Canadian Tire Feature

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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE

Luciano Amico and Kristin Varley in front of the new Canadian Tire store in Mount Forest. Feature photos by Jaime Myslik

New Canadian Tire opens its doors in Mount Forest at long last By Aryn Strickland Varley said. “What I can say with 100 per cent certainty is Mount Forest has always been special to Canadian Tire,” said Amico. “It did take some time to get all the stars to align, but it’s one of the first franchise stores that Canadian Tire had done.” And that meant something. Now, after less than a year of construction, the new 22,000ft2 building stands proudly against the unencumbered skyline. Its doors have been open for just over two months, giving customers a taste of the brand new shopping experience they can enjoy for many years to come. With anticipation for the new store at its peak, Amico, Varley and Canadian Tire have prepared a four-day grand opening. The extravaganza will run from May 9 to 12, promising to celebrate the traditions of the Canadian Tire brand as well as new innovations in the community of Mount Forest. That, Amico and Varley

explained, is what Canadian Tire is and has always been: innovative with a deep appreciation for the past. Alongside the massive inventory that an additional

rain check guarantees offer customers a welcome dose of nostalgia and familiarity. More than quadrupling the size of the store means Amico and Varley were also

What I can say with 100 per cent certainty is Mount Forest has always been special to Canadian Tire.

MOUNT FOREST - For close to a decade residents of Mount Forest have been asking for a new, larger Canadian Tire. Since 1969 Canadian Tire - a community staple - was located in a 3,500-square-foot store at 525 Queen Street in what was once a bowling alley. After five decades, the tight confines prevented franchise owners from increasing inventory, which impacted existing and potential customers. That left Mount Forest residents asking for a new Canadian Tire. With Luciano Amico and Kristin Varley brought on as new store owners, ground was broken in July 2018 at the new site on Mount Forest Drive, just off Main Street North (Highway 6). “Canadian Tire had been talking about it for about 10 years … to the point where now I think people didn’t really anticipate that they would ever actually update the old location,” said Varley. Over the years Canadian Tire’s head office never gave up on the idea, Amico and

- LUCIANO AMICO, STORE OWNER MOUNT FOREST CANADIAN TIRE

18,500ft2 provides, Canadian Tire has placed the new Mount Forest location at the forefront of many new technological pilot projects. At the same time, customer benefit programs like Canadian Tire money and

able to increase the number of employees from 12 to 40. Some of those include employees that have worked at Canadian Tire in Mount Forest for decades. “Canadian Tire has a very good vision … I think that

Grand Opening Celebrations

they have a lot to celebrate,” said Varley. “I don’t think there are a lot of companies that you can go and find people that are still working that have been there for 40-plus years… the people have a lot to do with it.” Grand Opening Starting on May 9, the grand opening will begin in the morning with a ribbon cutting ceremony offering free coffee and donuts. Amico and Varley have reached out to previous Mount Forest Canadian Tire dealers to invite them to participate in the ceremony, including Gary Campbell, the dealer when Canadian Tire opened in the Mount Forest bowling alley on 525 Queen Street West in 1969. On May 9, 10 and 11 the store will be offering giveaways. On Saturday and Sunday, May 11 and 12, families will be able to step inside a Canadian Tire money machine. They can try to catch as many Canadian Tire dollars as they can as it flies

around them in a few short seconds. Face painting and balloons will also be available on those days. But the piece de resistance is a large inflatable bowling alley in the store’s parking lot, an homage to the Queen Street location. “You might be able to take Canadian Tire out of the bowling alley, but you can’t take bowling out of Canadian Tire,” said Amico. The couple has planned the opening with the goal of giving local families the opportunity to have fun together. It signals the store’s renewed focus on providing a family-friendly shopping experience and a sense of occasion when customers visit the store, they explained. “I think it’s like a nostalgic thing that doesn’t happen as much anymore now because everyone is so connected with various types of technology,” Varley said. “For us, as family [oriented] people, that is important when you can actually spend some time with your kids too, because nowadays that’s what it is, that’s the quality

STARTING THURSDAY MAY 9


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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE

New Canadian Tire opens its doors body,” said Varley. “A whirlwind experience,” added Amico with a smile.

