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For Black Creek Outfitters's Joe Butler, the experience that comes with his shop is even more important than the shop itself, and he's taken extra steps to make sure his customers get what they need.
The store sits on a 22-acre lake, which forces a strong paddlesports focus. Butler calls it a focus on providing "active research." SUP and kayak instruction features prominently into the store's list of clinics and classes, plus the shop fits in a yoga studio for additional hands-on exercise.
"The 30-year-old that comes in my store is probably more jealous of where I've traveled and where I've been, or the stamps in my passport book, than they are about the gear in my closet," Butler says. "That has affected their buying pattern, because they're more about the experience. They are willing to not spend as much on their gear so they can save for that next trip.
"When you're picking gear out, what you're really doing is picking out a ticket to go do that experience."