National chains coming to Whistler for the long term
Olympics providing opportunity, but resort's continued success keeps retailers going
By Clare Ogilvie
When the Olympic Games were awarded in 2003 many thought landlords would jack up the rents so high that only name brand chain stores could afford to lease space in Whistler.
In fact that never happened, and when the global recession hit 18 months ago the rental market became even more attractive.
And while there are new name brands and national chains opening in Whistler in time for the Olympics, it is the heightened awareness of Whistler, nationally and internationally, that has prompted many to make the decision to open stores here.
"The national chains are a fact of life and that will continue to occur, Olympics or not, in that they have the structure and the resources to withstand the deep seasonality that Whistler delivers," said Drew Meredith of the municipality's Business Enhancement Committee.
Meredith believes the village will maintain, for the most part, the look it has now. The focus in the future, he said, should be on raising occupancy and helping businesses in place draw in more customers.
He welcomes the focus the Games will put on Whistler and its neighbours.
"Just look at the spotlight that will be shone on this corridor," said Meredith. "It will be enormous."
The Bread Garden, Vancouver's original bakery café, recently opened in Whistler.
"Our goal has always been to open up in Whistler," said Zip Dhanani, president and CEO of the company.
The Bread Garden had been eying Whistler for about four years but it wasn't until the right location became available at a reasonable lease rate that the company moved in.
"Honestly, the Olympics are a bonus. But we are not (in Whistler) just for the Olympic Games. We have signed a 20-year lease and we intend to be there for the long term."
But Olympic opportunities are on the horizon.
Bread Garden will be providing food service to NBC staff while they are in Whistler.
And there is no doubt the Games will raise the profile of the company, which opened its newest franchise in Australia in June.
"Visitors will be here from all over the world, so it does give us a higher profile being in this location," said Dhanani.
Some restaurant spaces are being rented by different nations at Games time and will be used as hospitality areas.
But so far only one pop-up Olympic store has been announced: the Victorinox Swiss Army retail store will move into Keir Fine Jewellery's location. The store will be a first in North America for the 125-year-old company.
"This is an opportunity for us with all the guests who are coming and participating to have that opportunity to showcase Victorinox," said Scott Swaebe, director of visual marketing for the company, which has been dealing with Keir for 16 years.
For Keir owner David Campbell the opportunity made sense after talking with other similar stores in previous Games locations. He was told that business at Games time for jewellers was quiet.
"They said that people are principally interested in souvenirs rather than our product," said Campbell.
With the deal in place he will spend a few days in Whistler taking in some Olympic events and then head to Australia for a break after working in the resort for the last 17 years.
Key to taking the deal was making sure his staff was looked after.
"A big part of our motivation was that our staff was taken care of. In fact it was integral to the deal," said Campbell. "We would not have done it otherwise."
While Campbell would not disclose the details of the deal financially he did say: "We have fairly significant costs. We wouldn't have done it if it wasn't worthwhile, but we are not retiring on it."
Lululemon has been in Whistler for about six years, locating here because the brand fit the lifestyle.
But, said Eric Petersen, director of community relations for Lululemon Athletica, the Games are front and centre for the brand.
"We want to welcome the world with a hug and we are all about that," he said. Visitors, he added, will see the B.C. brand being commonly worn, both here and in Vancouver.
"We want people to know we are tied at the hip with Vancouver.
"We feel that we are well positioned and we (did) this a long time ago to welcome everybody, all the international visitors. And once they get in the store it is up to us to educate them about our culture and our clothes."
The store will be bringing in some items at Games time that have more of an international focus, to help visitors understand the brand better.
But the Olympics are more than just a chance for brand awareness for Lululemon. Last season the company quietly rented a house within walking distance of the village for elite athletes to use while training in Whistler, so that they could save accommodation money and spend it on equipment or other things needed to reach their peak.
"We wanted to give back to them without asking anything because we know how important their training time is, so if we can help them focus more on their training then that is what we wanted to do," said Petersen.
So far Lululemon has hosted more than 200 athletes at the house. Even athletes' families have enjoyed Lululemon House.
Aritzia and sister-brand TNA, both part of the official 2010 Licensee Program, opened Whistler stores in the last two years.
"Whistler was identified as being a great international venue for us regardless of the Olympics," said Sally Parrott, senior director of marketing for Aritzia.
"(The Olympics) wasn't the first and only reason... We would have opened the Aritzia store and the TNA regardless. But with the Olympics it definitely made it more compelling."
It's an understandable marketing trend, said Professor Charles Weinberg of the Sauder School of Business at the University of B.C.
"In the long term they want to be in these types of settings and the Olympics is accelerating their decisions to come to Whistler," he said.
"There will be some who come and go within Whistler. But I think it is more likely that these stores are making a decision that Whistler is a good location to be in."
In the end what matters, said Whistler Chamber of Commerce president Fiona Famulak, is that the mix is right for guests.
"I think that is necessary to give our guests the range of products and services they expect from a world class resort," she said.
"We need to now ensure that we are providing a fantastic guest experience so they come back."
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The tim hortons on Terminal looks like it will open very soon, they have the inside all furnished. I can't believe how fast that building went up! Too bad the city can't do road/sidewalk work that quick...
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