Summer is here, which means it’s time to get outside and play. As Americans set off hiking, kayaking, and camping, this small business has everything locals need for a safe and fun summer exploring the outdoors.
Since 2014, River Rock Outfitter in Fredericksburg, Virginia, has been supplying the local community with apparel, gear, and guided outdoor experiences. The business is known for being a community hub for outdoor enthusiasts of all experience levels and was one of seven finalists for the U.S. Chamber’s 2023 America’s Top Small Business Awards.
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We asked River Rock Outfitter CEO April Peterson a few questions about how her company brings summer adventures to life.
How does River Rock Outfitter prepare for the summer?
Summertime is a busy, exciting time in the store. Our staff is busy outfitting our customers for adventure travel, sizing customers for packs and boots for hiking, and running outdoor excursions on the river and trails. This requires increased inventory, a greater level of back stock on popular outdoor items – like stove fuel and camp food – and employing summer staff to help run outdoor adventure programming.
Do you see an increase in sales in the summer? What are some must-have items for spending the summer outdoors?
Our sales tend to drop in February and March, and we see a steady rise until May, when our sales spike. We are in a historic downtown area that brings tourists looking for outdoor recreational opportunities, and we have locals who are dusting off their boots looking for a chance to get outdoors.
There are outdoor activities appropriate for all interests and skill levels. We never want cost to be a barrier to enjoying outdoor activities, so we have a used gear program with a wide range of price points.
During the busy summer months, we want people to be safe when they adventure outside, and we encourage everyone to know the terrain, stay within their experience level, always adventure with a buddy, and have the appropriate safety gear. It’s always a good idea to speak to a local outfitter or park ranger prior to exploring so you get the information needed to plan a safe and fun day outdoors.
Does River Rock partner with other local small businesses on summer events or activities?
We often promote outdoor focused businesses, guide services, and recreational programs in our community. We all thrive when we support each other! Outdoor stores are often hubs or gathering spots for people looking to get outside. This provides us with a unique opportunity to be a referral service for local guides. We refer people to kayak rental services, fly fishing guides, and our local rock-climbing gym.
How do you encourage the community to enjoy outdoor activities in the summer?
We host activities and guided instruction on the river to introduce locals to our amazing river, we promote local trail systems, and work with the state park service to offer free park passes.
We offer programs specifically for women that focus on building their confidence to start exploring the outdoors. We offer clinics on pack fitting and packing, cooking with stoves, filtering water, and safety on the trail. We founded the “Respect the Rapp” program that provides safety information on how to safely access the Rappahannock River. Our goal is to make available what might seem inaccessible to those who may not have grown up with outdoor experiences.
Why is supporting small businesses like yours so important?
We live in our community, shop at local grocery stores, eat at local restaurants, and pay local taxes. Dollars spent at a small business are multiplied – we hire locally, we bank locally, we pay other small businesses for accounting, insurance, attorney, real estate and other professional services, and we give back to our community in time and resources. Small businesses are a special part of the fabric of a community.
At River Rock, we curate products specific to our area and customers’ needs. We know our customers by name, their family’s stories, their preferences, their travel experience, and we go through life events together by supporting each other during difficult times and celebrating milestones. Doing business as a small business is personal to all involved.
How do River Rock employees plan to spend their free time outside this summer?
Our staff loves to be outdoors hiking, paddling, climbing, and biking. They find solace and respite outdoors, which provides them with the energy and motivation to provide the hands-on service we expect. We encourage outdoor experiences and even close the shop to provide on-the-water or trail clinics and staff bonding days outdoors. The outdoor industry is a lifestyle – one that we encourage for not only our customers but also for our staff.
About the authors
Lillian Chase
Lillian Chase is a communications intern at the U.S. Chamber of Commerce.
