For the past eight years, the Business Courier newspaper has sponsored a Health Care Heroes Awards program. This year, Fredric’s Corporation, the exclusive distributor of Aveda Lifestyle Products in Ohio, Kentucky, Indiana and Michigan, has been selected as a nominee for the award. The winners will be announced at a dinner on January 27, 2005 at the Westin Hotel in downtown Cincinnati. Chosen by a panel of independent judges, the program honors Tri-Staters who have made an impact on the health care of the region.

“ With a beautiful and work-friendly location, full of color, artwork, inspiration, and health oriented extras, Fredric’s Corporation is a clean, fun and giving company to work with,” wrote Kelly Collison, Fredric’s nominator. Fredric’s employs over 100 people and offers comprehensive medical benefits in addition to a shared membership to the Mercy Health Complex, a 14,000 square foot work-out facility, complete with state-of-the-art weight training equipment, a full basketball court, swimming pool and tennis courts. Another health benefit at Fredric’s Corporation is that associates receive paid time off to have a yearly physical exam.
Fredric’s hosts a two day, company-wide Rejuvenation where all associates come together to learn how to better care for themselves, both physically and mentally. The recipients have received gift certificates to the Alliance Institute for Integrative Medicine, a holistic center in Cincinnati that offers chiropractic care as well as acupuncture and other alternative modalities. During this retreat, associates have also received gifts of organic supplements from Intelligent Nutrients, bottles of chewable Vitamin C, and have heard from a variety of speakers who addressed health, wellness and personal growth topics in a fun and interactive way.

Founder and President of Fredric’s, Frederic Holzberger created a traveling salon ten years ago to help those less fortunate. “I am honored to sponsor Project Daymaker, a licensed salon-on-wheels, which is staffed by volunteer stylists,” says Holzberger. “These volunteers give their time and talent to service men, women and children who are the homeless, abused and working poor of our country. With every smile and every touch they are restoring a part of that person’s wellbeing, self esteem and dignity that no medicine or drug could ever replicate.”

Last but not least, Mr. Holzberger has created a company campus whose design and décor takes the associates health and well-being into account. A smoke-free facility, Fredric’s also has a water purification system and utilizes air purification by way of aromatherapy oils to maintain a relaxing and stress-free environment. Ms. Collison noted that windows were cut into the cement walls of the warehouse so that daylight could reach the associates who work there. There is a free-standing organic greenhouse on the grounds of the corporation and associates are welcome to visit the space and utilize the deck and patio in nice weather.
“ Incorporating outlets and access to annual or even monthly well-being initiatives help to create personal well being that extends from the work place into people’s every day lives,“ said Frederic Holzberger, founder and CEO of Fredric’s Corporation. “An emphasis on awareness can lead to less need for medical care and prevent many of the health care issues that our community and nation continue to struggle with every day.”
There are five categories of Health Care Heroes: Employer, Innovator, Manager, Community Outreach and Provider. Seventy-two nominees have been selected. There are a total of five nominees in the “employer” category including Fredric’s.

“The Aveda Fredric’s network is like a forest,” said Nancy Brown, co-owner of Ladies & Gentlemen Aveda Lifestyle Salon & Spa in Mentor,OH, and one of the emcee’s for the 12the annual Fredric’s Mid America Tour.  “We grow, connect, interconnect, help each other and our roots go deep.”  “Know. Grow. Aveda” was the theme of the two day educational event, produced by Fredric’s Corporation, the exclusive distributor of Aveda Lifestyle Products for Ohio,Kentucky,Indiana and Michigan.  Held at the Cincinnati Convention Center, Fredric’s Mid America brings over 2500 people together to see and hear a stellar line up of talented guest artists and speakers.   The event began with a Saturday evening awards presentation and Evening Garden Welcome Reception where the guests were invited to network and experience a variety of treatments including hand massage, stress relieving seated massage and new this year, a relaxing warming pillow from the Puregiving line.  Sunday was divided into two venues:  Main Stage Hair Tour and Guest Care/Spa Essentials.  New this year, the Guest Care/Spa Essentials program was divided into two sections—“Spa Essentials” was devoted to treatment information, new techniques, products and technical demonstrations.  The other venue, “Guest Care,” featured four different speakers who addressed personal motivation, performance and customer care.  Participants could divide their time between both programs.    

