Spring 2008

Mother Daughter Duos By Mollie Neal

The Colorado Connection

The El Rancho Trading Post gift shop is just 20 miles west of Denver, but it might as well be a world apart. The store operates inside a rustic log cabin in Evergreen, CO, which it shares with a tavern and restaurant well-known for its native elk and buffalo selections. The historic, 60-year-old cabin is nestled in the beautiful Rocky Mountains and overlooks the picturesque Continental Divide.

Cam Goodman always dreamed of working with Native Americans, and daughter Che Rippinger had business experience. When they took over the space in 1986, they originally sold paintings created by Goodman’s father-in-law, a well-known Native American artist named Asa Battles. Since then they have expanded their offerings to include a wide array of products that are indigenous to the region.

The 650-square-foot shop may be small, “but it’s packed from floor to ceiling,” says Goodman. One thing that distinguishes the store from others in the area is that it carries a lot of things that are made locally by a cottage industry of craftspeople and artisans, says Rippinger. These products include walking sticks, natural and organic soaps and lotions, dream catchers and metal sculptures. In addition, the store sells reindeer fur throws from Finland, and Australian sheepskin slippers, along with T-shirts and sweatshirts—a prerequisite for any retailer catering to tourists.

The products that give the mother-daughter team the most satisfaction are those made by local Navajo, Zuni and Hopi Indians. These include unique handcrafted pottery, concha belts and jewelry designs with turquoise, coral and black onyx. “When you go to the reservations, it’s still very primitive and traditional,” says Goodman, who is always amazed by the quality of the work. It’s rewarding for the women to learn about those traditions and pass the stories along to customers who are often equally touched.

“We call ourselves the ‘Colorado Connection,’ ” says Goodman. “We are connected between the Native Americans and the people who come in and shop for their things.”

Shoppers include locals and tourists who travel I-70 from Denver to ski resorts such as Vail or Beaver Creek. Many of the products are one-of-a-kind creations, and the duo frequently changes inventory. This helps to maintain the store’s appeal, especially among local residents. The women work hard to maintain prices, and tourists often return on their way home after seeing steep price tags at the ski villages and mountain resorts.

Goldman and Rippinger enjoy interacting with visitors, many of whom are second- or third-generation shoppers and foreign tourists. The women credit their success and longevity to their supportive nature, both personally and in business. Both women are good-humored and believe that also helps.

Goodman is primarily responsible for working with the Indians, ordering most products and attending trade shows. Next, she plans to use her love of plants to develop a line of herbal products for the store. Rippinger focuses on marketing and advertising, and maintaining El Rancho’s website. She also takes care of buying toys for the store.

“I figure the things I like to play with the kids will, too,” Rippinger says.

Q&A

Advantages of working with each other
“Both of us go above and beyond the call of duty to help each other and that’s something you can’t get by working for somebody else in a corporation,” says Che Rippinger.

“I can count on Che to be here, to be the best that she can be and to help travelers. We are a port in the storm,” says Cam Goodman. “We pat each other on the back, but there is some sales competition. It’s nice to have that support and encouragement.”

What is the most funny/memorable moment you remember?
“We laugh on a daily basis with each other and our customers,” says Rippinger.

Mollie Neal

Neal writes about market trends, demographics and advertising issues for a variety of business and consumer publications. She can be reached at mneal@optonline.net.