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Wild Rock is an independently owned store for the outdoor enthusiast and athlete, committed to helping people to Get Out And Play. Wild Rock is part of the Boro Gift Card, led by Downtown Peterborough DBIA, with over $6000 of Boro Gift Cards spent at the store in the first 5 months of the year. Tori Silvera and Scott Murison are co-owners of Wild Rock and told us more about why they accept the Boro Gift Card.
Please tell us about Wild Rock
Tori: “Wild Rock was started in 1992 by Scott and his business partner and here we are 30 years later! The store has been lots of things over the years; it has been a snowboard shop, a whitewater paddling shop. Today, we sell all types of equipment to help people to get outside, such as boats for paddling, bikes, hiking boots and outdoor clothing. It’s a great community hub and a great place to work.”
Scott: “In a small town like ours of 85,000 people, we rely on repeat customers and in fact, over 30 years, we rely on repeat generations. So it’s making sure that we’re supporting the same community that is supporting us. We do a lot of different things, whether it’s trying to make people active, outdoor people who will need things rather than directly trying to sell products, to helping
people to understand that when they spend a $1 at Wild Rock, it is going back into local salaries, and back into local businesses. We try to be vocal about that so people know there is a feedback loop there.”
Why are you part of the Boro Gift Card?
Tori: “Gift Cards are ultimately a great way to get people through the door, so having the Boro Gift Card gets people into the Downtown. In the last few years, every Downtown in every city has been hit pretty hard, so having a new way to encourage people to come down and spend locally is really positive.
“I think in any business, bringing people through the door is important. It’s why every business does their marketing and their community outreach. And also, the fact of the matter is that when you come in and you know you have a $100 Boro Gift Card in your purse, you’re more willing to spend a bit more than that as well. Being a part of the Gift Card can be a great marketing strategy.”
Scott: “The Boro Gift Card is one of three Gift Cards that we accept at Wild Rock, including our own very successful Gift Card and our online Card. Even though we have our own Gift Card, it’s important for us to be a supporter and leader in our community by being a part of the Boro Gift Card. People are more likely to buy the Boro Gift Card because they know they can spend it at our store and other stores as well.”
Why are the benefits of the Boro Gift Card over the old paper system?
Tori: “There are benefits of the high tech Boro Gift Card over the old paper system. Yes, we pay credit card transactions as we do on any other card payment but there is no way we’d have taken $6000 in paper dollars in 5 months. People are more willing to use the Boro Gift Card as I think they find it easier. As a business, it’s very easy for us to accept the card.”
What are the benefits for Peterborough in having its own Gift Card?
Scott: “It keeps the spending power local, helps people to identify which businesses are local, and helps businesses to support each other. The Boro Gift Card is a common currency between all participating businesses, so maybe you only spend a portion in our store but you spend a portion in the store down the road, and that makes the community more vibrant overall.”
Why do you believe that Wild Rock is a popular place for people to spend their Boro Gift Card?
Tori: “Some of the items we carry, and some of recreation you can support with the products in our store, you just can’t get in other places, so I think that might be a big part of it. As Scott says, we’re also a leader in the Downtown, and one of the biggest stores.”
Any advice for other businesses thinking of being a part of their local Downtown Gift Card?
Tori: “There’s no downside to being a part of your local Gift Card. It’s another avenue for bringing people into your store, whether new people or repeat customers and benefits your Downtown overall. Gift Cards are always positive, People are excited to spend the money when they have a Gift Card.”