Those who came for the Mid America Hair Tour were not disappointed with the day’s line up.  First on stage were Van Council and his team which included Daniel Holzberger, Frederic’s son.  Van and his team demonstrated several asymmetrical haircuts offering different ideas on concave and convex shapes.   

Aveda founder, Horst Rechelbacher, took the audience on an inspirational journey.  He spoke about the mind/body connection and the importance of self-care and self-management.  The audience learned about Mr. Rechelbacher’s future plans which include opening a modern apothecary, called Intelligent Nutrients,  in Minneapolis in the Fall.  “Everything is this center will be grown organically,” said Mr. Rechelbacher.  “All the products will be edible and nutritious.”  Mr. Rechelbacher proceeded to give the audience a preview of the products and their benefits.   

Mick Freund, co-owner of Avant Salon in Minneapolis, presented a segment on men’s haircutting techniques.  Mick began his career as a barber and his current clientele is 45% male.  “Men’s hair is all about shape,” said Mr. Freund,  “and there are three categories that all shapes fall into:  contoured, vertical and extended.  The shapes are determined by the shape of the client’s head.”  Mr. Freund and his associate, Kurt Kueffner, demonstrated the three different shapes on models so that participants could see, first hand, how the effects were achieved.  

To segue to the next presenter, a group of children informed and entertained the audience with a skit about the benefits of Aveda hair sprays.  Charlie Price, owner of Charlie Morris Price salon in Denver, geared his presentation to demonstrate how he and his team use Aveda Air Control.  Mr. Price made up-do’s look easy as he used three different techniques to create fabulous finished looks.    

Global makeup master, Leslie Munsell from Van Michael Miami salon, talked about “color coming back strong.”  She demonstrated many wearable looks featuring the fall color collection and the Aveda launch of the new complexion/foundation products called Inner Light.  Ms. Munsell also shared the news that the new collections include more shades that are suitable to darker complexions.    

Ken Novak, artistic Director for Ladies and Gentlemen Aveda Lifestyle Salon and Spa, and Holly Brown, co-owner of the Brown Aveda Institute, shared hair color formulas and demonstrated different ways to distribute weight in asymmetrical haircuts.  They introduced two new Haircolor Purefessionals as well as a makeup educator from Ladies and Gentlemen and implored the audience to take care of themselves in order to do their best work and to share with their co-workers to create a positive team experience. 

“No other company has a network built on a culture of caring,” said Dominique Conseil, President of Aveda.  Mr. Conseil outlined how Aveda cares for the stylist, the client, the student, the instructor and the community as well as for the earth.  He also presented data that showed the Aveda salons and spas are high above the industry average when it comes to retail and service dollars as well as client and staff retention.  

Ray Civello shared tips with the audience about how to take home and implement the ideas they learned at Mid America. “Switch your watch or your ring to the other hand to remind yourself.  It’s uncomfortable to change your habits,” he said.  Along with the Canadian Academy Team including color director Ana Karzis, Mr. Civello shared the “Wabi Sabi” collection, a simple and fresh approach to “edgy” styles.  Many technical demonstrations proved to the audience that “edgy” does not have to be difficult.   

A true crowd pleaser, Gina Derry, Creative Director of Aveda’s Soho Salon in New York, was the last presenter of the day and she called her presentation “Doing Hair We’re Scared Of”.   From mixed textures and curly hair to connecting fringe to the rest of the haircut, Ms. Derry demonstrated how to tackle many situations that give some hairdressers pause.  She also showed how to mix and combine many different products to add interest and excitement so that “we don’t do what we’ve always done.”  

A number of hands-on half-day workshops with the presenters were offered the following day.  Participants especially enjoyed having the attention of the industry experts in small groups.  Those who attended learned many of the techniques shared on stage the day before and were also able to brush up and/or learn new skills.      