Varley’s interior decisions focused on what areas of the inventory should be expanded.

Expansion The couple worked closely with Canadian Tire’s head office to design the interior of the store to ensure it met the needs of Mount Forest residents. Head office sets standards for all its branches, which were met, but inside, “we were able to fine tune and adapt to our local market,” said Amico. To personalize the store to meet Mount Forest’s needs, the couple researched the community and looked to the surrounding areas. “We were able to do a lot inside to add to that shopping experience and to take in the information that we had from the local community,” Amico explained. Unique to the store is a newly-constructed horse and buggy barn in the front parking lot for the local Mennonite community. “You don’t see a lot of Canadian Tires with them, but definitely a couple of the neighbouring Canadian Tires have been able to do that,” said Amico. The larger space inside meant many of Amico and

welcome card,” Varley said. “That has been the one thing that we have gotten to enjoy so far, the people.”

There is something to be said about ... neighbours on both sides coming over and bringing banana bread or bringing a welcome card. - KRISTIN VARLEY, STORE OWNER, MOUNT FOREST CANADIAN TIRE

time that you get.” For Amico and Varley, the grand opening also symbolizes a dream come true. Both have worked for Canadian Tire in various capacities, building their experience and understanding of how to run a successful store along the way. Amico has worked for the company for the last 20 years, moving up the ladder. Varley’s first job in high school was as a part-time Canadian Tire cashier. Together they hoped to one day run their own branch. “We have worked through various roles to finally qualify and be able to get our own store,” said Amico. Fulfilling that dream has meant moving across the country from Edmonton to Mount Forest with their three children. They are keen to get it right. “Not in everybody’s career do they get the opportunity to take from the ground up and build a store and see the whole process come to fruition at the end,” said Varley. With many of the big decisions already made and the doors open, the couple reflects on the process so far with enthusiasm. “It’s been a huge, exciting learning curve for every-

One thing that really spoke to the couple was the generosity and family values they have witnessed in Mount Forest already. “There is something to be said about when somebody moves in and you have neighbours on both sides coming over and bringing banana bread or bringing a

Taking note of the high school and two elementary schools in Mount Forest, and many others in close proximity, Amico and Varley focused on expanding the kids’ zone of the store. “We were able to add the kids zone. Not all Canadian Tires have a kids’ zone,” explained Amico.

“That’s a little bit more market specific and we had to juggle a few things to incorporate the kids zone into this store, because that is something we felt was important to us.” The couple had noticed the previous location had a popular but small selection of children’s toys. At the new store, they honed in on the kids’ zone, expanding it to an entire aisle and adding an in-store bike selection and other related categories to fill out the family-oriented shopping experience. Along the same vein, Amico and Varley spearheaded putting the housewares and living categories at the centre of the store, capturing customers’ attention and drawing the eye to more displays and larger aisles. Other areas the couple was sure to emphasize in its design include the automotive department and the hunting and fishing aisles, which were popular with Mount Forest customers at the previous store. Service Manager Lyall Eccles has worked for Canadian Tire in the automotive department in Mount Forest for over 40 years. “I started down here in 1975 and it was steady work so I stayed,” he said. Over the years Eccles has

witnessed many changes in the store as business expanded. “Things just got tighter and more cramped in the old building from the time I started,” he said. Even while the aisles narrowed, customers continued to shop at Canadian Tire. With the expansion of the store, Eccles said the shopping experience is night and day. “It’s easier to work here. There is more room and it’s better for the customers too - they don’t have to all cramp in that little area. They can pass each other in the aisles where before they couldn’t,” he said. “The parts shelves are 13-feet high and ... there is definitely room to grow.” However, the most common feedback Amico and Varley have received from customers focuses on shopping carts. Considering the previous store had a grand total of two carts, the new carts have left an impression. “Actually, that has been one of the biggest comments ... ‘Oh my, you have such nice shopping carts.’ You typically don’t go into a store and that’s the first thing that you notice or experience,” Amico said with a laugh. At the macro level, something like the quality of the

