Education
General Session
Inspiration comes alive at the Phenix Beauty on the Bayou National Convention in vibrant New Orleans. Join beauty professionals, franchisees, national partners, and industry leaders for an unforgettable experience focused on the future of the beauty and salon suite industry. Discover the trends, innovations, and ideas shaping the next generation of beauty while gaining valuable insights tailored specifically to operating and growing successful salon suites.
Through engaging sessions led by dynamic guest speakers and the Phenix corporate team, attendees will learn the latest in professional trends, operational best practices, marketing strategies, business development, and revenue growth opportunities. From emerging beauty concepts to proven franchise strategies, every session is designed to provide actionable takeaways that can immediately impact success.
Set against the energetic backdrop of New Orleans, Beauty on the Bayou blends education, inspiration, and connection with the culture and excitement of one of America’s most iconic cities. Attendees will experience meaningful networking opportunities, collaborative learning, and the unique Phenix family atmosphere that empowers every beauty brand, franchisee, and salon professional to thrive in today’s fast-moving salon suite space.
From innovative business strategies to the soulful spirit of the Bayou, Phenix Beauty on the Bayou promises an immersive convention experience where creativity, community, and opportunity come together.
Presenters
Gina Rivera
Founder & Beauty Expert, Phenix Salon Suites
Gina Rivera is the Founder of Phenix Salon Suites and a globally recognized beauty expert. Her family history is steadfast in the beauty industry dating back to 1929 with 27 beauty professionals in her family consisting primarily of hairstylists and barbers. Gina opened her location in 2007 and franchised the concept across the United States in 2012. Today, there are over 420 locations in the United States and the UK where over 13,000 Lifestyle Professionals operate their businesses, including hairstylists, aestheticians, barbers, nail technicians, lash and brow artists, tattoo artists, massage therapists, and more. Expansion continues in the United States with development underway in countries such as Sweden, Japan, Spain, and several others. In 2018, Gina curated her own colour line, COLOURS By Gina. It’s a unique line consisting of 60 shades making it perfect for the independent stylist who doesn’t have the space or revenue stream to carry the usual brands of more than 120+ colour combinations. Gina also created Gina’s Platform; a free business app used by Professionals to manage their businesses from the ease of their phones. The app includes touchless payment processing, easy client notifications, product and revenue tracking, advanced booking options, and trending beauty education. Gina’s latest venture is the launch of XOXO Gina, an exclusive collection of lip crayons, make up and wellness products designed to enhance beauty and health. XOXO Gina was recently featured in US Weekly’s Hollywood’s Favorite Products. At the root of her success, she is a hairstylist with over 30 years working behind the chair. Gina also contributes to her position in the beauty world as a relevant social media influencer with approximately 236,000 followers on TikTok (@beautyexpertginarivera) and more than one million global followers in total inspiring lifestyle professionals around the world. She has appeared on multiple TV shows, such as Extra, and was a featured guest on the Emmy award-winning how UNDERCOVER BOSS. She is regularly seen at red carpet events such as the Grammys and the Coachella Music Festival.
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Jason Rivera
Co-Founder, Phenix Salon Suites, Chairman of Phenix 1929 Holdings
Jason Rivera is the Chair of Phenix 1929 Holdings, LLC, the parent company of Phenix Salon Suites Franchising LLC and Phenix Company Store LLC. Rivera co-founded Phenix Salon Suites Franchising in 2007 with his wife, Gina Rivera, who is the Founder of Phenix Salon Suites. With over 25 years of experience in leadership roles, strategic planning, marketing expertise, and executive management positions, he has a strong background in various aspects of business. As the former CEO of Phenix 1929 Holdings, LLC, Rivera oversaw the company’s activities in consulting, sales, marketing, corporate alliances, finances, and strategic partnerships. He continues to contribute to the company’s global expansion plans and develops solutions for corporate challenges with the current CEO and Executive Team. Rivera regularly communicates the company’s strategy and vision to customers, franchise partners, and shareholders. Under his leadership, Phenix Salon Suites has received numerous industry and franchising awards, including being named to Entrepreneur magazine’s Top 500 Franchise list ten times and their Top 25 Franchise list in 2018. The company currently operates over 400 locations with more than 13,000 Beauty Professionals working in Phenix Salon Suites locations. Rivera currently is CEO of XOXO Gina, LLC, a direct sales makeup company founded by his wife Gina Rivera, and CEO of Colours by Gina LLC, a professional hair color line also founded by his wife Gina Rivera. In addition to his business endeavors, Rivera has a background in sports, having been a former Olympic hopeful in Judo. He lived for four years as a full-time resident athlete at the US Olympic Training Center in Colorado Springs, CO. After retiring from competition, he served on an elected 10-person Board of Directors for the Olympic National Governing Body, USA Judo, during which the organization captured its first-ever United States Olympic Gold Medal in the sport at the London Olympic Games. He also coached high school wrestling from 2003 to 2008, served as a USA Judo National Team Coach from 2008 to 2012, and coached Pop Warner Football from 2012 to 2015, leading his team to the National Pop Warner Championships at the ESPN Sports Complex located in Disney World. Rivera graduated from the University of Colorado, earning a bachelor’s degree in marketing and business administration.
