A salon’s ability to attract new guests fuels its growth, and its ability to get those clients to return again and again dictates its overall success.

AABANI SALON
Weaverville, NC
aabanisalon.com
Brandi Bailey
SQUARE FEET: 2,000  
TOTAL EMPLOYEES: 10
NEW CLIENT RETENTION: 83%
PRE-BOOKING RATE: 81%
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Aveda
COLOR: Aveda  
SKIN CARE: Aveda   
TECH SUPPORT: SalonBiz, Mailchimp  
“One new client program that was successful is a ‘Welcome to Town’ tote bag. New town residents get a bag of gift cards and coupons from local businesses. Realtors pass them out when someone new moves to town. We’re the exclusive salon in that bag, and our offer is $20 off a new service.”

ARIA SALON SPA SHOPPE
Alpharetta, GA
ariasalons.net
Matthew Khodayari
SQUARE FEET: 2,700; 2,100 
TOTAL EMPLOYEES: 34
NEW CLIENT RETENTION: 38%
PRE-BOOKING RATE: 63%
AVERAGE CUT & STYLE: $58
BEST-SELLING RETAIL: Aveda, Goldwell, BaByliss
COLOR: Goldwell  
SKIN CARE: Aveda   
TECH SUPPORT: Millennium, ZeeZor, Demandforce, 
Web Openings
ASSOCIATION: ICA
“We created a new-client passport that offers a new guest four options to save on their next four visits including $20 off a color service, $20 off a cut, a free deep conditioning and $20 off a blowout. We saw our new guest retention jump up 12%.”

BELLA LUCI SALON
Poughkeepsie, NY
bellalucisalon.com
Rebecca Lee
SQUARE FEET: 2,500     
TOTAL EMPLOYEES: 8
NEW CLIENT RETENTION: 60%
PRE-BOOKING RATE: 44%
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Aveda  
COLOR: Aveda  
SKIN CARE: Aveda   
NAIL CARE: Zoya, OPI, Aveda
TECH SUPPORT: Millennium 
ASSOCIATION: Green Circle 
“With our color membership program, clients sign up and they are charged a monthly discounted rate of more than 20% for a single-process color monthly service. They also receive discounts on highlights, waxing and nail services which has increased crossover bookings. Clients who were coming 6-8 times per year are now coming in 12.”

CRAIG BERNS SALON SPA
Delafield, WI
craigberns.com
Craig and MaryBeth Berns, Stacy Moore
SQUARE FEET: 3,200  
TOTAL EMPLOYEES: 28
NEW CLIENT RETENTION: 34%
PRE-BOOKING RATE: 59%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda, Oribe
COLOR: Aveda  
SKIN CARE: Aveda, Eminence  
NAIL CARE: CND 
TECH SUPPORT: Phorest  
ASSOCIATION: PBA
“We have a frequency Loyalty Program in the spa. If you return within three weeks for another spa service one hour or longer you save 20%. If you return in three to six weeks, you save 10%. Guests love it!”

CUTTING LOOSE SALON
University Park, FL
cuttingloose.net
Coral Pleas
SQUARE FEET: 6,700; 2,200 
TOTAL EMPLOYEES: 67
NEW CLIENT RETENTION: 70%
PRE-BOOKING RATE: 65%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Oribe, Bumble and Bumble, Pai Shau
COLOR: Paul Mitchell, Goldwell 
TECH SUPPORT: Phorest, ZeeZor, Textel 
ASSOCIATIONS: ICA, PBA, 2 to 10 
“Our highest loyalty program tier is our Coterie Members who receive 20% off every purchase, a VIP Concierge member to assist them with any rebooking or transactions, invitations to exclusive events with owner Coral Pleas, and a complimentary Bubbles and Blowouts Party for them and five friends.”

LAVISH COLOR SALON
Cleveland, OH
lavishcolorsalon.com
Tracey Watts Cirino
SQUARE FEET: 1,600  
TOTAL EMPLOYEES: 11
NEW CLIENT RETENTION: 42%
PRE-BOOKING RATE: 70%
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Pureology, Redken, Mirabella
COLOR: Redken
SKIN CARE: Mirabella 
NAIL CARE: Zoya, CND, OPI
TECH SUPPORT: Envision  
ASSOCIATIONS: PBA, Summit Salon, Redken Elite
“Our Beauty Bestie Contest ran for 12 weeks. When a guest refers a friend, she would be entered into a drawing to win: two $25 gift cards for our retail boutique, two blow-dry services, and two make up and manicure services. Our guest and the referred friend could enjoy their day at Lavish together.”