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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE shopping carts signifies the store’s commitment to a positive experience for Canadian Tire customers. “[At the old store] you went in there specifically for a need, whereas here, in trying to capture that experience, you can come in you can browse around,” said

Amico. The shopping experience should be further enhanced by electronic queuing that prompts shoppers when a cashier becomes available. “We brought in a queuing lane, that is a little bit more innovative with Canadian Tire that they have been

doing over the last seven years,” explained Amico. “They have research behind it that proves that checkouts, the way we’ve positioned them, are able to move more customers through more quickly and more conveniently - and if you look at some of the other

local areas, they don’t have that, they do the traditional in-line queuing lane.” The queuing lane is just one example of the technological upgrades customers will encounter in the new location. Some are behind the scenes, but will nonetheless enhance the experience.

Innovation Canadian Tire chose the new Mount Forest location for some pilot projects. “We have quite a few pilot projects that we are the first store in the country to install and have access to,” explained Varley.

Some are featured in different aspects of the store, like warehousing, lighting and security. Canadian Tire’s focus on innovation has enabled the company to continue to grow, Amico and Varley said, even in the age of online shopping.

Clockwise from centre: One-year-old Jack Cressman plays with a truck in the toy area of the new Mount Forest Canadian Tire; unique to the store is a newly constructed horse and buggy barn for the local Mennonite community; the new location includes a substantial garden centre (submitted photo); the finished building ready for business.

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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE

Meet the staff of the Mount Forest Canadian Tire store

40 Years

I think all of the businesses here in town work very hard to try and keep people locally ... Hopefully we will be able to add to that and support the other businesses. - LUCIANO AMICO, STORE OWNER, MOUNT FOREST CANADIAN TIRE

Right: Lyall Eccles, left, and Brad Pinder have been working in the Auto Centre at Canadian Tire Mount Forest for over 40 years. “A lot of people say that retail is being subdued by online shopping - and no doubt that there is an impact there - but at the end of the day there are still customers that need a product, need it now,” said Amico. Plus, online shopping does not help shoppers who don’t exactly know what it is they are looking for, or which brand to choose for the job, he noted. “There are still customers that are not sure exactly what they need so they can’t find it online but they are looking for that interaction, that experience of coming in to a brick and mortar establishment to talk to someone.” Canadian Tire has always taken advantage of technological advancements to keep

bringing customers in. “Canadian Tire has done a great job of that; that’s what I have taken away from it. Every year something new is coming out and they have been able to persevere,” Amico added. That includes a new credit card program introduced by Canadian Tire that can be used by Mount Forest customers. The only program of its kind in North America, the Triangle Mastercard allows customers to make equal monthly payments on purchases over $200 (12 payments on purchases between $200 and $499 and 24 payments on purchases over $500). There are no added processing or administration fees.

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“We use the program as well to help customers with tires. We find automotive service needs, if you need to repair your vehicle you may not have the means today to [do it]. The credit card allows you to make equal payments to get you back on the road safe,” Amico explained. “For our grand opening we have people coming in that will be able to help educate, help support customers with questions and help customers who are interested in applying with that card.” Other beloved customer programs unique to the Canadian Tire experience have been updated and digitized. Customers now have the option of collecting and redeeming Canadian

Tire Money on a Triangle Rewards card, which allows them to save all the money they earn in one spot. The company can also lookup transactions in its system using customers’ loyalty card information, so if they ever misplace a receipt and need to make a return or a warranty claim, the store can easily pull up old transactions. Canadian Tire traditions Despite all the new technological advancements, customers can still pay using printed Canadian Tire money. First introduced in 1958 as discount coupons for gasoline, Amico said the company’s branded currency is

the most popular advertising program in North America. “We still accept Canadian Tire money and we still offer it out every day to customers,” said Amico. “A lot of customers still like to use cash and still like paper Canadian Tire money. For us it’s very cool to see; to see that ... is still a big part of Mount Forest is exciting.” Another customer favourite, the rain check, also keeps residents returning to the store. “Canadian Tire is one of the few companies that still, if we don’t have the product in stock, we will order it and if it was a product on sale we will order it and offer that same product. We will call you when it comes in,” Amico said.

