Extending the Season By 4 Months - Retailing Genius of Ruff Life on the Lake


 

Here it is the week of Thanksgiving and Ruff Life on the Lake is still operating. The concept is a combination of boutique and restaurant, with a pet-loving theme. The interior decorating creates the ethos of a curiosity shop from the time of Charles Dickens in England. 

Most of the rest of the hospitality businesses in resort town Geneva on the Lake have been closed since the day after Labor Day. The main streets are weird quiet. The golf carts which had dominated, slowing down everyone, are not for rent. 

Ruff will stay open until January 1st, then start up again the first week of April. That means it extends the season by four months. The lunch traffic is especially brisk. Right now the hours are noon to 8 PM. I dropped in for a coffee and conversation as the sun was setting. 

How Ruff remains attracting customers off-season provides lessons for both retailers and the dining establishments.

In an exclusive interview manager Carrie Evans explains the model was configured as a result of COVID. When it launched in 2020 it had to provide outdoor dining. So it developed the patio part of the eating experience. That remains a major aspect of its branding. Let's head to Ruff and eat on the patio.

On the patio dogs were and still are welcome. In addition, there is a special menu for them. The items include Grilled Dog for $5 and Grilled Chicken for $6.  The people menu has indulgent cuisine which changes daily. 

As the pandemic let up diners had the option of the indoor cafe at Ruff. Dogs were also allowed inside, some even enjoying roaming around. Visually the scene is total cute.

The inside also provides the fun shopping experience for those on vacation of purchasing unusual merchandise for cats and dogs. Everything from toys to winter coats.




But you don't have to have a dog to just hang out in the ambiance. Ruff has an extensive wine menu and sells bottles to take home. 

Typical was the couple drinking wine and sharing kisses with their Jack Russell Terrier. That created a social context. I jaw-jawed with them about small dogs. 

When the couple got up to leave they took a right to the pet-oriented merchandise. They went through the dog inventory slowly, item by item. That pre-epidemic concept of shopping as an experience had returned. Although Ruff is a boutique the pricing is equivalent to that of specialty retailers in the pet niche. 

Ruff does its marketing communications, especially digital, just right. Here is how it is featured on the Google search engine:

Dog Friendly Vacations Near Me | Ruff Life on the Lake ...

Ruff Life on the Lake is a Dog friendly restaurant with indoor dining and a beautiful back patio. Large menu for you and your dog.

You can swing by Ruff on 5514 Lake Avenue E and contact it at 440-361-3854. 



Bundle up yourself and your dog and keep on Lake Avenue and you wind up at Lake Erie. That has been the location for dog-walking and taking photos. 

In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com) 



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