Chapter 1 Starting from Scratch Pets. They are a significant part of many of our lives. They help us create a human/pet comfort zone. Pets run the gamut of species, from dogs to cats, goldfish to guinea pigs, hamsters to horses, birds to bunnies; snakes and reptiles big and small, with two legs, four legs, and no legs. This fascination with pets has created a retail phenomenon; the pet retail industry-an industry that in the 1980s had yearly sales of $6 billion and as of 2022 has now exceeded sales of $137 billion annually. So, little did I know when I opened a store on a dead-end street in a warehouse district in Las Vegas that I was about to embark on an unbelievable journey. My "pet project" evolved over many years with humble beginnings in a less than idyllic home. However, my project brought out an entrepreneurial spirit I didn't know I had. This project became my passion and, to my surprise, a career that has spanned more than thirty years in the pet retail industry. It was a career that included the creation of two national pet retail chains. Growing Up I was born in San Diego, the middle of three children in a home with parents who struggled with life, each other, and raising their children. As a result, my siblings and I had to rely on each other. My sister was the oldest and my rock. She grew up before her time, recognizing that she needed to watch over and provide for her two brothers. Although my sister and brother have passed, their memories will forever be part of my daily thoughts. Our family had a comfortable beginning. We lived in a nice neighborhood in the North Park area of San Diego. My dad had a good-paying job as a typesetter with the San Diego Union-Tribune, and he envisioned starting his own business one day. But something happened along the way, and he no longer came home after work to continue planning his print shop idea. Instead, he was making the neighborhood bar his nightly after-work haunt. We began moving from one run-down, dilapidated rental home to the next. Whether they were condemned or barely livable, my parents didn't seem to care and decided it was a roof over our heads. The turning point in my young life came when my teacher at Point Loma High School in San Diego said I needed to report to the principal's office. I had no idea why; the principal and my father were in the office. My dad spoke first, and he told me he was removing me from school to enlist in the Marine Corps. His rationale was that he could no longer afford to feed me, and it was time for me to leave the house. The Marine Corps and Vietnam The months that followed were a blur. However, what became abundantly clear later was that my dad's actions changed my life forever. What started as a traumatic moment in the principal's office for a stunned and confused teenager was a new beginning. I reported to Basic Training (Boot Camp) in San Diego a few weeks later. The first day as a Marine recruit made something obvious; we were all equal. We all looked alike; shaved heads, green fatigues, and black boots had eliminated any distinctions among us. Each day was a test of discipline and endurance. The training was brutal, a test of the human body, mind, and soul. Yet, for me, a poor kid without much of a family structure, there was a fantastic reward for surviving daily-clothes and shoes that fit and three meals a day. The unrelenting voice of the drill sergeant still echoes in my mind, but those three meals a day were a luxury I hadn't experienced at home. Despite living in poverty, I never felt like a victim. I hadn't known any other existence before becoming a Marine. Perhaps by faith, luck, or both, I knew what I left behind at home wouldn't change, and now I had been given a new perspective on life. I was eager to let go of the past and see what the future had in store. How do you describe Marine Basic Training? In a few words, grueling, intense mental and physical training where falling behind wasn't an option. Long days, relentless marching, learning to be a team, and at the same time becoming an individual, being aware of your surroundings, and expecting the unexpected. Life as a Marine recruit was in sharp contrast to my life at home in a non-functioning family. Upon graduation from boot camp, I was off to more training at Camp Pendleton and Twentynine Palms, California. My first overseas assignment was with the 3rd battalion, 3rd Marines logistics unit in Naha, Okinawa. I was then temporarily assigned to the Pacific 7th Fleet, Task Force 79, Camp Hanson, Okinawa. Eventually, I was part of an advisory team sent to Vietnam. I enlisted in 1960, and less than two years later, I attained the rank of Corporal E-4/NCO (non-commissioned officer). The Marine Corps taught me I had a purpose, and life was full of opportunities. I learned to be a team member, work as part of a group, and still understand the importance of knowing how to stand alone. War, on any scale, is horrific. Some sights and sounds the mind never forgets. Training prepares you for most scenarios; however, you use your instincts in some cases. Back Home in San Diego As my tour of duty was ending, my thoughts of returning home were bittersweet. My father had passed, and my mother had found solace in alcohol. My sister was still working to provide for my mother and brother. However, I wasn't going to allow myself to fall back into a life of poverty. The Marine Corps skills I had developed gave me the confidence to make it independently, even though the transition from being a Marine in a war zone to civilian life would be an adjustment. I found it incredibly difficult to turn off life as a Marine and blend into the community as a private citizen. I bounced around doing odd jobs before being hired to drive trucks for Pepsi-Cola. Frank Alessio, Jr., owner of the Pepsi-Cola franchise, was always interested in how his associates were doing personally. One day he called me into his office to ask how things were going; during the conversation, he asked me if I had any plans for the future and what I would like to do career-wise. I told him I'd like to get into coaching, preferably football. Frank offered to change my hours so I could attend college during the day. He allowed me to work the night shift filling the Pepsi syrup tanks. Working at night allowed me to attend San Diego City College during the day. I'll never forget one exciting school project: learning the ins and outs of being a college sports talent scout. The assignment taught me what to look for in an athlete. Frank's generosity and belief in me contributed to my ability to push myself and not settle. The Bike Shop It was clear that filling syrup tanks and going to school were steppingstones; however, I was searching for something else. Oddly enough, a simple event changed everything. One day while on my daily bike ride, my bike chain broke. As an avid rider, I needed to get the bike fixed as soon as possible. I went to the local bike repair shop for what I thought would be a quick fix. The owner explained he was busy and that it might take three weeks to repair the chain. I was amazed the demand for bike repairs was that strong. With that thought in mind, the wheels started turning, and my brain was spinning with ideas. I thought, Could it be that I have discovered an opportunity? It was a crazy notion. However, I was intrigued by the idea of owning and running a business. Why not make it a bicycle repair and sales shop? The Marine Corps had taught me about risks and how to take charge of a situation; it was time to apply those principles in civilian life. But unfortunately, I did not know anything about the retail business and, more importantly, I knew zero about fixing or selling bicycles. I convinced myself if I didn't take the risk, I would never see if I could succeed. I had nothing to lose. I began searching for a building. I found a storefront next to a trophy shop my friend Earl Lewellen owned. Earl put in a good word with the property owner, plus he fronted the money for my first round of inventory. The generosity of yet another friend helped me take another step in life. The Bike Shop in El Cajon, California, was born. The bike shop started to grow. My mind was always coming up with ideas to attract more customers. One example was creating a bicycle motocross dirt track behind the bike shop. Customers loved the track, and it created a special bond between them and the shop. It gave them another reason to come to the bike shop. They told their friends and word spread. A golden rule of retail is attracting customers and knowing what works and what doesn't. This concept of attracting customers by giving them options, a quick turnaround of bike repairs, and customer satisfaction was working. The customer base kept increasing; the bike shop was a success. What I learned with the bike shop was a critical component when I opened pet retail stores years later, and we encouraged customers to bring their pets into the store while they shopped. By engaging customers in your business, you build more than just a store; you create a destination. Although the bike shop was doing well, I was always looking for new ways to grow the business. I leveraged my newfound connections in the community, including Don Coryell, Head Coach of the San Diego Chargers. I proposed a plan for my bike shop to provide the Chargers team...
