Tanning once again made the news, and this time it was good news. The story, featured in the June 15, 2003 edition of The Denver Post, took more of a positive look at indoor tanning. While the author of the feature piece, Dick Woodbury, referred to indoor tanning as, a "fad,"' he indicated that it's one that is coming back into popularity, rather than fading into obscurity never to be seen again.

Even just by glancing at the article, it becomes apparent that Woodbury did his homework. It cites indoor tanning as a $5 billion a year industry, with about 25,000 tanning salons nationwide. The article also touches on sunless tanning systems, which are rapidly gaining popularity, with many salon pros adding UV free options to their businesses for additional revenue. Mention is also made of the tremendous retail opportunities that lotion and other sales present to industrious salon operators.

Among several salon operators interviewed, the lion's share of the quotes went to two salon pros who are highly visible in the industry - Wayne Smeal, CEO of Executive Tans, and Dan Humiston, ITA President and owner of The Tanning Bed salon chain. "This is great news for Executive Tans, and it's even better news for the tanning industry," Smeal commented. "As an industry, we're used to seeing negative things published about indoor tanning in the mainstream media, so it was very refreshing to see something like this in the newspaper. I think it was a good thing for all of us." Smeal said Woodbury's, diligence impressed him the most - the former Time magazine reporter contacted the salon franchise owner six times while conducting research that would eventually be used in the article.

Humiston echoed Smeal's opinions about the feature story. "Because the mainstream media has been unfairly critical of indoor tanning in the past, I'm always a bit concerned if someone contacts me for an interview," he commented. "After reading this in The Denver Post, I was very pleased. It helps to show the public that indoor tanning is a serious and legitimate industry, as well as a good addition for any community." Humiston hopes the article will be one of many that help undo the damage caused by biased media articles in the past, and change public opinion about indoor tanning.

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