o•r•d - Tooth of Time Traders

o rd 2
POWERED BY SNEWS
DAY
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OUTDOOR RETAILER DAILY
JANUARY 21, 2011
MAN
ON FIRE
Prolific author
and product guru
REINHOLD
MESSNER
headlines OIA’s new
Inspiration Awards
news.
products.
trends.
people.
Vision thing
Inspiring words from Jeff
Lowe, a blind thru-hiker,
and Wal-Mart’s eco-leader
Gear guide
Follow our floor map to nine
booths with innovative
products that caught our eye.
Snow travel
The latest in skinny skis,
snowshoes, bindings and
smart winter hydration
What kids want
Learn from a retailer who
serves thousands of Scouts
every year at Philmont.
7
PG.
14
PG.
17
PG.
57
PG.
q&a
Shelley O’Neill
Store manager, Tooth of Time Traders,
Philmont Scout Ranch, Boy Scouts of America
at the show
On Thursday, Jan. 20, O'Neill was presented with the SNEWS/Backpacker
Retailer of the Year award for growing participation.
Troop leader:
The O’Neills
and their
young Scoutsin-training
Shelley
O’Neill
Retailer shares experience
on growing participation in
the outdoors
Not many retailers can say their retail
base is predominantly 14-18 years old, but
Shelley O’Neill is no ordinary dealer. As the
store manager of Tooth of Time Traders,
she caters to thousands of Boy Scouts of
America each year who are visiting the
Philmont Scout Ranch in New Mexico.
Owned by the BSA, the ranch is used as a
National High Adventure Base at which
crews of Scouts and Venturers take part
in backpacking expeditions and other
outdoor activities. Now Tooth of Time
Traders—named after the most recognizable
landmark at Philmont—can add to its list of
credits a 2011 SNEWS/Backpacker Retailer
of the Year (ROTY) award for growing
participation in the outdoors.
How is Tooth of Time unique and different from
most outdoor stores?
➜ First, when we work with a customer we know
where, how and when they are going to use the gear.
We answer to the customer 10 days later when they are
back in the store after their backpacking trip is over,
and they will let us know how we did. Second, the
people who work at Philmont have a passion for this
place. It is hard to find that in employees elsewhere, and
the majority of our staff are knee-deep in the Philmont
passion. Third, the store is driven by youth and the
program at Philmont. Every item that is purchased
for the store—whether gear or souvenir—we ask
the question: How does this support the program of
Philmont Scout Ranch?
What are some of the unique aspects of running a
store that caters to Scouts?
➜ One thing we do that is pretty unique is fit boots over
our radio system. In 2010, we sent out 50 pairs of boots
“I remember the moment that I
didn’t think of the store as retail
alone but as a part of program and
the changing of lives. It is magical.”
to participants that had blown out a boot on the trail.
They are usually miles and miles away, and we have a
series of questions staff must ask each participant. After
we gather that information, we pick out an appropriate
boot. The crew is following an itinerary, and we will get
that boot out to them within 24 hours. We have driven
out and fitted boots to crews at 11 p.m. It is quite a
service, but the result is the best experience possible so
that the individual keeps on going in the outdoors.
What has been the key to the long-term success of
the store?
➜ To never disregard or overlook a product or any rep
or brand. We want to know about everything that is
available and then decide if it is a product that works
for us. That and the incredible support we receive
from our reps and vendors. I have 50 employees in
the store system that come in new every June, and
our vendors and reps show up for clinics year after
year and get these employees trained and versed in
all manner of gear.
What are you most proud of?
➜ The incredibly positive feedback we get from our
customers who have led to the growth of our store.
To work for Philmont Scout Ranch and be part of a
legacy of changing lives of young people and watching
the youth of America have life-changing experiences
in the outdoors is truly special. I know that what I do
has an effect on the experiences of the participants at
Philmont, and that gives meaning to my life, career
and family every single day.
—Marcus Woolf & Wendy Geister
january 21, 2011 / day 2
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