click image to zoomISBN President Jason Volk with ISBN Legend Award recipient Pat Parenty and past presidents Paula Malloy and Phil Horvath. (Photo by Jayne Morehouse) The attendees to the International Salon/Spa Business Network’s annual conference, held in Rancho Palos Verdes, CA, May 3-5, derived double meaning from this year’s theme “The Business of Being Social.”
The owners of multi-location salon operations gathered for a lavish ocean-side President’s Reception, networking with one another, as well as with a vast array of sponsoring vendors. “I’m both humbled and honored to be the president of an association that has helped my own organization grow through the powerful relationships and friendships I’ve made by being part of it,” says Jason Volk, founder of Chatters Canada and Tommy Guns Original Barbershops at his welcome the following morning. “The brainpower that’s all gathered under one roof is powerful and profound. And, I know that without the support of our vendors that have keep this organization strong, my organization may not have grown from 14 salons to 125.”
click image to zoomLed by Pat Neville of Beauty First, ISBN panelists included Marty Flaherty of Revlon Professional Brands; Jennifer Parks of Sexy Hair; Jason Yates of John Paul Mitchell Systems; and Pat Parenty of LOreal. On Monday, a day of inspiring education kicked off as former ISBN presidents Paula Malloy and Phil Horvath presented the ISBN Legend Award to Pat Parenty, president, L’Oreal USA Professional Product Division and Salon Centric. “The relationship hairdressers have with their communities is a special one, and this business got into my blood the moment I started,” Parenty says. “I’ve always felt a responsibility to give back and try to positively shape the industry, and I am fortunate to work for a company that encourages me to pursue that passion.”
Attendees then focused on the topic of being social in the digital world as Keynote Speaker Chris Brogan showed owners how to cut through the clutter on digital channels by being helpful to consumers.
“When it comes to capturing your clients’ dollars, you aren’t just competing against other vendors, you’re competing for time, money, attention span, ease of use and a sense of belonging,” Brogan says. “People want to feel as though they belong, they want to feel they are understood. It’s really as easy as remembering your customer’s names and their personal preferences and delivering on them.”