When it comes to a sustainable business, a salon's ability to get clients to return again and again, as well as refer their family and friends, is the key to its success. We invited applicants to describe all their loyalty and referral programs as they would to a new client, including how they would encourage that client to prebook her next appointment. Extra credit was awarded to salons and spas that offered data that demonstrated the value of these programs to future business.

Abitare Paris Salon & Day Spa
Crystal River, FL
aparisdayspa.com
Angela Oliverio
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 22
NEW CLIENT RETENTION: 52%
RETURN RETENTION: 60%
PRE-BOOKING RATE: 65%
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda, Keratin Complex
COLOR: Aveda
TECH SUPPORT: SalonBiz
ASSOCIATION: SpaBoom
“Our VIP Guest Reward is a minimal buy-in program that rewards the guest for every dollar worth of service they have. In return for their initial buy in, they receive our lush spa robe. Points are redeemable toward select services in the salon and spa, including services we hope to grow in popularity.”

Altered Ego Salon & Spa
Tempe, AZ
alteredegosalon.com
Tawni Bare
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 24
NEW CLIENT RETENTION: 28%
RETURN RETENTION: 43%
PRE-BOOKING RATE: 39%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Matrix, Alphaparf, Morrocanoil
COLOR: Matrix
TECH SUPPORT: Envision
“Our salon has a childcare room with a full-time daycare professional. If clients can’t find a sitter, they are invited to bring the kiddos who can stay and play in the Little Egos childcare room.”

Bella Sirena Salon
Kirkland, WA
bellasirenasalon.com
Julie and Brian Bourgoin
SQUARE FEET: 2,000
TOTAL EMPLOYEES: 14
NEW CLIENT RETENTION: 32%
RETURN RETENTION: 70%
PRE-BOOKING RATE: 75%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Concept Heaven
“During their tour, we let first-time guests know if they pre-book their next appointment, they can enjoy a 30-minute complimen

Bob Steele Salon, Inc.
Marietta, GA
bobsteele.com
Amanda Hair
SQUARE FEET: 5,600/2,500/2,400
TOTAL EMPLOYEES: 93
NEW CLIENT RETENTION: 53%
RETURN RETENTION: 85%
PRE-BOOKING RATE: 50%
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Pureology, Redken, Moroccanoil
COLOR: Redken
TECH SUPPORT: Millennium, Demandforce, SpaBoom
ASSOCIATIONS: ISBN, 2 to 10 Project
“Our Birthday Club gives clients a one-time use, 20-percent-off certificate to use during their birthday month as a thank-you for loyalty throughout the year.”tary facial on their next visit.”

Inspire Salon
Weldon Spring, MO
saloninspire.com
Sandi and Chris Ravenscraft
SQUARE FEET: 2,100
TOTAL EMPLOYEES: 8
NEW CLIENT RETENTION: 57%
RETURN RETENTION: 89%
PRE-BOOKING RATE: 66%
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium
“Our Experience More card (included in first-time guest gift bags) has five offers: a free full-size retail product recommended by their stylist, a free wax service, a free make-up product if you schedule a session or lesson, a free manicure when you book a pedicure and a free deep conditioning treatment with
any service.”

John Robert’s Spa
Mayfield Heights, OH
johnrobertsspa.com
John DiJulius and Eric Hammond
SQUARE FEET: 7,000/2,400/1,800
TOTAL EMPLOYEES: 130
NEW CLIENT RETENTION: 34%
RETURN RETENTION: 77%
PRE-BOOKING RATE: 19%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce
ASSOCIATION: ISBN
“Our VIP program rewards guests for their dollars spent or number of referrals given. The program has three tiers, each of which provides exclusive benefits, such as discounts, complimentary services, JR dollars or holiday gifts.”

Progressions Salon Spa Store
Rockville, MD
progressions.com
Cynthia Feldman
SQUARE FEET: 9,000
TOTAL EMPLOYEES: 44
NEW CLIENT RETENTION: 36%
RETURN RETENTION: 85%
PRE-BOOKING RATE: 48%
AVERAGE CUT & STYLE: $75
BEST-SELLING RETAIL: Kérastase, Bumble and bumble, Oribe
COLOR: Goldwell, Redken
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: Day Spa Association, NCA, PBA
“New guests are given two referral cards—one for the salon so a friend will receive $10 off and the guest will receive $20 off. The next is for spa and nail services. The guest receives $10 toward a service and a friend receives $5 off.”

Salon Estique
Phoenix, AZ
salonestique.com
Cheryl Finn, Brenda Barnaby, Kelly Boudreau
SQUARE FEET: 3,600
TOTAL EMPLOYEES: 36
NEW CLIENT RETENTION: 44%
RETURN RETENTION: 89%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Moroccanoil, Bumble and bumble, Aveda
COLOR: Wella, JPMS
TECH SUPPORT: Millennium, Demandforce, Constant Contact
ASSOCIATION: PBA
“New clients receive a Bounce Back card that introduces them to try new services and encourages them to return through various discounts for second, third, fourth and fifth visits.”

Three Cutters on Pearl
Denver, CO
threecutters.com
Justin Williams, Brad Van Dyke
SQUARE FEET: 900
TOTAL EMPLOYEES: 11
NEW CLIENT RETENTION: 47%
RETURN RETENTION: 85%
PRE-BOOKING RATE: 80%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“First-time guests receive a $20 gift card to apply to their service as well as $10 off their next skin care service appointment. They are also told we are a no-tipping salon and that we would prefer they purchase the home care items recommended by their service provider.”

Westside Hair Care, LLC
Hackettstown, NJ
westsidehair.com
Maureen Kimble
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 8
NEW CLIENT RETENTION: 40%
RETURN RETENTION: 70%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Redken
COLOR: Redken
TECH SUPPORT: Leprechaun, Constant Contact
ASSOCIATION: PBA
“We provide our guests with a Westside Hair Care VIP card. Each time the guest receives a hair cut, we punch the card with a star. After 10 hair cuts, the 11th is on us.”

Additional Honorees
Aura Salon and Day Spa, Scottsdale, AZ
Avalon Salon and Day Spa, Deer Park, IL
Blo, Raleigh, NC
The Hair Company, Leonardtown, MD
Ihloff Salon and Day Spa, Tulsa, OK
Light Salon & Spa, Avon, OH
Mane Attraction Salon, Phoenix, AZ
Maximum FX Salons Spas, Austin, TX
Neff Studio Salon, Cape Coral, FL
Salon Disegno, Lawrenceville, GA
Salon JoVon, Brecksville, OH
Salon Soca, Chicago, IL
Salon TEN, Leesburg, VA