennium, Constant Contact
“In the past few years, we expanded our hours of operation and began split-shifting because we were running out of space. Participating stylists now work an average of 31 hours/week, compared to the previous 40, while increasing salon productivity with the use of associates.”

Bella Salon and Day Spa
North East, PA
bellasalonanddayspa.net
Darlene Youngs, Cheryl Phillips and Stephanie Dowd
’10: $503,000
’11: $594,000
INCREASE: 18%
SQUARE FEET: 7,000
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Aquage, Eufora, Biomega
COLOR: Goldwell
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATIONS: NCA, PBA, ESON
“When a client spends $200 in a calendar year, we send them a Thank You signed by our entire team in helping us celebrate being selected as a SALON TODAY 200 salon. The card entitles them to weekly and monthly specials on retail and services.”

Beyond the Fringe Hair Designs
Hillsborough, NJ
beyondthefringesalons.com
Donna and Charlie Martin
’10: $703,000
’11: $879,000
INCREASE: 25%
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Redken, Pureology, It’s a 10
COLOR: Redken
TECH SUPPORT: Salon Iris
ASSOCIATIONS: NCA, PBA
“Throughout the year, we run several make-up classes and a ‘Blowdry Bootcamp.’ These classes not only educate our guests on proper make-up application and styling techniques, but they boost retail sales and encourage our guests to bring their friends and family in for a free event.”

The Black Cat Salon + Spa
Kailua, HI
theblackcatsalonand spa.com
Jentry Petzold and Katy Gassaway
’10: $323,000
’11: $542,000
INCREASE: 68%
SQUARE FEET: 1,500/1,000
TOTAL EMPLOYEES: 26
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Constant Contact
“From the very start, we gained most of our customer base through our referral program and through military discounts, which apply not just to military, but also to teachers, police, firefighters, EMS, and their spouses. We believe taking care of the people who take care of our community is incredibly important.”

Blo
Raleigh, NC
justblo.com
Bryan Nunes
’10: $1,260,000
’11: $1,446,000
INCREASE: 15%
SQUARE FEET: 4,200
TOTAL EMPLOYEES: 30
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: STX
ASSOCIATIONS: NCA, PBA
“Guests look forward to our monthly promotions and we’ve launched enough over the years, we can repeat the most successful ones annually. One promotion guests love is our Grove Park Inn Giveaway where with every $20 purchase they earn a chance to win a trip to this Inn near the Biltmore Estate.”


BLU Salon Aveda
Arcadia, CA
blusalonaveda.com
Kim Hansen
’10: $642,000
’11: $783,000
INCREASE: 22%
SQUARE FEET: 1,700
TOTAL EMPLOYEES: 15
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Spabooker, HeavenGroup
ASSOCIATIONS: NCA, PBA
“Our first salon Eclipse partnered with HeavenGroup in 2003, and BLU continues this partnership. They know how to structure ‘click to buy’ advertising to maximize both new guest acquisition and retention.”

Bravo! Salon & Spa LLC
Chippewa Falls, WI
bravosalonspa.com
Lisa Graf and Shari Spies
’10: $812,000
’11: $997,000
INCREASE: 23%
SQUARE FEET: 3,700
TOTAL EMPLOYEES: 26
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aveda, Devacurl, Moroccanoil
COLOR: Aveda, Goldwell
TECH SUPPORT: Millennium, Demandforce
“We participate in many events which benefit the local community. This type of outreach establishes a visual presence in our area, creates opportunities for networking and word-of-mouth advertising, and builds rapport with other businesses.”

Brio Salon Inc.
Lethbridge, AB
briosalon.ca
Heather Tytula
’10: $527,000
’11: $680,000
INCREASE: 29%
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“We have Mother/Daughter Days where young girls come in with their mothers and we teach them about make-up as a skin care solution and how to find a hair style that suits both current trends and their unique face shape. By connecting with these girls at an early age, we’re building brand loyalty.”

Celebrity Spa & Salon
College Station, TX
celebrityspa.net
Laura Atkinson and Leah Lucas
’10: $940,000
’11: $1,093,000
INCREASE: 16%
SQUARE FEET: 4,200
TOTAL EMPLOYEES: 25
AVERAGE CUT & STYLE: $43
BEST-SELLING RETAIL: Redken, Pureology, Brazilian Blowout
COLOR: Redken
TECH SUPPORT: Envision
“We have reached our success because of amazing guests who continue to support us and spread the word about their experiences, and talented staff who work hard and pull together to create a Celebrity experience.”

Centre Salon, Lakewood
Lakewood, CO
centresalonlakewood.com
James F. Pacifico
’10: $704,000
’11: $871,000
INCREASE: 24%
SQUARE FEET: 3,300
TOTAL EMPLOYEES: 21
AVERAGE CUT & STYLE: $31
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, SpaBiz, Demandforce
“In 2011, we hired a new manager who has a strong management background and is an accomplished stylist. This mix offers a deeper level of support to stylists, as well as our guest services team. She’s able to connect to the ‘why’ behind the roadblocks, as well as successfully coach the benchmarks to grow the business.”

Changes Hair Studio & Spa
Kamloops, BC
changestudio.com
Leianne Anderson and Alana Krenz
’10: $858,000
’11: $992,000
INCREASE: 16%
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $52
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Milano
ASSOCIATIONS: British Columbia Hairdresser Association
“We work with a coach who ensures we are on target and exceeding our goals. Each stylist tracks their numbers daily which  we send to our coach to discuss during meetings with him.”

The Circle Salon
Chicago, IL
thecirclesalon.com
Jamie Bushman
’10: $353,000
’11: $575,000
INCREASE: 63%
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 10
AVERAGE CUT & STYLE: $70
BEST-SELLING RETAIL: Davines, Eufora
COLOR: Davines
TECH SUPPORT: Millennium,
Mail Chimp, Hootsuite
ASSOCIATIONS: ABN, CC
“We’ve learned that the most difficult person to impress is not the first-time customer walking through the door, but the guest who’s been coming year after year. We are constantly trying new things to exceed our guests’ expectations and we hope this keeps us fresh and exciting in their eyes.”

