My favorite part of this job has always been talking to spa retailers on the front line selling directly to consumers. I love hearing the good, bad and ugly of selling hot tubs and swim spas.

When time permits I prefer to visit retailers personally, but press deadlines and other time commitments usually force me to pick up the telephone instead. I consistently call 10 to 20 retailers a week to conduct a litmus test of store foot traffic, sales demand, pricing patterns, etc. While my methodology isn’t very scientific, it has provided a good and surprisingly accurate barometer of the current state of affairs in the hot tub industry.

These days when I call retailers, I’m getting a peculiar answer. “David, I can’t really talk now my store is busy. Can I call you back?”

Over the last 12 to 16 months, I have been spoiled by how easy it has been to reach many of our readers – 9 a.m., 3 p.m., weekdays, weekends, holidays – it made no difference. And usually the store owner picked up the telephone personally. Not a good sign for business, but great for a journalist looking for a story.

I know what you are thinking, for most retailers the Memorial Day to Labor Day holiday period represents the ‘sweet spot’ for selling hot tubs. So, of course you would expect it to be busy this time of year, but something is different this year. In a word, “optimism.” I am consistently hearing this message among retailers who have sold in the industry’s boom years and, more recently, it’s darkest days. Is this the start of a sustainable recovery we keep hearing about? God I hope so!

Optimism is contagious and is evident in our current SR issue. This is the third year we have published our “Retail Stars” edition recognizing premier hot tub merchants. These stores have been chosen based on recommendations from spa manufacturers, suppliers and researched by our own editorial staff.

If your store wasn’t featured this year, drop me an e-mail and let us know we missed one of the best retailers doing business in the industry. You will have the inside track on making the 2011 list.

Best,

David T. Wood

Editor-in-Chief & Publisher

david@bigfishpublications.com