The Art of Retailing
By Marilyn Pritchard, Contributing Editor

Judi Cain's costume business was launched inadvertently one Halloween evening 28 years ago. Her then-husband
Rick Cain, a Halloween enthusiast, was peeling off his zombie makeup when he realized that the latex had hardened and formed a mask. Rick and Judi were both struggling artists - Rick a sculptor and Judi a painter - and the mask gave them the idea of opening a seasonal Halloween store that would support them as they worked on their art. The resulting business far exceeded the couple's expectations, bringing them not only financial security, but also another absorbing creative pursuit. "It became my major work of art," says Judi, describing her devotion to Center Stage, the 12,000-square-foot store that has become one of the most popular retail destinations in Gainesville, Fla.

For the first few years, the Cains' "store" consisted of makeup kits, custom-made masks, and handmade costumes displayed on tables in the center court of a local mall each October. "We did face painting for kids and taught people how to do their own Halloween makeup. We convinced the mall it as a good Halloween promotion for them, and they didn't charge us rent for the first 10 years," says Judi.

Center Stage became a year-round business in 1990 and, as the company has grown, it has relocated a number of times, mostly recently to a 12,000-square-foot store in a strip center called Butler Plaza.

Judi notes that both Center Stage and the Halloween industry in general have changed in the years since Rick made his first mask. For one thing, she says, the quality of wholesale costumes has significantly improved. "It's been phenomenal to watch this whole industry grow since 1980, when we basically had to choose from five to 10 standard costumes," say Judi. "We've watched it evolve to the point where people now rely on packaged costumes."

Although the store has won several National Costumers Association awards - including the organization's highest designhonor, the Grand International Award - Judi reports that the percentage of custommade costumes offered at Center Stage has dramatically decreased. "The manufacturers have improved so much. We now make very little of our own merchandise."

A Local Attraction
Gainesville is home to the University of Florida, and the school's 50,000-plus students constitute an important market for Center Stage. Judi notes that the collegians love theme parties - "Biker Bashes" are among the popular themes right now - and that these events create a year-round demand for costumes. She reports that many students begin shopping for Halloween costumes in early September but that they tend to procrastinate making their final costume choices. "We do more business on Halloween day than in June and July put together. We never use more than one register all year, but we need six registers on Halloween."

Center Stage is not only a destination store, but also a popular attraction that attracts Gainesville residents of all ages. Its dramatic Halloween decor is part of its appeal, as is its large selection of novelties and magic products and a busy schedule of in-store events. "We've always had a stage," Judi says, "It's six inches off the floor. We use it for make-up demonstrations, poetry readings and magic festivals. We bring in magicians once or twice a
year. They set up tables and do close-up magic as well as performing on stage."

"People say, 'Let's go to Center Stage this weekend,'" Judi notes. "They seem to invent occasions to come in and hang out. People come from Jacksonville, Orlando and even Georgia." Judi reports that a local retirement village periodically brings groups of its residents to the store.

"I want nothing to detract from the customer’s experience," says Judi. “The store must smell good, look good, feel good and sound good. All the senses should be stimulated." She encourages her employees to be attentive and helpful: "The store phone shouldn't ring more than three times before a staffer answers, and customers shouldn’t get too far into the store before they are greeted."

Christmas and Mardi Gras
Halloween is the store's most important holiday, but Center Stage also records strong sales during the Christmas season."The whole fourth quarter is pretty strong," says Judi. "Fraternities and sororities have a lot of themed socials, and we also work with churches and schools. Teachers may come in and say, 'I need 25 of something.' We help churches with their Christmas plays."

Local theatre companies in search of costume accessories are another source of business, says Judi. "I don't think there's a hat or wig that Rubie's or Jacobson Hats carries that I don't have...I have a huge selection of hats, wigs, gloves, fishnet tights, striped stockings and Ellie and Pleaser shoes," says Judi.

The store carries theatrical makeup and dancewear, and the University of Florida directs its drama students to Center Stage for their supplies. Cloggers, square dance groups, Latin dancers and dance schools also find their way to the store. "I carry everything except toe shoes for dancers," she says. "There's another dancewear store in town, but we're not far from the Center for the Performing Arts. Also, the other store has limited hours. We carry basic, solid stuff, and they can get what they need at the last minute."

Seasonal Staff
Judi employs seven year-round employees and 60 seasonal employees. "We have auditions for seasonal staff," she reports. "They get up on the stage, and the permanent staff asks them questions."

Rather than hiring to fill specific positions, Judi employs people she thinks have an affinity for the business and then decides at a later point which jobs suit them best. "Chris, who's been with me for eight years, is my strong, reliable keyholder," she explains. "He's never late. He's my rock; he's solid. He helps me decide the arrangement of the store. John has been with me for four years. He helps me with fulfilling orders and helps with the website. Ashley has only been here a few months, but she's so good at checking in orders. People find their niche. Nobody is exempt from doing anything: sweeping floors, cleaning the bathroom. Today, I was sweeping the floor because everybody else was busy with something. I won't work for anybody, and I don't want anybody to work for me. We work together, or we don't work at all."

Judi's daughters, Jennifer and Kathryn, grew up in the business, and they have come to love Center Stage as
much as their mother does. "They're very involved," Judi says, noting that both have won design and makeup
awards from NCA.

Center Stage has had a website for seven years, and Jennifer updated it two years ago. Judi says about five percent of the company's sales are made online, but that doesn't account for all of the business generated by the website. "Our website is an integral part of our business," she says. "A lot of people go to the Internet first, then come into the store. [Others will come in to] see what we have and think they can get it cheaper on the web. If they can find it, by the time they pay shipping it usually costs the same. I'm not threatened by that. I welcome
competition - it keeps me sharp."

"I've done this for 28 years," says Judi, "if someone does better than me, it must be time for me to retire. If you're not aware of the changes, and if you don’t keep up with the changes, you're not going to make it." Judi says that although she is proud to have created a prosperous company, she still views Center Stage more as an art than as a business. "We have absolutely nothing that people really need, except fun. I made a plaque that says, 'We don't stop playing because we grow old, we grow old because we stop playing.'...I am an artist, and this business is one of my works of art. It is both performance art and visual art. It is an entity in itself, something I was able to participate in, not something I've done. To be in the costume business is an honor and a privilege."