Cloud 9 Spa-Hair Design
Noblesville, IN
cloud9spaindy.com
Maria Rigakos and Irene Young
‘10: $486,000
’11: $609,000
INCREASE: 25%
SQUARE FEET: 3,200
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Davines, Moroccanoil, Brocato
COLOR: Schwarzkopf
TECH SUPPORT: Millennium, Demandforce, SpaBoom
ASSOCIATION: PBA
“Our method of engaging every client revolves around ABC&D: Attitude, Beauty, Community and Delivery. We are fully engaged and that’s the secret to our success.”

Coiffeteria Salon
East Grand Rapids, MI
coiffeteria.com
Marielle Shuster
’10: $544,000
’11: $625,000
INCREASE: 15%
SQUARE FEET: 1,300
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
ASSOCIATION: PBA
“We grew our service sales by 15 percent and our retail sales by 9 percent by growing a steady stream of new guests to the salon, while simultaneously solidifying loyalty of our current guests and boosting their sales.”

Culture Hair Studio
Philadelphia, PA
culturehair.com
Rachael A. Flynn
’10: $482,000
’11: $569,000
INCREASE: 18%
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $51
BEST-SELLING RETAIL: Pureology, Redken, Dermorganic
COLOR: Redken
TECH SUPPORT: SalonBiz, Demandforce
ASSOCIATION: Mt. Airy
Business Association
“We are a multi-cultural salon nestled in a pocket of Philadephia rich in artistic and cultural diversity. Our stylists are trained to do all hair, regardless of texture, density or color.”

Cutting Loose Salon & Spa
University Park, FL
cuttingloose.net
Coral Pleas
’10: $1,447,000
’11: $1,703,000
INCREASE: 18%
SQUARE FEET: 4,900
TOTAL EMPLOYEES: 40
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: JPMS, Bumble and bumble, Oribe
COLOR: JPMS
TECH SUPPORT:  Millennium
ASSOCIATIONS: Intercoiffure, PBA
“Mobile marketing is a pillar of our strategy to generate new traffic. We employ QR code marketing which can be scanned by any smart phone and connected to our website showcasing videos of our salon and staff. We put the QR codes on business cards, brochures, menus and ads.”

Dolce Lusso Salon and Spa
Fort Mill, SC
dolcelusso.com
Robert and Christy DeLong, and Melinda Hoopaugh
’10: $3,215,000
’11: $4,055,000
INCREASE: 26%
SQUARE FEET: 3,500/3,200/3,000
TOTAL EMPLOYEES: 100
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce
“One factor to our growth is Reach Local, a marketing company we use for internet presence optimization. Daily we review the key words to make it as on purpose as possible. We track web clicks, calls and booked appointments we get from this service.”

Dolce Salon & Spa
Phoenix, AZ
dolcesalonspa.com
Brandi Nuttall
’10: $12,272,000
’11: $13,921,000
INCREASE: 13%
SQUARE FEET: 29,000/12,000/12,000
TOTAL EMPLOYEES: 350
AVERAGE CUT & STYLE: $63
BEST-SELLING RETAIL: Oribe, Bumble and bumble, Kérastase
COLOR: Goldwell, Redken
TECH SUPPORT: Millennium
“We have 50,811 Facebook friends and are able to use our page to proactively discount slow services according to demand. Each night, we identify unfilled appointment slots for the next day and promote via Facebook—we call it the Facebook hookUP.”

Dr. Fly’s Salon
Joplin, MO
drflyssalon.com
Robyn Paul, Arista Grubbs and Deborah Miranda
’10: $448,000
’11: $717,000
INCREASE: 60%
SQUARE FEET: 1,200/1,200/1,000
TOTAL EMPLOYEES: 30
AVERAGE CUT & STYLE: $31
BEST-SELLING RETAIL: Redken, Matrix, Pureology
COLOR: Redken
TECH SUPPORT: ClienTrak, Spaboom
ASSOCIATIONS: NCA, PBA
“We believe a vital part of our growth has been our community involvement. We are involved with the Chamber, and love hosting events and working at booths. This has helped bring a steady flow of new guests to the salon.”

Ecco Salon
Fitchburg, WI
eccosalon.com
Sarah and Trent Lange
’10: $614,000
’11: $715,000
INCREASE: 16%
SQUARE FEET: 1,900
TOTAL EMPLOYEES: 17
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“Prebooking has been a part of our culture since we opened and we continue to maintain a 70-80 percent prebooking rate. To get new guests accustomed to this, we offer 20-percent off their second appointment.”

Eden Salon & Spa
Oakwood, OH
edenoakwood.com
Mary Nagle and Kelly Long
’10: $255,000
’11: $326,000
INCREASE: 28%
SQUARE FEET: 1,300
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“Networking is an important factor in our success: We partner with local hospitals to expand our visibility, we give local teachers a $10 gift card, and we do volunteer work for local charities.”

Élan Hair Studio
Sea Girt, NJ
elanhairstudionj.com
Kellie D. Johnson
’10: $594,000
’11: $708,000
INCREASE: 19%
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 26
AVERAGE CUT & STYLE: $62
BEST-SELLING RETAIL: Redken,
Pureology, Shu Uemura
COLOR: Redken
TECH SUPPORT: STX,
Mail Chimp
ASSOCIATIONS: NCA, PBA
“We recently moved to a new location and to ensure our loyal clients followed us, we offered them VIP status and 10 percent savings for a year. It was a thank you to all of the clients who made us successful.”