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Brian Kelley
CEO, Phenix Salon Suites
Brian Kelley joined Phenix Salon Suites headquartered in San Diego, CA in 2019 as president & COO in February 2019. In 2021, Brian was promoted to CEO. Since joining Phenix, the company has sold 274 franchise licenses throughout the U.S. and 83 internationally while opening 190 locations including the brand’s first 6 international location in the UK. Under Brian’s direction, the company acquired & developed a total of 45 Phenix locations across multiple states. Prior to joining Phenix, Brian served as the managing partner of a restaurant group that owned over 100 restaurants in multiple concepts including Hardee’s, Jersey Mike’s, Blaze Pizza, and Donovan’s Steak & Chophouse with locations in the northeast, southeast, Texas and California. Previous experience includes 12 years in corporate and merchant banking positions with companies such as Citicorp, GE Capital and Atherton Capital specializing in the restaurant, petroleum and automotive industries. Brian received a BA in Business Economics from Brown University, Providence, RI and a MBA from the University of Southern California, Los Angeles, CA. Over the years, Brian has been involved with various local charities including the SD Sports Medicine Foundation, SD Sports Counsel, La Jolla Youth Soccer (coach), the Nicholas Conor Institute (Faster Cures for Childhood Cancer) and served as co-founder of the BraveCort Foundation raising funds for pediatric brain cancer research. Brian served two times as president of the Hardee’s Independent Franchisee Association. Accomplishments include CKE Franchisee of the Year, Hardee’s Franchisee of the Year, CKE Developer of the Year, CFO of the Year (San Diego Business Journal) and recipient of the coveted William Boddie Founders Award. Brian Kelley and his wife, Andrea, reside in La Jolla, CA.
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Jerry Griffith
Executive Senior Vice President
As Executive Senior Vice President of Phenix Salon Suites, Griffith helps to drive the vision and mission of Phenix Salon Suites at all levels of the company. He works closely with franchisees providing directions on store operation, development and retention. Griffith joined Phenix Salon Suites in 2011 alongside Co-Founders, Gina and Jason Rivera. He later opened multiple franchise locations of his own as well as provided advisement to others. He has been instrumental to developing the processes that are now in place for Phenix Salon Suites and has greatly contributed to the company’s success. Prior to his role with Phenix, Griffith worked as the Regional Manager of Corporate Accounts for Enterprise Rent-A-Car in Tennessee.
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Guest Speaker
To Be Announced
Expert panelist
Step into an interactive Q&A experience with some of the beauty industry’s most influential voices and innovators. Our expert panelists will dive into the hottest topics shaping today’s fast-paced beauty and salon suite landscape. Learn the latest on emerging beauty trends and social media marketing to client retention, business growth, branding, leadership, and the future of beauty entrepreneurship.
Designed to inspire fresh ideas and meaningful connections, these dynamic panel discussions encourage open conversation, real-world insights, and engaging audience participation. Attendees will gain valuable takeaways, insider knowledge, and actionable strategies while connecting with fellow beauty professionals who are passionate about elevating their craft and growing their business.