Guest Care/Spa Essentials

Fredric’s Corporation Mid America Spa Tour Evolves Into Two Venues

From spa owners, spa managers, students and estheticians to front desk staff, massage therapists and nail technicians, Mid America offered programs for everyone and provided tools and ideas to increase productivity and enhance services.  Participants could “float” between two rooms where guest presenters shared knowledge and information be it on stone massage techniques, makeup application, or how to get along better with co-workers.  Fredric’s Mid America Tour featured excellent presenters who addressed how we care for ourselves as well as how we care for others.  

Four speakers presented in the Guest Care Venue.  Customer service expert, Holly Stiel focused on the five questions every employee deserves to know:  what do you want me to do, why do you want me to do it, how do you want me to do it, how will I know if I’m doing it well and how can you help me improve?   When it comes to the front desk, Ms. Stiel pointed out how important it is to have standards in place so that everyone approaches The Welcome, The Farewell and Problem Solving the same way. 

From Fredric’s own network, John DiJulius, owner of three John Roberts salons and spas in Ohio, shared tips from his book “Secret Service: Hidden Systems That Deliver Unforgettable Customer Service”.  Mr. DiJulius believes that great service is non-negotiable .  He shared tips on how to make the service unforgettable and how to make sure your staff provides that service on a consistent basis.  

Those Mid America participants who attended Curtis Zimmerman’s presentation learned to juggle, both literally and figuratively, from the immensely entertaining and thought-provoking speaker and author. His interactive program, “Living Life at Performance Level,” encouraged the participants to think of their lives as if they were the star in a great film or show.  He made the following suggestions:  be the director of your life, cast your show wisely and edit those who don’t add to the overall quality of your show.  He taught the audience to listen before they act through a rousing game of “Simon Says,” and proved that we can organize “things” but not “people”  through an organized and creative multi-tasking exercise.   

Joe Schneider, creator of Spirit Seminars, had Mid America participants howling during his Spirit Seminar in which he talked about four distinct and different personality traits and how they can learn to work together and get along.  Participants learned to understand the reasons why certain people do what they do and under what conditions and circumstances they might be able to get those people to do what they want.  Everyone recognized themselves and their co-workers in the lively interactive workshop that had participants addressing each other by their “personality name” (“Orderly Owl,” “Riveting Rhino,” “Tolerant Turtle”, and “Bouncing Bumblebee”).   A great motivator, Schneider left the audience with several new skills to try both in their personal and professional lives.   

In the Spa Essentials venue, many of the speakers came directly from Aveda Corporation and previewed upcoming product launches, trends in the spa industry and demonstrated ways to update spa treatments.  Many participants were surprised and excited to find that some of the speakers also devoted time to speaking about nurturing and caring for the self.   

Dominique Conseil, President of Aveda, started the morning off with a talk entitled “Why Aveda?”  Using key words from the company’s mission statement, i.e. “care, products, world, give back, responsibility, environment and beauty”, Mr. Conseil proved that the brand lives up to its mission by providing estheticians with environmentally ethical products that help them care for their guests while also giving back and caring for the world we live in.  Mr. Conseil also shared that the spa segment of Aveda’s business grew 35% last year and the trend is for spa to continue growing.   

In addition to previewing new product launches, Suzanne Dawson, Executive Director of Marketing and Spa Development, outlined many trends in the spa industry.  Customization continues to be strong as clients want their products to simplify their lives and to be geared for their unique skin types.  “Aging and multiculturalism are changing our world,” said Dawson as she shared data on baby boomers and the ethnic diversity of upcoming generations.  She divided medi-spas into two categories—holistic/integrative and high tech/cosmetic surgery—and outlined where Aveda fits into that market with a high tech approach to product development and a high touch approach to treatment.   

Helga Hefner’s presentation was all about the practitioner and was a welcome retreat for many participants.  Ms. Hefner is the Spa Treatment and Education Development Project Leader for Aveda Corporation.  “We can’t give away something we don’t have,” said Ms. Hefner as she lead the audience through many stretches, self massage techniques and breathing exercises to help them feel better so they could pass along that feeling to their spa clients.  She spoke about how daily rituals move us toward or away from reaching our potential and asked the audience to examine their diet, their daily habits so that they could integrate wellness into their personal lives and professional practice.  