Elements of Style Salon & Day Spa
Sykesville and Eldersburg, MD
elementsofstylesalon.com
Paris Cimino
’10: $780,000
’11: $943,000
INCREASE: 21%
SQUARE FEET: 3,700
TOTAL EMPLOYEES: 20
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Redken, Pureology, BioIonic
COLOR: Redken
TECH SUPPORT: Envisions
ASSOCIATIONS:  SalonCentric Focus Group
“Our new clients receive a lime green welcome bag when they check in. The color indicates to staff that the guest is a new client so they may welcome her, and it contains salon information, samples and bounce back coupons.”

Elle Marie Hair Studio
Bothell, WA
ellemariehairstudio.com
Colleen Buck, Lorry Green and Jody Bossert
’10: $1,070,000
’11: $1,651,000
INCREASE: 54%
SQUARE FEET: 2,700/1,600/1,200
TOTAL EMPLOYEES: 40
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Redken, Pureology, Sexy Hair
COLOR: Redken, Pravana
TECH SUPPORT: Envision
ASSOCIATION: Summit Salons
“We are big on recognition. Little notes of praise are added to each paycheck envelope, customer testimonials are read at each staff meeting, and employees are rewarded for business achievements with gifts, such as a trip to New York for an industry event.”

Enright and Company
Brattleboro, VT
enrightandcompany.com
Lawrence and Linda Enright
’10: $469,000
’11: $554,000
INCREASE: 18%
SQUARE FEET: 2,100
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $36
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: NCA, PBA
“In converting to team-based pay, we find we now are able to focus employee time and attention on other matters, including quality of service, team building and other education and merit initiatives. These efforts produce real changes in terms of teamwork and overall improved employee and client experience.”

Evan Todd Salon & Spa
West Lafayette, IN
evantoddwestlafayette.com
Todd and Cindy Leuck
’10: $1,244,000
’11: $1,486,000
INCREASE: 19%
SQUARE FEET: 5,000/4,000/2,200
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $58
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Insight
“We saw an 8-percent increase in retail from the clinics we hosted throughout the year. For example, we offered choices such as ‘Skin Care and Make-up,’ ‘Guy’s Night Out,’ and ‘Bring Your Own Blowdryer.’”

Flying Scissors Salon
Clermont, FL
flyingscissorssalon.com
Giovanny and Cristina Andrade
’10: $302,000
’11: $352,000
INCREASE: 17%
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 11
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Pureology, Redken, Simply Smooth
COLOR: Redken
TECH SUPPORT: Salon Iris, Demandforce, Benchmark Mail
ASSOCIATION: Summit Salons  
“We understand that quality, professionalism and convenience are influential factors in clients’ decision-making, so we created an aggressive marketing campaign to introduce guests into our front door and make sure they return.”

FoxFire Salon & Spa II
Tacoma, WA
foxfiresalon.com
Karin Walker
’10: $932,000
’11: $1,070,000
INCREASE: 15%
SQUARE FEET: 2,300
TOTAL EMPLOYEES: 25
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce, Constant Contact
“In 2009, during the economic downturn, we found a great location across town and opened this salon in the Proctor District of Tacoma. In 2011, it received a Lifeline Award for First Place Total Transactions in the first six months and First Place Total Revenue for the first 12 months.”

Garbo A Salon & Spa
Austin, TX
garboasalon.com
Marsha Power
’10: $721,000
’11: $999,000
INCREASE: 39%
SQUARE FEET: 2,400
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Constant Contact, HeavenGroup
ASSOCIATION: PBA
“We strive for grassroots, organic marketing campaigns, striving for little cost and using social media outlets, online directories, review sites, local referral and search engine optimization techniques with our own information sites.”

Gary Patrick Salon
Pleasanton, CA
gpsalon.com
Gary P. Gemma
’10: $1,117,000
’11: $1,282,000
INCREASE: 15%javascript:;
SQUARE FEET: 2,600
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $66
BEST-SELLING RETAIL: Oribe
COLOR: Goldwell, L’Oréal Professionnel
TECH SUPPORT: STX
“The biggest component to our growth has been the hiring of a Director of Marketing and the creation of a salon app. Keeping connected to clientele 24/7 and allowing them access to our salon at their fingertips increased loyalty and in turn revenue.”

Gavin Scott Salon & Spa
Stow, OH
gavinscottsalon.com
Anne Davis and Kristie Warner
’10: $662,000
’11: $823,000
INCREASE: 24%
SQUARE FEET: 3,200
TOTAL EMPLOYEES: 21
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Bumble and bumble
COLOR: Wella
TECH SUPPORT: Mikal, Constant Contact
ASSOCIATION: PBA
“We partnered with the Red Cross which exposed us to 3,000 potential clients, the battered women’s shelter which exposed us to 2,000 potential clients and the Griefcare Place, which exposed us to another 1,000. Every eight weeks, we are supporting a different community event.”

Gordon Salons & Spas
Highland Park, IL
gordonsalon.com
Tony and Pam Gordon
’10: $2,309,000
’11: $2,719,000
INCREASE: 18%
SQUARE FEET: 3,500/2,000/
1,900/800
TOTAL EMPLOYEES: 46
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: CC, Intercoiffure, NCA, PBA
“We hire consistently because we believe we have an obligation to help beginners, and that has had wonderful, positive consequences. We recently placed 10 new people on the floor, all trained to drive high retail and high service tickets.”

The Hair Company
Leonardtown, MD
thehaircompany.biz
Jackie Buckler and Debbie Link Shareholders: Amber Long, Jill Murray and Heather Gray
’10: $1,552,000
’11: $1,861,000
INCREASE: 20%
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 37
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: Envision, Constant Contact
ASSOCIATION: Summit Salons
“One factor in our growth is our associate’s program. It enables us to get new talent on the floor more quickly, with the confidence they are ready to take care of guests. Associates work under top stylists, become their second set of hands and their partner.”

