July 2, 2010

We're ushering in a new season in Del Sol's history - an era of great opportunity and growth. We see endless potential all around us, and it's truly exciting. I recently read an article about the presently flourishing company, Under Armour, led by CEO, Kevin Plank, a young 36-year-old University of Maryland graduate, who has taken the company from nothing to over $600 million in annual sales. The company lives and breathes optimism - it's part of their DNA. No one in the company uses "loser talk," as Plank and company call it. They, like Del Sol, don't talk about recession - they don't use the "r" word. It's amazing how Under Armour has taken our lead, said with a smile. It's true, we do hear everywhere about a terrible economic recession. And to that we say, "What recession?" There have always been hard times in the world historically, and we acknowledge that, but we never dwell and wallow in it. We have an amazing company - always has been, always will be. Look at all the good things in our company that are happening and have happened in just this past year alone:

We opened 20 new stores in 2008, breaking all past new-store records! We already have stores slated to open in 2009 in locations such as Hawaii, Spain, Scottsdale and many more of the world's best tourist destinations. What Recession!
We opened our first store onboard a cruise ship, the Norwegian Sky, which will visit primarily European ports-of-call and will do over $1 million in sales annually.What Recession!
We produced and launched 125 new shirt and embroidery designs. That's a record in shirt design creation. No other retailer in the world produces as many shirt designs and colors the way we do. It's an incredible accomplishment. What Recession!
Dozens and dozens of stores surpassed last year's sales - Myrtle Beach, Hilton Head, Hyannis, Lake Geneva, Belize, Saugatuck, Prince Edward Island, Put-in-Bay, Catalina, Lake Tahoe, Barbados, Belize, St. Thomas, Aruba, Jamaica and Cozumel - to name a few. What Recession!
Hundreds of Del Sol employees went above and beyond to turn single $25 T-shirt sales into $500 + single sales transactions. Barbados Manager, Leandre Culpepper, even followed up with a customer at her hotel to walk through our catalog, which turned into a $700 sales transaction.
A couple months ago, the stock market dropped 40% and hundreds of other businesses bankrupted, while Del Sol held strong, increasing its store openings and sales worldwide. And to that we say . . . What Recession!

Our company continues to turn up growth and expansion in a downturn economy. For one, we're blessed to work for an anticyclical business, which means we don't conform to a cycle, and our sales rise when economy fades. We're designed to get through down economies and the "r" word. Everyone needs fun, joy, smiles and memories . . . and vacations! Those are staples that are sought after by people at every time in the history of the world. Vacation deals abound. Gas prices are down and oil barrels are at $46, which are record lows. With prices this low, maybe next time I visit your store, I'll drive there. Real estate and leases are available everywhere and at great prices, which give smart buyers huge savings and key advantages in the marketplace.

Whenever my father calls from Oakland, where he's currently serving a church mission, he always asks me to tell him, "what good news do you have for me?" There's so much of it to share. My intention is not to paint some "pie in the sky" picture filled with unrealistic ideals; rather, I want to emphasize in a very real sense that our company is doing amazing things every day; and there's no place for focusing on the negative. We are a company of success and achievement. We stand out as one of the best. It's not artificial rhetoric. There are too many good things going on, and there's no time for "loser talk" in a company like ours. Walt Disney said that Mickey Mouse popped out of his mind onto a drawing pad on a train ride from Manhattan to Hollywood at a time when business fortunes of his brother Roy and himself were at lowest ebb and disaster seemed right around the corner. The rest is history. As Walt always said, and is true for our company: Laughter is America's most important export. The Del Sol brand offers experiences that make durable impressions on the minds of our customers. How we operate each day makes a powerful statement to each customer, especially in a worldwide culture where other businesses face increasing skepticism every day. Innovation and creativity will continue to be our driving forces, as we introduce new product and promotions, building on former successes and preparing for future ones. As renowned author and speaker, Earl Nightingale, said, A great attitude does much more than turn on the lights in our worlds; it seems to magically connect us to all sorts of serendipitous opportunities that were somehow absent before the change.

Del Sol is brighter than ever - here are five guides that will help support our ongoing climb to the top:

Give thanks. Coworkers need to hear appreciation for the work they do that makes each person’s job easier. Cultivate a thankful, positive attitude in the workplace, you’ll be surprised how quickly that attitude spreads.
Celebrate. Some businesses cut out the fun and celebration that is essential to everything we do. Take time to celebrate birthdays, holidays, life changes and achievements. Not sure how to celebrate? Bring in a Nerf football; bake cookies and bring them to work; or put up a memories wall where people can leave positive comments or pictures.
Be enthusiastic. Enthusiasm is contagious. If you're going to spend eight hours a day at work, why not make it more than just tolerable. Make an effort to smile, laugh, and enjoy your work. If you work to create a more positive attitude in the workplace, others will follow.
Look for opportunities to have fun. We all know someone who can make anything fun. Be that person. It's amazing how a joke here and a silly celebration there can breathe life into any situation. People will start coming to work with more bounce in their step.
Look for the good. Don't get caught in a negative outlook saga with your coworkers. Instead of blaming and gossiping, focus on the good qualities of others and your business. You'll be surprised by how much of a positive attitude this will create in your store and how much more productive you and your coworkers will be. Remember: Keep your face to the sunshine and you cannot see the shadow. – Helen Keller

One company's recession is another company's opportunity. So, as cliché as it may sound, let's look at the glass as half full. We don't need to focus on the negative, because, as Mark Twain put it, I've seen many troubles in my time, only half of which ever came true. It takes intention, focus and drive to thrive during a time when everyone around you is shouting the "r" word! Running scared and eliminating promising tests and innovation is not the Del Sol way. If you're feeling a slow time in your store, think of it as a time of incubation, not a time of stagnation. If you've been too busy to think innovatively, and you've suddenly got time on your hands, try to think of it as a gift. Re-focus. Set new goals. Remember - nothing good ever came from a place of panic. If you have a "business-growth project" you've been putting off, here's your chance. An enterprising person is one who comes across a pile of scrap metal and sees the making of a wonderful sculpture. An enterprising person is one who drives through an old decrepit part of town and sees a new housing development. An enterprising person is one who sees opportunity in all areas of life. Jim Rohn, renowned international author and spokesperson.

Tying into this message, we have our final guiding principle for the year - Guiding Principle 10: Optimism - Look at the Good. As a company, we will continue to make good decisions so that we can carry on as one of the few smart businesses in the world today that doesn't lose a sense of who we are and what got us here. I thank you and believe in each of you; and as Helen Keller once said, The world is moved along, not only by the mighty shoves of its heroes, but also by the aggregate of tiny pushes of each honest worker. As I said in October, history and time have shown us that the economy will turn around - it is resilient. Let us all keep in our mind, as did one of my personal heroes, Thomas Jefferson, who said, I like the dreams of the future better than the history of the past.

With much appreciation,
Jeff Pedersen's Signature
Jeff Pedersen
President & CEO

Contact Us

Del Sol Headquarters
280 W 10200 S
Sandy, UT 84070

800.884.5815
Contact Us >