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PROFIT CENTER Spray tanning systems also carry a low cost-per-treatment but they require a dedicated space with good ventilation. retail-to-service ratio in that department is 90% to 100%." Caballero further reports that the spa's key to success was in finding the right staff, especially estheticians and cosmetologists who have worked in retail at a department store and who love makeup. The spa boosts its mar- keting efforts by sending an e-mail birthday wish offering a free brow shaping to every guest on its list. Spray tanning systems also carry a low cost-per-treatment, after the initial investment. However, they require a dedicated space with good ventilation, which might end up being an underutilized treatment room or shower. Preston Wynne Spa in Saratoga, California, recently created a technician-free revenue opportunity out of what was once a tiled Vichy room by adding a modular infrared sauna and charging a modest amount for its use, packaged with massage services. Jenny Hogan, media director at industry supplier Universal Companies, suggests a few simple add-on service options that can create high profit: "These add-ons are a quick and easy way for your spa to increase profits, while adding value for your clients," she advises, noting that her company's Intensive Lash & Brow Tint, offered at a brow bar, costs only .53¢ per treatment, and its Eco-Fin paraffin alternative, presented in sanitary single-use packaging, costs about $2.49 before labor, although the treatment itself can be priced at $10 to $15. So as the phone begins to ring in January, you might want to consider developing a few promotions that combine the typical high-demand services with some less-popular but high ROI options in order to realize higher profits. Of course, you need to give clients what they want, but you will better maximize your profits with some strategic and creative promotions of treatments with a lower cost structure. Lisa Starr (lstarr@wynnebusiness.com) is a business consultant for Wynne Business and a spa management trainer/educator. dayspamagazine.com/freeinfo • Use FreeInfo #46 92 DAYSPA | JANUARY 2014