With the goal to eventually build a 45-location franchise, 20 Lounge gives all 20 digits an affordable and eco-friendly place to relax. Where entertainment meets luxury, 20 Lounge is already in three locations since opening its first nail bar in 2009 and will launch four more by the end of the year. “We want to be the hippest and coolest nail salon,” says Valerie Griggs, owner of the natural nail and gel services franchise.
This innovative business creates a nail experience unlike most through tiered membership, bi-weekly events, and other deep discounts for its customers. With expertise in brand development after owning 20 Lounge’s parent company, V Interior Design and Purchasing (VIDP), for 20 years, Griggs stresses it’s about packaging. “Our whole brand has to be from start to finish — all the way out the door,” she says.
Surrounded by nails as a child because her mother and sisters are cosmetologists, Griggs helps clients in the hospitality industry develop themes, rollout strong brands, and retain continuity. But it’s this experience — not growing up around a salon — that aided Griggs’ decision to start a nail franchise. She’d bounced around to cheaper salons and never settled down as a regular customer. “I thought it would be great to get a better experience,” she says, which prompted her to create a team at VIDP to start researching the nail industry — and so they did in their spare time for about two years.
Cocktails, Shots, and Beers
After opening the first salon in Scottsdale, Ariz., Griggs continues to iron out the 20 Lounge brand approach, where menu items are available in the theme of “shots,” giving a new experience and meaning to the idea of a nail bar. The theme also helps shape the tiered memberships. For example, one $30-per-month membership includes a pedicure and one free “Single Shot,” or basic add-on. Other membership packages include the “Double Shot,” which includes the more expensive add-ons like CND’s Shellac or the “On the Rocks” service, which includes a selection of options.
While clients are charged the monthly membership fee, unlike a gym membership, the service at 20 Lounge isn’t lost if it goes unused during the month. Instead, every fee is “banked” into the account until the client uses it (excluding the free shots).
And what if you’re not a fan of the hard stuff? Try the Beer Menu — that is if you’re looking for some manscaping. “One reason we thought the lounge concept was important is we felt we could capture male clients,” Griggs says. Tween services are also available — alcohol references, not to worry, aren’t a part of this menu.
The nail bar offers more to members than free add-ons. Biweekly events have loyal clients leaving with goodie bags and sometimes hundreds of dollars in free services. And while this may seem steep, she says it gives customers more incentive to upgrade to a membership deal and gets them familiar with services they might not have tried.
The men aren’t left out of the event loop either. With a few big TVs and complimentary drinks, Monday Night Football events are another way the salon reaches out to the oft-forgotten male customer. Men can get a service, have a beer, and watch the game. Men account for about 20% of the business.
Griggs’ goal is about keeping services simple and packaged, whether you’re a member or not. Go in for a pedicure — the salon’s most popular service — or get the triple service that includes a manicure and a facial. “The bigger the package, the more you save — and that’s what people are demanding in this economy,” she says, adding that each client is given an aromatherapy heat neck wrap while they lounge.