Bringing Affordable Luxury to Wasilla
Alaska’s first Fantastic Sams franchise opens with a mission to provide inclusive, high-quality hair care for the whole family.
When Marcie and Patrick O’Neill decided to open a Fantastic Sams franchise in Wasilla, Alaska, they weren’t just starting a business, they were introducing a brand-new concept to the state. As parents and active members of their community, the O’Neills saw a clear gap: a need for affordable, professional hair care that welcomed everyone, from children to seniors, walk-ins to color clients, and folks with disabilities. Their dream? To create a space where the whole family could feel pampered without the premium price tag.
With that vision in mind, they brought Fantastic Sams—a trusted national brand offering “affordable luxury”—to Alaska for the first time.
Launching any small business is challenging, but building Alaska’s first Fantastic Sams in a brand-new retail development and amid ongoing construction required vision, persistence, and support. The O’Neills chose the Shoppes at Sun Mountain, a 32-acre commercial hub in Wasilla which was still under development at the time. The location promised foot traffic and long-term value—but came with the added complexity of coordinating timelines, construction schedules, utilities, and permits in a rapidly evolving district.
They also had to navigate the financial hurdles of franchising. Securing capital for a franchise build-out is notoriously difficult, especially in smaller markets. And introducing a national brand into a community unfamiliar with it meant building trust and visibility from scratch.
To prepare, the O’Neills turned to the Alaska Small Business Development Center (SBDC) for expert guidance. Over the course of nearly a year, they worked closely with Misty O’Connor, Mat-Su Center Director and Business Advisor, to fine-tune their business plan, analyze cash flow, understand franchise compliance, and prepare their financials for lender conversations.
With Misty’s mentorship and a clear vision in hand, the couple secured a commercial loan from First National Bank Alaska (FNBA), with additional funding from a HELOC and their own personal investment. These necessary funds allowed the O’Neills to move forward with construction and startup costs with full confidence. Marcie shared, “Misty O’Connor was vital in helping us secure a business loan for our small business—we couldn’t have done it without her.”
Inside, the salon reflects the same care and intention behind the O’Neills’ vision. With eight stylist stations and three shampoo areas, the space is designed for accessibility, efficiency, and comfort. One shampoo station includes a movable chair and tilting sink, allowing clients who use wheelchairs to receive services safely and comfortably. This feature highlights the O’Neills’ belief that luxury hair care should be inclusive of every member of the community. Marcie explained, “We were intentional about making our salon accessible to all. Whether it’s wheelchair access or affordable services for families, we wanted everyone to feel welcome here.”
To bring the vision to life, the O’Neills hired a local, respected salon manager and a talented team of seven stylists to fill all eight chairs. They are also excited about the franchise’s built-in education and training programs provided to train new stylists, building Mat-Su Valley’s workforce.
Fantastic Sams offers a full menu of services including cuts, coloring, and clipper work for men, women, and children, using trusted products like Redken and Malibu C—perfect for treating Alaska’s hard water.
From the start, the O’Neills committed to giving back. They’ve already sponsored Wasilla High School’s volleyball team and plan to support additional youth sports and school programs in the future. They’re proud to be more than just a salon; they’re active participants in the community they love.
Bringing a nationally recognized salon brand to Alaska for the first time was no small feat, but with heart, hustle, and expert guidance from the Alaska SBDC, Marcie and Patrick O’Neill have done just that. Fantastic Sams of Wasilla is more than a business, it’s a community hub, a family resource, and a symbol of what’s possible when local entrepreneurs dream big. Whether it’s a kid’s first haircut, a fresh fade, or a bold new color, Fantastic Sams welcomes everyone, because affordable luxury should never be out of reach.
Fantastic Sams welcomes clients at 2030 E Tyson Trail Suite #3 in Wasilla. Follow them on Facebook and explore services or schedule an appointment at www.fantasticsams.com, or book directly through the Fantastic Sams app.