Hair Studio Sonterra
San Antonio, TX
hairstudiosonterra.com
Dana and Lance Lundgren
’10: $1,030,000
’11: $1,259,000
INCREASE: 22%
SQUARE FEET: 3,200
TOTAL EMPLOYEES: 17
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Kérastase, Pureology, Goldwell
COLOR: Redken, Wella
TECH SUPPORT: Rogers Super Salon, Millennium
“The salon was built on a foundation of making hair color, highlights and color correction our first priority. But, we also are on the cutting edge of change, adding Novalash eyelash extensions and SoCap hair extensions, which have been enormously successful.”

The Head Shops Salon and Day Spa
Farmington, NM
headshopdayspa.com
Janice Reynolds and Francine Post
’10: $482,000
’11: $549,000
INCREASE: 14%
SQUARE FEET: 4,000
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Demandforce
“We have salon coaches for retail, cutting, coloring and spa. With this new concept, the staff has worked even harder to be assigned to these positions. Management continually meets with team members to help them develop the tools to keep clients loyal and cross promote other departments.”

Headlines the Salon
Encinitas, CA
headlinesthesalon.com
Gayle Fulbright and Letty Portilla
’10: $1,215,000
’11: $1,393,000
INCREASE: 15%
SQUARE FEET: 2,800
TOTAL EMPLOYEES: 35
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Eufora
COLOR: Kemon
TECH SUPPORT: STX
ASSOCIATION: PBA
“Our first fundraising event of the year was a French-inspired Fashion Show, Experience Du Salon Grand, in which we celebrated the grand opening off our new location and raised money for our charity ChildHelp. We had more than 250 guests and raised $6,000.”

Hollywood Hair Salon and Spa
Centralia, IL
hollywoodhairsalonandspa.com
Sonya Gettinger
’10: $492,000
’11: $571,000
INCREASE: 16%
SQUARE FEET: 2,800
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $33
BEST-SELLING RETAIL: JPMS
COLOR: JPMS
TECH SUPPORT: Millennium, Demandforce
“The specific programs that have contributed to our salon’s growth are the use of technology, such as Demandforce, Salon Builder
and social media, our Blow Out Boot Camps and our VIP services and loyalty program.”

HQ Salon and Spa
Portage, MI
hqsalonandspa.com
Angie Schirripa and
Melissa Brockelbank
’10: $667,000
’11: $768,000
INCREASE: 15%
SQUARE FEET: 2,000
TOTAL EMPLOYEES: 24
AVERAGE CUT & STYLE: $37
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Aveda
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATION: PBA
“It’s the little things that make the biggest impact. We changed the way we talk to our guests, and changed scripts for everything. We use the same approach we do with our team, explaining the ‘why’ before the ‘how.’ For example, giving guests a reason they need to book their next appointment.”

Indigo Salon Spa & Boutique
Canton, MI
indigosalonanddayspa.com
Melissa and Christian Huetter
’10: $1,032,000
’11: $1,268,000
INCREASE: 23%
SQUARE FEET: 7,000
TOTAL EMPLOYEES: 37
AVERAGE CUT & STYLE: $46
BEST-SELLING RETAIL: L’Oréal Professionnel, Pureology, TIGI
COLOR: L’Oréal Professionnel
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: I/SPA, NCA, PBA
“We have expanded two times in five years and in November 2011, we bought the building which we’ve been renting. We’ve added a boutique, sunless tanning center, the shoe box, Indulge Makeup Center and our 1,000-square-foot Luxury Spa Lounge!”

James Griffith Salon
Venice, FL
jamesgriffithsalon.com
James and Christine Griffith
’10: $3,496,000
’11: $4,026,000
INCREASE:15%
SQUARE FEET: 5,000/2,100/2,100
TOTAL EMPLOYEES: 65
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda,
L’Oréal Professionnel
TECH SUPPORT: SalonBiz, SpaBiz, Demandforce, Televox
ASSOCIATION: PBA
“We specialize in the art of French hairdressing—because of this we only hire recent cosmetology school graduates and we train them. If a client’s regular stylist isn’t available, she is comfortable knowing every stylist has the same training, which has proven to be a successful retention tool.”

Jonathan Kane Salon & Spa
Flossmoor, IL
jonathankanesalonspa.com
Larry and Kathleen Kane
’10: $414,000
’11: $498,000
INCREASE: 20%
SQUARE FEET: 3,100
TOTAL EMPLOYEES: 21
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium
ASSOCIATIONS: NCA, PBA, National Association of
Eco-Friendly Salons & Spas
“When we decided to purchase an existing salon, we committed to developing a core of like-minded people focused on customer service. We inherited seven staff members, and now have 21, with room to grow. Our forecast for this year is a 15-percent increase in sales.”

Les Champs Elysees Day Spa and Salon & MarDon Salon
Bloomington, IN
lcespa.com
Donna Disque and
Margarete Nowak
’10: $1,323,000
’11: $1,505,000
INCREASE: 14%
SQUARE FEET: 5,000/3,000
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $46
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Mindbody
“In the summer, when the Indiana University students are on break, we offer Happy Hour specials, including 50-percent off massages, facials and hair cuts during select hours with select service providers. This ensures business holds steady over the slow summer and is a huge hit with our townies!”

Life SalonSpa, Dartmouth
Dartmouth, NS
lifesalonspa.com
Peter Lawson
’10: $845,000
’11: $1,084,000
INCREASE: 28%
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 25
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Milano, Constant Contact
ASSOCIATIONS: Cosmetology Association of Nova Scotia
“This year, we created a Marketing Liaison position whose role it is to attend events to promote our business, such as Chamber of Commerce luncheons, trade shows and meetings with marketing companies. This has been successful to bring awareness
to Life SalonSpa.”

Mango Hair Salon
Richmond, VA
mangosalon.com
Patrick and Bobbi Heaney
’10: $3,907,000
’11: $4,903,000
INCREASE: 25%
SQUARE FEET: 4,000/2,000
TOTAL EMPLOYEES: 80
AVERAGE CUT & STYLE: $66
BEST-SELLING RETAIL: Aveda, Bumble and bumble
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“Last year, we completed extensive research in lost guest analysis and existing guest retention and referrals. Each new guest completes an information card that asks several basic question on how they heard about us. This helps us assess how we attract new clients.”

