1. Investigating Business Retention and Expansion among Antique Retailers in Tourist Destinations Regions Christopher M. Sieverdes, Clemson University; Sharon K. Strouse, The Ohio State University Assisted by Ute Sybille Hecht, Clemson University

2. Sample/Methods 32 mail surveys completed –Ohio (10)- South Carolina (22) 18 non-responses, after multiple contacts Storefront retail business with address listing Currently in business Located in a tourist destination region (Heritage Area)

3. Retail27% Wholesale12% Dealer23% Non-Dealer 2% Tie to other business10% Estate Sales, Auction Consignment 7 + Description of the Antique Business

4. Furniture, clocks, large items, carpets, rugs19 Small items, china, novelty, silver, pictures13 Type of Antique Merchandise Sold

5. Ownership of Antique Business: Single Family Owner/Operator2372% Separate Owner/Operator 1 3% Partnership 6 19% Other 2 6%

6. Years in Business: 1-4 years619% 5-7 years1031% 8-15 years825% 16 + years825%

7. Years of Experience in Antique Business: 1-8 years 825% 9-15 years 8 25% 16-20 years825% 21 +8 25%

8. Percentage Local & Regional Sales Under 34%1138% 34-661345% Over 66% 817%

9. Percentage of In-State Sales Under 34%1862% 34-66 931% Over 66% 3 7% Percentage of Out-of-State Sales Under 34%2069% 34-66 828% Over 66% 1 3%

10. Highest Sales Day Saturday 30-60% of all weekly sales 86% Less than 30% 14% Next highest sales day: Friday – 5-40% of all sales

11. Frequency of Sign Change: Weekly or Monthly519% Quarterly415% Once a Year623% 2+ Years312% Never831%

12. Importance of Location of Antique Business (3 Factors Rated) Be in center of action, high traffic area 23 (79%) Very Important Be clustered with other antique retailers/dealers 10 (39%) Very Important Be a “One of a Kind.” Few retailers/dealers near 5 (19%) Very Important

13. Expectation of Demand Change Expect increase1966% Stay the same 931% Decrease 13%

14. Special or Unique about Products or Services Specialized items935% Large variety, large inventory727% Customer service, integrity519% Quality product519%

15. Peak Business Season Fall & Spring29% Fall21% Summer & Fall14% Winter14% Summer11% Christmas & Summer11%

16. Peak Reason Tourist Season62% Travel39%

17. Most Successful Means of Attracting Customers to Establishment Factors Ranked First by Category Location and signage1345% Word of Mouth, repeat customers, honesty integrity1552% Attractive storefront, interior, layout 516% Related business 310% Newspaper ads, inserts 2 7% Special pricing, special promotions 1 3% Communication with target audience 2 7% Tie to community events, festivals, carnivals, sports 0 0%

18. Problems indicated with Public Services and Employee Training Needs Minimal concerns related to public services such as public safety, zoning, EMS/hospital, building inspection reported Some concern about Water/sewer service (n=3) Too high traffic volume (n=3) Lack of chamber support (n=4)

19. Success Factors Cited: Customer Service11 (41%) Quality Products 7 (26%) Location, traffic Flow 3 (9%) Price Value Marketing 2 (6%) Variety Merchandise 2 (6%) Economy Strength 1 (4%) Favorable Business Hours 1 (4%)

20. Advice from Antique Retailers: Start small24% Build knowledge, pricing, quality12% Reduce financial burden 8% Research marketing base, plan20% Focus on customer service, integrity, dependable hours12% Do not expect to get rich24%

21. Summary of Findings: No difference in size/scope between Ohio and South Carolina antique retailers Focus of sales on Friday & Saturday Lack of employees Lack of training (skills, hospitality industry) Community services – nothing identified as a barrier to operations (building codes, zoning ordinances, etc.) Lack of understanding/ identification of antique retail business terms (dealer, non-dealer, wholesaling, web-based retail, etc.)

22. Red Flag Issues Lack of communication and connectivity to chamber/community - identified by owners as a weakness. Lack of perceived need for local/regional advertising and communication. Lack of dependability regarding storefront business hours/days of week. Lack of business diversification related to technology.

23. Implications Product Customer Relations Location Independence

24. Investigating Business Retention and Expansion among Antique Retailers in Tourist Destinations Regions Christopher M. Sieverdes Clemson University csvrds@clemson.edu Sharon K. Strouse The Ohio State University Strouse.1@osu.edu Assisted by Ute Sybille Hecht Clemson University uhecht@clemson.edu