Smart Tan’s “Total Salon Makeover” — the general session in which a typical North American tanning facility was made-over in the midst of busy season — anchored an energized Smart Tan Educational Conference at the ITA Tanning World Expo Sept. 19-21. Conference attendance increased an estimated 17 percent from last year’s event.

“We were pleased so many salons enjoyed the case study we presented — it was a salon with issues that virtually everyone could understand and learn from,” Smart Tan Chairman Matt Russell said after the conference. “The session seemed to touch people on so many different levels. And what was wonderful was that the makeover itself was fueled by lessons learned by and through so many of our members. It was as if everyone there had stake in that session.”

Other popular sessions at the conference included material on what Smart Tan has coined “The Vitamin D Revolution” — new research and data supporting the case for regular, non-burning UV exposure — and a keynote address from professional speaker Amanda Gore, whose session on emotional intelligence and leadership ended with 500 attendees scrunched into a small group singing Monty Python’s “Always Look on the Bright Side of Life.”

Popular sessions on lotion sales, upgrade sales and marketing techniques rounded out the convention. Professional retail and marketing consultants John Farr and Rick Segel joined Smart Tan’s staff in leading the programs.

“Gore’s uplifting message — on top of the Salon Makeover and the sales and marketing programs — were designed to give people the tactical tools to change their businesses as well as provide inspiration for the right mindset to attack your salon’s challenges,” Smart Tan Vice President Joseph Levy said. “From the input we received by Sunday, the reaction to the event was overwhelmingly positive.”

Smart Tan has hosted its annual educational conference at the ITA trade show since 2000 after three years in Orlando and one year in Chicago.

“We started working on our 2009 event Monday morning, and we look forward to working with our members to make that event even more successful,” Levy said. “Salon input has made this event what it is year after year.”