- I’m proud to announce that the PornNewz.com November Store of the Month is Fairvilla Megastores. I recently sat down for an exclusive interview with Debra Peterson, Director of Marketing for Fairvilla Megastores.
Nate: Thanks for sitting down with me. In case our readers aren’t familair with Fairvilla, how many locations do you have and where are they located?
Debra: There are three Fairvilla Megastore locations…and all are in Florida: Orlando, Cape Canaveral and Key West.
Nate: How long has the company been in business?
Debra: A long time! Bill Murphy started Fairvilla as an adult cinema in 1971, but converted to a retail store in the early 90’s.
Nate: Sounds like Bill had the foresight to see that industry was shifting to being more retail oriented. What about the local community? Are you harassed by the local do-gooders, or is the community pretty accepting of the nature of your business?
Debra: We enjoy a good relationship with our communities. It is part of our corporate structure to give back to our neighbors. We are involved in charitable fundraisers, participate with Chamber of Commerce and Tourism events and develop a positive rapport with local law enforcement.
Nate: That’s definitely something a lot of stores won’t even try to do. Besides that, what sets you apart from nearby competition?
Debra: We focus on what we do best…create an entertaining and energetic shopping environment where customers have a fun and informative experience. The product offering is diverse and the staff is knowledgeable. Our customers love to come back and see what’s new!
Nate: Adult stores that keep customers coming back for more and definitely doing something right. Otherwise you’d be losing those customers to the internet. Do you currently utilize the internet? If so, do you use it just to market your store, or do you use it for sales as well?
Debra: We use our site (www.fairvilla.com) as both a sales site and a marketing tool. We understand the value of using a solid email list, our main site and our MySpace page as ways to connect with consumers. We are currently refreshing the Fairvilla MySpace page and working on our main site to make it a little easier to update with upcoming events and information. We hope to have that complete by mid November.
Nate: I love your website. The store tours are awesome. Do your stores carry Blu-Ray Discs, and if so, what has been the response so far?
Debra: Yes, we carry Blu Ray and yes some customers ask for it. We expect the demand to rise after Christmas. As demand increases, so will the inventory.
Nate: What is the biggest challenge facing you as an adult retailer?
Debra: I think everyone is concerned about the economy. We have to face that challenge head on…get creative and find cost effective methods of reaching more people. This is where the internet can be increasingly valuable. Your message has to be compelling and speak to the customer.
Nate: Until the economy turns around, how do you feel the adult industry could improve as a whole?
Debra: I really like the trend of education. We’ve been an advocate of manufacturers reaching out at the retail level. We have training classes for our sales staff on everything from toys to lubes, to movie studios. Give the retail stores the tools they need to make the sales and try not to enter into direct competition with them.
Nate: What could individual studios do that would better help you succeed as a retailer?
Debra: Tell the stores what is different about your studio…what’s on the horizon. Give the buyers and sales staff the information they need to do an effective job. Promotional contests with supporting point of purchase display pieces are also important and appreciated.
Nate: Thank you so much for sitting down with us Debra. And I think I speak for everyone on the retail side of the industry when I tell you “Thank You” for everything that Fairvilla does to support and enhance our industry!
Well, you might say that November is Fairvilla month here at PornNewz.com. When I decided to feature Fairvilla as our Store of the Month, I knew that the movies on their shelves were a big part of their success and should be covered in a seperate interview. So be sure to check out our Buyer of the Month interview with Jessica Ledford, Fairvilla’s buyer.
Here’s some pictures from Fairvilla, and be sure to check out their website for even more content!
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Bill and Shari, the owners of Fairvilla
Bill Murphy, owner of Fairvilla
Tom Berger, CEO of Fairvilla
Debra Peterson, Director of Marketing for Fairvilla
Cape Canaveral store
Key West store
Orlando store
Click here to view the embedded video.
Click here to view the embedded video.
Click here to view the embedded video.