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Canadian Tire keeps these long-running programs alive while also offering new digitized ones because it values providing personalized experiences, he explained. That goes for its employees, too. Steady work and job security enticed Eccles and others working for the company to stay in Mount Forest for decades. “It seems to be kind of a constant staff in that area and it’s steady work. You don’t have to worry about your job the next day,” Eccles said. And the new store will only improve job security. “Everybody says it’s a fantastic facility and they love shopping here, whereas there were people that wouldn’t

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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE

16 Years

Clockwise from top left: Aaron Bolton, Store Manager; Natalie Fosse works in customer service and has been working at Canadian Tire in Mount Forest for 16 years; the staff at Mount Forest Canadian Tire, Luciano Amico and Kristin Varley are the new store owners; Kate Haddow works at the till. photos by Jaime Myslik shop at the old store because it was so tight and congested,” said Eccles. The convenience of shopping locally is also an important advantage of the new store. “I think all of the businesses here in town work very hard to try and keep

people locally,” said Amico. “Hopefully we will be able to add to that and support the other businesses.” He added, “In today’s day and age nothing is more important than your time. Time is just a commodity we can’t buy and we can’t get back.

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CANADIAN TIRE MOUNT FOREST GRAND OPENING FEATURE

More than 80 years: Mount Forest chosen as one of Canadian Tire’s first store locations By Aryn Strickland MOUNT FOREST - This July, Canadian Tire will celebrate the 50th anniversary of the opening of its store at 525 Queen Street in Mount Forest. The doors have closed on the bowling alley-turnedstore, and the new location off Main Street North has taken its place. For many years, 3,500 square feet could no longer keep up with shoppers’ needs. However, few people realize Canadian Tire actually first arrived in Mount Forest in July of 1936 - over three decades prior to taking over the old bowling alley. At that time, it was a 500ft2 shop on the corner of Queen Street (Highway 89) and Main Street (Highway 6).

the sixth dealer of the Mount Forest branch in 1969. “And there was storage out behind that and then there was just a regular twocar garage beyond that, that ... we changed tires in.” It was at the beginning of Campbell’s career and the store was his first Canadian Tire in a long and fulfilling career with the company. The small corner store in Mount Forest was also one of the company’s very first strores. The first Canadian Tire was opened in Toronto in 1922 by brothers John William Billes and Alfred Jackson Billes. They had purchased Hamilton Garage and Rubber and found success selling automotive repairs

I was supposed to be the guy that took over the farm and I talked to my dad about whether he would be interested in investing in a Canadian Tire store in Mount Forest. - GARY CAMPBELL, SIXTH DEALER OF THE MOUNT FOREST CANADIAN TIRE

“There was just one aisle down the middle and then shelves around the outside and I had a little office up in the corner,” recalled Gary Campbell, who came on as

and hardware under a new name, Canadian Tire. According to the company’s official website, the first branch outside of Toronto was opened in Hamilton

