Road Trip Delivers the Culture They Crave

Source: The Salon People
Source: The Salon People

The Dare to Dream Experience
When: June 24 & 25, 2018
Where: Mahaffey Theater, St. Petersburg, Florida
Price: $199 (for a limited time), $50 students
Don’t miss: #BestNewAvedaArtist Party on Sunday night

Millennials are expected to have 2x as many jobs in their lifetimes as previous generations. Owners have been sensing this shift for a while, and we have to be prepared for this rapidly changing environment. Yet many owners have a lot of fear around turnover.

But what if you weren’t afraid anymore?

The power is in knowing that Millennials are looking for connection and purpose.

If you give them that—they are more likely to stay with you. And if you give them that—YOU are more likely to attract the best stylists, with a waiting list to hire from.

Stylist to Stylist

Tom Petrillo, Principal at The Salon People and organizer of Dare to Dream, shares the vision for the second annual conference for stylists. “We asked ourselves, what if you could instill that connection and purpose into your team at an event, just by bringing them? What if the industry’s top young artists, Instagram stars and NAHA winners talked directly to your team, explaining everything you want them to hear? What if the stylists listened to the speakers on stage, and listening to them, as an owner you knew—‘They’ve got my back’?”

Source: The Salon People
Source: The Salon People

That’s what this year’s lineup sets out to do. Speakers will cover these topics:

  • How to ID your dreams
  • Change your life in five seconds – Mel Robbins
  • Find the power in being yourself – Cyndi Desoto
  • Master balance between work and life – Ray Civello
  • Connect to a brand that’s changing the world – Barbara DeLaere
  • Make your team a powerful force on Instagram – Tatum Neill
  • Transform the life of each guest your team meets – Brittany Adamson Hall
  • See your youngest stylist win Aveda’s Best New Artist
  • Show your team the realities of booth rental, vs. being on a supportive team – Van Council and Brandon Darragh
  • See your team win NAHA – NAHA Winners Heggy Gonzalez, Robert Grimes and Aisling Campbell

Is the #BestNewAvedaArtist on Your Team?

New this year to the event is the Best New Aveda Artist contest. Judged by Ian Michael Black, Ricardo Dinis, Janell Geason, Bea Watson and Dusty Rhodes, winners will be announced at the event and will each receive a ticket to Aveda Congress.

Aveda artists across the country with less than five years of experience are encouraged to submit a before and after photo in the categories of creative cut, color, texture, men and makeup online before June 1 to be considered.

People’s Choice Award

Leading up to the event, there’s an additional chance for your team to win with the People’s Choice Award. Stylists post their entry on Instagram with #BestNewAvedaArtist, and the entry with the most likes will win two tickets to Next Year’s Dare to Dream.

Source: The Salon People
Source: The Salon People

For those who don’t score the coveted new titles, the event itself will make attendees strive for more. Stylists will be pushed to not just think about what they want, but also how they will accomplish it.

A Personal Recharge

Virginia Meyer, Dare to Dream committee member adds,

“This is one of the only industry events designed to help hairdressers work specifically on the personal development side of the craft.

It’s about helping hairdressers and salon team members name their dream and then access the tools and resources needed to take action.”

David Anders Palmira, Master Stylist at Escape Salon in Boston, saw the power of the event firsthand. One of his goals made during the inaugural Dare to Dream was to be a Daymaker every day. “I knew that by becoming a Daymaker with every guest and making the most of every opportunity, I would start to see huge career, game-changing moments happen in my life,” he says.

In addition to achieving an Instagram following just short of 50,000, Palmira won Behind The Chair’s Hot Shot Haircut of the Year in 2017, the year after the inaugural event.

“I left recharged, simply from the fact that I was surrounded by such a large Aveda community, all ultimately looking for the same inspiration and growth,” says Palmira.

Make it a Weekend

With the conference running Sunday and Monday, there’s also plenty time to party with your people, for additional team building. The #BestNewAvedaArtist Party, hosted by Ian Michael BlackJanell Geason & Ricardo Dinis, is included with ticket price and includes a Hair Show by the Pyure Salon Team, DJ, Dance Floor and Cash Bar. Donations will also be accepted to benefit the Salon and Spa Relief Fund, to help beauty industry professionals impacted by hurricanes and other natural disasters.

Plus, it’s Gay Pride Weekend in St. Petersburg, the largest in Florida. Make it a weekend, but plan now—hotel rooms are going fast. Recommended hotels.

Source: The Salon People
Source: The Salon People

Connection: The Key to Retaining Staff

Dare to Dream is for stylists who want a kick-ass career—and the owners who support them. But dig deeper, and you see the real intention is to help salons retain staff. How? When you expose your team to an event with this kind of connection and purpose, and as a group you bring it back to the salon, it becomes a PART OF your culture.

Source: The Salon People
Source: The Salon People

Effortlessly, as if through osmosis, you’ve added a layer to your culture that they never want to leave.

More information, including a complete speaker lineup, can be found online.


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