Co-owner of Van Michael Miami Salon and Global Makeup Master, Leslie Munsell was thrilled to share that “lots of color is back!”  She previewed the Fall collection and holiday items and let the audience know that there were many new shades in the line that would help compliment deeper skin tones.  Rudy Miles, a Global Makeup Educator, also presented models and helped translate the fashion runway trends for “real” women of every generation.     

Spa Essentials host, Krista Kiley, an Aveda Global Educator and Shelly Neumann, Spa Sales and Education Manager for Aveda, shared a simple technique for increasing guest retention and product sales.  They demonstrated this method, called “timing, touch and offering,” through several scenarios with “clients”.  The technique includes introducing the products during the consultation, using the products during the treatment, and then recommending products for home use.  By using this method, the esthetician doesn't’t have to wait until the end of the service to retail.  

Horst Rechelbacher, founder of Aveda, reinforced Ms. Hefner’s message of self-nurturing by suggesting that self care is one of the most important things you can do before you work on anyone else.  “We are here to nurture,” said Mr. Rechelbacher, who reminded the participants that when they were happy, felt good and had good intent about what they were doing, they provided the best service.  He also previewed his new line of products and supplements called Intelligent Nutrients and explained how each of the products help create an energy balance and sense of well-being.  

Marc Zollicoffer, Aveda Global Educator for Massage and Body Care, presented “Integrating Stones into Massage and Reflexology Treatments.”  “You never want to do a cookie cutter massage,” said Mr. Zollicoffer, “you never want to follow a step-by-step.  Using a model on stage, Zollicoffer demonstrated and described how he used the hot stones to create a relaxing and balancing massage.  

Amy Lewis, Renee Govig and Jessica Bouldin finished the jam packed day with a presentation on manicures and pedicures.  They shared how to take customization to a whole new level by integrating home care rituals into the service.  “We view these treatments as facials for the hands and feet,” said Ms. Govig.  They reinforced the “timing, touch, offering,” information presented by Ms. Kiley by demonstrating the same technique on a manicure “client”.   

Half-day workshops were available to participants the next day.  The hands-on classes with spa guest artists included Re-creating Makeup Trends from Fashion Week, Fusion Stone Massage, Self Care Techniques for You and Your Guest, and Spa Talk/Deliver Guest Education in the Form of Word Massage.

Aveda/Fredric’s Mid America Evening Performance Celebrates Life, Achievement and Inspiration

This year’s Mid America Evening Performance, titled “Know. Grow.  Aveda” and produced by Fredric’s Corporation, based in Fairfield, OH,  took on special significance as the company honored Horst Rechelbacher, founder of Aveda, for his lifetime of achievement and celebrated the life of Edwin Neill, II.  Mr. Rechelbacher, who designed the cover for the program for the evening performance, a light-hearted sketch depicting “love is in the air”, will be called to the NAHA stage on July 17, 2004to receive the prestigious Lifetime Achievement Award. This is the premier acknowledgement for the very best stylists and leaders in the world of hair and beauty.   The “love is in the air” sketch was also recreated as a panel and used as part of the artistically designed backdrop in every program venue.  

The industry lost a visionary and friend this year with the passing of Edwin Neill, II.  The evening’s performance was dedicated to the memory of Edwin.  His wife and partner, Debra, took the stage and shared some anecdotes with the audience so that they might know something about Edwin’s life.  Frederic and Julie Holzberger, principal’s of Fredric’s and the evening’s host and hostess,  presented Debra with a beautiful shrine to remember Edwin by, created by the artist Edward Casagrande.   