Grand Opening 1969 In July 1969, Canadian Tire Mount Forest opened its new location at 525 Queen Street. Owner Gary Campbell, left, holds the ribbon for previous owner Rolly Putnam, centre, at the ribbon cutting ceremony. Image courtesy of Wellington County Museum and Archives in 1934, “serving as a catalyst for the development of Canadian Tire’s highly successful nationwide dealer-operated network of Canadian Tire Associate Stores.” Campbell took over from Rolly Putman, still a dealer at the age of 90. “Rolly Putman owned that building and he was my landlord. He lived upstairs; he was a real nice guy,” said Campbell. “I remember him telling me that his first order he got from Canadian Tire was for $300.” In the late 1960s, the company was going through major changes, Campbell said. Dean Muncaster had taken over as CEO from the founders. “The Billes brothers had done a great job to get it to the spot it was in, but they

wisely realized that it was time to pass it on to the next generation,” Campbell said. “They still stayed on board, but the new team came in and saw the opportunity to expand the lines and expand the stores.” New Canadian Tire stores were being built larger and larger. According to Campbell, 20 to 30 per cent store expansions became the norm for many years, as the company was in “big expansion mode.” “They were trying to figure out just how much was out there I would say.” When Campbell started, the company had just opened the first store in Winnipeg. “They hadn’t gone further than that; it was a little bit later before they got out to B.C. and Alberta, so it was an exciting time to be with

them,” he said. Within his first six months as dealer, Campbell noticed there was a bowling alley for sale down the street and he saw the opportunity for the company to expand in Mount Forest as well. Campbell went to his father, who had recently sold the family farm in Burford, Ontario. “I was supposed to be the guy that took over the farm and I talked to my dad about whether he would be interested in investing in a Canadian Tire store in Mount Forest,” he explained. Together, Campbell and his father, Bruce Campbell, bought the bowling alley for $33,000. “I took over in January of ‘69 and by July ‘69, just after the long weekend, we opened the spot down on Queen Street by the mill and

we had about 3,000 square feet of retail at that time,” Campbell said. It took a lot of work to transform the bowling alley into retail space and an automotive shop. “The contractors, all the people when we were there, the realtor, everybody pulled to get a new Canadian Tire store and it couldn’t have been better,” said Campbell. In the end, the total cost of the renovations amounted to $17,000. In all, between the cost of renovations and the building itself, Campbell and his father spent $50,000. “We needed a lot of sales, which we were fortunate to get when we moved from the 500 square feet, so it was a bit of a gamble,” he said. “But Canadian Tire at that time was really on the move and still doing well of course. But it was the early

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years. “Dean Muncaster had not been president too long and he had a team with him and things were really starting to happen. That’s what drew the attention of a lot of young guys like me to come in and get on board with them at that time.” Campbell’s father remained as landlord of the building long after Campbell and his young family moved from Mount Forest a year and a half later to become dealers at a store in Picton. Campbell worked as a dealer at five different Canadian Tire locations. In 2001, he was the dealer at a Canadian Tire store in Oakville when he retired. “Then when my Dad died, the family had the store and I looked after that with the dealers that came in there, so it is quite amazing that it would be 50 years this coming July that we opened a store there,” he said. Campbell’s two sons, Ron and Mark, also went on to become Canadian Tire dealers and have enjoyed long careers with the company. Now, Campbell said, they are pleased the new store has opened on Mount Forest Drive. Campbell plans to attend the grand opening to celebrate with the Mount Forest community, at the request of new owners Luciano Amico and Kristin Varley. “We have a lot of fond memories,” said Campbell. “We just can’t say enough about how good Mount Forest

has been to the Campbell family, that is for sure. “I know my Dad was very pleased to have been the landlord for all of those years.”

Main Street Mount Forest Top: The Old Canadian Tire sign can be seen to the left in this 1950s streetscape of downtown Mount Forest. Photo courtesy Charlie Forschner Vintage advertising Above/above right: Rolly Putman proudly promoted the Mount Forest Canadian Tire in the Mount Forest Confederate around 1952. Images courtesy of Wellington County Museum and Archives

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CANADIAN TIRE MOUNT FOREST WOULD LIKE TO THANK OUR COMMUNITY, CUSTOMERS AND STAFF FOR THEIR SUPPORT AND PATIENCE THROUGH THE BUILDING PROCESS. WE ARE EXCITED TO BE OPEN IN OUR NEW LOCATION OFFERING A LARGER ASSORTMENT IN ALL DEPARTMENTS.

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