The Stick Has Been Secured

Shortly after moving to Richmond, Virginia in 1993, I started a sales job with a sign company. One of my key accounts was the local East Coast Hockey League team, the Richmond Renegades - who back then were part of the Hartford Whalers farm system (1994 to 1997).

Part of the account was handled in trade for tickets, so I was fortunate enough to have fantastic center ice seats and went to the majority of home games.

The 1994-95 season was a stellar one for the Renegades. They played strong hockey all season, and made their way through the playoffs to the championship where they defeated Greensboro in 5 games to win the Riley Cup (now the Kelly Cup). There were a number of standouts on that team, but the guy who put the puck in the back of the net most often was Scott Gruhl - who played in 49 games and scored 31 goals. As a gesture of appreciation for vendor partners of the Renegades that season - a number of hockey sticks were distributed. I was lucky enough to get one of Scott Gruhl's.

Fast forward 17 years, and I'm hanging out with Joe Mueller - one of my oldest and closest friends. He sees the Gruhl stick sitting in the corner my living room and says, "Hey - I'm good friends with Jay Murphy, one of Gruhl's teammates on that championship team. I'll bet he can get that signed for you... Gruhl is still in the Richmond area." I gladly handed it over to him, and promptly forgot about it.

Time went by, and I didn't think about it much. I figured - if it happens, it happens. One day, Joe calls me up, and tells me Jay Murphy managed to get the stick signed. When presented for signature, Scott Gruhl looked at it and immediately realized he didn't have one like it himself and offered to buy it! However, Joe knows me well - and told Jay Murphy... nope - not for sale.

A hockey stick is an oddly shaped item to ship (since I no longer live in Richmond), so we decided to delay the handoff until it was convenient... meaning: one of us wasn't going to have to try to carry a hockey stick onto an airplane. So - more time went by...but a few days ago I was driving through Richmond after visiting family in Virginia. I met Joe for lunch, and the 5 year mission came to an end. I finally got the stick back with Scott Gruhl's signature on it.

Scott Gruhl had a storied hockey career over almost 20 years in the NHL, IHL, and ECHL, and retired as one of the most productive IHL scorers of all-time. I personally have a 20+ year relationship with this hockey stick, and am really stoked to have it back.

Later, Starbucks

Ahhhh….Starbucks.

You sold me my first cup of Starbucks coffee at your Willow Lawn Mall store in Richmond, VA…around 1996 or 97 when there were only about 1,000 stores.  Before that day, my coffee purchases were not unlike the way I buy sugar: whatever’s cheap, in bulk, and on sale.  But my first cup of the bucks transformed my relationship with coffee from one purely of utilitarian purpose into that of coffee enthusiast. The Willow Lawn store wasn’t in the path of my daily travels - but it was the only Starbucks in town back then, and soon I went out of my way to go there to get a cup of the hallowed Starbucks joe.

If you have a description of your model loyal customer, it’s likely close to describing the way I was (until recently).  You’ve sold me swag like coasters and tumblers.  You’ve sold me beans.  You’ve sold me coffee, espresso, latte, iced tea, and snacks. A number of your baristas got to know me by name, and I’ve taught many of them how to make a proper cortado. For years I’ve been “checking in” at your stores via different social media outlets like Twitter and Facebook – which, of course, is great for your brand awareness.

When I first heard about the Gold Card rewards program, I joined immediately.  My card is dated 2011.  It made me feel like Starbucks really appreciated my business. I felt like I spent a fair amount of my money in your stores, and the program felt like SBX saying, “thanks”.  I loved earning a free drink, and getting a freebie on my birthday.  I was initially nervous about putting the Starbucks app on my phone and using it to pay – but I eventually did, and found it to be quite convenient.

Your first major offense was the Single Origin Ethiopian.  Coffees from that part of the world, and specifically from that country, are some of my favorites.  Ethiopian coffees often have natural flavor notes of citrus and berries. However, all of that can be overwritten if you over-roast…which you did.

Then you changed the rewards program, and I became soured.  It became more complicated – with some drinks worth more points than others, and stars that expire.  I don’t want my rewards program to be complicated – I’ve got too much other complicated stuff in life occupying my limited bandwidth.  

Consequently, the frequency of my visits to your stores tapered off.  Then there was that day you sent me an email stating I’ve been demoted to Green level from Gold…which for some reason soured me even more.

The majority of people probably didn’t react like me when you changed the program, and successful sales organizations know – you have to play the percentages. Now with over 25,000 stores - the numbers certainly are in your favor, making my business insignificant.  I get that. However, while you’re playing to the percentages – if I’m irked by the changes, there’s a solid chance I’m not alone.

I used to go out of my way to get coffee from you.  Now I go out of my way to get coffee from local independent roasters instead. The metro Atlanta area has some great ones…Rev, Octane, Dancing Goats, and the mighty Cool Beans.

So I’m going to say thanks – it’s been a good run.  I’m not going to need my Gold card anymore.  I know being demoted in rewards program status doesn’t require I send my gold card back, but I’m not interested in giving you real estate in my wallet any longer.  

Ciao.