Native Roots Garden Center

By Malia Durbano

John Wickman, owner of the independent garden center, Native Roots, has a degree in Horticulture, but not one in Business. That is why he approached Joe Keck of the SW Colorado SBDC for some advice on expanding his business.

The Garden Center does Landscape Design and Installation with a large retail section for do-it-yourselfers. They grow all their own trees, shrubs, annuals and perennials through their subsidiary, Pine River Plants. Wickman, “Learned a lot as I went along and take any advice I can get to help my business” he explains.

Keck helped with a diagnostic analysis of the horticultural industry and a cash flow analysis which enabled Wickman to attain a bank loan to move to their new location on Highway 160 between Wal-Mart and Home Depot.

Keck’s advice provided valuable direction by helping him build a spread sheet and “Put a sense of reality on everything.” Wickman explains how this helped him change the way he did business. “In the early 2000’s the economic climate wasn’t real. Banks were just throwing money at things.”

He now uses Quick Books and Intuit POS and learned the ins and outs of how different aspects of the business relate to one another. Keck, “Spent time with me and showed me how to focus on things day to day.”

The horticultural market is changing. To adjust his business accordingly, Wickman worked with marketing specialist, Louise Garnet. They defined his target market and determined how to reach them. Discovering that the 20, 30 and 40-year-olds do not want to do things themselves, the store now offers pre-made planters and other items that are ready made. Since the boomers really enjoy gardening, they have products to entice them as well.

While discussing the Native Roots niche with Garnet, they decided that they had to attract people who would shop at Wal-Mart or Home Depot, also capitalizing on their location between the two big box stores. She explained that, “In addition to reaching a lot of people, they also had to reach the right people.”

To do this, they began advertising on the radio and in the newspaper. Their message was the personalized attention and expertise Wickman and his staff can offer gardeners. With over 30 years of experience in the industry, Wickman can offer practical ideas and help people incurring problems.

Native Roots is open year-round, also carrying house plants, grow domes and hobby green houses. He now knows who his clients are and what they want.

4Corners Riversports

Milt Wiley was a local paddling legend. Even in the 1980s, when whitewater sports were still coming on the scene, everyone in Durango had heard of the Wiley’s. In 1983, he and his daughters opened 4 Corners Riversports (4CRS). Since that time, 4CRS has become Southwest Colorado’s iconic river supply store. With everything from stand up paddle boards (SUPs) to cookstoves to PFDs, the shop supplies river goers with everything they need for their outdoor

Read More »
DaLe Llama Bike Tours

Tony Martin’s business is to go downhill – fast!  His business, DaLe Llama Bike Tours (DLBT), is trending uphill, but their passion is to take people down hills and mountain sides.  DaLe is a play on words for a Spanish phrase meaning “let it rip,” and “go for it.”  Tony leads mountain bike tours to Ecuador for big descents as they ride downhill and single track.  DLBT’s purpose is to shred sick trails, stimulate local economy and share culture.

Read More »
The Wigglin’ Pig: Where the Food Tells Its Story

After years of working in various restaurants, Ernie Padilla decided he was ready to open his own business. Food trucks were fairly new to Cortez, and he knew they would be a hit. So, in 2018, he opened The Wigglin’ Pig. After finding success, he was ready to grow and added a brick and mortar establishment to the mix. Both the truck and restaurant serve American BBQ food with a variety of delicious favorites ranging

Read More »
Choke Cherry Tree

By Malia Durbano Jenelle Syverson got hired at the Choke Cherry Tree as a temporary employee for the Christmas season of 2003. Still an employee, the opportunity arose for her to purchase the business in January of 2014. She loved the store and the customers, and had learned a great deal, but her Associates Degree in Micro- Computer Support from Iowa Western Community College in Council Bluffs, didn’t prepare her for owning a retail business.

Read More »
WeFill

“We are here to care for the future generations of all species.” That is a bold statement. It happens to be the motto for Durango’s newest business, WeFill. Forward thinking owner and biologist Cristin Salaz created her business model to be a part of the pollution solution. WeFill is a refilling station for household and personal care products: dish soaps, household cleaners (all purpose, laundry, toilets and drains), castile soaps, shampoo and conditioning bars, and

Read More »
Alpine Medical

Tabitha Zappone loves the conveniences in Pagosa Springs and considers it a “big city with coffee shops and restaurants.” Before moving to Pagosa, she and her husband both worked in a hospital in rural Alaska, in the town of Bethel. He is an Emergency Room nurse and she is a Nurse Practitioner. The two served people from 57 villages. “They would come in on dogsleds, four wheelers or small airplanes. In the winter it would

Read More »
Skip to content