Panel One
To Be Announced
Panel Two
To Be Announced
Breakout Sessions
Marketing
Discover the latest marketing strategies, digital tools, and brand-building techniques transforming today’s beauty industry. Learn how to effectively market a Phenix Salon Suites location through innovative social media campaigns, influencer partnerships, content creation, localized advertising, client engagement strategies, and modern recruiting methods designed to attract today’s top beauty professionals. Gain insight into the trends shaping the lifestyle and beauty entrepreneur space, and explore what truly resonates with today’s independent salon professional from personal branding and online visibility to creating elevated client experiences and building loyal communities. This session will provide actionable ideas and fresh inspiration to help elevate your location, strengthen your brand presence, and stay ahead in the ever-evolving beauty and salon suite industry.
Darby Parker
Director of Marketing
As Director of Marketing for Phenix Salon Suites, Darby manages our national digital marketing strategy, oversees print and digital creative for company and franchise-owned locations helping Managing Partners use in their local markets, and provides other marketing support as needed. Darby has been with Phenix Salon Suites for three years; however, she has been supporting franchisees for over 10 years in different industries including home services, restaurants, health, wellness, and beauty. She has experience in both marketing and operations which aids in strategy and execution of marketing initiatives. She and her husband have 2 wee-little ones and reside in Louisville, KY.
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Dorothy Gillespie
Director of Marketing UK
Dorothy Gillespie has over 30 years of experience spanning retail, visual merchandising, and brand development. She began her career with Gap Inc. in the U.S., eventually taking on regional leadership roles across the UK, where she played a key role in shaping brand and marketing strategies. Simultaneously, with her corporate career, Dorothy supported the expansion of her family’s salon business, collaborating with global beauty brands such as L’Oréal, Schwarzkopf, and Oribe. This dual experience deepened her insight into both global retail and the evolving hair and beauty industry. Following, Dorothy launched her own marketing consultancy, specialising in brand strategy, education, events, and digital marketing within the salon and beauty sector. In 2020, she joined Phenix Salon Suites UK, where she oversees brand positioning, campaign development, digital growth, and collaboration with U.S. partners. Under her leadership, the brand has successfully launched six locations across major metropolitan areas in the UK, significantly strengthening national presence and brand recognition.
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Operations
Successful salon suite businesses are built on a strong operational foundation that creates an exceptional experience for both beauty professionals and their clients. Effective operations ensure every aspect of a salon suites location runs smoothly from maintaining clean, modern, and fully functional suites to delivering a welcoming, elevated atmosphere that reflects the professionalism of the brand. Key operational elements such as facility maintenance, technology integration, vendor partnerships, security, compliance, and customer service all play a critical role in supporting long-term business success. Streamlined systems and consistent processes help owners and franchisees operate efficiently while empowering independent beauty professionals to focus on growing their business, serving clients, and perfecting their craft. Strong operations also drive profitability and scalability by improving retention, enhancing the guest experience, protecting brand standards, and creating consistency across every location. In today’s competitive beauty industry, operational excellence is more than behind-the-scenes management, it is the engine that fuels growth, strengthens culture, supports recruitment, and positions salon suite businesses for sustainable success in a rapidly evolving marketplace.
DeLaura Scholfield
Director of Franchise Relations
As the Director of Franchise Relations, DeLaura Scholfied joined the Phenix Salon Suites team in 2014. Her early roles with the company included Real Estate and Operations Administrator and Executive Assistant. In her current position, DeLaura works closely with franchisees to ensure successful launches of new stores and continuous success with existing stores in ongoing operations. She also manages the corporate stores in the San Antonio region. Prior to her employment with Phenix Salon Suites, she worked in the mortgage industry as well as has managed multiple salons for various companies. DeLaura will discuss the roadmap forward for all new franchisees from lease signing to opening and beyond. She will also explore learnings from market tours and discussions with franchisees that struggle from time to time. She will highlight common issues and strategies she has suggested in turning underperforming situations around emphasizing the importance of quality site level management, a solid marketing strategy and “go-to” tactics important in building/maintaining occupancy.
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Business Development and Real Estate
Business Development and Real Estate are at the core of building a thriving, future-focused Phenix Salon Suites franchise. In today’s rapidly evolving beauty industry, selecting the right location is more important than ever. Strategic site selection places salon suite locations in high-visibility retail destinations and growing lifestyle corridors that attract today’s independent beauty professionals, entrepreneurs, and their clients. The right real estate not only drives occupancy and profitability but also creates a strong foundation for long-term brand success within the local community. Alongside site selection, Business Development fuels sustainable expansion by identifying growth opportunities, strengthening franchise partnerships, and supporting owners with scalable strategies designed for today’s salon suite market. From market analysis and demographic insights to lease negotiations and development planning, every decision is focused on helping franchisees maximize performance and stay competitive in an increasingly sophisticated beauty landscape. Together, Real Estate and Business Development create a powerful roadmap for growth ensuring that each new location is positioned for success with the right market, the right timing, and the right operational vision. This strategic approach enhances the Phenix brand nationwide while empowering franchise owners to build strong, profitable businesses that attract top-tier lifestyle professionals and deliver exceptional guest experiences.
