BR&E Spotlight: Salon Exotica

As part of our Business Retention & Expansion (BR&E) program, we recently visited Salon Exotica, one of downtown Dodge City’s most well-established beauty destinations. Owned and operated by Veronica Ruiz, the salon has been serving the community for nearly two decades while offering professional hair services, personalized care, and a touch of luxury for clients from across Kansas, Oklahoma, and Texas.

With a talented team of 12 stylists and specialists, Salon Exotica has built a strong reputation for quality and consistency. Approximately 80% of their clientele are loyal repeat customers, a testament to the salon’s welcoming atmosphere and the trust Veronica and her team have earned over the years. Beyond hairstyling, the salon also features a retail component, giving clients access to high-quality products and tools for at-home care.

Growing to Meet New Demand

Salon Exotica continues to evolve with the beauty industry. Veronica shared that plans are underway to expand into the lower level of their current building, where the salon hopes to introduce esthetician services to enhance their offerings. Finding and retaining qualified staff remains a common challenge in the beauty industry, as stylists often transition between salons.

Despite broader economic pressures, particularly the reduced hours at local packing plants that impact discretionary spending, Salon Exotica remains resilient. Their dedication to customer care, professionalism, and adaptability has helped them maintain a strong position in the market.

A Staple of Downtown Dodge City

Veronica emphasized how grateful she is for the supportive local community and the loyal customers who continue to choose downtown for their personal care needs. While parking remains an ongoing challenge for downtown businesses, she expressed appreciation for the city’s reliable utilities, broadband, and other essential services.

Salon Exotica exemplifies the entrepreneurial spirit and community connection that make our downtown district thrive. With exciting plans for growth and an unwavering focus on quality, Salon Exotica continues to be a bright part of Dodge City’s business landscape.

We thank Veronica Ruiz and the Salon Exotica team for participating in our BR&E program and for their continued commitment to downtown Dodge City.