Frederic Holzberger, founder of Fredric’s Corporation, took the first half hour of the evening to recognize and thank Mr. Rechelbacher, who was presented with a collaborative painting created by hundreds of Mid America attendees, Dominique Conseil, President of Aveda, all of the Mid America guest artists and presenters and the six Aveda Institutes in his territory.  (Fredric’s servicesOhio, Indiana, Kentucky and Michigan.  More schools are scheduled to open in the near future.)  Holzberger also called upon three local groups/ organizations which his company has supported with scholarship funds over the years-- The Buckett Boyz, University of Cincinnati School of Fashion and Design, and Cincinnati Gymnastics Academy.  As always, these groups also appeared during the show.  Prior to the performance portion of the evening, the entire audience participated in a Pinning Ceremony where they received a silver “love is in the air” lapel pin in recognition of their craft and continual contribution.  

The evening began with a special performance by renowned jazz singer, Kathy Wade, and closed with a spectacular fashion show featuring students from all the Aveda Institutes and Mid America Main Stage presenters.  Each of the guest artists, including Ray Livelong, Charlie Morris Price, Mick Freud, Ken Novak and Holly Brown, Gina Derry and the Van Michael Team, put on a dazzling display featuring funky fashions, creative wigs with twigs and whimsical poufs.  One segment featured men, much to the audience’s delight and the finale by the Van Michael team took its inspiration from the film, “Kill Bill.”  

Following the show, the audience was invited to a private party at the Waterfront, South Beach Grill.  Shuttles were provided from the theatre to the club and then from the club, back to the hotel.  Guests enjoyed live music and dancing, outdoors, on a cool and comfortable night.

Frederic Holzberger Kicks Off Mid-America Tour By Honoring His Network and Community

For the second year in a row, Frederic Holzberger, President and CEO of Fredric’s Corporation, devoted the eve of the Mid America Tour to honoring his network of salons with an Awards Celebration.  The owner of the Aveda Fredric’s Institute and exclusive distributor of Aveda Environmental Lifestyle Products in Ohio, Michigan, Indiana and Kentucky, Fredric’s Corporation continues to set an example in corporate America for the way they give back to their customers, their community and to the earth.  “Tonight we celebrate great accomplishments,” said Julie Holzberger, Director of Admissions for Aveda/Fredric’s Institute and one of the emcees for the event.  “The Aveda Fredric’s network is a strong and growing piece of the entire national beauty industry and we are proud to honor your accomplishments.”  

The first tribute was paid to all the students in the six Aveda Institutes in the four state region.  Singled out for special honor were those students who were selected by The Salon Association for Beacon Scholarships.   Institute instructors were recognized next for their dedication, sharing their knowledge and the daily encouragement they offer to enhance the life of those they teach.  Continuing with teachers, a different kind of instructor, the Aveda Purefessional, was honored next.  Purefessionals must audition to become educators and they are responsible for teaching both in their own salon as well as other salons in the network.  Purefessionals can specialize in hair cutting, hair color, makeup, spa/body, or business.  Last but not least, In Salon Coaches are both leaders and educators within their own salon.  Over 400 names of In Salon Coaches were scrolled over the two screens alongside the stage at the Taft Theatre in Cincinnati.   

Fredric’s Corp. is proud to boast that 26 of the “Top 200 Salons” selected by and featured in Salon Today magazine are from the Fredric’s network.  Those salons were called to the stage and received an etched glass award to display in their salon.  Every year, Fredric’s honors their Concept Longevity salons, those who have been with the company ten years or more.  Eighty-two salons were called to the stage in recognition of their commitment to the mission of Aveda.  Three salons have been with the company for 21 years.   

Project Daymaker received a standing ovation from the audience, many of whom had volunteered their time to work aboard the Winnebago salon-on-wheels, servicing those   in need.  Both Gary Whitney, the driver of the Winnebago, and Sister Bonnie Steinlege, the inspiration behind the project, were honored.  “I am the only Roman Catholic Nun who can say she has been in the bathroom with over 10,000 men,” said Sister Bonnie, talking about how she began her mission by giving homeless men haircuts in her bathroom. Lisa Anderson and Eric MacNeil received the “Extra Mile Award” in recognition of their running the Flying Pig marathon to raise funds and awareness for the organization.  They raised over $10,000 for Project Daymaker.   

