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Situation Boca Tanning .mov

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Published on Oct 17, 2011

It had rained for thirty-three of the last thirty-five days when Jersey Shore's star Mike "The Situation" Sorrentino rolled up in a chauffeured yellow Hummer, arriving at his newly opened 24-hour tanning salon in Miami. Sorrentino, America's top male reality star, sported a smile, a pair of shades, and of course, a golden glow on this drizzly August evening. When he entered the cozy Boca Tanning Club's Brickell location for an event to discuss his new partnership with mixed martial arts commentator, Jen Boronico, it made sense. With plans to expand their franchise globally, Sorrentino and Boronico touted a new, affordable Spray Tan and product line to be sold only at their locations. The two expressed excitement, with Sorrentino calling Boca Tanning Club, "definitely one of the hottest facilities in the United States" with its amenities and innovations. In fact, Boca Tanning Club, "The Situation" claimed, is the T in the GTL, (Gym, Tan, Laundry), which, as Jersey Shore fans know, is the credo "The Situation" lives by. Expanding the franchise internationally, after all, happens to be something he's looked forward to since he spent a TV season in Miami.

With Snooki and Pauli D nowhere to be found (at a Happy Hour perhaps?), Sorrentino is ready to go from MTV celeb to full-blown businessman. The tanning salon, sheltered on the ground floor of the Pacific Bank Building, welcomes guests immediately. Ornamented with a small pond and a big wide screen in the waiting room, private tanning lounge rooms, each with their own motif, seal the deal. Tanning beds with slowly changing colors and a disco strobe spawned a relaxed though hip ambience, flamboyant at the same time. With a cabinet stocked with tanning lotions and potions resembling upscale perfume bottles and another display brimming with spray tan products, Boca Tanning Club was inviting.

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