{"id":9018,"date":"2012-05-07T04:00:53","date_gmt":"2012-05-07T08:00:53","guid":{"rendered":"https:\/\/smarttan.com\/news\/?p=9018"},"modified":"2012-05-07T23:06:20","modified_gmt":"2012-05-08T03:06:20","slug":"the-story-behind-the-today-story","status":"publish","type":"post","link":"https:\/\/news.smarttan.com\/index.php\/the-story-behind-the-today-story\/","title":{"rendered":"The Story Behind the \u2018Today\u2019 Story"},"content":{"rendered":"<p>Smart Tan Executive Director Joseph Levy\u2019s appearance Friday morning on NBC\u2019s Today Show came about in about 18 hours of coordination involving many in the tanning market \u2014 a coordinated effort that gave the market a rare opportunity to tell its story.<\/p>\n<p>Here\u2019s how the whole story happened:<\/p>\n<p>Beach Bum Tanning \u2014 a New York salon chain \u2014 was contacted last Thursday afternoon by NBC producers searching for a tanning bed and someone to participate as a model in a Today Show segment. Beach Bum owner James Oliver got the ball rolling, giving the market an opportunity to tell our story on live television.<\/p>\n<p>\u201cJames contacted Joe Levy at 3 pm about the segment. Joe was on a flight for New York four hours later,\u201d said Matt Russell, Smart Tan CEO. Oliver also coordinated the delivery of a Montego Bay tanning bed with the help of Susan Miller and Paul Manke from PC Tan in New Jersey. \u201cIt all came together so fast. James did an amazing job of coordinating all of this in just a matter of hours,\u201d said Russell.<\/p>\n<p><span style=\"text-decoration: underline;\"><strong>THE TIMELINE<\/strong><\/span><\/p>\n<p><em><strong>Thursday<\/strong><\/em><\/p>\n<p>3:06 pm \u2014 Beach Bum Tanning\u2019s James Oliver calls Levy, after Today contacted Beach Bum looking for a sunbed for a segment that would air the next morning. At first, Today is talking about taping a segment Thursday evening for use the next morning. Oliver gives Levy\u2019s name to Today and contacts New Jersey-based PC Tan to arrange for a sunbed.<\/p>\n<p>4:20 pm \u2014 Today producers contact Levy and discus having Levy fly out to do the segment live Friday morning. Today also asks us to provide a tanning model for the demonstration.<\/p>\n<p>4:30 pm \u2014 Levy, Oliver, Smart Tan\u2019s Matt Russell, Ashley Lynn\u2019s Tanning founder Bart Bonn, Fabutan President Doug McNabb, Celsius Tannery President Roger Holmes and Midnight Sun\u2019s Dan Van Dine discuss the Today proposal. It is agreed: The ability to lead off the interview by explaining how a sunbed works gives us the opportunity to frame the discussion. Points to be emphasized in the interview are discussed, and It is agreed that the tanning model should be male \u2014 and Beach Bum Tanning\u2019s  Fitzpatrick is chosen.<\/p>\n<p>5:00 pm \u2014 Levy contact Today producers and shores up details. The piece is going to involve a 3-minute description of how tanning works, and then a sit-down discussion with Levy, Today host Ann Curry and NBC Medical Editor Dr. Nancy Snyderman.<\/p>\n<p>7:30 pm \u2014 Levy boards a plane from Denver to New York.<\/p>\n<p>11:30 pm \u2014 Levy lands in New York. He\u2019s not in bed until 1:30, after checking emails (ironing his shirt) and going over last-minute details with Russell on what points we are going to emphasize: The plan was to compare sunbeds with natural sunlight, point out how sunlight is a key element to life on this planet, illustrate that our equipment is just like what dermatologists use but not as intense, show how exposure times are based on formulations from FDA and administered after a careful screening from a certified technician and ask for an opportunity for a further discussion.<\/p>\n<p><em><strong>Friday<\/strong><\/em><\/p>\n<p>5:00 am \u2014 Wake-up call. Levy, Oliver and Fitzpatrick meet at 6:00 am and discuss the plan for the morning.<\/p>\n<p>6:30 am \u2014 The team arrives at Today for make-up (Levy had a tan \u2014 very little make-up was used) and a quick run through of the staging of the interview.<\/p>\n<p>7:00 am \u2014 Today show begins. Comedian Stephen Colbert is one of Today\u2019s first guests. A short promo before his interview is shot with Colbert lying fully-clothed in the unlit sunbed reading from his new book.<\/p>\n<p>7:50 am \u2014 While in the green room at Today, producers inform us that the piece will be just 3 minutes now and will all take place near the sunbed. This change happens 19 minutes before the piece is set to begin. Levy texts Russell, \u201cSegment instructions just changed again. I\u2019m on it.\u201d<\/p>\n<p><a href=\"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2012\/05\/2012-05-06-Joe-on-Today-copy.jpg\"><img decoding=\"async\" class=\"alignleft size-medium wp-image-9019\" style=\"margin: 5px 10px; border: 0pt none;\" title=\"2012-05-06 Joe on Today copy\" src=\"https:\/\/smarttan.com\/news\/wp-content\/uploads\/2012\/05\/2012-05-06-Joe-on-Today-copy-300x228.jpg\" alt=\"\" width=\"194\" height=\"148\" \/><\/a>8:09 am \u2014 Segment takes place live.<\/p>\n<p>8:15 am \u2014 When the segment concluded, Snyderman high-fives Levy, laughs heartily, punches Levy in the shoulder and says \u201cgood job.\u201d Today\u2019s Curry seems pleased that the discussion was lively.<\/p>\n<p>\u201cI saw on a monitor that there was a Neutrogena SPF100 ad on before the segment began,\u201d Levy said. \u201cI\u2019m sure everyone watching noticed that. I think Today and Snyderman have to bow to the Neutrogena gospel \u2014 they can\u2019t just come right out and say that any tan can be helpful. But Snyderman was cordial \u2014 we\u2019ll continue to show her that the science supports our position, show her examples of good tans and show her that melanoma is more common in indoor workers \u2014 which she didn\u2019t seem to understand. I\u2019m sure the people who supply her with her information didn\u2019t get that at all.\u201d<\/p>\n<p>Levy was back home in Denver Friday night.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Smart Tan Executive Director Joseph Levy\u2019s appearance Friday morning on NBC\u2019s Today Show came about in about 18 hours of coordination involving many in the tanning market \u2014 a coordinated effort that gave the market a rare opportunity to tell its story. Here\u2019s how the whole story happened: Beach Bum Tanning \u2014 a New York [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9018","post","type-post","status-publish","format-standard","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Story Behind the \u2018Today\u2019 Story - Smart Tan News<\/title>\n<meta name=\"description\" content=\"Smart Tan Executive Director Joseph Levy\u2019s appearance Friday morning on NBC\u2019s Today Show came about in about 18 hours of coordination involving many in the tanning market \u2014 a coordinated effort that gave the market a rare opportunity to tell its story.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.smarttan.com\/index.php\/the-story-behind-the-today-story\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Story Behind the \u2018Today\u2019 Story - 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