East Tawas puts ‘sunrise side’ in good light

Where U.S. 23 splits off from I-75 and heads east to the Lake Huron coast, it earns the designation of “Sunrise Side Coastal Highway.” The highway hugs the coast from Au Gres to Mackinaw City, and the first resort area after Au Gres is Tawas Bay.

On the suggestion of Michigan Retailers Association member Marian Charters, this month’s Retailer will profile not a single member but the town of East Tawas, the most prominent of a string of resort towns on Tawas Bay.

East Tawas—population just under 3,000—has a high concentration of MRA members. On a two-block stretch of Newman Street, the town’s main street, 10 businesses are MRA members. No one has an explanation for the concentration, other than good word-of-mouth about MRA among storeowners.

Ray and Marcia Trottier, owners of gift shop R & M Dockside, have recommended MRA to several of their business neighbors.

The following glimpse into four of the town’s businesses—all MRA members for years—helps give a taste of this “sunrise side” town’s flavor.

Village Chocolatier, situated at the lakeside corner of Newman Street and U.S. 23, makes an enticing first impression to visitors, suggesting the appeal of the town’s other shops. Norm and Marian Charters bought the business five years ago as a “retirement business.”

The business originated in 1983, and most of its five owners had the same idea. Since then it has been a retirement business for four owners, with each one adding new product lines (including an extensive line of sugar-free chocolates) or improving the location while maintaining and building a loyal customer base.

“About 90 percent of what we sell, we make right here, which is a big draw,” explained Norm. “People love buying what they’ve watched being made—even when I tell them the chocolate tastes better after it has rested a while.”

The large work surface on which they prepare their chocolate creams, dipped fruit and other confections is visible throughout the store, and “the only machine hum comes from a microwave,” Norm said with pride.

They considered whether to invest in the large professional machines that would speed and simplify the production process. But since they don’t plan to own it for many more years, it makes more sense to stick with a truly hand-made product.

The Charters’ biggest challenge is training new employees, and they find it especially frustrating to pay Michigan’s increased minimum wage to young workers who do not stay around long, most leave for college after high school.

“The higher wages eat into our margins at this difficult economic time in Michigan,” said Marian.

The Charters have put the business up for sale, in keeping with their original plan to own a business about 10 years before they fully retire in a few years. They recognize it may take several years to find a new owner and are enjoying the challenges and opportunities of small-town retail until then.

Miller Shoes has a 60-year history in East Tawas. It started out across the street from its current location and has changed names slightly a few times over the years.

But having worked at the store for 20 years, Dawn Shellenbarger had no interest in changing the store’s name when she and a partner bought it from Cliff Miller in 2005.

“People sometimes assume I’m related to the Millers, but I’m just a long-time employee who bought the business,” she said.

The store interior—which Shellenbarger remodeled shortly after buying it—conveys a good balance between a traditional older retail space and a contemporary sense of style. She has added at least seven new product lines as well. The store specializes in a large variety of sizes and widths, as well as custom orthotics (adaptations of footwear to accommodate foot problems) by appointment.

Shellenbarger oversees the work of getting flowers purchased and planted in Newman Street’s planters before the busy Memorial Day weekend, a contribution of talent appreciated by her neighbors.

“Dawn has such an eye for attractive storefronts and streetscapes,” said Marian Charters.

“There’s no formal agreement, we all just pitch in where we can,” said Shellenbarger.

Mooney’s Ben Franklin

Lyle Mooney bought a Ben Franklin store from its original owner back in 1944, and his grandson, Mike, is the third generation to own and operate it. Bustling with all kinds of general merchandise, it fits the type remembered fondly by some as a “dime store.”

After managing another area Ben Franklin store, Mike returned to his family’s store in 1992, working alongside his father, Don. Upon Don’s retirement in 1994, Mike became the hands-on manager and owner. His wife, Laura, joined him in the business in 2000.

Under his management the store has grown and thrived, despite the increased competition from a Kmart in Oscoda and a Wal-Mart that opened in Tawas City in 2005.

“If you grew up anywhere in Iosco County, your kids probably wanted to go down to Mooney’s to pick out a toy or a Tawas Bay sweatshirt as a gift or whatever,” said Mike. “There’s no doubt Wal-mart provides stiff competition, but we’re doing fine so far.”

Mike is also active in his community, from helping produce the area’s business directory to sponsoring activities at Perchville USA, an annual weekend party in February celebrating ice-fishing and perch with events like the Polar Bear Swim, the “Chilly” Cook-off and a demolition derby on ice or a Snowshoe Softball game.

Branham’s Jewelry Store opened in East Tawas in 1959, and locations in nearby Oscoda and West Branch were added in the 1970s.

Current co-owner Ken Branham, the son of the founder, is a lifelong resident of East Tawas and feels lucky to have been able to stay in his hometown.

“Today, in some ways it doesn’t matter where you are—your competition is any similar store with a strong website doing Internet sales,” said Branham.

Branham values MRA for its services: merchant processing, workers’ compensation and group health insurance. He also appreciates the Association’s efforts to support and represent small and independent businesses in Michigan.

Employee Stephanie Simmons was pleased with Marian’s generosity in asking the Retailer to profile all of East Tawas. She calls Marian “East Tawas’s unofficial cheerleader.”

Other MRA members in East Tawas include:
The Booknook, Klenow’s Market, Mulligan’s Irish Pub, Something Crafty and Sweet, R & M Dockside Gifts, Tawas Electronic & Appliance, Inc. and Windjammer Gifts and Clothing.

This article was written by Amy Buttery, Michigan Retailer staff writer.