Old Station, CA Small Town with resources

Let’s talk about a small town

You might drive right by most small towns and think ‘there’s nothing for me here.’ Old Station, California has a population of 31, or 64. Depending on which source or year you check. No matter how you count it, that’s a small town.

It’s in the mountains, about 14 miles north of the north entrance to Lassen Volcanic National Park. You’ll find trees, lava rock and plenty of sky. Their claim to fame is it was a stagecoach station on the trail between Sacramento and Oregon from 1856-57. It was a military post for a short time until part of the difficult and painful period when settlers displaced the Native people who lived there. They the Native people burned the station to the ground.

What is there to do?

Old Station has changed a lot over the years since the soldiers and settlers were there. Today, it’s better known as a stopping place for hikers, travelers, recreation seekers and tourists. Still, it is a very small town, the kind of place that is on the way to somewhere else. What could possibly be going on there? More than you think.

Then I saw this post from the Burney, CA Chamber of Commerce. It reminded me that small towns can teach us a lot, if we bother to look.

Tim at the Old Station Fill Up and Mini Mart has figured out how to capture his audience. Not just gas, and minimart things, there is also JJ’s Café, and the Fill Up Laundromat and Showers.

 What do you mean Tim knows his audience?

Look at what Tim offers.

The products you can purchase are mostly related to recreating, being in nature, traipsing in the mountains, camping, fishing and exploring. Think about who buys those things: hikers coming off the Pacific Crest Trail, campers from nearby parks, folks towing boats or RVs, drivers who have been on two-lane roads for hours. That’s who Tim is building for.

Think about who the people are who buy those products. That’s what Tim does. He knows his audience because he serves them every day. I bet he asks what else they might need and adjusts accordingly. He refers them to the Café for a hot meal and makes sure they know they can clean themselves and their laundry.

And there’s the lesson for you.

Every small town has a Tim.  Tim doesn’t try to reach everyone. He focuses on the people who actually come through Old Station and need what he provides.

So let me ask you:

Do you know your audience? Are you shaping what you offer and how you market around the people you actually serve? Or are you still trying to reach everyone, and ending up connecting with no one in particular?

 

The photos below are from the Facebook page for The Burney CA Chamber of Commerce – they rock! You can click on the picture for a bigger version to look at. This story was shared by the Burney Chamber of Commerce when they went to go visit a member. You know how much I like a good chamber! I thought you’d like to read about it too!