MEMBER SPOTLIGHT
TROY'S SKI LUBBOCK

Phillip Howard, Owner 

     Q1

How did you get started in the snow sports specialty business?

A. I just completed my 20th ski season. In June of 2003, while getting my oil changed, I noticed a classified ad listing in the local newspaper for Troy's Ski Apparel, the original owner was retiring and was selling his shop. I had only skied a handful of times but working only 5 months a year sounded like a pretty good gig, so I bought the shop. 

I quickly found out that this career is a 16-month-a-year commitment, not the 5 months I was imagining. I quickly fell in love with owning my own business and really enjoyed being part of the snow sports industry. In 2012 I purchased the other shop in town, Ski Lubbock, and I merged the two stores together. "Officially" we are known as "Troy's Ski Lubbock," but we refer to ourselves as Ski Lubbock. 









      Q2

What differentiates Troy’s Ski Lubbock from its competitors? Can you tell us a little bit about your efforts to support the local community such as your sponsorship of the West Texas ALS Support Group?

A: We are different from a lot of specialty stores because we do not focus on just the higher end of the market. Although we have a large customer base of avid "every year" type skiers, we also have a large percentage of "never ever" skiers who need extra guidance and confirmation that you probably don't need that $200 goggle on your first trip, so let's take a look at some of the basics, because you can always upgrade later once you fall in love with the sport. 

We have a close relationship with our local ski club and various student groups at Texas Tech. We recently learned of a non-profit organization that needed our assistance, well actually we needed their assistance. My mother-in-law was diagnosed with ALS 2 years ago and we had a very hard time finding support, information and guidance for her until we came across the West Texas ALS Support Group. Once we connected with them and saw the good work they were doing at the ground level here in our community, it was a no-brainer that they were good stewards of any and all sponsorship, monies and support we could provide for them. I encourage all local businesses to find a local non-profit to help support. My mother-in-law passed away (March 2023), but our support for the West Texas ALS Group will continue.

    Q3

How have your social media accounts engaged your customers? What advice would you give a retailer who is beginning an online presence?

A: All of us in the snow sports industry are lucky that we sell fun. We aren't selling trash-can lids or cat litter. Our customers want to engage with us. Our biggest challenge with social media is time. We all wish we had more of it, but we need to remember that those few minutes we spend creating a social media post is time that is well-invested. If you are just beginning the process of developing an online presence the best advice I could give is to seek help, advice and guidance from someone who knows more than you do. Most of us have kids, employees, friends, etc., who are masters at their own social media and who know how to take good pictures, write good posts, and how to be engaging. If you aren't the creative type, seek help.

     Q4

Any thoughts or predictions about the retail environment for the second half of 2023? What are your supplier partners telling you about next year?

A:  I'm hearing a lot of apprehension and even fear about next fall & winter, but I'm optimistic and my buys for the fall are up. We are coming off our best revenue year ever, and all the lift lines I'm seeing this year are long. Unfortunately, the east coast struggled with snow this year and that had a heavy impact on shops out there, but hopefully the late-season snowfall created better conditions and some late-season traffic for them. I think as long as we have snow next year we should be happy with the numbers we see. Our industry sees its share of ups and downs, but normally they are more weather-related than economic-related.

    Q5

What is the biggest benefit of being a member of the National Ski & Snowboard Retailers Association (NSSRA)?

A: The biggest benefit of being a member of the NSSRA is knowing that someone has my back. As a small independent retailer, I don't always know about the dangers that lurk around every corner, especially when it comes to legislative issues that I am unfamiliar with. It's a good feeling knowing that there is an organization out there who is dedicated to help support and grow the industry I am in and who is fighting for me and who wants me to succeed.
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