PFBA recognizes Watertown’s Trav’s Outfitters
Since May 2004, Trav’s Outfitter (first on S.D. Highway 20 North and since 2018 at its new location on U.S. Highway 212 East) has put people in the proper footwear for their professions, passions or particular tastes in color and style. Earlier this month, Trav’s ownership earned honors for its customer-first commitment.
When the Prairie Family Business Association (PFBA) hosted its May 1 conference, its leaders presented the Lloyd All-In Award, to Travas Uthe, owner of Trav’s Outfitter, and his family.
“It’s humbling, and it reflects the hard work of every person on our team,” said Travas Uthe. “When we grab onto something, we go all the way with it.”
Uthe said the award and the organization are “absolutely wonderful” for a businesses like his, which are privately held “home-owned” operations.
“We’ve only been members for about five years, and we’re honored to be accepted,” he said. “The PFBA really focuses on helping South Dakota businesses overcome the challenges that go with generational ownership.”
With a wide range of affinity peer groups, the PFBA uses the expertise of its members to answer questions and ensure all members, regardless of their business’ size, can achieve goals.
“Our general manager, Mike Fairchild, really got us engaged with them, and it’s truly paying off,” Uthe added.
Fairchild also serves as Trav’s Outfitter Entrepreneurial Operating System Integrator, where he focuses on structure, vision and other necessities for businesses of 5-500 employees need for strategic success.
“I’m often the type to focus on work, head-down, getting things done,” Uthe said. “Having Mike’s help to stop and look around and take advantage of opportunities like the ones Prairie Family Business offers is a godsend.”
Prairie Family Business Association also presented its Heritage Award to the Schlachter family of Schlachter Lumber in Gettysburg. The 137-year-old operation provides building materials for refurbishing or building new home and agriculture projects. PFBA gave the Rysdon family, who owns and operates Sioux Steel in Sioux Falls, its Vicki Clarke Family Business of the Year Award. Sioux Steel opened in 1918.
Travas Uthe said his sons, Tate and Sheldon, both hold management-in-training positions with Trav’s Outfitter. Tate focuses on inventory management and strategy while his younger brother, Sheldon, has an affinity for floor leadership and administration of the face-to-face customer service that is vital in this type of retail business.
“We appreciate online sales, but deep down we feel the proper fit for good shoes is a two-person job,” Uthe said. “Our culture and our DNA is in that idea. We focus on working men and women and getting them outfitted in what they need for work.”
He also realizes that none of us work 24/7, and that having the right fit for your passions, be they long-distance running, golf or something else, also requires that personal touch.
“Our goal is to always be doing the next right thing,” Uthe said. “It’s OK if it costs a little more or takes more work. We’re blessed with success, but it comes back to quality and to helping every person who comes to us for footwear or other clothing.”
Accurate fit can go a long way to success at work or play, Uthe said.
“You get down there and make sure the ball of the foot is in the right place. You’d be surprised how many people go through life with the wrong size of shoes,” he said. “From nurses to law enforcement to factory and farm workers. No matter what you do, we’re going to get you quality and get it right. You can’t get that at every place that sells shoes.”
Several employees at Trav’s Outfitters are parts of the PFBA and its ongoing training. In addition to Uthe and his sons, Fairchild shares his time and insight as a member of an affinity peer group. These training teams focus on what customers need – and want.
“That’s the whole reason we’ve done well – we’re continually listening to our customers and getting what they want,” said Uthe. “We work with podiatrists and chiropractors to ensure needs are met. My father always said you only get one right foot and one left foot to last you a lifetime. You have to take care of them.”
With the help of Prairie Family Business Association, Uthe looks forward to how his business can keep evolving smartly without losing that focus on the next right thing.
“I’m grateful for our staff, everyone from Mike on down, because they will go over the top to make sure a customer is happy with their purchase,” Uthe said. “I never thought we’d receive this award. It speaks highly of every person on the Trav’s Outfitter team. I’m proud of them and glad we’re part of this association.”
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