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California Riding Magazine • June, 2009 Big Horse Feed and Mercantile by Kathleen Burke Jensen |
Big Horse Feed and Mercantile opened in 1998 as a sideline to the Corona family’s farming operation in Temecula. The name came courtesy of the large draft horses owned and driven by store owner Rose Corona because people identified the area with big horses they saw grazing along the fence. Corona recognized that, for most of her customers, horses were a hobby. Others didn’t have horses but loved their cats and dogs and some had no animals. “I always say that many of our customers admire the look or lifestyle of the western or english horseman or outdoorsman, but they don’t necessarily want to live it on a day to day basis. So I buy accordingly, anything that I like even if it isn’t horse or animal related or anything that strikes me as unique,” explains Corona. Big Horse Feed has a variety of gift items, books, artwork and clothing for men and women. They were the first Brighton jewelry dealer in the area and have a huge selection and variety of jewelry and belt buckles from sterling silver to unique one-of-a-kind stone creations. They have collectable Painted Ponies sculptures, Breyer horses or custom hand painted leather jackets and unique bed linens and bedspreads. It’s definitely not a run-of-the-mill feed store. Although the women customers outnumber the male customers, most of these women have husbands, boyfriends and sons, too, so they stock Roper, Cinch, Wrangler, Schaeffer, Ariat, Twisted X and Red Wing Brands. The “John Wayne” section is always popular. “I don’t think there is a customer who walks in here who doesn’t go to that section. They either love John Wayne or know someone who does and always buy something,” says the store owner with a grin. The store is a comfortably eclectic space with Wilbur the Moose and Mortimer the Buffalo keeping watch from the walls. There’s an antique mechanical pony called Elmer II that kids can ride for 50 cents. The original Elmer is a real draft horse who hangs around outside with his pal Melvin. Corona describes Big Horse Feed as a relaxed atmosphere and says her customers are the greatest. Annual Sale This year Big Horse Feed will be celebrating 11 years in business with their annual sale June 26-28. The festivities include free burgers and hot dogs from 11 a.m. to 2 p.m. every day. Feed scoop gifts packed with prizes and product samples to the first 100 customers each day are handed out and demonstrations and manufacturer representatives inform the customers on all the new developments in feed and nutrition. Prizes run the gamut from body brushes to bridles. Best of all are the prices. “We really cut great deals that weekend,” says Corona. She enjoys connecting her customers and creating happy endings. One customer was looking for a home for a beloved pony and another customer had land but no funds to purchase a horse for her daughter. “I put them together, and they wrapped the pony in a big bow on Christmas morning. Those are the neat things that you love to do for people if you can. The owner won by finding a wonderful home for the pony, the little girl won by getting the pony and most of all Frosty the pony won a wonderful home and family,” says Corona. She has also been lucky enough to have the privilege of meeting other business owners and people who have inspired her and helped her improve the business through good advice. Mike Mosley of Mary’s Tack in Del Mar and Rick Wills of Rick’s Saddlery in Cream Ridge, NJ along with Chris Phillips, an outside retail consultant who has been working with the company for two years are inspirations to Corona on how to do it right. “Mike and Rick have been extremely generous mentors,” she says. “And Chris has made such a difference with her knowledge and expertise with inventory, customer service and merchandising. Chris has been one of the best decisions I ever made.” Retail can be tough but the experience and advice of these mentors has helped Corona keep moving forward and remain focused. It’s a good industry to be in with nice people who make the extra effort. It’s that attitude that keeps the horse retail industry fresh and alive. “It inspires us all to do the same. Pass it on to someone else and see them do well, too, so we all end up winners,” the proprietor concludes.
For more information on Big Horse Feed and Mercantile contact Rose Corona at 951-676-2544 or via e-mail at shop@bighorsefeed.com or visit www.bighorsefeed.com. |
