North Smithfield is at least 35 miles away from Yawgoo Valley Ski Area in Exeter and even farther from the more popular Wachusett Mountain Ski Area in Princeton, Mass. But lack of proximity to snow-covered mountains has not been a problem for The Ski Shop Plus Inc.
The ski, snowboard and winter-gear business celebrated its 40th anniversary in 2019 with a banner year for business, according to Tom Crowley, a store manager. Since opening for its seasonal operations in September (the shop remains open until April), sales have been “cranking,” Crowley said.
He credited the strong showing to a good economy and some unseasonably early bouts of winter weather, which get customers thinking about, and buying items for, their next ski or snowboard excursion.
Skis – both rentals and those for sale – have long been the staple of the shop’s business, while snowboards are more of a complementary offering, Crowley said. Products include a variety of name brands, such as Atomic and K2 skis, as well as ski and snowboard boots.
The shop prides itself on pairing customers with the right boots, taking into account not only foot length, but also width and ankle circumference. They also make custom footbeds for the boots.
But if a customer isn’t happy with the fit of a purchased boot or footbed, The Ski Shop Plus is willing to work with them to find a better option. As the motto boldly emblazoned below the store name declares, “the plus is service.”
Crowley credited the customer service focus to the business’s longevity, as well as its ability to attract customers outside the local area – a fair amount of sales come from customers in Connecticut and Massachusetts.
Another strategic move to keep the shop top-of-mind is its partnership with BRS Transportation and Northeast Action Sports offering $69 ski trips regularly throughout the winter.
“It’s a great way to get people in the store,” Crowley said. “If they need gear, they know we’re here.”
And gear includes more than just skis and snowboards. A variety of accessories and clothing, such as winter jackets and goggles are also available, with price tags reflecting the full range of name-brand and discount options.
While Crowley, who’s worked at the shop for 13 years, has seen little change in the types of products in demand, one exception is high-end ski goggles, he said.
“Ten years ago, we would never have been able to sell a $280 goggle,” he said.
The key is to appeal to a broad customer base, not only in terms of budget but also age and experience in the sport, Crowley said.
While The Ski Shop Plus is hardly hurting for business, its distance from area ski destinations can make it more challenging.
“One big misconception is that people think they’re getting better service up north, but that’s not true,” Crowley said.
While the holiday rush has died down, Crowley expected interest to continue through the winter, particularly if there’s snow on the ground, and he welcomes the business.
“You’re selling fun to people,” he said. “You want them to have the same experience we do.”
OWNERS: Bill Higginson, Ramona Mitris
TYPE OF BUSINESS: Skis, snowboards and gear sales
LOCATION: 859 Eddie Dowling Highway, North Smithfield
EMPLOYEES: 15
YEAR ESTABLISHED: 1979
ANNUAL SALES: WND
Nancy Lavin is a PBN staff writer. Contact her at Lavin@PBN.com.
