Business Type General Merchandise Stores

NAICS Code 452

Location 301 E. Lake Street, Petoskey, MI 49770

Nearby Businesses n/a

Owner/Manager Jennifer Shorter

Special Store Activities

Year Opened 1946

Website http://www.grandpashorters.com/

Phone 231-347-2603

E-mail n/a

Community Profile Petoskey (population 6,080; 10 mile radius: 27,370) is a year-round resort community on the South Shore of Lake Michigan’s Little Traverse Bay, located on the northeastern point of Michigan’s Lower Peninsula. Petoskey is known for its scenic views of Lake Michigan, lakefront parks, sailing, nearby skiing, and other outdoor activities. Petoskey is also known for Petoskey Stones, 350 million-year-old fossilized coral colonies that are in especially high concentration near the city and are Michigan’s state stone. Founded in 1865, Petoskey has a historic downtown with many preserved and restored buildings. Petoskey is the seat of Emmet County.

Products Sold & Niche Developed

Grandpa Shorter’s carries a wide variety of gifts and artwork, specializing in handcrafted Native American pieces. Products include the largest in-store selection of Minnetonka Moccasins, Lynn Haney Santas, Porcupine Quill Boxes, Petoskey Stones, Deerskin leather gloves, and other gifts. Grandpa Shorter’s strives to have “something for everyone.” Grandpa Shorter’s has three retail locations between three buildings, each with its own unique product mix.

Market Segments Served

Grandpa Shorter’s is a popular destination of tourists who frequent Petoskey for its historic downtown and unique cultural attractions. Woman ages 40-60 make up the largest segment of shoppers, although there are offerings for all age groups.

Contributions to the Business Community

Grandpa Shorter’s opened as Shorter’s Indian Craft Store in 1946 and has been a centerpiece of the historic Gaslight District in Downtown Petoskey ever since. Grandpa Shorter’s is a third generation family business owned and operated by the Shorter family. After the original building burned 1950s, the present building was rebuilt on the same site. In 1992 the building was renovated and restored to its 1880s exterior using historical photographs. In this building houses the first Grandpa Shorter’s location, and a second retail element located in the basement that is accessible from its own exterior entrance or through the main store. The second building with the third retail element is just up the block. This second building is the oldest tin-fronted building in Petoskey, built in the 1880s. The Shorter’s have restored the exterior of the building to its original 1880s style and appearance.

Jennifer Shorter reports that locating their business in historic buildings has dramatically improved sales. After historical restoration at each location, sales improved significantly. “We’re selling uniqueness and history – and that is a big draw.”

Grandpa Shorter’s was voted Northern Michigan’s favorite gift store and is an anchor the downtown. Grandpa Shorter’s adverting draws people to not only Grandpa Shorter’s, but all of downtown.

Jennifer Shorter volunteers on a number of business and downtown committees to promote downtown business and stay connected. Grandpa Shorter’s supports downtown business boosting publications, such as downtown maps and guides, through purchase of significant advertising space.

All Grandpa Shorter’s staff is trained to be “agents of the chamber of commerce” by being educated in downtown events and businesses, provide maps, directions, and promote Petoskey and the downtown. Friendliness, customer service, and attention to detail are the part of employee training to maximize the patron experience in Grandpa Shorter’s and Downtown Petoskey.