2145 NJ-35, Holmdel New Jersey 07733
I am leaving this 1-star review strictly to get the owner’s attention. I fully intend to delete it within 24–48 hours and replace it with a 5-star review. I genuinely love Beach Bum, care about your business, and would never want to permanently hurt your Google rating. I’ve been a loyal customer and Unlimited Beach Pass member for nearly 20 years.
My frustration has nothing to do with the salon itself—Beach Bum is the cleanest salon with the best beds around. My sole issue is the business hours (closing at 9 PM weekdays, 6 PM weekends).
As a working single mom, handling work, kids, errands, and dinner makes it nearly impossible to consistently use the membership I faithfully pay for. I am constantly racing the clock to get there before the final cutoff, which employees note is actually 8 to 10 minutes before closing. To show my desperation, I have frequently paid $40 out-of-pocket for an 8-minute session at Bella Beach in Holmdel just because they are open one hour later. Their quality doesn't compare, but life responsibilities leave me no choice.
Yesterday was the perfect example: I was near the East Brunswick location around 7:30 PM and wanted to try the new bed everyone is raving about. While driving, Google informed me they were closed until Wednesday. I turned around and rushed to my home salon, only to miss the doors by two minutes.
The demand for later hours is massive, and I see the lost revenue firsthand:
* **Evening:** On 3+ occasions while sitting frustrated in the parking lot after missing cutoff, I watched 5 to 10 customers pull up within a 15-minute window, only to turn away at the locked door.
* **Morning:** I arrived at 9:55 AM once thinking opening was 9 AM, and found multiple women waiting in line for the 10 AM opening.
Operating under limited, post-COVID hours is a missed opportunity. Pre-COVID, there were midnight options in NJ and 24/7 salons in Staten Island. I've spent a lot of time thinking of solutions:
### #1 - 24/7 VIP All-Access Gold Card Membership (Zero Labor Cost)
Convenience is a luxury, and I’d happily pay 3x my current monthly price for a Gold Card tier that utilizes a secure keycard entry system. The swipe system would track check-ins, start the bed, enforce the 24-hour tanning regulation, and manage security. Providing access to paper towels and disinfectant ensures members clean the beds before and after use. Gyms like Powerhouse in Hazlet operate 24/7 this way with limited staffed hours, and Planet Fitness offers overnight tanning with minimal staff. This would make Beach Bum an industry pioneer with zero added labor costs.
### #2 - Extended or Rotated Hours
If 24/7 access isn't possible, please consider adding 2 hours to the evening (11 PM weekdays, 9 PM weekends, especially for Free Tan Sundays). Alternatively, rotate hours among local branches, designating one location per night to stay open 2 hours later. I would gladly drive to any branch within a 20-mile radius for this.
I say this as one of your biggest supporters. If staffing is the primary issue, I’d honestly volunteer to work a few evening hours myself because I care that much. Please consider these solutions to benefit both Beach Bum’s bottom line and your loyal customers. Thank you for your time!