Distinguish
Yourself: Words of wisdom from one
generation to the next.
Madison Magazine, May 2005 issue
In their thirty-five years as downtown business
owners, the Soap Opera proprietors Chuck Bauer and Chuck
Beckwith have seen it all. Three locations, from renting
to owning, the shift from car to pedestrian traffic, tear
gas and riots, and the emergence of outdoor cafés.
They've heard it all, too. There's no parking. There are only students
down there (and everybody knows students don't have any money).
The growth of the city means increased violence, like the infamous
Halloween riots.
"We've always been mystified by all the clichés, and they're all wrong,"
says Bauer. "Ninety-nine percent of the time on State Street it's a regular
day with a thousand people walking by your front door who have money to
spend and time on their hands. Sure, the rent's high, but the traffic
justifies it. The rent's low in a cornfield."
Beckwith and Bauer were twenty-four when they opened The Soap Opera,
moving on a radical idea to sell specialty soaps and gift-quality items
with an emphasis on biodegradable, cruelty-free, high-quality imported
personal care products. Raised in Europe, Bauer understood the power of
specialized boutiques long before they were all the rage in America, and
Beckwith was heavily influenced by the mantra his mother lived by in the
dress and jewelry stores she managed, "how you treat people comes back
to you many times over".
"With retail you have so much exposure to people," says Beckwith. "We
have always tried to treat people in a very fair and friendly way."
While the Soap Opera has stuck to its roots, it has also continually
evolved, even developing a website and selling products online way back
in 1999. Above all, the store's owners say the secret to their success
is a genuine love for what they do.
"In the beginning you have got to work very hard, all the time, so
hopefully you land in a business that you really enjoy and believe in," says
Beckwith.
"And you need to be open as much as possible," says Bauer. "Even if the
traffic doesn't justify the payroll, you're still ahead because you're
building a reputation for availability."
"Distinguish yourself," adds Beckwith. "We have always been known as a place
that has things you can¹t
find anywhere else."
Provided, with permission from Madison
Magazine.
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