TRADE SHOWS ARE THE LIFEBLOOD of our industry. They provide salon professionals with the unique opportunity to experience new products and talk to the people who develop them. As one of the oldest trade shows in the country and largest ethnic beauty show in the world, The Bronner Bros International Hair Show, founded by Nathaniel H. Bronner, Sr. in 1947, continues to ascend from its modest beginnings setting new goals, challenges

and standards of excellence. MODERN SALON spoke withJames Bronner, the youngest of Nathaniel’s six sons, who serves as the director of technology and part owner of the multi-million, dollar family owned

corporation, about the 2015 show which will take place on February 21-23 in Atlanta.

“It’s about the ease of coming, the ease of doing business with us, the ease of navigating, finding classes. I want everyone to walk in and say that this is a much more professional feeling show and to feel like we’ve listened to them and responded and created something unique for them.”—James Bronner

MS: The reinvention of a business after six decades is no easy feat. How did you take on the challenge of evolving the show with current trends, while staying true to your core audience?

Our core market, our bread and butter that has stuck with us through the years, have been stylists. The main concern they’ve had has been the growth of the kitchen stylist. We’re responding by limiting the majority of our classes to licensed professionals and students only, as well as asking professional-only product companies to limit the sale of their products to only licensed stylists. To facilitate that process, we will be checking licenses this year and have introduced a badging system so an exhibitor will be able to distinguish whether a person is a licensed stylist, student, barber or non-professional. However, some of the non-professionals have supported us throughout the years as well, so we will have some classes to try to help them further their career. We are making these adjustments especially for our core constituents which is the professional stylist and students. We have been working diligently in our rebranding to go out and reestablish some of those relationships.

MS: With your background in technology, how will the infrastructure of the show change?

I majored in computer engineering at Georgia Tech University and have looked over the technology for the company since graduating from college. For the first time at the show, there will be self-check-in kiosks similar to what you would see at the airport. Attendees will be able to purchase tickets online or by using the show’s mobile app. It won’t be necessary to print out anything, just bring the digital ticket on a mobile device and scan it at the kiosk. Moments later a badge will print out and you’ll be on your way. That badge will allow exhibitors to scan and have the attendee’s information to make repeat sales. The badge will also indicate to the exhibitor whether the professional is a stylist, barber or nail tech to let them know if the customer is in the companies target market. This information ensures no one’s time is wasted.

MS: What other show floor changes can attendees look forward to?

We’ve gone back and made deals with companies that weren’t present at our show for the last 10 years. So we have an increased the number of hair companies participating. We also have a few that have never

been, including Wella and Peter Coppola. These companies are significant in the industry, which sends a message of change. We’re expanding our show floor categories to include all facets of beauty, including nails, barbering, business development, skin/estheticians and makeup artists. Aesthetically speaking, we have redesigned and organized the exhibit floor, which will be labeled by pavilion. We have created a new education board that will be selecting our educators to help us bring a higher level of education. We will also be offering more CEU classes, for stylists who need to renew their license. So we’re meeting with the state board to meet the requirements and certifications for multiple states.

MS: As we look ahead to the February and August show, what are you most excited about?

I’m most excited about the new look of everything. One of my goals is to make everything simple. It’s about the ease of coming, the ease of doing business with us, the ease of navigating, finding classes. I want everyone to walk in and say that this is a much more professional feeling show and to feel like we’ve listened to them and responded and created something unique for them.