Mar 28, 2018
In this episode of Brandstorm, we welcome Kathy Kuderer, owner and manager of Down A Country Road Gift Shops and Tour Service. Kathy talks about how her relationship with Amish families in her community led to a successful retail and tour service business.
Kathy Kuderer
Kathy was only six
years old when her family moved to rural Cashton, WI. The town is
located 30 miles east of LaCrosse, and is home to the largest
population of Amish in the state. Kathy made many connections with
Amish families in her community, establishing bonds and learning
cultural significances that would later help her in business as a
seller of Amish goods. Now in its 25th season and serving over
20,000 visitors each May through October, Down A Country Road
offers an endless array of handmade Amish products, ranging from
jams, jellies and their buttery homemade cashew crunch to furniture
and home decor, such as rugs, quilts and candles.
Gift Shop
Kathy and her husband
Chuck moved to the farm site of Down A Country Road when they
married 40 years ago. One of the current gift shops on the property
dates back to 1905, while four of the six buildings were built by
the Amish. Kathy works with about 45 Amish families, as well as
local crafters who sell their work through Kathy's stores.
Tour Service
As the Amish are
known for not interacting with the public, Kathy visited with many
Amish families to gauge their interest in having visitors tour the
Amish community before opening her tour service. In the six months
leading up to the opening, she heard their concerns, understood
that each family has a different level of comfort with visitors in
their homes, and based her tours on being as non-invasive as
possible. She rides along with customers in their own vehicles
instead of taking a large, branded van. The tours also allow for
potential sales of Amish goods right there in their homes, so the
interactions are mutually beneficial. Kathy has now given over
2,500 Amish tours to people from all over the world. Tours are
usually at 10am and 2pm daily, and are booked through reservation
only.
Marketing Before the Digital
Age
Kathy talks about getting the word out about her
business before social media or websites, working with local media
and making connections with area tourism spots like hotels, motels
and bed & breakfasts. She says that many of those businesses
were looking for something to market to their own visitors, and the
curiosity of the Amish community helped in that regard.
Competition with a New Generation of
Amish
Kathy says that as a new generation of Amish are
potentially more akin to interacting with the public to sell their
products, however she is confident in her relationship with the
many Amish families she continues to work with. For one thing, they
don't have phones and many Amish crafters still want someone to
make their contacts for them, so they can focus on their work.
Kathy is more than happy to be that liaison.
Contact
Kathy:
Website: www.downacountryroad.com
Phone: (608) 654-5318