Lawrence’s population growth and a change in health-and-fitness attitudes are driving a surge in the salon-and-spa industry in the city.

“I really do believe that baby boomers are driving the industry right now,” said Lorinda Hartzler, a co-owner of Body Boutique and Step by Step Hair Professionals, which will double their space in October when they move into a new building near Ninth and Iowa streets. “They are just more educated on how important it is to take care of their skin and their overall body. And the majority of them have the funds to take advantage of the luxuries.”

At least two other salon-and-spa projects are under way in the city.

Avanti HairSpa is hoping to open its doors this month in a new shopping area being built near the southeast corner of 15th Street and Wakarusa Drive. Lada Salon & Spa, which will occupy a storefront near the Hereford House restaurant at Sixth Street and Wakarusa Drive, is working toward a September opening.

Hartzler, whose businesses currently are tenants in the Hillcrest Shopping Center, said the short move to a new building on the site of the former Total Fitness Athletic Center would allow her to double her space. The project will include a full-service fitness center, hair services, massage therapy, a pedicure throne — a large chair that massages customers while they receive a pedicure — steam room, child care area, Jacuzzi and dry sauna.

Rates will range from about $12 for services such as waxing to more than $200 for full-day packages, she said.

Hartzler said Lawrence was a good community for the salon-and-spa industry because of the large number of baby boomers and children of baby boomers attending college.

“These baby boomers realize that if you take care of yourself at a younger age, you are going to be healthier for a longer period of time,” Hartzler said. “I think they’re really supporting their kids’ efforts.”

Lada Salon & Spa co-owner Mark Chapman is starting his business after leaving a downtown salon. He said he thought the west Lawrence area was underserved by salons and spas.

Lorinda Hartzler, standing, and Lavonna McAlister, co-owners of Body Boutique and Step by Step Hair Professionals, are moving their businesses into a larger space in the Hillcrest Shopping Center. The salon business seems to be booming in Lawrence as at least three salons are opening or expanding.

“It needs to happen because a lot of people from west Lawrence don’t really want to drive downtown,” Chapman said. “The parking can be a problem and they want to be close to home. We think the west Lawrence location is ideal for the type of clientele we’re trying to attract. We’re definitely wanting to be more of an upper-end type of salon.”

The business will offer hair services, facials, body wraps, waxing and yoga, in addition to complimentary hand massages to all hair customers.

Marci Durkin, owner/stylist at Avanti HairSpa, said she’s hoping to cater to what she sees as a growing demand for people to spend more time and money on relaxation.

“I want people to come in and feel like they are really being pampered,” Durkin said. “I don’t know if it is a change of generation or what, but people are so busy in their day-to-day lifestyle that they really feel like they need an escape.”

Durkin, who previously worked in the salon industry in Phoenix before moving back to Lawrence to be closer to her parents, said the salon would offer hair services, massage therapy and nail work.

Durkin said the growth in the area’s population should allow all the new salons to do well.

“People are definitely into how they look,” Durkin said. “Everybody wants to be beautiful.”