Some businesses have it harder than others in leaner times. Such appears to be the case for the Water Valley General Store, a “more than convenience store ” that has been owned and operated by Carol and Morley Shumski for the last 18 years.
Some businesses have it harder than others in leaner times.
Such appears to be the case for the Water Valley General Store, a “more than convenience store ” that has been owned and operated by Carol and Morley Shumski for the last 18 years.
“As soon as the economy started to tank two years ago, we started to feel the effects at the store, ” said Carol. “People just weren't coming … by this past spring we knew we were in trouble. ”
By trouble, Carol thought up until a few days ago unless things were to turnaround, the shutters would be rolled up and the closed sign latched permanently by mid-October.
In the case of the Shumskis, however, breaking the story to the media has turned the situation around with an outpouring of community support.
As a result, the couple has decided they may be able to keep the doors open through the winter by paring down the staff to the two of them and by temporarily closing the bottle depot by mid-month.
“The store is super important to Water Valley and we think trying to keep it open is the right thing to do for the community and for us, ” said Carol.
Carol is hopeful the honeymoon will last until a serious offer to purchase the store is put on the table.
The store and fuel station have a history of more than 80-years (since 1932) in the quaint, unincorporated community, located 20 minutes north of Cochrane off Highway 22.
“The time has come to pass the torch, ” said Carol, emphasizing that all new businesses “need new blood ” after a period of time and that “the store is a wonderful opportunity and it has been a real privilege to run it in the community for the last 18 years ”.
She added that the time is approaching for she and her husband to retire.
Carol said the economy and rainy weather this year added to the store's problems - with a noticeable drop in weekend campers.
“People are staying home. Many of them can't even afford to go camping, ” she said.
There has also been a habitual change in customers. Many of whom she feels are preparing themselves for even worse economic times by bargain and bulk shopping in larger centres.
“They bypass a store like mine and head straight to Wal-Mart or Costco, ” she explained.
But apparently people can still afford to go for a burger and pint at the ever-popular Water Valley Saloon; the building turned saloon began as a house, then store then a restaurant in 1988.
“Our place is just one of those iconic stops, ” said Bruce Cole, a Calgary firefighter who purchased the saloon with wife, Julie, in February.
Over the last few months, the Coles have renovated the bathrooms and made some menu changes - including offering weekend brunches and boosting live music on the weekends and maintaining their wing nights on Wednesdays; they also rent out three rooms in the hotel portion of the building.
Capitalizing on their local support, Bruce said, “Business is booming ” but he is sympathetic that retail business models like the store face stronger pressures in tough times.
“I truly believe someone will come in and buy the store and keep it going. ”
While nearby Valley Caf
é is adjusting to the challenges of an economic downturn, the owners overall feel that their customer base will be supportive enough to sustain the business.
“We've been building a very good rapport in the community and our business is by word of mouth, ” said Tony Budhwani, who took ownership of the eatery last March.
“I hope someone buys the store … it's sad if it closes down because it will affect the community, especially seniors who have a harder time getting around (into the city) to shop. ”
