Nov SHOP OF THE MONTH: Alumni Boardshop

Network Skate is pleased to announce Alumni Boardshop located in Madison, Wisconsin as our Shop of the Month for November, 2011. For more info go to alumniboardshop.com

Interview with Co-Owner, Dave Mayhew
Photos/questions by Jeff Halleran (except where noted)

JH- What events lead up to the opening of your shop? When did you officially open your doors for business?
DM- The idea came up about a year after moving back to Madison. My business partner Derek was working at another skate shop and heard from some friends that I wanted to open one. After we worked on the details the shop opened in March 2005.
How did you decide on the name for your shop, and were there any other names you were considering that didn't make the cut?
The name is based on a couple of things. First of all Derek and I have both been skating for a long time, we are Alumni of the skate game. We also wanted a name that had a group feeling. Last we wanted something that started with an A.
What are your roles in running/owning Alumni Boardshop?
Derek does all the buying, beyond that we share everything else.

Who makes up your customer base? Is it usually skaters, or do you get a mix of skaters and people who are just down for the gear and know what's good?
We get skateboarders, college students and people that just like the look or feel of skate goods.

How important is having a solid shop team, making shop videos and keeping skateboarding the main focus at the heart of the shop?
We think its very important to have a shop team. They are the ones out skating and talking to people. Videos are needed to keep the skate community together and get the shop name out for others to learn about.

Speaking of shop videos, how many have you guys put out total, who edits them, and when is the next video coming out?
Right now we have 3 videos done and up on our web page. We are working on another one that will be coming out in the fall of 2012. All of the kids took time in editing but the main filmer Jack Richardson did most of the work on the first 3 videos. We have a new guy (Jared Hachmuth) filming the new video.


How does it feel to fire up the computer and see some of your riders coming out with new edits and making headway in the skate world?
It's a great feeling, reminds me of being young and new to the game. It's amazing how fast you can put edits together these days. You can also get more instant feedback.

Who has ridden for your shop over the years, and who is on the official team roster currently, if there is one?
The original team is Travis Erickson, Andrew Norris, Jack Richardson, Geoff Kopski, Jesse Drukenbrod, Cory Peterson and myself. We have added Timmy Sinnott and Nicholas Medall. Some of the team members have moved away but we still have a solid local team.
Timmy Sinnott- backtail Photo- Cory Peterson

Dave, what experiences of yours, having been a pro skater for years, have been beneficial in now running your own business with Alumni?
Not really, we just listen to what the kids want and treat everybody with respect.

What are some of the biggest challenges in running your own business in the harsh economy of today?
A couple of years ago people wouldn't even flinch to buy things and now we have people second guessing. But over all things are still doing good.

Can you tell any funny stories about something you look back on and laugh about in the history of Alumni Boardshop?Our old landlord lady used to crack us up. She never understood the concept of a skateshop. She would tell us to bring in all kinds of crazy stuff like wedding dresses, puzzles, Frisbees and tons of other things. She did it for 4 years! We used to try and hide when we would see her walking near the shop.

Ever bodyslam any shoplifters into submission or do you bust out the chickening sleeper and detain them until the cops come?
Not yet.
Do you guys do any online sales, and does marketing through social networking play any part in your advertising?
We do the Facebook thing and we have a web site. Beyond that we don't really advertise at all.
Can you speak to the importance of supporting your local skater owned and operated skate shop vs going to the corporately owned mall stores?
I think they are both important. Most kids start off going to the mall and learning about skateboarding. After a while they hear about us and want to shop at Alumni because we are local and they can see us out skating.

Anything else you'd like to add or would you like to thank anyone?
Thanks to all of those that support Alumni!