Bigger, Better Jay's

Dec. 21, 2014

Gaylord Retailer Prepares for Major Spring Expansion

Jay’s Sporting Goods has long been a local Mecca for hunters, but fishermen, campers, hikers and anyone looking to experience the outdoors consider it their go-to store, as well. Located directly off Interstate 75 in Gaylord, Jay’s enjoys year-round relevancy; when one recreation season ends, another begins–a cycle that has kept the store successful even while other major area employers were forced to close their doors.

For 14 years, Store Director Mark Copeland has overseen Jay’s growth. He believes an important element of the store’s success is retaining knowledgeable employees who enjoy their work.

"I had my first heart attack at 32," Copeland explained. "Life’s too short not to do what you love. We sell fun. How could you not enjoy selling fun?"

A HISTORY OF GROWTH

The fun began in 1968 when Jay Poet began operating a small sporting goods store from his garage in Clare, Michigan. Jay’s vision wasn’t to found a large company, but rather to run a business that would compliment his love of outdoor sports and recreation. Propelled by this love and a desire to share that love with others, the company has continue to grow naturally over the decades.

By the late ’90s, Poet’s son Jeff was at the helm.

"We didn’t build that business for our children, but we’re blessed they chose to stay in it," said Jay’s wife Arlene.

A second Jay’s store was already under consideration when Jeff was approached by the Johnson family of Gaylord. The Johnsons were looking to bring a sporting goods store to their hometown and, today, Jeff believes it was divine intervention that brought the two families together.

An agreement was struck; Jay’s would open their second store in Gaylord, leasing the land and building from the Johnsons. In June of 2000, amidst a wave of other incoming businesses including ABC Warehouse and Ruby Tuesday, the 48,000-square-foot Jay’s Sporting Goods opened for business.

SUCCESS IN GAYLORD

During a period when major employers like Georgia Pacific, Carter’s and K-Mart were leaving Gaylord, Jay’s was experiencing impressively steady growth. In less than a decade, the Gaylord store had surpassed its capacity and, by 2013, the business was no longer housed under one roof, but spread amongst half a dozen buildings including a canoe coral, three storage trailers and an airport-rented warehouse.

To meet the demands of this growth, Copeland and his team were organized and creative merchandisers. They cut registers to accommodate expanding departments, added shelving to all available wall space and even converted the small conference area into an office and stockroom. Yet, Jay’s was still bursting at the seams with merchandise and customers eager to buy it. The need for expansion was clear.

Several years prior, Jay’s had commissioned local architect Todd Seidell to create plans for an addition to the existing Gaylord store, but in February 2013, K-Mart announced they would close their Gaylord store on South Otsego Avenue.

NEW JAY’S

"We initially looked at the property just to eliminate it," Copeland said.

Surprisingly, they found a 90,000-squarefoot blank slate in good condition and, most importantly, one that was built for high-volume retail.

Constructed by K-Mart in 1981, the building was listed for $1.9 million, despite its obsolete structure status. Jay’s was able to acquire the property for approximately half that price, projecting the need to invest at least that much in renovations and improvements.

The Poets turned again to architect Todd Seidell. His redesign of the building melds the style of the Clare store with the Alpine theme of the Gaylord location. The result will proudly showcase the Jay’s brand and provide a major facelift for a stretch of road once thought to be in commercial free fall.

Slated to open in spring 2015, a small restaurant and conference room will be added to the building’s north end and the iconic Jay’s Sporting Goods sign, complete with larger-than-life buck, will have a new home at the building’s south end.

Customers will be greeted with a multipurpose entryway where Copeland envisions seasonal displays, promotional giveaways and the occasional fundraising station for area nonprofits. Inside, aisle ways will shine in polished concrete while cedar-wrapped support beams soften things overhead.

Every department will enjoy an expansion, including the current store’s single sixyard archery lane, which will grow to two lanes, each stretching 20 yards.

However, customers won’t find the store mimicking the grand displays of a major chain retailer like Cabela’s. The focus of the expansion is the unique elements that bring Jay’s customers through the doors, while improving design and maximizing the customer experience.

"[Employees] don’t make a commission. We don’t sell individual products. We sell an experience," Copeland explained.

The new store seeks to underscore this philosophy with its design and function.

Copeland visits the Clare offices every Monday. Sometimes, he’ll bring a new hire to see that first small garage, still owned by the Poet family.

"I go there," he said, "and I remember where it started, and I come home to Gaylord and look around. I just think, alright, here we grow again."