Page 62 of A Shore Fling
“You can relax. We’re doing well, you haven’t maimed us, we’re both alive. I’d say this ride has been a success.”
“We’re not there yet,” I remind him.
“We’re taking a left up here,” he says, coasting toward the intersection. I follow his lead, allowing my body to mirror his movements as we make the turn into the area where Reed’s surf shop is located. The bike rolls gently over the cracked sidewalk as we come to a stop.
“We made it,” he announces, hopping off with ease.
I slide off less gracefully, landing with a little thud and an awkward step back. “Wow, I only mildly feared for my life that entire time.”
“See? You’re improving already.”
He parks the bike in a rack near the door, and then we enter the shop to the sound of chimes once again. Reed looks up frombehind the counter, smiling when he spots us. “Hey, you two. Nina, thank you so much for coming. I’m excited about hearing your ideas.”
“You might change your mind halfway through my list,” I warn.
He shakes his head. “That won’t happen. Travis, can you man the register while Nina and I talk?”
“Yeah.” Travis reluctantly slips behind the counter.
Reed leads me toward a small seating area near the back of the shop that’s made from two barstools and an old surfboard mounted sideways on the wall, forming a makeshift counter. A bulletin board cluttered with flyers for local events, surf lessons, and a few pictures of happy customers holding their new boards hangs on the wall above.
“I figured we’d start here,” he says, gesturing to a handwritten list on a notepad. “I’ve got the basics—tees, hats, and hoodies—but I know I’m missing out on the crowd that comes in just to browse or buy gifts.”
“Exactly.” I glance around the shop. “Right now, your inventory mostly targets surfers and serious beachgoers, which makes sense. But there’s a whole group of seasonal tourists, especially women, who’d buy something if it felt more unique or useful.”
He nods. “That makes sense.”
“So you want to give them more to look at. What if you expanded your branded merch to include items that aren’t surfing specific? Like beach totes, towels, insulated water bottles, maybe even candles with coastal scents.”
Reed’s eyebrows lift. “Candles? Seriously?”
“Trust me. Beach house owners and renters love stuff like that. You could source them locally, and slap your logo on the label. It makes your brand not only part of their experience here, but it sticks with them once they’re home.”
Reed scratches his chin, clearly considering it. “What else?”
I lean forward, growing more animated. “I was thinking branded cooler bags. They’re easier to carry than a boxy cooler. And people utilize them when they buy groceries, so it’s not something they’re never going to use again. You could also do a branded lip balm with SPF. I bet those would fly off the shelf in this place. Same with hair ties and beachy jewelry.”
Reed whistles low. “You’re good at this.”
I smile. “I do have a marketing degree that my parents spent a small fortune on. But, seriously, the key is making sure the shop appeals to casual browsers as well as the locals. People want souvenirs they’ll use, not just t-shirts and hoodies.”
He nods again, more enthusiastically this time. “And what about the stuff I already sell? Should I be doing more with that?”
“Absolutely. You’ve got a cool logo and great local recognition. But you’re not putting that logo on as many items as you could. Stickers, magnets, keychains, coffee mugs, and shot glasses are all impulse buys people rarely skip.”
Reed chuckles. “You’re making me feel like I’ve been asleep at the wheel.”
“You haven’t. You’ve built something solid. I’m just here to help you grow it.”
Behind us, Travis mutters something under his breath to a customer, and we both glance over. He catches me watching and raises an eyebrow, as if to saywhen can we get out of here?
Reed notices and grins. “You two aren’t doing as much barb slinging with each other.”
“For now, we’re operating under a temporary ceasefire, but that could change at any moment.”
“Uh-huh,” he says, clearly unconvinced.
I turn back around and tap my pen against the notepad. “Let’s go over a few ideas you can start implementing thismonth. We can meet again and figure out what the long-term plan looks like.”
