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Best Practice: Event Planner; Maisie Dunbar Spa Lounge

Published: July 20, 2010
By Salon Today

A fresh vision for the Maisie Dunbar Spa Lounge (maisiedunbarspalounge.com) necessitates a move and new tactics for ramping up the client list.

Number of employees: 8 Product lines: Creative Nail Design, China Glaze, OPI, Bluffajo Cosmetics Average customers per day: 10 to 30 Top services: manicures and pedicures Money raised through special events: Men’s Night Out, $3,000; Ladies’ Night Out, $4,000

WHEN Maisie Dunbar, owner of Maisie Dunbar Spa Lounge in Silver Spring, Maryland, decided to take her business to the next level in 2008, she opted to create an entire beauty experience. Little did she know, this strategic decision would lead to far more change than she ever anticipated.

ST: Why did you want to move your salon to a new location?
DUNBAR: I wanted to give my customers an entire beauty experience. I didn’t want to be viewed as just another nail salon. I hired a consultant to help me with my vision for my new salon. He told me what I wanted would not work in the small space I previously had. After the meeting, I walked around my neighborhood and worked on finding a new space. I knew I wanted to stay in the same area, but I needed more room. In November 2009, I moved into my new store and started contemplating new ideas that would create a buzz and get my name out to the public.

(Left to right) Dunbar’s sister, Cathy Eastman, Gustavo Delgado Jr., Maisie Dunbar, Gustavo Delgado Sr.

ST: What was your ‘plan of action’ in order to get a steady stream of new clients into your salon?
DUNBAR: My plan was to solicit heavily to the people in the apartment complex (500 units) where my new spa is located. We already had a steady stream of clients, but we wanted more. We designed VIP cards and set up neighborhood events so people could see directly what we offered. In the apartment complex, residents who sign new leases get 10 percent-off cards for any treatment in our salon. Our business is heavily built upon referrals, but we also have a good percentage of walk-ins.

ST: What do your clients think/say about your new space?
DUNBAR: My clients love the new space. It’s open, our decor is white and chrome, and it looks aesthetically pleasing, clean and sanitized. It’s a classier feel and I absolutely love it. If I had a dollar for every time someone said they didn’t want to go home after a treatment, I would be a rich woman. When people compare my salon and services to heaven, to me, that’s the ultimate compliment. It’s like comparing my salon to a place of ultimate peace.

ST: How do you think your special events like “Men’s Night Out” and “Ladies’ Night Out” have helped your business?
DUNBAR: In January, I created “Men’s Night Out” in an effort to expand my male clientele. Currently, 12 percent of my clients are men. The event gave them the experience to see where we were located and what we offer. The men who participated received a massage, skin treatment and a foot detox all at reduced prices. Every guy who attended the event told me they wanted another, so in June we hosted a Father’s Day brunch.

For “Ladies’ Night Out,” at the end of February, I had a glam package special for the girls where they could get their lashes done, a nail service and a make-up application service. It was a huge hit. We had three vendors come in to sell products. These events definitely boosted my client retention. When you have opportunities like these, it’s a great opportunity for people to try out your treatments first hand.

ST: What are ideas salons/spas can do to boost their sales during hard economic times?
DUNBAR: I would tell them to try and expand their reputation to clients. Currently, I am going to be doing a “Doctor’s Day,” where I am inviting the top five dermatologists, orthopedic surgeons and podiatrists in the Washington D.C. area to come try out some of our services. I hope to create a relationship with them; let them see who we are and how we are in terms of sanitation. If I can partner with these doctors then possibly we can get referrals that way.

I recommend to others to get very creative with marketing in these economic times. You don’t want to do too many coupons because then you are looked at as a ‘discount salon.’ Try doing different events instead, it will trigger your clients to book new treatments.

Share one of your best salon practices by contacting Associate Editor Lauren Salapatek at lsalapatek@vancepublishing.com.

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