Retail Profiles: One Track Mind
mike lewis
- April 29 2009
- 2 comments
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610 W Lionshead Cir
Vail, CO 81657
(970) 476-1397
Located in the heart of Lionshead, One Track Mind has been a fixture on the Vail shred scene since back in the day. With a wide array of product, knowledgeable staff, and a good vibe, OTM has served as the hub for many a rider’s Vail experience. We caught up with Chris Dixon, Specialty Sports’ regional merchandise manager for OTM’s Vail & Beaver Creek locations and Burton’s Arrabelle shop, which Specialty Sports manages, to find out what’s been moving and how the 2,200 square-foot Vail store’s winter has gone.
Overall, how was the season for you guys?
It was good, we were hit less than other regions as far as Vail and Beaver Creek go. People still found a way to get here, overall they were a little more price conscious then they were in the past. The guests still had money to spend but it was a little more low-key style.
Has that given opportunities to any new brands for you guys?
It gives opportunities to brands that have a lot of value for their price point and I think overall price points will go down. That’s part of our strategy to buy things that have a ton of value for the buck.
I think most brands have that feature set built in at some level. So instead of at the high end shell, I just went value insulated, less waterproof, but tons of features for lower price. I think all the brands that I carry pretty much have that – more just strategy than a brand strength.
What is your outlook for next year?
We’re cautiously optimistic as everybody would say. Going forward my product mix is going to probably be a portion of sale products that I picked up on close out.
And that includes carryover as well?
Yes, the store will have a certain percentage of either carryover or closeout at the very beginning.
Are you concerned at all that we’re training people that gear will be off price at the beginning of the season?
No, not necessarily I think that this was a very unusual year and that we adapted to the current economic conditions and we will adapt the buying strategy accordingly moving forward. I don’t think you’re propagating that this is 2010 gear and it’s on sale already because I definitely don’t want to do that. The guest is going to find [last season’s gear] somewhere. If they’re here, I want them to find it in our store.
Are you guys doing online?
Nope, we don’t do online business. We dropped that a couple years ago because we weren’t the top player.
How did women’s do this year?
Women’s outerwear did great, women’s hardgoods was good. It seemed like women bought clothes and men bought hardgoods.
What were your strongest categories this season?
It was kind of even between decks, boots and bindings. Helmets were extremely strong which is considered one of our hardgoods categories, and then women’s outerwear is definitely still a strong point.
What hardgoods brands did well?
Anything with reverse camber in the deck category. Mervin was very strong and K2 was strong and so was Ride.
Do you carry Burton?
I carried some Burton hardgoods at One Track Mind in Lionshead and a huge selection at One Track Mind in Beaver Creek and the product does great!
You guys are in an enviable situation in that you own your main competitors through parent company Specialty Sports and Vail Sports in the area with the Burton and Quik stores. Who are your other main competitors?
The closest competitor is over in the Village. We have several strong competitors here in the valley and they do a great job. I like to keep the pulse on what those guys are doing, which helps keep us sharp.
Do you do a lot of referrals between your shops?
Yeah, we’re constantly grabbing gear from the other shop in Beaver Creek or the Burton store. We walk guests around or get them what they need, between the two One Tracks we have all the bases covered.
What would you say makes One Track unique in your market?
I’d say the huge array of product that we carry – nine brands of hardgoods and eight brands of outerwear – it gives us a huge selection. And then the veteran staff. Some of these people have worked for us for eight to ten years.
What do you look for when you do need to bring in new people?
Lots of previous experience in retail, and specifically in snowboard retail. Somebody that has a positive outlook on life, that’s happy to be at work everyday, that enjoy selling to moms and dads and kids and tourists from all over the world.
Any other big pushes you guys are making to be strong next year?
Our demo inventory helps a ton. We demo every product we sell. That gives us a competitive advantage. Literally every board we have on the wall we have in our demo fleet. Try before you buy – we let people demo for two days and that money goes right back to the purchase and is something a city shop can’t do.
Do you have any programs in place to retain customers once they come in?
We do some invite only sales where we mail all of our current guests that have done business with us to come back. It’s a little discount card. That’s a new program that we implemented this season. We started capturing guest’s data and keeping them up to date with where our sale prices are and what’s going on in our store.
What percentage of your inventory is accessories? How did they fare this year?
Accessories account for a significant portion of our business. They performed well overall, consistent with business across the board.
What accessory categories/brands were strong this season?
Eyewear, especially goggles, socks, & pipe gloves were strong for us this year. Oakley continues to lead the pack in goggles sales, we sold through almost all of our Rome & Grenade gloves, and Bonfire socks were big.
How about DVD sales?
They did awesome. It was fewer titles but a lot. That’s It, That’s All - I just kept reordering over and over again.
How many did you do in years past?
In the past I brought in double digits numbers and this year I scaled it back. I did reorder several times.
What reps have done a really good job this year?
My Burton rep is awesome – Hannah, Chad, and John all have been fabulous.
Scott Leopard and Matty from Salomon. Those guys are always big standouts. They check in the stores a lot, always have the pulse of where the stores are at, and help do window displays. They have really good communication for sure.
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