Not many convenience stores start life as tobacco shops, but that’s the backstory of Crescent Market in Snoqualmie, Washington. “In 2011, it was a less than 2,000-square-foot store selling mostly tobacco products and liquor,” said John Willson, director of retail operations. Six years later, the store reopened with a 5,500-square-foot building and fuel pumps. “We saw there was a growth opportunity for us in fuel and food, so we expanded and renamed it Crescent Market,” he said.

Today the store serves the local community as well as the Snoqualmie Indian Tribe. “We also draw tourists exploring Snoqualmie Falls due to our location right off Interstate 90,” said Mary Lou Patterson, interim CEO of Snoqualmie Casino & Hotel, which is adjacent to the Crescent Market. The locally famous waterfall attracts more than a million visitors each year.

The mix of locals and tourists played a large part in how the tribe stocks the store and interacts with the community.

Highlighting Tribal Artists

Part of what makes Crescent Market unique is its focus on tribal artists. “We rotate the art of six Snoqualmie artists through our store every couple of months because we want to support our tribal artists,” Willson said. The store stocks tribal jewelry and beadwork as well as postcards, shirts, cozy blankets and other artwork.

The program has been popular with both the artists and customers. “We offer something for everybody, and by alternating our tribal artists, we give customers a reason to keep stopping by,” Willson said.

Beyond the artwork, the store also developed its own brand of clothing, Apparel 268, which is the height in feet Snoqualmie Falls. T-shirts, hats, beanies and other clothing have the Apparel 268 branding. “Apparel 268 merchandise has been good for our convenience store, drawing in customers and promoting the falls,” he said.

Crescent Market has fresh foodservice, although it has scaled back its offering. “Given the location and the community served, plus sharing close proximity with the casino, having a fresh food offering in the convenience store wasn’t as important,” Patterson said.

Instead, the store carries fresh-made sandwiches and yogurts in its grab-and-go section. “We also focus on beverages,” Willson said. For instance, its enhanced coffee bar has 10 different flavors and an extensive condiment section with a variety of milks, including nondairy options.

In addition, Crescent Market boasts more than 400 square feet of beer, wine and spirits. “Unique to Washington state, we have a liquor license, which not many gas stations have, so we can offer a wider selection of alcohol,” he said.

Rounding out the food and beverages is the store’s salty and healthy snack lines. “We have a robust selection of sweet and salty trail mix, pretzels, protein bars and many options with zero sugar,” he said. “With a large patron base of hikers, we needed to make sure we had what they like on hand.”

A Warm Welcome

The biggest task for the Crescent Market team isn’t selling items—it’s connecting with customers. “Our staff understands how to make our customers smile,” Patterson said.

“My manager taught me to set high expectations, to be consistent and to always follow up—that sounds cliché, but it translates to employees giving our guests a great experience,” Willson said. To achieve those expectations, he taps into NACS educational resources as well as partnering with the casino on its training programs.

Patterson credits Crescent’s low employee turnover to the training. “That, in turn, builds on the customer experience because with continuity of staff, they get to know regular customers by name,” Patterson said.

The store also runs promotions to generate interest, such as free gas giveaways, and hosts an annual customer appreciation day each July. “Our mission is to provide a frustration-free experience for our customers, and so we celebrate them on the anniversary of the store’s opening, July 18, each year,” Willson said. The event, which draws more than 2,200 people, has fuel and grocery giveaways, raffles for gift cards and barbecue food.

For Patterson and Willson, the best return on their investment into staff and customers comes when a guest tells a friend about their experience. “Word of mouth is always the best advertising,“ Patterson said.