MENU
SEARCHBella Lago added a presale strategy and Vegas theme to turn its annual event into a huge day of profit.
Merrisa Barnhardt was not a big fan of discounting at the two locations of her North Carolina salon, Bella Lago Salon and Spa. So when industry coach Harry Wood came to her salon to teach his “Six Figure Hairdresser” program, Barnhardt was less than enthusiastic about his suggestion to use discounting as a customer appreciation strategy.
The idea was to maximize the potential of the Holiday Open House Barnhardt had been holding annually. Each November, the salon would set aside, first, part of one day and, in more recent years, the whole day to replace ordinary business with an Open House that promoted retail. A deejay would be on hand, and staff would mingle with the guests. Typically, the salon would ring up about $4,000 in retail. Wood encouraged Barnhardt to start a presale with discount incentives well before the big day. He assured the skeptical owner that this type of limited, special occasion discounting had been consistently successful at Van Michael, where Wood was a long-time stylist.
“I thought discounting beforehand would take away from our overall sales,” Barnhardt explains. “But in 2019, we decided to give it a try.” Her team invited their loyal guests to come to the event and to purchase products ahead of time. The presold products were conveniently waiting for them when they arrived at the event, and they were rung up at 20% off.
The result quickly changed Barnhardt’s attitude. “I could not believe our success!” she says. The usual $4,000 practically quintupled—by the end of the Open House, they’d sold $19,000 in retail.
In 2020, the event’s sales dipped to $13,000 with 200 guests attending. “I believe guests were still scared to come out to big events because of Covid,” Barnhardt reasons. “Besides, it was a cold, rainy day.” She didn’t let the tepid sales keep her from trying again in 2021. In fact, she decided to expand the concept to include a theme and settled on “Holiday in Vegas.”
Her staff helped her to bring her vision to life with five Vegas-style games like roulette and a slot machine, complete with prizes. They served refreshments and mimosas, and some team members dressed in theme as, for example, Elvis or a bridal party. An Oribe technician was on site to provide hand massages. Prebooked January and February appointments were available at a 15% discount, and 50 beauty boxes filled with popular products valued at $119 were grabbed up at the special $30 price.
Before the event even started, presales had climbed to $12,000. Promotion for the “first 50" to receive the beauty boxes drove so much anticipation that there was a line at the door by 8am. And in total, the event brought in 400 attendees and $28,000.
“To say I am proud of my team would be an understatement,” Barnhardt reflects. She and her team are already planning for holiday 2022—with discounts, of course.
Discover how to create a true “WOW experience” for every client by first building a culture where your team feels engaged, empowered, and inspired. Drawing on Calvin Stovall’s Iconic Framework, this blog explores how salon, spa, and clinic leaders can strengthen culture, elevate customer experience, and build a business that stands out for the long term.
Sponsored by Phorest Salon Software
The wellness industry is growing fast, and salons and barbershops already are an important part of it. In her first blog, Tracy Rado shares where the wellness dollars are heading, and how salon's can grow with this movement.
While salon sales are increasing, owners often feel they're working harder for the same or less profit. Leverage Q2 data from The KIM Report, Alain Audet reveals some of the structural changes that are dampening your growth and why your region and your salon size matters.
Weaknesses in your business are amplified during the Holiday Season. Spark Pro Global's Lucy Randall shows you five things to do now to have the strongest holiday season yet.
In Kati Whitledge's latest blog, she shares how salons have moved away from dress codes and embraced appearance standards. But by removing strict dress codes, some businesses may have unintentionally lowered their appearance standards. Whitledge helps you explain to your team why an appearance standard is important and how to smoothly implement a new appearance policy.
The Small Business Health Care Tax Credit is a non-refundable tax credit for for-profit businesses that provides a financial incentive for eligible employers who offer health insurance coverage to their employees. Leticia Skrabut, Esq., walks you through how to claim that credit.
Developing strong work habits early in one's career supports long-term success in the salon industry. Jesse Linares offers new stylists his top five tips.
Most salon owners have no idea what these numbers are. You can hit record sales and still have a profit problem. The difference comes down to four numbers almost nobody was taught to track.
Sponsored by Strata Salon Systems™
A five-area audit every owner-dependent salon needs to run. You built something that looks successful. Now find out if it can survive without you.
Sponsored by Strata Salon Systems™
Every month you put off fixing the problem, it gets bigger, more expensive, and harder to solve.
Sponsored by Strata Salon Systems™
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
Expand your color service menu with the Pinstripe technique. Brooks and Brooks' Marlon Hawkins walks you through the technique.
The strongest salons, spas, and med spas know which numbers tell the real story of their business. In this practical guide, Phorest breaks down the five essential KPIs every business should track to improve retention, boost revenue, and make smarter decisions with confidence.
Sponsored by Phorest
At Bella Style Salon in Slidell, Louisiana, Director of Operations Angela Meyer tackles inventory, team management, and guest relations. Read all about her in our latest Meet the Manager.
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
Planning is in full swing for the most anticipated events and promotions for the 2026 holidays. As owners share their favorite ways to celebrate, they prove that a carefully planned event can also build culture, increase client loyalty, boost sales, and set a business up for a successful 2027.
When things run amok at Mane Attraction Salon, Owners Chris and Jenny Knudsen say General Manager Sami Hernandez is their go-to resource and ultimate sounding board. Meet Sami in this installment of Meet the Manager.
