New boardshop opens in Truckee
The face of the local snowboard scene has changed in the last couple months, at least on the retail end.
Taits Boardshop opened Nov. 8 on the corner of West River Street and Brockway, and just up the street, Totally Board has changed ownership.
The new shop was opened by Taitten Cowan, a former pro surfer from Pacifica, Calif., who started his franchise with the first Taits in Squaw Valley a year ago. Business has been good, so he is reaching into a new community.
“Anyone who comes in here that is local is part of our family and always will be,” said manager Mike Bloemsma. The shop offers locals a 10 percent discount on purchases, and Northstar employees receive an additional 5 percent off.
The store sports a lounge with a fireplace and an upstairs online department that will facilitate out-of-town sales. Its selection of rentals and demos, and full line of retail, is still being stocked.
“We’re here to earn the business and retain it, whatever it takes,” Bloemsma said.
Cowan has relentlessly emphasized customer service to his staff, and has set up the shop to make the customers feel at home, said Bloemsma. “People are always welcome to come and hang out,” he said. “We will always have hot chocolate and free coffee.”
The shop occupies the space that previously housed Truckee Books. A combination book store and coffee shop will open downstairs from Taits.
Totally Board changed ownership in mid-September when the then-owners moved to Oregon. New owner Dana Burley has been revamping the store. He kicked off business this year with a barbecue where he raffled off a snowboard, bindings and other gear.
“We have completely re-merchandised the store,” said Burley, who previously ran Huntington Surf and Sport in Huntington Beach. A new board edger and an upgraded grinder are part of the overhaul.
Burley believes his selection of brands and private labels, which he tries to keep separate from Taits, will ensure a strong customer base.
“Going into the spring I want to differentiate our orders so we are not so overlapping,” Burley said.
And as far as the increased competition in town. “Competition is good,” he said. “It makes us work harder.”
Truckee Board Works, formerly located on Donner Pass Road across the parking lot from Wild Cherries, closed up shop at the end of last season.
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