The sense of community fostered by local skate shops is undeniable. They’ve always been more than just retail spaces; they’re hubs where skaters connect, share stories, and find the gear they need. However, the pandemic forced shops to adapt and discover new ways to engage with their customers and ensure their survival. This article explores how two skate shops, Vù Skate Shop in Baltimore and Kinetic Skate Shop in Wilmington, have collaborated during these challenging times, providing valuable insights into the skate industry’s response to the pandemic.
Gary Smith, owner of Vù Skate Shop, and Ben Jones, owner of Kinetic Skate Shop, despite being located an hour apart, joined forces to create a unique collaboration deck and shirt. This partnership is especially notable because such collaborations between skate shops are rare, though skaters themselves frequently collaborate on various projects. The COVID-19 pandemic has presented skate shops with unique challenges. While physical stores were closed, online sales have surged, highlighting the need for a revised business model. This is where shops like Vù and Kinetic, working together, are showcasing a viable path forward for skate shops facing these new obstacles.
A Collaborative Idea Years in the Making
The concept for the collaboration wasn’t a response to the pandemic; it had been brewing for three years. Ben recalls that Gary first proposed the idea, and he instantly recognized its potential. He noted that the skate shop landscape has changed over the years. Where there used to be rivalry, there’s now a sense of camaraderie, with everyone facing the same challenges. Gary adds that the original plan was to have the Kinetic team visit Baltimore and vice versa, creating a video edit of their experiences. While those plans were put on hold, the idea of collaboration remained. Gary credits Dan from Theory Skate Shop for planting the seed of collaboration years ago. He pointed out that with Kinetic being an hour away, it was the perfect opportunity to do something unique.
Why Historical Figures?
Instead of featuring well-known skaters from their cities, the shops chose historical figures for their collaboration. Gary jokingly asked if it would have been better to use names like Bucky Lasek, Rodney Jones, & Jake Rupp. When asked about Bob Marley’s presence on the Delaware side of the deck, Ben explained that Marley lived in Wilmington before rising to fame. A significant Bob Marley festival takes place there annually, with Ziggy Marley often performing.
Skate Shops in the Age of Corona
The pandemic has led to a boom in hard goods sales. Both Ben and Gary have seen a significant increase in online business. Ben notes that many people have found the time to return to skateboarding. He’s seen a rise in sales of pre-built complete skateboards, and a lot of customers choosing their own components, which the shop then assembles. Curbside pickup and shipping are the new norm. Gary echoes this, stating that skateboarding is perfect for quarantine since it requires a flat surface and encourages social distancing. With kids out of school and parents searching for activities, many are revisiting their old love of skateboarding, especially with the improved weather. The only items suffering are hoodies and t-shirts, as customers can’t try them on. Surprisingly, both shops are making money during this time, mainly due to stimulus checks and unemployment benefits being spent. Gary believes skateboarding will continue to thrive until the stimulus money runs out.
The Importance of Local Support
Gary believes that people are now more likely to support local businesses. He feels customers are realizing the vital role skate shops play in their communities. He mentions how, even he, didn’t fully appreciate the shop’s importance until they closed and customers couldn’t easily grab essentials like grip tape. Planning ahead is now essential. Customers have to buy online or during specific curbside pickup hours, so the spontaneous nature of a skate session has changed. Gary even joked about starting an “Uber Skates” service to deliver gear directly to skaters.
Supply Chain Challenges
Ben acknowledges that some items are selling faster than they can be produced, but he hopes manufacturers catch up soon. Gary has experienced difficulty getting Spitfire wheels and Thunder & Venture trucks. He also mentioned NHS was shut down, which resulted in limitations on Indy trucks.
Government Assistance and Small Businesses
When asked if the government has done enough to help small businesses, Ben responded with a resounding no. He points out the hypocrisy of lecturing individuals to save for emergencies, yet large corporations like Carnival Cruise Lines receive massive bailouts when facing financial troubles. He believes that the government should have focused on providing more direct aid to regular people. He also stated the application process for loans was not as quick and seamless as originally promised.
The Future of Skate Shop Collaboration
Ben hopes that more shops will collaborate in the future, emphasizing that he has learned a lot from other shop owners and is willing to share knowledge. Gary jokes that they’ll sue anyone else who tries to do a similar collaboration. The two owners have learned from each other, and are happy to spread their knowledge to any shop doing things “the right way”.
The Biggest Threats to Skate Shops
Gary states that one of the most frustrating challenges is when brands undercut shop prices by offering discounts online. This makes collaborations and unique shop merchandise more important for generating revenue. Gary has also discussed the idea of shops banding together to boycott brands that sell directly to consumers at lower prices, but admits that getting all the shops organized is very difficult.
Beyond Collaborations: Supporting Each Other
Gary emphasizes the importance of shops referring customers to each other. For example, if Vù doesn’t have something in stock, they should send customers to Pure skate shop. He also envisions a shop union to ensure skate companies are acting in the best interests of the industry. Ben thinks a Kinetic and Vù tour to create a video, visiting other shops on the way would be a great idea.
Keeping the Community Engaged
It’s tough to keep the community engaged when people can’t come into the shop. Both Vù and Kinetic rely heavily on social media to interact with customers, answer questions, and build hype. They both acknowledge that not being able to experience the camaraderie of in-person conversations is a huge loss. Ben especially misses talking to people about skateboarding when they come in to buy a new board.
The Uncertain Future
Gary admits he’s unsure about the future. With summer activities moving online, he doesn’t know how to teach a skateboarding camp virtually. He thinks the future of skate shops boils down to hustle, motivation, and work ethic. Shops also need to have strong community backing to survive. Ben hopes that the sense of solidarity seen during the pandemic will continue post-pandemic. He wants people to keep supporting local businesses, even when things return to normal.
Connecting with Other Shop Owners
While there isn’t a formal platform for skate shop owners to connect, they tend to communicate through Instagram and informal text groups. Gary jokes that they can all connect on bitteroldmen.com or www.the90swerebetter.com.
The collaboration between Vù and Kinetic highlights the importance of community and adaptation in the skate industry. By working together, these shops have shown resilience in the face of unprecedented challenges. Their story offers a valuable lesson for other small businesses navigating the complexities of the pandemic and beyond, demonstrating that collaboration and community support are key to survival.
Interview by: Larry Lanza
Photos courtesy of Vù Skate Shop, Kinetic Skateboarding, and Tyler J. Richardson