Mensroom Salon
Portland, ME
mensroomsalon.com
June Juliano and David Stanley
’10: $391,000
’11: $454,000
INCREASE: 16%
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 7
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda,
Art of Shaving, Redken
COLOR: Matrix, Aveda
TECH SUPPORT: Mikal
ASSOCIATION: PBA
“Because customer loyalty was our focus this year, we invested in education that was not only technical, but also business-minded and motivational. One of the favorite training programs, Priceless Loyalty, was one created by our mentoring and management team based on a book by Jeffrey Gitomer.”

Mermaid Hair Extensions
Kirkland, WA
mermaidhairextensions.com
Cindy Reynolds
’10: $424,000
’11: $551,000
INCREASE: 30%
SQUARE FEET: 1,700
TOTAL EMPLOYEES: 6
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Pureology, Big Sexy Hair
COLOR: Farouk
TECH SUPPORT: Salon Iris, Demandforce
ASSOCIATIONS: NCA, PBA
“The most valuable tool for attracting new clients to the salon are reviews, testimonials and photos of actual salon clients on our website. We take before and after photos and after their visit we sent them a link to write a review and complete a quick survey.”

N Style Salon
Saugus, CA
nstylesalon.com
Clay and Tiffany Friedman
’10: $255,000
’11: $886,000
INCREASE: 247%
SQUARE FEET: 2,000
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: L’Oréal Professionnel, Label M, Ergo
COLOR: Redken,
L’Oréal Professionnel
TECH SUPPORT: STX
ASSOCIATIONS: Intercoiffure, PBA, Strictly Business, L’Oréal Black Elite Salon
“The most profitable decision we made this year was to hire business spotters. Like a mystery shopper, the business spotter visits the salon undercover as a guest, and they accurately report on customer service.”

Natural Concepts
Peoria, IL
naturalconceptssalonspa.com
Marie Harrison
’10: $635,000
’11: $975,000
INCREASE: 54%
SQUARE FEET: 4,100
TOTAL EMPLOYEES: 23
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium
ASSOCIATION: CC
“We experienced tremendous growth after relocating our salon from a secondary roadway to a stop-light corner on a major thoroughfare which sees 40,000 cars pass by daily. We are in a shopping center that caters mostly to women and contains a jeweler, bridal store and boutiques.”

Neff Studio Salon
Cape Coral, FL
neffstudio.com
Matthew Neff
’10: $455,000
’11: $551,000
INCREASE: 21%
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $43
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“Two of our many guests are editors for different local newspapers and they were so amazed with our service, they both authored interest articles that were featured on the front page. These stories received immediate attention from guests looking for a new salon.”

Neroli Salon & Spa
Milwaukee, WI
nerolispa.com
Susan L. Haise
’10: $3,073,000
’11: $3,586,000
INCREASE: 17%
SQUARE FEET: 8,500/4,500/4,500/1,300
TOTAL EMPLOYEES: 215
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium
ASSOCIATIONS: Intercoiffure,
I/SPA, ISBN, NCA, PBA
“In today’s world, guests are accustomed to being rewarded for purchases. We participate in Pure Privilege which rewards guests on product purchases and has drastically improved our retail per client transaction. Guests in the program have an average of $39.”

Nurtur the Salon
Columbus, OH
nurtursalon.com
Patrick Thompson
’10: $1,603,000
’11: $2,179,000
INCREASE: 36%
SQUARE FEET: 4,200
TOTAL EMPLOYEES: 47
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“In 2011, we hired a marketing coordinator who focused on creating consistent information across the web, search engine optimization, social media, online reviews, retention programs, referral campaigns, advertising and public relations and development of our new website.”

NVS Salon & Spa
Bel Air, MD
nvssalon.com
Tammy Ehrbaker and Stathis Kotanidis
’10: $335,000
’11: $504,000
INCREASE: 50%
SQUARE FEET: 1,000
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Wella, Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“After several severe storms hit the area and many were left without power, we decided to do complimentary shampoos and blowouts to anyone without power. Local alliances and newsgroups posted this on Facebook and it went viral. Many of the people who came in became regular clients.”

Omagi
Salon & Spa
Louisville, KY
omagisalonspa.com
Marian Maruca Sang
’10: $1,070,000
’11: $1,328,000
INCREASE: 24%
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 31
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
ASSOCIATION: NCA
“During the holidays, we have special gift certificates for guests who purchase retail. For each $100 in retail purchased, guests receive $40 in gift certificates—$20 for the salon and $20 for the spa—which must be redeemed in January or February, our slower months.”

Phia Salon
Columbus, OH
phiasalon.com
Michael and Elizabeth Bella
’10: $882,000
’11: $1,161,000
INCREASE: 32%
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 28
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Salon Iris, Demandforce
“We simply decided to opt out of the recession which resulted in a strongly positive trend that began six years ago and continues. Here, challenges represent opportunities and we ask ‘how we can’ instead of listing the reasons we can’t.”

Philip Johnson Salon/Spa
St. Louis, MO
pjsalon.com
J. Philip Shipman
’10: $898,000
’11: $1,021,000
INCREASE: 14%
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $43
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Elite, Demandforce
ASSOCIATIONS: NCA, PBA
“We have a four-level system and each team member must consistently hit service and retail goals in order to achieve a promotion of moving to the next level. This system serves as a benchmark for customer service.”

Princeton Salon and Spa
Gainesville, GA
princetonsalonandspa.com
Karen and Heath Gayton, and Gina Piper
’10: $2,114,000
’11: $2,818,000
INCREASE: 33%
SQUARE FEET: 6,000/2,800/
2,600/2,200/1,000/1,000
TOTAL EMPLOYEES: 85
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Salon Iris, Constant Contact
ASSOCIATIONS: The Day Spa Association
“We have stylists in marketing training weekly to be able to build their client database and have great retail sales. Retail and service goals are set and employees who meet these goals are rewarded.”

