Join the Organization Dedicated to Uniting and Protecting Specialty Retailers

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

Advance Your Company Through Connections and Information Exchange

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

Stay Current on the Latest Industry News and Consumer Trends

Specialty Retailers and the Board Sports Lifestyle
Surf | Skate | Snow | Wake

How Does a Good Deal Become Great?

by BRA Associate Partner, ESR Commercial ESR Commercial’s strategy is to know what is going to be thought and said 3 conversations in advance. Even before the first call or email, we’re planning on what we’re going to say the next time we speak, and how the person on the other end is going to take what we say and respond to it. It’s knowing when to push and when to step back – something that only comes with many years of experience. Everyone looking to open a store knows the basic, obvious items that make a deal better – cheaper rents, free rent periods, and tenant improvement money. But only those more experienced in the real estate world know the additional factors that can push the deal over the edge into “great deal” territory. These things can include economic factors like the landlord being responsible for part or the entire A/C unit, little or no personal guaranty, and different allocations of security deposits, among hundreds of other options that go into each lease. In one deal in Lexington, Kentucky, the landlord asked for 6 months of security deposit because the owners didn’t have any experience. Because we had done so much business with that landlord in the past, we knew that he would accept 2 months security deposit, with a third month to be applied to the 13th month’s rent. We know that upfront capital is very important to our clients, especially those who are opening up new stores, and saving 4 month’s worth of rent can go a long way into developing any small business. In another deal... read more

It’s Here: 2016 State of Surf Survey!

TRANSWORLD BUSINESS WANTS YOUR FEEDBACK ON THE STATE OF THE SURF INDUSTRY: PLEASE WEIGH IN HERE FOR A CHANCE TO BE SELECTED FOR OUR UPCOMING PANEL DISCUSSION AT SURF EXPO Editors Note: For a look at the 2015 State of Surf, purchase the report now. Read more at http://business.transworld.net/features/2016-state-surf-retailer-survey/#DbQZJhCfB1Wz3BvT.99... read more

5 SEO Tips You Can Do Right Now

SEO, or Search Engine Optimization, might seem like an impossible-to-crack code. Yet SEO is incredibly important if you want your business to be found online. If your website is optimized for search engines, Google, Yahoo, and Bing will view it as a good source and offer it up to users who are searching for your products or services. If your website isn’t optimized, then it might as well be invisible. For many people, SEO is a full time job. You may think that due to your full-time job as a board retailer, you don’t have time to add SEO to your plate. This is where you’re wrong. Sure, you won’t be able to do all the things a digital marketing professional can accomplish, but everyone has time to make a few small tweaks to their website that will yield big results. Below are five things you can do this week to improve your SEO and make your website rise in the rankings. Try them out and see what a difference they make. 1. Create unique content that people want to read and share. While filling your website with rich content isn’t exactly something you can do overnight, it is something you can start today. If you don’t have a company or business blog, it’s time to launch one! You can write “how to” posts, new product launches, behind-the-scenes information, or gift guides for various holidays. Use specific keywords in the title and first paragraph of your post so readers (and search engines!) immediately know what the post is about. 2. Create internal links within your website. Internal linking helps... read more

How to Target Tourists This Summer

When you’re on vacation in a brand new city, you want to experience the local color of the place, which means eating at the best restaurants, visiting the most beautiful beaches, and seeing the famous sites. You also want to shop at interesting stores for souvenirs or to outfit yourself for adventures at your destination. As board sports retailers, this last point is important. Whether you sell surfboards, skis, or skateboard gear, there’s a good chance you have products someone visiting your city wants and needs. If your store is located in a tourist destination, then there’s an even better chance that many of your potential customers aren’t locals—they are in town for a few days or a few weeks, and they can be a great source of revenue. So how do you reach these tourists and convince them to shop at your store? By tweaking your marketing strategy just for them. These tips will help. Set up a booth at or sponsor a big local event. Whether it’s the county fair, a festival, a concert series, or a competition, the chances are good that someone is traveling from out of town to attend. Tabling at these events and/or getting your logo onto various marketing materials can help you reach this target audience. At the very least, they’ll see your name and think of you later, when they need something you happen to sell. Partner with tourism agencies and services. Get to know the owners of the best hotels in town, talk to the hospitality branches of your local government, and get in touch with your favorite restaurants, attractions,... read more

The Pros and Cons of eCommerce

When most people think about starting an eCommerce store, they get excited about the possibilities. We don’t blame them—eCommerce can seem, for many small business owners, like the answer to their dreams. While it’s true that online stores have benefits, they also present some unique challenges, and it’s important to be aware both sides before diving head in. At Board Retailers Association, we believe retailers can be successful in a variety of ways, as long as they’re informed and make good choices. To help our members launch successful eCommerce businesses, we’ve rounded up a few pros and cons about going this route. Read them, consider them, and then make the choice that best for your business. Pros of eCommerce You don’t need a physical store. One of the refrains we hear when we’re buying a house or starting a business is, “Location, location, location.” And it’s true—if your store is on the wrong side of town or on an inconvenient street, it could cut down on customers. eCommerce stores, which live on the Internet, don’t have that problem. And while you do have to pay hosting fees for your website, they’re usually much cheaper than rent or a mortgage. You have access to a bigger market. This is especially true for businesses that sell niche products, where their audience is already limited. When you have an eCommerce store, it’s easier to reach the people who will love your products, without worrying that your immediate city will be able to support you. You’re open for business 24/7. In today’s world, people want what they want when they want it. Waiting... read more

5 Ways to Maximize Memorial Day Sales

Memorial Day is traditionally observed on the last Monday of May, as a day to honor and remember those who died in active military service. It’s also the unofficial beginning of the summer season, a three-day weekend filled with barbeques, get-togethers with family and friends, and great deals at favorite retailers. This Memorial Day, plan ahead so your business or brand can strike a balance between respectful remembrance and celebratory fun. Need some tips to get started? You’re in luck! Make sure employees are aware of sales and promotions. Your team is your greatest asset, so make sure they’re prepared for whatever form your sales and specials take. Online sales, promotions via social media, coupons in the local paper, a secret password—whatever it is, make sure they know all about it! Email marketing is key—especially if you start early! According to a recent study, the week leading up to Memorial Day is when most businesses send out emails announcing their sales. Beat the crowd and send an additional email ten days to two weeks before the big weekend, so it’s not lost in the shuffle. Remember that the biggest shopping day is that Friday, so time your sales accordingly. Run a social media contest to drum up buzz. Social media contests are ideal for engagement and short term goals, such as a special sale. Keep it simple by asking a question on Facebook or Twitter that is relevant to your products or the holiday. “Where’s your favorite place to skateboard?” or “What’s your go-to barbeque dish?” Reward one random winner with a free gift or a great discount, and... read more