Mr. Holzberger thanked all the attendees for their fundraising efforts on behalf of Earth Month.  The Fredric’s territory raised over one hundred thousand dollars, $102,761.68, 125.3% of their goal and contributed over 15,906 (138.3% of goal) pledge cards to raise awareness of global warming.   Those salons who met or surpassed their Earth Month goals for 2004, Aveda’s Heroes and She roes, were called to the stage for recognition and awards.  Another award category, Pure Growth, celebrates outstanding sales by both percentage and by dollar growth.   

Horst Rechelbacher, founder of Aveda, and Dominique Conseil, President of Aveda, joined Frederic in congratulating every salon, every student, every educator, with a heart-felt hug and a hand shake.  Many of those who were recognized also received a framed certificate with a design created by the artist and founder of Aveda, Horst Rechelbacher.   

Fredric’s has also created their own Earth and Humanities awards to honor people in their network for their activism, entrepreneurial ism, environmentalism and hard work.  The categories this year were: 

*Ripple Effect:  Doug Henderson, owner, Square One Salon & Spa,Dayton,OH.  The salon raised money for AIDS awareness and the money went directly to the community to help local victims of AIDS.

*Unsung Hero:  Nancy Kary, Medusa Salon,Toledo,OH,  is a soldier fighting in Iraq while she maintains her salon.

*Living the Mission:  Silvia Ortega, Shapers, The Salon and Day Spa,Saginaw,MI.  The salon held a “Wings of Love” fundraiser and purchased a flight for a two-year-old boy and his mother so that he could have surgery at a hospital in another state to enable him to walk.

*Business Achievement:  Steven & Lisa Curry, owners of  Ashka Salon,Canton,MI, for receiving an honorable mention in Modern Salon’s “Salon of the Year” awards issue.

*Workplace Ethics: Julie Holzberger,  Aveda Fredric’s Institute, Cincinnati, OH, for being a finalist in the Torch Awards, two years in a row, for their business ethics.

*Earth & Environment award:  Darla Speakman, Miguel Christian Salon & Day Spa,Jackson,OH.  They had an extremely successful Earth Month event and do an excellent job of promoting the mission of Aveda.

*Aveda Angel:  Robin Foster, New Awakenings Salon,Stow,OH, let a salon that was closed due to a flood, work out of her salon for 8 months.

*Innovative Environmental awareness:  Renee Heidrich, Pure Concept Salon & Spa,Cincinnati,OH, for Earth Month, she had a “Paws for a Cause” event, where people walked their dog for Earth Day awareness and raised funds.  

*Humanitarian:  Jennifer Peeler, owner, Jennifer &Co.,Mentor,OH.  The salon organized a 10K run to raise funds for a paralyzed co-worker.  

“It takes individuals with big hearts to give communities big hearts,” said Mr. Conseil who presented Frederic Holzberger with the Aveda Flower Award for people who go beyond the call of duty to expand the mission.  

“It has been a great night, honoring you!” concluded Mr. Holzberger.  “Thank you all for your business, dedication, support, passion and friendship this past year and every year.”  The audience returned to the Millennium Hotel following the awards ceremony for an “Evening Garden” which offered complimentary pampering treatments such as mini hand facials, stress-relieving seated massage therapy and a mini-relaxation session featuring the Puregiving TM Warming Pillow/Mitt.   Live music and drinks made the first evening of Mid America an opening night to remember.

       Fredric’s Clients Find Motivation and Inspiration During Annual Concept Forum  

    Aveda Concept Salon owners from Ohio,Michigan,Kentucky and Indiana were treated to a full day of information and encouragement by Frederic Holzberger, founder of Fredric’s Corporation, the exclusive distributor of Aveda Lifestyle products for the Midwest territory.  In addition to Holzberger, the day’s line up of presenters included Dominique Conseil, President of Aveda, Horst Rechelbacher, founder of Aveda, Holly Stiel, Thank You Very Much Inc., Chris Hacker, VP/Creative Director for Aveda, Van Council, an award winning stylist and salon owner,John DiJulius, author and salon owner, and Steve and Annie Casciola, publishers of Salon City magazine.   