Prodedgy­: A William Edge New Artist Salon
New Braunfels, TX
prodedgyhair.com
William Edge
’10: $564,000
’11: $810,000
INCREASE: 44%
SQUARE FEET: 2,600
TOTAL EMPLOYEES: 25
AVERAGE CUT & STYLE: $30
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, HeavenGroup
“To maintain team development, we have monthly morale and culture meetings. We have monthly connect sessions and a quarterly review with each individual. And, we have a volunteer program that allows our team to give back to our community and exercise our ‘serve from the heart’ competency.”

Pure Salon Spa
Louisville, KY
puresalon-spa.com
Laura Watkins
’10: $605,000
’11: $819,000
INCREASE: 35%
SQUARE FEET: 1,600
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“We started allocating more of our budget to marketing throughout our website and social media. We’ve added informational and experience videos to our website and a blog which has greatly increased our placement in Google listings. We display work from photoshoots and hold contests on Facebook.”

Pyara Spa and Salon
Burlington, MA
pyaraaveda.com
Christine Perkins
’10: $1,333,000
’11: $1,649,000
INCREASE: 24%
SQUARE FEET: 12,000/3,400
TOTAL EMPLOYEES: 45
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
“We try to strike a balance between educating our guests and ensuring we are meeting their needs with one monthly newsletter. In it, we share monthly promotions to highlight services and introduce them to our new team members.”

Rain Salon & Spa LLC
Meridian, ID
rainsalonandspa.com
Mechele and Stuart Duke
’10: $659,000
’11: $845,000
INCREASE: 28%
SQUARE FEET: 3,100
TOTAL EMPLOYEES: 20
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, HeavenGroup
“By utilizing software that allows guests to provide feedback, we have been able to identify areas to be improved upon, as well as know when we are hitting the mark. We monitor guest reviews daily to ensure issues are resolved quickly.”

Randolph’s Salon
White Lake, MI
randolphssalon.com
Mary and Scott Randolph
’10: $1,573,000
’11: $1,821,000
INCREASE: 16%
SQUARE FEET: 2,500/1,800
TOTAL EMPLOYEES: 55
AVERAGE CUT & STYLE: $43
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: Envision
ASSOCIATION: Summit Salons
“We’ve implemented a corporate growth program featuring a series of training sessions for stand-out team members who have taken on a leadership role. Facilitated by our salon consultant, these sessions cover business practices, but they also help develop the listening and communication skills and the psychological mindset to take them to leadership-based thinking.”

Razmataz Salon
Georgetown, TX
razmatazsalon.com
Rachel Smith
’10: $454,000
’11: $620,000
INCREASE: 37%
SQUARE FEET: 2,600
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Kenra, Pureology, Redken
COLOR: Framesi, Redken, Goldwell
TECH SUPPORT: Envision
ASSOCIATION: Summit Salons
“In 2007, not knowing the economy would decline, we added more styling stations, two rooms for manicures and a massage facial room. But in a down economy, spa treatments are some of the hardest hit areas, and after seeing a change in demand from our clients, I quickly redesigned the space to add more styling stations.”

Richard Salon
Smithtown, NY
richardsalon.com
Richard Daly
’10: $403,000
’11: $494,000
INCREASE: 23%
SQUARE FEET: 900
TOTAL EMPLOYEES: 10
AVERAGE CUT & STYLE: $52
BEST-SELLING RETAIL: Arrojo
COLOR: Goldwell
TECH SUPPORT: Salon Iris, Demandforce, Constant Contact
ASSOCIATIONS: NCA, PBA
“At our community’s annual Festival Day we ran a contest that offered a raffle ticket to anyone who bought a retail product during the fair. The grand prize was a hair cut by celebrity stylist Nick Arrojo and color by our salon’s owner. Having a celebrity stylist visit our salon has really solidified our reputation as professionals.”

Ritual Salon & Spa
Leominster, MA
ritualsspa.com
Debbie Sayles
’10: $452,000
’11: $549,000
INCREASE: 21%
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 24
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: ClienTrak, Spabooker
“We have found that guests want to understand what is happening and they want to be a part of the solution. During consultations, we ask the guest what they want, then present a few options and realistic expectations, then let them be part of the decision.”

Rituals Salon-Spa
Midlothian, VA
ritualssalon.net
Pete and Sheri Polignone
’10: $1,959,000
’11: $2,293,000
INCREASE: 17%
SQUARE FEET: 5,500
TOTAL EMPLOYEES: 40
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Eufora, Unite, Kevin Murphy
COLOR: Keune, Affinage, Redken
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: Day Spa Association, NCA, PBA
“We focus on how well we manage time. Each of us has two hands, 40 hours a week and the same menu to work with—we maximize time by focusing on add-on services and finishing the sale with retail recommendations.”

The Root Salon
Phoenix, AZ
therootsalon.com
Lauren Hart and Sam Sciotto
’10: $396,000
’11: $534,000
INCREASE: 35%
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 8
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: L’Oréal Professionnel, Alfaparf, Spornette
COLOR: Alfaparf, L’Oréal Professionnel, Wella
TECH SUPPORT: STX
ASSOCIATIONS: NCA, PBA
“In late 2008, we were fortunate enough to receive a great deal of positive attention on Yelp, and we paid close attention to what customers were saying. We received the coveted ‘Best of Yelp’ award for Phoenix and kept it for the next three years, which resulted in a staggering amount of new traffic.”

Rue 48 Salon–Aveda Concept
Minneapolis, MN
rue48.com
Susan Johnson
’10: $368,000
’11: $524,000
INCREASE: 42%
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
“One of our salon’s strengths is matching the appropriate stylist with the client and teaching the stylist to listen for and recognize client needs. We train stylists to ask important questions and outline clear expectations and this philosophy better ensures the guest experience fits each client.”

