Saturday, February 24, 2018
News Roundup

Partners pool efforts to open Lutz salon

LUTZ — Trisha Jordan was six months pregnant and on her knees installing laminate flooring in her new salon. She and her three partners had only a few days left before opening the doors to Element 54.

The May 20 opening date loomed as Jordan, 31, and her friend, stylist Shanda Baker, 32, along with Shanda's parents Sam and Rose Baker hurried to make the finishing touches. Following a year of developing a comprehensive business plan and nearly exhausting their resources, the determined team was buoyed in April by a financial award from the Pasco County Economic Development Council.

Their process of creating an innovative approach to salon services began by combining Shanda's experience in design, Sam's background in industrial sales and Rose's technology expertise. The family then recruited Jordan, a Paul Mitchell Inc. consultant, for her 10 years of experience providing retail and educational support to a dozen salons throughout Florida.

"We took a slow deliberate approach toward a business plan," Jordan said. "With six to 10 salons closing per day in Florida, along with stylists frequently relocating, we knew we had to concentrate on an amazing experience for stylists as well as for our guests."

Element 54 Salon is divided into six private sections surrounding the core for haircuts: a lather lounge with an emphasis on long, relaxing shampoos and treatments; a rapid intake blow dry station; a full-service nail station; a waxing room; a color processing lounge; and a room dedicated to men, offering traditional hot shaves, "manscaping," and sports television.

"We recognized a growing market for masculine grooming and quick blow dry services for ladies on the run," Jordan said. "We even offer free wine and beers."

Market research suggested they abandon massage and facial therapies to growing competition from medical professionals who can accept health insurance. So Element 54 puts the emphasis on pampering hair and nail care. It boasts 10 hair styling stations with five stylists working on a commission basis. Jordan chose high-end product lines for quality and because their industry reps offer ongoing business and styling support to her staff.

"We promote a team approach by keeping everybody busy with flexible hours," Jordan said. "We feel like we're ahead of the curve by being open 60 hours Monday through Saturday."

"Everybody pitches in with laundry, cleaning and distributing brochures to neighboring businesses and homes," she added.

The Pasco County Economic Development Council, which has offered free expert guidance to small businesses for 27 years, helps new ventures that may not qualify for traditional bank loans. Element 54 Salon's application for the microloan program was approved in April, one of nine similar awards this year.

"There is no shortage of beauty salons in our area," said Economic Development Manager Krista Hakes. "But they had all of their ideas in place. Our committee took into consideration the blow dry bar and separate barbering services. Most of all, they demonstrated the experience and know-how needed for successful entrepreneurs."

The financial details of the microloan are confidential but meaningful. The Element 54 partners invested the funds in equipment, marketing and a financial cushion.

The business is a true collaboration among four Midwestern transplants: Rose Baker handles bookkeeping and technology services, Sam Baker supervises all the building construction and maintenance, Shanda brings an artistic eye to décor and developing trends in hair design, and Jordan manages customer relations and retail sales.

Element 54 is now up and running six days a week. They will host a grand opening Aug. 4 with music, a sidewalk sale, raffles and free keratin treatments.

This article has been revised to reflect the following correction: Element 54 Salon in Lutz will have its grand opening from 1 to 4 p.m. Aug. 4. A story Sunday gave an incorrect date.

 
Comments
Live blog: 2018 Gasparilla Distance Classic

Live blog: 2018 Gasparilla Distance Classic

The Tampa Bay Times will be there for every step of this year's Gasparilla Distance Classic. Whether you'll be walking, skipping, jogging or sprinting across the 5K, 8K, 15K or half-marathon finish, join us by using #gasparillarun.(function(d, s, id)...
Published: 02/24/18

High school scoreboard for Feb. 23

Friday’s scoreboardSoftballSpringstead 2, Crystal River 0BaseballCalvary Christian 9, Countryside 2Northeast 15, Tarpon Springs 1
Updated: 7 hours ago
Florida Capitol Republicans promise ‘complete investigation’ of what went wrong

Florida Capitol Republicans promise ‘complete investigation’ of what went wrong

TALLAHASSEE — A bombshell that South Florida police ignored tips that a teenager was planning an assault on a school and then failed to stop him when he attacked seems destined to complicate the election-year discussion around mass shootings.Even in ...
Updated: 8 hours ago
Top Justice official alerted White House 2 weeks ago to ongoing issues in Kushner’s security clearance

Top Justice official alerted White House 2 weeks ago to ongoing issues in Kushner’s security clearance

WASHINGTON — A top Justice Department official alerted the White House two weeks ago that significant information requiring additional investigation would further delay the security clearance process of senior adviser Jared Kushner, three people fami...
Updated: 9 hours ago
Indiana man killed, two hurt as boats collide on Little Manatee River

Indiana man killed, two hurt as boats collide on Little Manatee River

RUSKIN — Arthur D. Showley, 75, went fishing early Friday morning, something he did two or three times a week, friends said. When they saw his car and trailer still parked near a community boat ramp at 2 p.m., they thought that was strange."He never ...
Updated: 10 hours ago
Here are the GOP’s responses to the Parkland massacre. Would any have worked?

Here are the GOP’s responses to the Parkland massacre. Would any have worked?

Gov. Rick Scott and Republican leadership in the Florida Legislature have rolled out their ideas for change in response to the Feb. 14 shooting at Marjory Stoneman Douglas High School. But would these measures have made a difference in the worst mass...
Updated: 10 hours ago
Former Florida congressmen say gun control measures need to go much further

Former Florida congressmen say gun control measures need to go much further

TAMPA — A bipartisan pair of former congressmen spoke Friday about gun safety measures that are more drastic than those being considered following the Parkland school shootings, and about hopes for a national youth movement comparable to the 1960s an...
Updated: 11 hours ago
Restricting bullets rather than guns might cut toll of school shootings, some experts say

Restricting bullets rather than guns might cut toll of school shootings, some experts say

This is the sad new math in the age of school slaughter.If one student comes to school with a firearm and 10 ammunition magazines filled with 30 bullets each, and another comes with a firearm and 30 magazines filled with 10 bullets each, who can crea...
Updated: 11 hours ago
Epilogue: Lee Davis, businessman and adventurer, survived many a scrape

Epilogue: Lee Davis, businessman and adventurer, survived many a scrape

TAMPA — Friends and family have a saying about Lee Thornton Davis Jr. Once you met him, even for just a moment, you knew him forever."He was the most outgoing person I’d ever met," Dick Greco said, which is something coming from Tampa’s gregarious, 8...
Updated: 12 hours ago
Edward Peachey demands severance from CareerSource before stepping down

Edward Peachey demands severance from CareerSource before stepping down

The head of the Pinellas and Hillsborough career centers under multiple investigations into the way they report job placement figures says he has no intention of stepping down.That’s unless he is paid five months severance.In a letter from his attorn...
Published: 02/23/18