| If a trip to your supermarket doesn't make you come away
feeling the world is a pretty good place, consider stopping at Dick
Hoover's Piney Creek General Story in Story, WY.
The place offers a serenity akin to the atmosphere that existed in
the general stores of the 1890's, but it is also stocked with items
geared to life in the 1990's.
At Hoover's Piney Creek establishment, the time you spend is
appropriately referred to as "visiting time," rather than
shopping time. You're likely to be invited to share a cup of
coffee with Hoover, and, if you're lucky, you might end up in a
hilarious conversation with his sidekick, art director and public
relations man all combined in the personage of Story artist, Ed Smyth.
Coming into town, watch for a small metal building with a sign which
reads, "Serving Story since 1993."
As you come through the front door, watch where you walk. If you're
shopping for a doll for some little girl in your life, you might trip
over the plumber's friends, and you may have to duck under the long
string of garlic cloves to find the latest in gourmet sauces, but it's
all there.
Dog lovers have to remember that the dog food is located next to the
big ivy plant, just east of the aprons made from old denim jeans.
Hoover, not related to either J. Edgar or the vacuum
cleaner people, says recent work done on his paternal family tree may
show some blood ties to present Herbert Hoover. On his mother's
side, he's related to president Eisenhower.
But he says if he's achieved any degree of success in
his lifetime, it is not because of any famous name people in his
ancestral background, but rather because of the hard-work ethic taught
him by his father when he was growing up in Pennsylvania.
The philosophy Hoover developed is basically: "Work
is a man's life. Without it, you have no purpose."
After doing a stint with Uncle Sam, Hoover became what
he calls "a displaced Yankee," moving to Texas. He and
his wife raised Terri, Tom and Erin, and Dick Hoover developed a
successful career in graphic arts. Despite achievements like the
One Show Gold Award he won for an annual report he put together for a
major baking company (subsidiary of Anheuser Busch Company), the stress
of the corporate life began taking its toll.
"Through such things a s bankruptcies, mergers and
acquisitions, my business world changed drastically," he
says.
Because I had been a workaholic all those years, I thought I could
handle the changes. I lasted ten years."
During those ten years, Hoover tried to create his own
little island of peace in Irving, Texas near Dallas.
"I made my house what I wanted it to be and
pretended to be somewhere else," is how he sums up his way of
dealing with life during those years.
Then one day a neighbor cut down all the trees just west
of Hoover's house. The trees had been his security, not just from
the long hours of Texas heat, but also, in a sense, from his stressful
lifestyle.
"When the trees went, I went." he says
simply. "I had spent my entire life trying to get where I
wanted to be, only to find out I didn't really know where that place
was." Dick says.
During yearly vacation trips to the Jackson, Wyoming
area, Hoover had determined that when he departed this life, he wanted
his remains returned to Wyoming.
"I came to the conclusion, if Wyoming is a good
place to be buried, why wouldn't it be a good place to live?" he
says.
On what Dick calls a
"fluke," the result of an exaggerated account on the part of
his friend, Jerry Walker, about his desire to come to Wyoming, Jerry
ended up with a job in Sheridan.
Before long, Dick
came north to visit Jerry. While in Wyoming, the Texans ate at the
Wagon Box and Lodore supper clubs nestled among Story's tall
pines. Hoover was introduced to Story.
"I thought any
town I can't see in the daylight must be a good town," he said with
a laugh.
When he learned the
little store was for sale, he bought it. That was a year
ago. In the interim Dick Hoover has established his business
priorities:
1. Have a quality life.
2. Make your business fun.
3. Make a little profit.
"In that order, " he emphasizes.
When according to
Hoover, you've got limited funds and/or space, you have to use
discretion as to how you stock your grocery shelves.
"Not two kinds of ketchup," he says, "Only one, but we
still have all the products that must be in every store."
Dick Hoover has a lot
more than that. He brought to PIney Creek shoppers what he calls
"personal response."
If the patrons don't
find what they want, they are urged to write the item down on Dick's
green sheet at the front of the store and next week, it'll be
there. Special services are often offered, like the delivery of a
PCG turkey right to the customer's house last Thanksgiving.
"It's absolutely
amazing what I can get right here in Story," the new Wyoming grocer
says.
Plans for the future
include adding such cold-weather essentials as Carhartt coveralls and
year-long necessities like BVD's. From 110 new items on PCG's
shelves the first week Hoover came to Story, there are now -- Well,
Hoover quit counting at 3,000.
When Hoover and Ed
Smyth became acquainted, Hoover talked him into doing some local
advertising in what can only be described as the "Smyth"
style.
Smyth, himself a displaced
person from the busy corporate St. Louis, Missouri world of two decades
ago, found out Dick Hoover loved moose. If you happen to be in the
right place in Story at the right time, you're likely to see the
lumbering creatures.
So, the Piney Creek
Grocery logo and main advertising line naturally ended up being, "Moosey
on over."
Most everyone who
does is glad for the experience.
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