Rumors Salon & Spa
Avon, IN
rumorssalonandspa.com
Cheryl Johnson
’10: $594,000
’11: $743,000
INCREASE: 25%
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 23
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: STX
“We’ve restructured our monthly meetings so coaching staff conducts a portion of the meeting and the entire staff has a hands-on experience. This has had a profound effect on the attitude of the team and on individual performances, contributing to increased customer satisfaction and increased revenue.”

Salon 828
Wilmington, DE
salon828.com
Holly and Don Grist
’10: $532,000
’11: $612,000
INCREASE: 15%
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Kérastase, Shu Uemura
COLOR: Redken
TECH SUPPORT: STX
“One program that’s been extremely successful is our Refer a Friend program. We keep printed cards at the front desk and invite guests to take them. We offer $10 off the first service for new friends and $10 off as a thank you to the client who referred them.”

Salon Concrete
Red Bank, NJ
salonconcrete.com
Christine Zilinski
’10: $494,000
’11: $616,000
INCREASE: 25%
SQUARE FEET: 1,000
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $85
BEST-SELLING RETAIL: Davines
COLOR: Davines
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“A strategy essential to a healthy culture is something we call ‘fierce conversations,’ a type of communication that grew organically and helped increase our average ticket from $102 in 2010 to $108 in 2011.”

Salon Laurie & Company
Baltimore, MD
salonlaurie.com
Laurie K. Schroeder
’10: $1,147,000
’11: $1,325,000
INCREASE: 16%
SQUARE FEET: 2,200
TOTAL EMPLOYEES: 21
AVERAGE CUT & STYLE: $63
BEST-SELLING RETAIL: Private label, Jane Iredale, Aquage
COLOR: Goldwell
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“We boost service tickets with other mini services we have developed that can easily be added when the client is in the salon, such as our ‘Quick Fix Facial’ and our seated massage. Every few months we host Spa Days, where we encourage salon clients to sample short complimentary spa services.”

Salon Rootz
Medina, OH
salonrootz.com
Jennifer Tryon and Sheila Barco
’10: $401,000
’11: $531,000
INCREASE: 32%
SQUARE FEET: 1,900
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Redken, L’Oréal Professionnel, Pureology
COLOR: L’Oréal Professionnel
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATIONS: PBA
“As we continuously grow, we are adding services and product lines we feel are a niche for our clientele. This year we boosted retail sales by adding the full Mirabella make-up line. Providing clients with a quality product via complimentary touch-ups inspires them to purchase.”

Salon Spa W
Des Moines, IA
salonspaw.com
China Wong
’10: $594,000
’11: $1,021,000
INCREASE: 72%
SQUARE FEET: 2,900
TOTAL EMPLOYEES: 17
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“We calculated our sales per square foot in retail, nails, make-up, spa and hair to understand how to better maximize our space. As a result, we have expanded hours in order to double shift chairs and changed our scripts to better inform clients on add-on services.”

Salon Thairapy
Hookset, NH
salonthairapy.net
Christine Sheldon and
Julie Johnson
’10: $385,000
’11: $502,000
INCREASE: 30%
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 10
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“We ran a promotion in observance of October’s national Breast Cancer Awareness Month where guests received $10 in free spa dollars for every $50 they spent in September. They could redeem the spa dollars in October and we made a matching donation to the New Hampshire Breast Cancer Coalition.”

Salon YaYa Inc.
Nashville, TN
salonyaya.com
Marilyn and David Lipsey
’10: $579,000
’11: $819,000
INCREASE: 41%
SQUARE FEET: 1,200/600
TOTAL EMPLOYEES: 24
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Pureology, Redken
COLOR: Redken
TECH SUPPORT: Millennium, CitySearch
“New guests receive a Welcome Pac which contains a menu, a perforated discount card giving them $10 off their next service, a coupon for 20-percent off retail on their third visit and a free add-on service such as a brow wax or conditioning treatment for their fourth visit.”

Seaport Salon & Day Spa
Silverdale, WA
seaportsalonandspa.com
Jen and Chris Horne
’10: $674,000
’11: $829,000
INCREASE: 23%
SQUARE FEET: 2,300
TOTAL EMPLOYEES: 19
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“With our various programs to encourage repeat visits, we have to be sure that we make booking accessible to all clients. Our clients can request appointments via telephone, walk in or online. The online feature is great for busy clients who think about booking late at night.”

Sharmaine’s Salon & Day Spa
Clearwater Beach, FL
sharmaines.com
Sharmaine Giorgio and
Lori Fudens
’10: $827,000
’11: $986,000
INCREASE: 19%
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 23
AVERAGE CUT & STYLE: $46
BEST-SELLING RETAIL: Redken, Pureology, Bosley
COLOR: Redken
TECH SUPPORT: Envision
ASSOCIATIONS: Beauty Industry Council, Florida Retail Federation
“We have coached our team to focus on offering more services to each guest they serve. Not only has this raised our average ticket, but it also offers the guest a complete, overall experience at each visit.”

Source Salon
Wilton Manors, FL
source-salon.com
Ronnie Pryor
’10: $463,000
’11: $541,000
INCREASE: 17%
SQUARE FEET: 1,000
TOTAL EMPLOYEES: 8
AVERAGE CUT & STYLE: $56
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“If there’s ever a time to give, it’s during hard times. Each year, our salon hosts a toy drive and holiday party and invites our clients to join us in supporting an important cause. This is in addition to the numerours gift cards and product donations we provide to events throughout the year.”

