Event Coverage

Modern Reports: Aveda Dare to Dream 2016, Presented by The Salon People

Lauren Quick | September 28, 2016 | 9:40 AM
“You don’t have to go to a seminar for six weeks to be a daymaker,” David Wagner, pictured, said. “You just have to decide to be a daymaker.”
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Salon Pyure closed Dare to Dream with a cut and style presentation featuring updated looks for iconic styles—Twiggy, Grace Jones, Cher and more.
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Ian Michael Black, Aveda global artistic director for hair color, gives Instagram pointers during the Dare to be Different panel.
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More than 1,000 stylists, owners, media and Aveda corporate team members having a literal ball at the Dare to Dream conference at the Mahaffey Theater in St. Petersburg, FL.
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John DiJulius and Tom Petrillo high-five after DiJulius’ business-minded presentation.
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The Event

Aveda Dare to Dream conference, produced by distribution company The Salon People, Sept. 11-12 in St. Petersburg, Florida.

The Details

Designed for the salon professional, Dare to Dream sought to inspire stylists to dive into untapped potential and set goals for their bright futures. More than 1,000 individuals attended the inaugural event.

“Today, we have to start by recognizing dreams can come true,” Tom Petrillo, founder of The Salon People, said at the opening of the conference. He asked stylists what their story was, what their dream was and how they were going to manifest their dream to make it a reality—and the rest of the two-day event sought to create an environment where stylists believed they could achieve a dream, even if it was a little out there.

Virginia Meyer of Red Chocolate and Fourteenjay and Christopher Hermann, director, educator development, Aveda global education, served as hosts for Dare to Dream—introducing speakers, facilitating panels and guiding the audience through moments of wellness.

Day one brought David Wagner, author of Life as a Daymaker and owner of Juut SalonSpas; a social media panel; Qnity Founder Tom Kuhn; a growth panel; and Van Council, NAHA winner and owner of Van Michael Salons to the stage.

The second day featured business speaker and John Robert’s Spas Owner John DiJulius, a mentorship panel and a beliefs panel—including 2016 SALON TODAY Salon of the Year winner Kimberly de Freitas, 8 salon owner. Pyure Salon closed with a dynamic hair presentation.

The Last Word

“My first job was valet parking,” Wagner said of working for Horst Rechelbacher. “If I wasn’t a good valet parker, I wouldn’t be here. Whatever you are, be there.”


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