PCA Magazine Winter 2020

48 PCA The Magazine | WINTER 2020 PREMIUMCIGARS.ORG and Perdomo. Pipe sales are driven by Peterson, as well as by Savinelli and Nording. And while the store offers a comfortable lounge, with seating for 10, Fenner says the bulk of the sales are attributable to what she refers to as cash and carry. “We’re not a lounge. Our lounge is an added benefit to our clientele. We are a traditional tobacconist.” Of the many obstacles facing retail tobacconists, a tobacco excise tax can be among the most vexing. Right around the time that Fenner purchased Stag, the state tax doubled from 20 percent to 40 percent. Presented with this challenge, she realized she had to adapt. “For me, it was: We’re going to go all-in on multiple facings. it, and then they can come in during the event and buy the box.” Additionally, Stag has a rewards program, and members receive event notices via text to their cell phone. For Stag Tobacconist, the secret to success, as Fenner puts it, is “having the great selection for them, and then giving them the great service. If they had an issue with a cigar, they come in to talk to me, and I take care of them.” The other aspect is to make it fun. “When we designed this place we went for it being almost like walking into your den. It’s very homey and comfortable, in a very Western sense. After all, this is Colorado.” Because if we’re going to be a tasting house, we’re going to be the best tasting house. But of course as a businessperson, our goal is not to be just a tasting house. So when they’re coming in to do that, I have a great opportunity to win them over, so that they want to buy fromme. I create a phenomenal experience, a welcoming experience. And a lot of the people we lost to the internet have come back.” Events are promoted by email notification, signage in the store and a marquee out front. Most importantly, Fenner says: “We talk it up, that’s part of what we do. And one of the things I encourage my staff to do is, the week leading up to an event, try to get that product into the consumer’s hand ahead of time. Have them get accustomed to Colorado’s state tax on tobacco is one of Fenner’s big challenges. R O C K Y M O U N T A I N R E F U G E