Strong roots

Starting as a landscape firm gave Down to Earth in Eau Claire, Wisconsin, the construction background to realistically embark on a garden center expansion. “We had worked on enough new construction projects that helped us be the general contractor of our own project,” says owner Benjamin Polzin, noting that they had contacts with plumbers, electricians and other trades. “We had those relationships already.” 

Another critical relationship: a positive rapport with their bank. “That has made it easier on us to go through the expansion process,” Polzin says. 

And by expansion, Polzin is talking about ultimately tripling the size of Down to Earth Garden Center from 2.2 acres to 6 total during the next two years. Such significant growth requires careful planning and market knowledge. Down to Earth visits garden centers in the region and across the country several times each year. “We got the idea for our café in Philadelphia,” Polzin says. 

Here are some considerations the Down to Earth team considered: 

• Parking and traffic flow. “General parking and layout is a big thing – making sure you have enough spaces and how the lot is laid out in conjunction with the building,” Polzin says. “Now, we have separate ‘in’ and ‘out’ lanes so there is no congestion at a single point. Because if people think you are too busy you can lose customers.” 
• Signage. “Until you have a busy Mother’s Day weekend, you don’t know where lines will form inside and how people will move – even if there is a big sign that says ‘Enter,’” Polzin says. 
• Checkouts. Who wants to wait in line? “We added checkouts so its more streamlined and efficient for people,” hesays.