Covenant Group member store started with God’s call to a machinist
A machinist at the Oak Ridge National
Laboratory, Curtis McGinnis believed he was called by God to do
something very different than his day-to-day work. In 1976, he saw
the first fruits of his obedience at the opening of the original
Knoxville, Tenn., location of Cedar Springs Christian Stores, which
are today part of the Covenant Group.
“He knew nothing about the bookstore
business,” said Vicki Geist, daughter of Curtis and Lois McGinnis
who was 15 when her parents started the store. Geist moved to Ohio
for a time and became a sales rep for Enesco when Precious Moments
were big, and is now a buyer for the store who oversees personnel and
manages the store layout as well.
“When you are
called, you begin to listen, read and learn how to be the best at
what you are called to,” Curtis said. “We were very fortunate to
have a lot of good people to help us, and with the help of CBA, we
managed to do what we have done.”
He kept his Oak
Ridge job for seven years, and his wife also continued her job there.
Starting at age 15, their daughter and her aunt worked at Cedar
Springs’ first store, the 1,600-square-foot Kingston Pike location
that has since gone out of operation.
Eventually, Cedar
Springs grew to three East Tennessee locations in Knoxville and Oak
Ridge, but along the way went through many changes and expansions.
Cedar Springs’
current locations include an Oak Ridge store bought in 1992 with a
partner who were later bought out and the Clinton Highway location in
Knoxville that opened in 2001. Oak Ridge is composed of 5,400 square
feet and Clinton Highway 8,000 in total.
The main store—a
free-standing location at 504 N. Peters Road in Knoxville—was
opened in fall 1995 with a 16,500-square-foot sales floor. Together
with office space and two conference rooms, Peters Road is comprised
of approximately 35,000 square feet in total.
As with many
businesses today, Cedar Springs’ sales have decreased in some
areas. Whereas there used to be a buyer for each department, now
Vicki and her brother, Link McGinnis, have assumed many
responsibilities and wear many hats.
Link, whose
expertise is in computers and who formerly worked for The Limited,
oversees Cedar Springs’ information technology needs, manages
facilities and buys Bibles and homeschool products as well as
handling replenishment.
Lois retired a
decade ago, while Curtis, still comes into work a couple of days a
week, having “semi-retired” four years ago. And though Cedar
Springs started as a family business, Link gives credit where credit
is due.
“The success of
Cedar Springs as in all of the Christian stores around the country
really rides on the backs of a lot of really great team members,”
he said. “Our employees aren’t just retail clerks—they really
care about their customers and hold their role in serving customers
as very important. Without the dedication and love for what they do
from the back rooms to the front door, a mom-and-pop Christian
bookstore in Knoxville, Tenn., would not have this story.”
One area where the
store serves the family is the homeschool business. The main store
carries 500-600 feet of product from the top names in curriculum and
retains Send The Light as its primary distributor.
“We carry a very
wide variety,” Link said.
At a curriculum
swap held once a year in June, homeschoolers reserve a table for free
and choose from each other’s used items while picking up what they
need for the coming school year. The swap was so popular this year,
it spilled into the receiving department and out into the store’s
parking lot. The store also does a booktable at a homeschool event in
Knoxville. Homeschoolers receive a free card at these events, or it
can be purchased for $5 at other times, for future discounts at the
store.
Cedar Springs also
resells used homeschool product it buys from customers, who then
received “Cedar Springs cash” to purchase any product in the main
store.
With 35-foot
ceilings at the main location, one of the distinctives is how the
store is divided into “houses,” including a kids’ house, a
Bible house and a “gift mansion.”
In the gift
mansion, jewelry is its biggest category, and apparel—comprised
only of T-shirts—is growing more than any other. About six years
ago, the store decided to expand beyond Christian lines to carry
costume jewelry—and it also carries such general items as women’s
wraps and a tunic-style dress that is useful for mission trips, Geist
said.
Tees are
“increasing 20-40% monthly,” she noted, though she cannot put her
finger on a particular reason for the growth. Along with offering
Kerusso, Red Letter 9 and other lines, it is selling the “It’s a
Girl Thing” apparel, which is being tested at Cedar Springs and in
the Mardel chain. The store also purchases promotional shirts for
special occasions like Mother’s Day, which sell very well.
As with homeschool
products, Cedar Springs has a resell section for fiction, but in all
three stores. It also does a special fiction sale in the summer that
is promoted by direct mail, but with e-books gaining in the market,
fiction has become “the hardest-hit category,” Geist said.
“In June of this
year, we sold half of the number of fiction books that we sold last
year,” she added. But overall, “even though it’s declined, we
still do 25% of sales in books,” Link observed.
Though the store
has had its challenges in areas such as Sunday school curricula and
fiction, it has become more innovative and has seen success in
multiple categories.
Like many stores,
Link said: “We want to hang on to every bit of a business we can.”
Cedar Springs Christian at a glance Years in existence: 36 Size: 35,000 square feet at the free-standing store, including a 16,500-square-foot sales floor Staff: 65 mostly part-time employees at all locations Opening hours: 10 a.m.-9 p.m., Monday-Saturday at the main store |