Pictures from the Past: One Way Trail, Photo Essay By Carolyn Swift

FEATURED COLUMNIST Pictures from the Past: One Way Trail

Photo Essay by Carolyn Swift

One Way Trail” is perhaps the most memorable movie made in and round Aptos a century ago.

In 1919, actress Edythe Sterling came up from Hollywood with her own production company to star in the silent film that was finished in just a few days.

Edythe and her horse performed heroic acts to save the day and rescue the endangered mountie shown in this scene at the Loma Prieta Lumber Camp.

The hills around Aptos had the nearest groves of redwood trees that could be cast by Hollywood to represent the Canadian northwest. n

Actress Edythe Sterling comes to the rescue in this scene shot in 1919 at the Loma Prieta Lumber Camp in Aptos.

“Showtime” from page 27

Likely most of what you sell can be bought online — so why would people come to your location to buy? Think “EXPERIENCE” — Think “Disneyland.” Think about the experience each customer feels when in your location, which becomes the memory they walk away with and tell others about on social media platforms and in person.

In Miami, the RazzleDazzle Barbershop is decorated as an old-time shoppe with the staff dressed in ‘20s attire, big band music playing throughout the day, where customers can get an espresso or a free drink from the liquor cabinet.

Their unique atmosphere draws their target customers who want more than just a haircut — they want an experience. Their brand and positioning is reinforced with their ambience, their products and especially their customer service. They actually listen to each customer, as the regulars are greeted by name, with their favorite beverage upon being seated, and everyone is smiling, sharing, connecting with the ambience and experience that many business owners have forgotten about, or didn’t think was necessary.

But it’s now essential. Creating and delivering an experience is the way to get people to leave their homes to spend money at your business. But you’ll also have to tell them you’ve changed.

Step 2: Advertising and communicating through the right vehicles and social media platforms. Your customer email list that you’ve hopefully curated over the years will be even more essential for your communications. We’ll be exploring this more in future articles.

There’s lots to do. But as Walt Disney said, “The way to get started is to quit talking and begin doing.” n •••

Ron Kustek is a former senior executive and small business owner who is currently a business instructor at Cabrillo College. Contact him at rokustek@cabrillo.edu.