Page 35 - TFWA World Exhibit 2024 Special Edition

INSIDER

Sault Ste. Marie Duty Free

The Sault Ste. Marie Duty Free
store opened in November 1987 at the
International Bridge Plaza connecting
Ontario with Michigan in the U.S. The
original founders consisted of an equal
partnership between Jeff Law (Thunder
Bay, Ontario) and a group of businessmen
from Sault Ste. Marie, including Ralph
Caria, the present operator. SSM Duty
Free ran successfully at that location for
27 years. The move in 2014 about 100
feet further on the International Bridge
Plaza made all the difference in the
experience they were able to provide for
their customers. Ralph Caria and Jeff Law
operated the store as partners until Jeff’s
retirement in 2019. Ralph continues to run
the SSM Duty Free store with the same to build unity and friendship between two specially designed memorial rock to place
enthusiasm he held 37 years ago when he countries, something we all know is key in at a tree they planted in his memory. This is
began with the company. Sadly, Jeff Law Duty Free shopping as well. an example of the relationships you’re able
passed away earlier this year and the Duty We have great pride in our to build within a small town, and that is
Free community lost one of it’s founders community; such as our most memorable something that we deeply value.
who contributed so impactfully to its involvement we had with a very special
growth. boy named Kayge, a young hero who lost What has been your biggest challenge?
his battle to a rare form of brain cancer.
How has the duty free business changed Prior to his passing, we held a superhero The biggest challenge at the store
since your store was opened? themed birthday event and fund-raiser at occurred when we first opened the store in
the store for “Super Kayge.” All of our staff 1987 and had to create awareness around
The most important changes in dressed up as their favorite superheroes. Duty Free shopping. For about three
the Duty Free business since our store Following his tragic passing, we donated a consecutive years we had to tirelessly
originally opened in 1987 is public earn the trust of our customers through
awareness. We have to continuously work our resources, dedication, investment and
to promote the Duty Free experience to our commitment.
customers and earn their trust. The products
that customers desire continue to change How has your business recovered since the
over the years, so we have no choice but border reopened after the pandemic? When
to enthusiastically adapt our store and do you envision a return to pre-pandemic
products. numbers?

What has been the most memorable With each passing month since the
activation/event at your store? reopening of the border, we continue to
notice an increase and have now finally
The most memorable event at our reached our pre-pandemic “normal.” After
store is the continuous involvement falling drastically at about 95% during the
we have within the Sault Ste. Marie pandemic, travel at our border crossing
community. Our store has been involved in has since rebounded. We began to notice
the local Relay for Life cancer fundraising a slow recovery in revenue in mid-2023.
event and a Duty Free golf tournament to Travel is continuing to ramp up from the
raise money for our local hospital. We have crash during the COVID-19 pandemic, and
participated in the International Bridge we are happy that travelers are on the move
Walk many times. The bridge walk is used again!

35 October 2024