Patio Place makes big splash as supply matches demand, The

Public Record, The, Apr 26, 2005 by Davis, Rick

Ron and Evetta Bock look back across the last few years and sort of count their blessings and shake their heads simultaneously.

Business has been that good for the La Quinta couple whose niche business of selling outdoor home furnishings to desert dwellers has grown steadily but with little fanfare during a 10-year existence. Neither of them imagined this venture called The Patio Place would take them where they are today.

"We are amazed at the growth and success of the business," Ron Bock said during an interview last week at one of the company's Palm Desert stores. "Certainly, faith in God has provided the foundation and impacted the business in every way. We wouldn't have taken some of the steps without having faith that God would provide. This isn't something you jump into overnight."

In 10 years of Bock ownership, The Patio Place has grown from one small outlet with no warehouse to three stores with a combined 17,000 square feet, a 40,000 square-foot warehouse and a cushionmanufacturing facility. Like some aggressive sports league willing to roll the dice by expanding its membership, the Bocks have fed off their successes and continued to move forward.

Ron remembers the whole thing began inauspiciously back in the early 1990s after his career in commercial real estate had been knocked sidesaddle by the economy. Somewhat desperate to just generate some immediate income, he answered a classified ad for a sales position at The Patio Place. A part-time position that involved two shifts per week at the store and two more at the College of the Desert Street Fair had evolved into the manager's job by the time the Bocks purchased the business in 1995.

"It seems like we've been expanding ever since," said Ron. "But we've found keeping a large inventory is so important. The more we stock, the more we seem to sell."

Variety has been a cornerstone of the venture. Today, nearly 20 different designer lines of outdoor furniture are stocked at one of the stores. The lines include Brown Jordan, Homecrest, Lloyd Flanders, Mallin, Vinyard, Winston and Woodard. Accessories, too, are stocked 'in abundance, ranging from vases and sculptures to silk plants and outdoor lighting. It's the name of a changing game in outdoor living, perhaps more so in the desert where year-round sunshine drives the equation.

"We're essentially outdoor spaceplanners," said Evetta. "The outdoor furnishings business has changed. It's no longer the 48-inch table with four chairs and two chaise lounges. No set package. Now, the outdoor furnishings complement what's indoors. It's become a fashion industry. And in the desert, people can enjoy their patios yearround. It's lifestyle-driven. We think of ourselves as a casual furniture store rather than a patio furniture store."

Besides maintaining a sizable inventory that means variety and immediate availability, the Bocks said emphasis also is placed on developing a well-trained sales and delivery staff, competitive pricing, warranty service and customer care both before and after sales.

"Customers' backyards make good business cards," said Ron. "We have customers who have bought four or five sets of furnishings. It's important to have repeat customers. We want to offer them the total package."

Their inventory approach seems similar to that found at car dealerships nowadays. There's hundreds of cars on the lot because it's critical to have the exact product in the right color with all the preferred options.

"The customer wants that instant gratification here, too," said Ron. "He isn't interested in waiting for a special order to come. Help them like you would a good friend. Give them all the information and help them make the best choice for their needs and interests."

Outdoor furniture in the desert has to be more than stylish. comfortable and available in an assortment of colors. With the summer heat, durability factors strongly.

"Materials can't last just a year before they fade or are destroyed by the sun," said Evetta. "You have to be more educated about what will hold up in the desert. We have fabrics that last five to seven years. And although our furniture is stylish, comfort that goes with the lifestyle here is a main factor. We spend a lot of time selecting for comfort."

The Bocks said they don't consider their competition to be discount outlets such as Target, Wal-Mart and Home Depot.

"There's a lot of imported, inexpensive products, pouring out of Asia especially," said Ron. "But many times, parts aren't available and sales people aren't knowledgeable - if you can find someone in the department. We always want to be just a little overstaffed, so no customer is neglected. It costs you a little more, but if you don't have enough trained sales people in the store, why are you there'?"