Philip Watson
Philip Watson is Vice President of Global Development at Phenix Salon Suites, where he has led the brand’s development for over six years. Prior to joining Phenix, he spent eight years with Tropical Smoothie Cafe, including serving as Director of Franchise Development for corporate territories. A proven leader in franchising, Philip has played a key role in scaling Phenix Salon Suites to more than 430 locations worldwide.
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Robert Aertker
Director of National Real Estate
Robert Aetker has served as the Director of National Real Estate since Phenix’s inception in 2009. In his role he is responsible for site selection, lease negotiations and broker management. During his time with Phenix he has closed approximately 500 deals and continues to add to these numbers. Prior to working with Phenix Salon Suites, Aetker developed shopping centers in Colorado with a focus on Colorado Springs.
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Construction
Construction is where the Phenix Salon Suites vision becomes reality by creating modern, upscale spaces designed to inspire today’s beauty professionals. From soundproof suites and premium finishes to functional layouts and luxury aesthetics, every detail is built to elevate both the salon professional and client experience. Efficient, high-quality construction ensures locations open on time, on budget, and aligned with the Phenix brand standard while maximizing long-term value for franchise owners. Thoughtfully designed salon suites attract top beauty entrepreneurs, enhance operational efficiency, minimize maintenance challenges, and create a strong foundation for sustainable growth and profitability.
Barbara Williamson
Barbara Williamson is a seasoned Construction Project Manager who joined the Phenix team in 2019. Her responsibilities with Phenix include assisting franchisees through the construction build-out process from lease signing to opening. In addition, she assists franchisees with updates and remodels to existing locations and is responsible for maintaining files for each project which can be referenced for future work. Prior to Phenix, Williamson served as the Director of Facilities and Construction for 110 Hardee’s locations under the Paradigm Investment Group. Before Hardees she worked as a Project Superintendent in commercial construction building churches and church related facilities with Cosco & Associates. Williamson also worked for several years on various commercial construction opportunities throughout Virginia, Florida, Mississippi, Louisiana, and Michigan.
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Travis Little
Travis Little joined the Phenix team as the Senior Construction Project Manager in 2021. In his role he is responsible for working with architectural firms and plans, overseeing pre-construction and construction, vendor relations, landlord and tenant relations, and budget management. Prior to his work at Phenix, Little was the President of Apogee Consulting firm for six years where he provided professional consulting for large and small construction projects. Since 2003, Little has held multiple roles in the construction industry ranging from tradesman to Superintendent and Project Manager.
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Gina’s Platform & Management System
Phenix Salon Suites stands apart as the only salon suite franchise offering a purpose-built back-office platform designed specifically to help franchisees run smarter, faster, and more efficiently. Built from years of hands-on multi-unit operational expertise, and proven across our 45 company-owned locations, this powerful system reflects real-world best practices used to elevate performance well above industry standards. Widely embraced across the franchise network, this platform gives owners the tools they need to streamline operations, improve visibility, and drive stronger business outcomes. In this session, discover how to fully leverage these capabilities to boost efficiency, optimize daily operations, and most importantly, track Lifestyle Professional (LP) lead flow from initial inquiry through signed agreement and beyond. Learn how data-driven insights and seamless system integration can help you accelerate growth, improve conversion, and take your salon suite business to the next level.
Calvin Proulx
VP of Finance & Director of Corporate Stores
As the VP of Finance & Director of Corporate Stores, Calvin Proulx is responsible for the management of over 40 corporate stores in multiple states included in the Phenix Salon Suites portfolio. His responsibilities include the oversight of daily operations as well as budget and staff management of the locations. Prior to working with Phenix Salon Suites, Proulx at Paradigm from 2010-2018 running 135+ restaurants in multiple states. In January 2023, Proulx accepted a position with Phenix Salon Suites to oversee 10 newly acquired locations.
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