THE DOG & PONY SHOP

Interviewed by Laura Neufeld

The Dog & Pony Shop started in 1994 in Ladner, BC. Since then, they have grown by leaps and bounds, focusing on fulfilling their motto: "Helping riders enjoy horses, sport, and life." We spoke with owner and operator, Vickie Forster, about what she feels makes The Dog & Pony Shop stand out from the crowd, and how they got to where they are today.

Horse Journals: How did you come to start The Dog & Pony Shop? What made you decide to open the store?
Vickie Forster: I’ve always worked in retail. My father had Canadian Tire stores and I worked for him since I was 13 (mostly to help pay for my riding).

I went to University of British Columbia and then British Columbia Institure of Technology, and have a degree in Marketing. I was working in the fashion industry for Ralph Lauren and others, but I didn’t like the lifestyle (I prefer gum boots to high heels). I had quit riding, but started up again and spent more and more time down at the barn. So, I quit my day job and started working in a tack shop, riding, grooming, and "doing barns."

I met my husband (and business partner) and we decided to open our own shop. We felt there was a need for a tack shop that carried more specialty items for serious riders and that had excellent service. After a year of careful market research, in 1994 we opened a tiny store in Ladner.

HJ: How did you get to where you are now?
VF: It turned out riders liked our shop. They liked the selection, our location was good, and the store just grew. Soon our little shop was crammed full, and it was time to expand. We moved a few stores down into a bigger spot and just kept on growing.

We added a trailer and a tent and set up at horse shows. Soon we’d outgrown our location again and doubled our size. Now we have 3000 square feet of retail, a warehouse, a proper mobile tack shop, SMARTY-the saddle fit and delivery care, and a growing website (www.thedognpony.com).

HJ: What kind of merchandise do you sell?
VF: We sell everything for the horse and rider. We have saddles, tack, and equipment for hunters, jumpers, dressage, eventers, and pleasure riders, and specialty items for endurance and Western riding can be ordered as well. We also have some specialty items for dogs. We were going to do more of this - after all, we are the Dog & Pony Shop - but in 1994, when we opened, two new pet stores opened as well in our neighbourhood. We do carry great dog blankets, leashes, doggles (goggles for dogs), and beautiful collars, as well as some health care products and brushes.

We are our own best customers! When we do the buying, we look for unqiue, fashion-forward things. We are always searching for something new and different - on the web, in magazines, at trade shows around the world, and at horse shows (especially in California and Florida, where North American trends are set). Our customers are a great source of inspiration for us, and often report back from their adventures in Britain and Europe about trends. For example, we were the first ones in BC to carry GPS helmets, a trend we spotted in a German horse magazine!

We have also developed a great rapport with our suppliers, who often give us exclusive rights to their products. We design some of our own products as well, and we have found specialty craftspeople to make custom tack and bridle work, so we can get almost anything.

HJ: What is it that sets The Dog & Pony Shop apart from other tack stores?
VF: Our service, selection, and attitude. We really want to help our customers find the things they need to enjoy and excel in their equestrian endeavors. We ask questions, and we listen.

We have a huge inventory, and if we don’t have an item we try to get it for the customer.

We are not snobbish. Our customers are all important - whether you are an Olympian or a beginner, we believe you deserve the same attention and respect. It is important to us that you are able to come in and be welcomed if you are just looking around or if you are buying a new saddle.

HJ: Where do the majority of your customers come from?
VF: We have customers from all over the world who just drop in when they are in town to catch up on the news and new things. Our customers are our friends and neighbours. They come from the lower mainland, around BC, and the world! We ship everywhere.

Many customers from (Vancouver) Island stop over when they take the ferry; we are only ten minutes from the Tsawwassen terminal.

HJ: Can you tell me a bit about your team?
VF: We have an excellent team, which includes:
Kim: Inventory management, custom boots, import, and pricing.
Nina: Manager, saddle fitter, dressage specialist, horse shows.
Lindsay: Hunter/jumper specialist, buyer, sales.
Diane: Eventing specialist, buyer, sales.
Dusty: Dressage specialist, buyer, sales.
Erika: Dressage specialist, buyer sales.
Mairin: Hunter/jumper specialist, sales, horse shows.
Francie: Dressage specialist, sales and display, dogs.
Susie: Hunter/jumper specialist, sales and display, dogs.
Alan and Vickie: Owners.

All love horses, equestrian sport, and people, and they are all involved in the community. Ecah member has a specialty, but is knowledgeable about the whole store and can assist customers in all ways.

HJ: What do you like most about your job?
VF: I love my job! It combines all my favourite things: horses, people, shopping, and selling. I like being a part of the equestrian community and being able to give back to the sport that has always been a part of my life.

The Dog & Pony Shop has been able to support horse shows, special events, clinics, and individual riders at all levels, as well as the Red Cross, World Vision, Doctors Without Borders, cancer research, the Delta Hospital Foundation, local schools, and animal rescue. This is a very important part of our business - Riders Helping Riders.

HJ: Where do you see The Dog & Pony Shop going in the future? Do you have any long or short term goals?
VF: Our future plans include expanding our website, developing more unique Dog & Pony brands, and taking the mobile unit to more locations all over BC.

HJ: Is there anything else that you would like our readers to know about you and your business?
VF: We have a unqiue shopping reward program, "The Frequent Rider Plan." Each customer is given a number which tracks their purchases (which is great info if you have an insurance claim, or you need copies of your receipts). For every dollar spent, you get a point. Points can then be redeemed for special Dog & Pony gear, for example: 1500 points gets you a deluxe saddle pad.

Visit www.thedognpony.com or call 1-888-833-RIDE for more information on The Dog & Pony Shop.