Spa Bleu
West Dundee, FL
spa-bleu.com
Tammy Coakley and
Kathy Dwyer
’10: $2,345,000
’11: $2,825,000
INCREASE: 20%
SQUARE FEET: 3,600/2,900
TOTAL EMPLOYEES: 60
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce, Constant Contact
ASSOCIATION: PBA
“Fun contests, employee appreciation parties and monthly team celebrations help keep us focused on the goal of success. Our daily huddles before every shift ensures the team stays aware of and invested in the wellness of our entire company.”

Spa Ni’Joli & Salon
Methuen, MA
nijoli.com
Nicole and David DeRosa
’10: $2,352,000
’11: $2,860,000
INCREASE: 22%
SQUARE FEET: 5,800
TOTAL EMPLOYEES: 67
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Oribe, Bumble and bumble
COLOR:  Wella
TECH SUPPORT: Millennium, Constant Contact
“We are in the process of changing our team member’s schedules to ‘smart book’ them. Most days we are open 12 hours, but most technicians work an eight-hour shift. We are asking our team to either split shift or work the entire 12-hour day. This is fueling our future growth!”

Studio 59 Aveda Salon and Spa
Chattanooga, TN
studio59salonspa.com
Joan and Randy Medley
’10: $988,000
’11: $1,128,000
INCREASE: 14%
SQUARE FEET: 6,500
TOTAL EMPLOYEES: 15
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“Being recognized by local awards as being the best in our city raises our awareness in the community. Google search ads that help direct those in need of some attention to their beauty and wellness is a great resource in guiding customers to our door.”

Studio Be
Fort Collins, CO
studiobesalon.com
Ian and Beth Weber
’10: $1,458,000
’11: $1,936,000
INCREASE: 33%
SQUARE FEET: 2,700
TOTAL EMPLOYEES: 32
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: JPMS
COLOR: Kemon
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: Paul Mitchell Focus Salon Program
“Every person who walks through our door received an Experience Menu, which reminds each guest what they are receiving with their service and how they can personalize it. This makes each guest aware of our added-value services—$10-$30 upgrades they can add to their service to pamper themselves.”

Tranquility Salon and Spa
Hainesport, NJ
tranquilitysalon.com
Steve and Michele Schaaf
’10: $2,784,000
’11: $3,222,000
INCREASE: 16%
SQUARE FEET: 6,000
TOTAL EMPLOYEES: 65
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: L’Oréal Professionnel, Unite, Eufora
COLOR: Redken, L’Oréal Professionnel,
TECH SUPPORT: Millennium,
ASSOCIATION: PBA
“We give clients our Spa Club card and after five facials or massages, the sixth one is free. We also use a L’Oréal Powerdose card which does the same thing. Clients love these programs because they are simple, easy to track and don’t cost anything to join!”

Urban Betty
Austin, TX
urbanbetty.com
Betty Morrison
’10: $523,000
’11: $877,000
INCREASE: 68%
SQUARE FEET: 3,400
TOTAL EMPLOYEES: 16
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Pureology, Bumble and bumble
COLOR: Wella, Redken, Pravana
TECH SUPPORT: STX, Mail Chimp
ASSOCIATION: PBA
“Collaboration with other local businesses on programs throughout the year connects us to unique groups that keep business booming and our skills diversified. Specifically, we’ve been involved with Any Baby Can, The Food Bank, Locks of Love and The Texas Wildfire Relief Fund.”

Urban Eve
Lake Jackson, TX
myurbaneve.com
Jason and Jennifer Culverhouse
’10: $672,000
’11: $791,000
INCREASE: 18%
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 19
AVERAGE CUT & STYLE: $41
BEST-SELLING RETAIL: Pureology
COLOR: Redken
TECH SUPPORT: Envision
“We keep in constant contact with our guests. We are active on our webpage, Facebook, and Twitter, and we send weekly e-mails notifying clients of any new promotions, sales and open appointments.”

Von Anthony Salon
Frisco, TX
vonanthonysalon.com
Kerry Hovland and
Amy Kott-Hovland
’10: $992,000
’11: $1,321,000
INCREASE: 33%
SQUARE FEET: 3,400
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $69
BEST-SELLING RETAIL: Oribe, Kérastase, Shu Uemura
COLOR: Wella, L’Oréal Professionnel,
TECH SUPPORT: Millennium, Deandforce
“Our system has a detailed referral tracking process. We can’t enter a new client without  a referral type. We can drill down through a referral tree and see the layers generated by a single referral. We can even see the revenue amounts associated with each referral.”

Watercolor Salon/Spa
Ridgeland, MS
watercolorsalon.com
Todd and Christa Freeman
’10: $859,000
’11: $1,225,000
INCREASE: 43%
SQUARE FEET: 2,200
TOTAL EMPLOYEES: 14
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Bumble and bumble, Pureology, Redken
COLOR: L’Oréal Professionnel, Redken, Scruples
TECH SUPPORT: Envision
ASSOCIATION: NCA
“We know there are approximately 300 places a guest can go for hair care in our metro area. That means the average client drives past 20 or more of these places to get to our salon. In our salon meetings, we make sure we know why they are willing to do that.”

William Edge Salon
New Braunfels, TX
williamedge.com
William Edge
’10: $1,714,000
’11: $2,088,000
INCREASE: 22%
SQUARE FEET: 5,600
TOTAL EMPLOYEES: 31
AVERAGE CUT & STYLE: $62
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, HeavenGroup
“We constantly look for ways to evolve the guest experience. For example, we added our ‘blue oil experience’ to our consultation, we rotate stations twice a year so guests experience a different area of the salon, we give guests iPads during processing, and we changed the shampoo experience.”

Zandi K. Hair and Skin Studio
Denver, CO
zandiksalon.com
Faye Zandi and Nicole Wenz
’10: $611,000
’11: $757,000
INCREASE: 24%
SQUARE FEET: 1,800
TOTAL EMPLOYEES: 20
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Vertical Response
ASSOCIATION: PBA
“Through successful financial planning, fantastic customer service and continued employee education, we have managed to keep a positive cash position from the first year in business, and maintained steady, double-digit growth in the following years.”