Playing at the Park(‘s)

Orem mainstay finds success in customer service, adaptability and youth sports

In 1947, Randy Park’s dad opened Park’s Billiards on the corner of 800 North and State Street in Orem. It was adjacent to Park’s Café — owned by Randy’s grandparents — and eventually, the billiards hall started carrying a small stock of sporting goods.

Ten years later, The Sportsman opened a few blocks south of the original location. In 1973, with Randy firmly involved, The Sportsman changed its name to Park’s Sportsman.

But how does a business that competes so closely against big-box retailers last for 60 years? By delivering what the customer needs, being willing to change with the times and giving back to the community.

Hit the film room
Randy and his wife Jeri (the store’s general manager) are constantly researching what the customer needs and how Park’s fits into that.

“We understand our customers and do what we think they want in a store,” Randy says. “I think that’s why we’ve been able to be around for so long.”

And what customers want is an expert who cares. Passionate, expert salespeople aren’t hard to find. But the key is training those salespeople to listen to customers, evaluate their needs and make the right recommendation.

“We get passionate people, but we train them to fit customers with what the customer needs — not what is great for the salesperson,” Randy says.

Park’s long-standing ski rental area is an example of how the company stays committed to customers. They understand Utah Valley residents enjoy letting children get their feet wet with skiing before wanting to buy expensive skis. This is something lost on some of the store’s competitors that have come and gone.

“Other stores come in and fail because they only look at the market’s numbers,” Randy says. “We understand how people do business here and what they want in a store.”

Be able to audible
About four years ago, Park’s Sportsman stopped carrying guns and ammunition and started carrying a line of bikes. Why the change? Because hunting had evolved into a more specialized — and complicated — arena Randy and Jeri didn’t feel was best for their customers.

Cycling did fit.

“Extreme sports customers — snowboarders, climbers and mountain bikers — are the same guys who are camping, fishing and hiking,” Randy says.

“The change made it easier to balance the product line,” Jeri says.

The store researches to stay up on products and trends in each of their departments.

“When they’re not here, we want our people up on the mountain or on the river,” Randy says.

In fact, Randy and Jeri send sales representatives to test new products every year. The reps make notes on 3×5 cards, explaining pros and cons of each product.

“We use that information to help in purchasing decisions,” Jeri says. “If we order products the sales team doesn’t believe in, we won’t sell many of them. We need their input and support.”

Praise those around you
“You have to give back to the community,” Randy says. “If you are all take, owning a business will be very unfulfilling.”

This attitude has led Randy to be heavily involved in local youth football leagues.

“It’s a gratifying thing to be involved in,” he says. “We run a pretty lean group so we don’t have to turn kids away. We try to do everything we can to make it fun for every kid.”

The league has teams from Provo, Orem, Springville, Spanish Fork, Payson and Heber City. Last year, the league included a player with Down syndrome. Randy recalls letters of appreciation for what that player taught his teammates and opponents alike.

The reasons Randy and Jeri are involved in youth sports in the area have little, if anything, to do with economics. They feel like it’s the right thing to do.

But, surely, the appreciative mother who sees Randy turning on the lights and lining the field for her son may surely think of Park’s the next time she has to buy some socks or a new mouthpiece.

Keep your eyes downfield
While Park’s has enjoyed 60-plus years of winning over customers, what the company becomes is still open for interpretation.

For sure, Park’s is opening a second location in Heber City, which will be similar in size and scope to the Orem store. It will rent skis, supply top-of-the-line fly fishing equipment and carry the same spirit of customer service and satisfaction.

But Park’s is still evolving. The store is moving away from being organized as departments (i.e. fishing, camping, ski rental, team sports area) and will be creating several specialty shops under one roof.

The next time you walk into Park’s, you might see “Park’s Fly Shop” next to “Park’s Bike Shop.” Each will have a certain level of autonomy but will have the consistency expected from Randy and Jeri.

“We want to feel small and act big,” Randy says. “We need to be cool enough for the 18- to 40-year-old that comes in for the cool stuff of a specialty shop but still wants to get it for a good price. That’s a fine line.”

Economy Drivers features Utah Valley
entrepreneurs and is sponsored by Brent Brown Automotive Group. Brent Brown was named one of Utah Valley’s Top Revenue Companies in BusinessQ’s UV50.

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