MIKEL’S THE PAUL MITCHELL EXPERIENCE
Tampa, FL
mikel.us
Mikel Sandoval
SQUARE FEET: 3,400     
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 24%
PRE-BOOKING RATE: 55%
AVERAGE CUT & STYLE: $72
BEST-SELLING RETAIL: Paul Mitchell
COLOR: Paul Mitchell 
SKIN CARE: Rodan and Fields
NAIL CARE: OPI  
TECH SUPPORT: STX
ASSOCIATIONS: PBA, Green Circle
“Guests can purchase Golden Tickets, up to five between 12-5 p.m. on the last Sunday in February. They must use it for a service and can only use one ticket per visit. The ticket is $50 worth of service for $35. Last year we did a total revenue of $12,050.”

PAUL KENNETH SALON & SPA
Woburn, MA
pksalon.com
Jackie Maniaci and Paul Costa
SQUARE FEET: 3,700    
TOTAL EMPLOYEES: 14
NEW CLIENT RETENTION: 55%
PRE-BOOKING RATE: 80%
AVERAGE CUT & STYLE: $70
BEST-SELLING RETAIL: private label
COLOR: L’Oréal Professionnel, Matrix
SKIN CARE: Clinical Care
NAIL CARE: CND
TECH SUPPORT: Milano, Demandforce, Internal Systems
ASSOCIATIONS: ICA, PBA
“In this economy the key is to increase visits from your existing client base. We offer a program, where a guest can add-on a blow-dry package to a color visit and get blowouts for four weeks.  Guests love this program and it keeps them coming in to our salon weekly.”

SALON 01
Carmel, IN
salon01.com
Micki and David Stirsman
SQUARE FEET: 15,000    
TOTAL EMPLOYEES: 39
NEW CLIENT RETENTION: 43%
PRE-BOOKING RATE: 82%
AVERAGE CUT & STYLE: $58
BEST-SELLING RETAIL: private label, Aquage, DevaCurl
COLOR: Artego, Joico
SKIN CARE: Jan Marini, Eminence
NAIL CARE: CND
TECH SUPPORT: Millennium, Demandforce, SureTint
ASSOCIATION: ICA
“Clients are automatically enrolled in our Max Rewards Program during their first appointment, and they receive a prescribed amount of points for different actions: product purchases, pre-booking or referrals.”

THE STUDIO AVEDA SALON – STUDIO R3
Hattiesburg, MS
thestudiobiz.com
Lisa Cochran
SQUARE FEET: 2,700; 1,500    
TOTAL EMPLOYEES:27
NEW CLIENT RETENTION: 38%
PRE-BOOKING RATE: 67%
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Aveda  
COLOR: Aveda  
SKIN CARE: Aveda   
NAIL CARE: OPI, CND 
TECH SUPPORT: SalonBiz, Demandforce  
“This year, we had five women out for family leave, yet our retention stayed above 80%. That’s because with our team-based mentality another stylist can step in without ‘stealing’ the client. We are strategic, introducing the guest to several stylists to fill in.”

Additional Honorees:
40 Volume Salon, Savannah, GA
Agape Salon & Spa, Rancho Mirage, CA
Allure Designs Salon, Libertyville, IL
Che’mel Salon, Tacoma, WA
Custom Cut & Style, Butler, PA
Deja Vous Hair Care, Kannapolis, NC
Hi Texture Hair Salon, LLC, Lawrenceville, GA
Hollywood Hair, Centralia, MO
Ihloff Salon and Day Spa, Tulsa, OK
Jospehine’s Day Spa & Salon, Houston, TX
Karen Allen Salon and Spa, Riverside, CA
Lola Hair Studio, Cambridge, MA
Mane Attraction Salon, Phoenix, AZ
Nuovo Salon Group, Sarasota, FL
Omgi Salon spa, Louisville, KY
Philip Johnson Salon/Spa, Saint Louis, MO
Pin-Up Curls, Fort Wayne, IN
PURE Salon and Spa, Ankeny, IA
Pure Salon Spa, Louisville, KY
Revive Salon, White Bear Lake, MN
Salon Secrets Spa, Kennett Square, PA
Salon Soca, Chicago, IL
Thompson & Company Salon Parlor, Iowa City, IA
Traci Woodard Salon, Destrehan, LA
Urban Betty Salon, Austin, TX
Utopia Salon & Day Spa, Vancouver, WA