ROOTS MVP OF THE MONTH
When you’re hot, you’re hot, even in the cold of winter. That’s certainly the case with Steve Cummings, Manager of the Roots store in Park City, Utah who keeps going from strength to strength.
February 2006

It takes many things and many people to make a retail store successful. Some factors are more critical than others. High on the list of indispensables is the person managing the store.

For all of Roots’ various activities (retail, wholesale, manufacturing, etc.) the stores represent the frontlines of the business. They have always been critical to the success of Roots. As essential as it is to design excellent products and to have them in stock, it’s not enough. Without a good manager and a well-trained, motivated sales team, a store will never excel.

At the end of the day, the numbers tell the story. Literally. Either the store is selling or it’s not. If business is soft, sales figures can be quite sobering. Conversely, when a store is humming, the numbers are uplifting.

Every month in The Source, the internal newsletter at Roots, we publish the name of the Store of the Month honouree based on the results of the previous four-week period. Lately, it’s been a strong case of déjà vu. Since last fall, it’s become almost routine to announce that the store in Park City, Utah has – yet again - scored the highest in percentage over sales budget.

In November, December, and January, the Park City location beat all other Roots company stores, wracking up an average of 170% over sales targets during this period. No one will be surprised if the store repeats the feat in February.

Much of the credit goes to Steve Cummings, who as Manager of the store is the driving force behind its success. He joined Roots in 2003, working at the store and became Manager in 2004.

Steve attributes his store’s phenomenal success to several factors starting with his team made up of Assistant Manager Jessica Wall and sales staff Zac Amidac, Brandy Davis, Brooke Keene, Quincey Cummings. “They are all bright young people who are energetic and willing to work hard,” says Steve, 26. “No less important is the fact that we have the right product and the right supply which Jarar Kazmi (Senior Manager, Retail Planning and Distribution) helps make happen. I appreciate Michael’s (Roots Co-founder Michael Budman) attention and his support of the US market. At the same time, I should also mention that we have a strong management team in the US always willing to help one another. Although many of the stores are hundreds of miles apart, we [the store managers] treat each other like we are across the street. Suzie, Tiffany, Carrie, Peggy and Reem, you rock!”

One of five Roots stores in the United States, the location in Park City opened in 1998 in a choice spot on Main Street. Since then, it’s become a fixture in the resort town famous for its first class skiing facilities. The store is a particularly popular destination for visitors, both celebrities and less known, attending the annual Sundance Film Festival every winter or going to the local ski resorts.

Although Steve is far removed physically from the head office in Toronto, being 3,025 kilometers (1,880 miles) away, he says he feels very connected to the Roots nerve centre thanks to the frequent and personable contact between the store and headquarters.

“With so many cold, superficial businesses out there, it’s great to work for a genuine company that you can stand behind because you know they are behind you,” says Steve, who was born in Utah but grew up in Wyoming. “Plus, I enjoy seeing Roots becoming more and more known in the US. I never get tired of answering the question, ‘Who is Roots?’”

Steve’s positive, warm, can-do attitude has an infectious effect on both his staff and customers. That’s a big part of the reason the store has been doing such great business since he became manager.

Steve really deserves this recognition for everything he’s done with the store,” says Michael Budman. “And I’m not basing that solely on the incredible numbers he’s achieved in lately. Recently, I was out in Park City during the Sundance Film Festival and spent time in the store. I saw how hard Steve works and how he makes sure that the store is always looking great. It’s something to see how he takes ownership of the store and really cares about every detail.” - R.S.

Back