Being a convenience store in a tourist town means balancing the needs of locals and visitors alike. “Blowing Rock, North Carolina, has a year-round population of 800,” said David Barker, who owns Blowing Rock Market. “But in the summer, we can have upwards of 5,000 people [in town].”

Those tourists come to hike in the nearby Appalachian Mountains, take a drive along the Blue Ridge Parkway and shop in the picturesque town. “Main Street looks like a Norman Rockwell painting,” Barker pointed out. If you think a typical convenience store might look out of place in such a town, you’d be right—but Blowing Rock Market isn’t your typical convenience store.

A Place of Value

With its stone and timber facade, Blowing Rock Market provides a location for residents and visitors to meet and congregate. “We try to be the place people want to come back to, whether that means twice a year or once a week,” he said.

To that end, the store offers unique products and online ordering. “We’re up-to-date with online ordering but still old school in terms of customer service and the personal touch,” Barker said. “With half of our customers only coming in once a year, we have to make it worthwhile for them to come back but also meet the needs of our locals.”

When he bought the store four years ago, Barker focused more on expanding what the former owners had done than completely redoing the product assortment. Blowing Rock Market had 20 craft beers and now it stocks 200, as well as features local and regional brews on tap. He also brought in 550 labels of wine and offers wine tastings in the small inside seating area.

Barker also introduced a mix of local and North Carolina foods. “That’s been a big target because I know the producers and the stories behind the foods, and when my staff understands those stories, they can sell the food easier,” he said.

The biggest change Barker made was expanding the deli two years ago. He also moved the deli, which stocks Boar’s Head meat, from the back of the store to the front. “Now, customers can’t help but see the 16 feet of deli counter when they walk in the door. That change doubled our deli sales,” he said.

Now, customers see the 16 feet of deli counter when they walk in the door. That change doubled our deli sales.

Because the store doesn’t have a full kitchen, Blowing Rock Market only serves fresh-made breakfast and lunch sandwiches and partners with a local bakery for desserts. “The crowd that goes to eat dinner in town can come to our place for cheesecake and wine or coffee, which embodies our ‘Meet me at the Market,’ tagline,” he said.

To encourage lingering, this winter, Barker installed fire pits near the 40-seat outdoor patio area. “If I can extend the season and turn a 45-second visit into 45 minutes, I can sell them more,” he said.

Center of Town

Barker realized from the beginning that he needed to solidify Blowing Rock Market’s connection with the community for the store to survive year-round. For instance, the store often supports local causes. “We’ve sponsored cycling races and worked with a local foundation to raise funds for a greenway trail,” he said.

In addition, Barker connects with customers online through its revamped website and recently added online ordering. “Our number-one goal in 2019 is to have a Facebook page that builds our online community,” he said. He envisions families ordering their supplies from his store before they leave for a weekend in the mountains. “The ease of technology and the cool experience of our store combine to give them a unique experience,” Barker said.

Because of the influx of tourists, Barker always stocks 15 must-have items for which visitors come into his store. “If I’m missing two of those items, they will go elsewhere,” he said. To avoid that, Thursday afternoons, he double checks the stock of milk, bacon, eggs and other essentials. “If the customer doesn’t have to go to the local grocery store for those items, we’ll often have $100 rings, which is amazing in a c-store environment.”

An important part of the overall Blowing Rock Market experience is tied to the employees, which Barker often culls from a local state college. “It’s hard to find people invested in the same customer experience I want to give our customers,” he said. “Our goal is to give consistent, quality service with a smile. We’re still a people business and creating that culture can be hard at times.”

Blowing Rock Market thrives because the store juggles the needs of locals and visitors. No matter who walks in the door, Barker wants his customers to leave “glad they came and already planning their next trip back.”