Take me to Radiator Springs

Sometimes you need to take “the road less traveled”

By Jim Fisher

Jim Fisher is CEO of Houston-based IMST Corp. IMST is a site selection, market analysis, and sales forecasting firm providing data needed to maximize the potential of retail businesses and locations. Jim can be reached at (800) 231-4678 or jfisher@imstcorp.com

Our vacation destination for 2006 has been discovered: Radiator Springs. Situated right there on historic and beautiful Route 66. Heaven knows, Lightning McQueen discovered it and decided he could not leave. Golly, why would you want to go knowing you would be leaving behind such community notables as Sally, Doc Hudson and the lovable Mater (“Git-Er-Done”).

Yes indeed, for those of us who have the joy of being able to see Cars this summer, the above characters and town are very familiar. For those who have not seen it, then put it on your “must-do” list for the summer. By getting involved with this movie we get a sense of what some of the really important things in life are all about. Lightning McQueen learns that life is truly not about the finish line, but rather, the journey itself.

Radiator Springs represents so much of the lore, beauty and distinctiveness that made this country great. The diversity of its geography and what could truly be learned by those who took the time to visit and immerse themselves in the cultures and individualism that existed in every region of this country; that which now has been not only lost, but also brought to the point of near extinction. There are many of us who have the joy of knowing that we were able to take family vacations to many of the destinations and points in-between served by Route 66.

Just about the only way to see some of the character that still remains in this country is to get off the Interstate and “take the road less traveled.” It is this route that allows us to still be exposed to and benefit from the diversity of retail that does still exist away from the homogenized offerings that have moved into the dominant position within all of our major and mid-sized cities.

The media wants to create the condition that the lack of travel is due to the rising fuel prices. The position can easily be taken that the lack of travel is due to the absolute state of boredom we feel when it comes to what we will find in the next city or community. Gee, let’s travel 1,500 miles so that we can go to the Barnes & Noble, Macy’s, Dillard’s, Target, Wal-Mart, etc., etc., etc., that exists in our vacation destination; what fun.

It is this industry that still offers some sense of locale, individualism, distinction and diversity. In many ways, the destruction of these vital characteristics is being challenged. However, individual retailers are able to realize the importance of responding to markets on a specific one-at-a-time basis. By ignoring the mantra of “homogenization” and not going down the path of “what works in Seattle is good for Secaucus,” individual retail locations are creating a definitive role within communities and directly benefiting from becoming an integral part of a neighborhood. It is just one such facility with which our company has become involved.

Mutual Oil Company, Brockton, Mass., asked IMST to assist it in creating the strategy of what specific facility should be developed following the raze and rebuild of the Midee CITGO in Dedham, Mass. This is a retail offering that has been in existence for over 25 years. It achieves tremendous volumes both in terms of fuel volume and inside sales with a minimum of capacity, i.e., two single-hose dispensers and less than 200 square feet of interior sales area. The overall sales performance levels would not only surprise you, but would also make you gasp.

I want you to join us as we journey through the makeover of this facility during the next 12 months. I believe you will find the trip quite interesting. This is a store that has a known history in establishing its place within the community it serves and it is truly a good neighbor. The owners have made the decision to bring a new generation, multi-faceted retail facility to the marketplace they serve.

As Mater would say after another night “tractor tippin’:” “It just don’t get any better than this.” See you on that backroad someday.