Outdoor Insight

W hen most people talk about building their business from the ground up, they usually mean figuratively. Not Derek and Genevieve DeBree, however. When the New Jersey couple looked to get out of the corporate world and into oudoor specialty retailing, they took that direction literally — starting on the floor of an old building and working their way to the ceiling. The two truly went back to basics, utilizing their own skills and muscles – and those of some of their friends – to start Canyon Pass Provisions from scratch, incorporating in October, 2014 and opening their doors finally in September, 2015. Now, a little over two years later, their hard work is paying off. At first glance Canyon Pass doesn't come across as unique in the world of independent outdoor retailers. It boasts an eclectic curated product mix that features both well-known brands along with some obscure names. It relies on an aggressive community outreach and social media effort coupled with a personal touch that is evident the moment customers walk in the door. Even the story of why they chose the path less traveled is not that uncommon. "We have always had a strong affinity for the outdoors and active lifestyles," says Derek, 49, who, after running a software company for 18 years, was looking to do something he and his wife were more passionate about. "Two things fueled our direction," he continues. "First, we knew we would enjoy connecting with like-minded people who embrace the outdoors, live active lives, appreciate the environment and respect great products. Second, we are small-town folks and we miss the days of general stores and independent retail." Will this vision be enough to keep a small store running profitably? "Time will tell," Derek says. He admits people thought they were a bit crazy for opening a brick-and-mortar store in the cur- rent retail climate, but the couple felt they could succeed in building a modest business based on their entrepreneurial passion. How they built a unique retail environment is the true story of Canyon Pass Provisions, a name inspired by a snowmobile trip Derek had taken to the Maroon Bells in Aspen, CO. That's because Derek literally built the store with his own hands. In on the Ground Floor Canyon Pass was funded through a loan from the SBA that allowed the couple to purchase a building that for more than 20 years had served as a local dentist's office in Derek's hometown of Fair Haven, NJ, for $520,000. Working capi- tal came from the sale of Derek's interest in StoneTimberRiver, a small sports marketing software company he founded in 1996. The dental office configuration – essentially nine tiny rooms and a hallway in a building built in 1920 – would certainly not work for retail, but Derek envisioned removing the walls and adding beams to create an open retail environ- ment. "We did not want to own an outdoor store surrounded by concrete, glass and asphalt," he says. "We loved the idea of having a front lawn for gatherings and views of the neighboring park and being able to close our shop and walk down to the river for a sunset." So he went to work. An estimated $65,000 in renovation costs later, the result is 1400-square feet of retail space and another 800-square feet each for storage and office space, in addition to a small cottage on the back of the property that is rented out for some much-appreciated cash flow. For inspiration they turned to the iconic Barnard General Store in Barnard, VT, a place with a long history as the retail and social center of its community — old worn sloping wooden floors, exposed beams, clanging bell on the entry door, shop dog napping in the corner, that sort of thing. Knowing that it would be difficult to wow passersby with an exterior that blends into the surrounding mixed-use neighborhood, Derek opted to use materials reclaimed from the bones of the dental office and barn wood sourced from other local sites to awe customers when they walked in the door. The reclaimed lumber in the store came from two sources. The first was the house of friends who had a dismantled building from the late 1800s stored in their basement. Derek picked through the stacks and claimed multiple trailer loads. He then power washed the wood, let it dry in the sun and installed it selectively in the store. The store fixtures were built from these barn beams. For the reclaimed barn wood skins, the rail for the deck and the signs he turned to Real Antique Wood, in Irvington, NJ, which Derek describes as a veritable playground for those who appreciate reclaimed materials and creative wood construction. Aside from electric and plumbing, Derek did the work himself, although his softball team FROM THE GROUND UP Hard Work Is Paying Off for Canyon Pass Provisions. By Michael Jacobsen February 2018 • Outdoor Insight • 43 outdoorinsightmag.com RETAIL Doing Well by Doing Good Canyon Pass has aligned with four distinct charitable initiatives in its Jersey Shore community. It raises funds and partners with Clean Ocean Action; provides discounts to people who donate used bicycles and then delivers the bikes to Second Life Bikes in nearby Asbury Park; makes an annual donation to its local parks programming through its Pick Up the Parks initiative; and provides an every-day discount to local first responders. Fair Haven N E W J E R S E Y

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