Frederic Holzberger shared his vision for what it takes to achieve the next level in a program titled, “Know, Grow, Change.”  He offered seven goals to the audience to take back and implement so that they could experience outstanding growth in the year to come. Mr. Holzberger recommended:  “know your guests, staff and peers, use the Institutes to help you grow, continue to educate yourself, reinvest and remodel, follow the trends like ‘hiving’ which is community centered vs. me centered, market yourself and have a strategic point of difference and give back to your community and the environment.”  

Mr. Holzberger introduced Laura Rand, founder of Saloncareer.com, and a former territory manager for Fredric’s Corporation.  Ms. Rand shared information about her new venture which helps salons and students with placement and recruitment.  In order to access the website, salons must become members and Ms. Rand shared that, thanks to Fredric’s and the Aveda Corporation, Aveda Salons could receive a special rate.

“The core value of your craft is that you care,” said Dominique Conseil who urged the audience to make ‘care’ work for them.   “Be identified as someone who cares.”  Mr. Conseil also talked about the concept of “glocal”, meaning that while the company is global and continually growing, they keep their focus in each market very focused on the community, designing with materials that are indigenous to the city or town and listening to the local experts.  He also shared the statistic that haircolor and spa services were the fastest growing areas of the business.  

Horst Rechelbacher wanted the audience to remember that “managing people is an outdated paradigm…leaders teach by example,” and he admonished everyone present to practice an environmental lifestyle.  He also shared news about Intelligent Nutrients, a line of organic-based food and supplements, that he has been developing and expanding for the past several years.  Judging from the sales of the new Intelligent Nutrients Innercalm In-Fused Chocolate, (there were none to purchase within three hours) the cocoa products are sure to be a hit.       

Creating a customer service culture is the topic that Holly Stiel tackled in her entertaining and interactive presentation.  The participants were encouraged to “think in the box” before they venture “out of the box”.  The point Stiel made was that you must have structure and foundation before you can get creative.  She handed out boxes to the audience which contained sugar coated lips and index cards.  The lips were a reminder to not pay “lip service” to customer service but to actually deliver on the promise.   The index cards were used to write key thoughts and strategies for implementing a program and working with staff.   

Mr. Hacker shared news of many awards Aveda had won in the design arena for salons and Experience Centers overseas.  He also challenged the audience to think about branding by introducing the concept of  “lovemarks”—items you can’t do without vs. those that can be purchased generically.  Products to be launched over the next six months were introduced via videos.  His presentation ended with the unveiling of the new Aveda makeup counters and a preview of holiday gift sets for 2004.  

Van Council and John DiJulius, two network favorites, always share information to help other salons with management issues.  Van gave the audience a point by point presentation on how to build a training program within your salon.  John spoke on the topic of leadership and how to develop leaders within the salon so that the owners can be free to grow the business.  

Presenting to the Mid America audience for the first time, Steve and Annie Casciola were true crowd pleasers.  Their interactive presentation had Steve playing “Jay Leno” and members of the audience volunteering to be guests on the show.   Everyone in the audience worked with a partner and gave a one-to-three minute presentation about their business, what differentiates them from the rest, and on their strengths and weaknesses.  This exercise helped the participants to think about public relations and how they “pitch” themselves to the public.  

The afternoon ended with a panel discussion with Institute and salon owners—Julie Holzberger, Aveda Fredric’s Institute, Cincinnati, OH, Nancy and Ed Brown, The Brown Institute, Mentor, OH, Thom Ciarniello, Casal Aveda Institute, Youngstown, OH, Scott Weaver, Douglas J. Aveda Institute, East Lansing, Michigan and Zenda Stakelbeck, Z Salon & Spa, Louisville, KY--and Aveda representative,Marty Flaherty, VP of Salon Development and Education   Questions were collected from the audience and answered by the appropriate panel members.  Salon owners wanted to know how the panel used switch shifts, how to keep the make-up area clean, their best team-building experiences, best reward systems, and how they train people from other salons, if they hire from other salons.   The audience left with many thoughts, suggestions and ideas that could be implemented upon their return to work. 

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