Super-Events: Outlaw Cigar Co. - content preview

Offering anything different from the usual store operations can constitute an Event. The key to having a successful event is communicating it to your customers! Even those that do not attend will appreciate the service and recognize you as a vital business who strives to please their customers.

Something as simple as providing coffee, donuts, and a newspaper on a Sunday morning can be marketed as a “Cigar Brunch” while cigar makers, food, live music, and endless other novelties can be brought together to create a Super-Event.

While most Tobacconists may be satisfied to organize intimate events with 10 to 30 customers, others can be more extravagant. The Super-Event is defined by its scale and ambition. Perhaps any event that extends beyond the physical boundaries of you store can be a Super-Event. While Super-Events may be hard to define, you will indubitably know one when you see it.

Case Study:
The Outlaw Cigar Co. in Kansas City, MO has monthly events which draw thousands of visitors. Located in a suburban mall, The Outlaw utilizes its parking lot (and store) to create what is America’s biggest and most exciting regular cigar party. While this type of event may not viable for all Tobacconists, it is the ultimate example of what extraordinary (Certified) Tobacconsits, organization, and leadership can accomplish.

The Power of Certification

I have previously written about Outlaw Tobacconist Kendall Culbertson and the Certified Tobacconists at The Outlaw Cigar Co.. I knew they were a special group of Tobacconists when they became the first pilot CRT store in early 2008. And, I knew they would continue to excel after they accepted the Code of Ethics & Standards, studied, and became Certified.

But, I never expected Certification to yield super-human, crime-fighting Tobacconists who would stop carjackings, rescue cigar vendors under attack, and apprehend criminals!!!

I will leave the reporting to TV stations and cigar news websites.... but I just want to go on record stating that there is now anecdotal proof* of even greater benefits to Certification and the power of our Code of Ethics & Standards.

*Admittedly, Outlaw Cigar Co. is an extraordinary organization with equally impressive Tobacconists and customers. At the very least, Certification didn't hurt...

America's Hardest Working Tobacconists

I did not exaggerate one bit when I called The Oultaw Cigar Co.'s owner, Kendall Culbertson, a Tobacconist Genius, and I may be understating it when I say that The Outlaw Tobacconists are the hardest working Tobacconists I have ever seen. In addition, their Passion, Expertise, and Professionalism is inspirational and unparalleled!

I just spent the last week at The Outlaw finalizing their Certifications and I think it was more educational for me than it was for them. My heartfelt thanks go out to Brad, Kevin, Dirick, Scott, Tim, and of course Kendall. These gentlemen put on a spectacular show (or 'party' as they call it) every single month, where thousands of people show up to celebrate cigar smoking and camaraderie. While they prepare to feed, entertain, hydrate, and service the crowds, they also know that within 30 days they will have to do it all over again. And they start immediately after the party ends.

The event this past Saturday with Jorge Padrón was spectacular! We had more fun than many governments would consider legal. And we smoked and laughed ourselves into a perpetual state of joy and merriment. But the best part was seeing THOUSANDS of customers being serviced VERY WELL! The Outlaw Tobacconists are the best of the best, and that is defined by their commitment to their customers! .... not just their work ethic. While I was there I saw them compensate a Cigarpass member with cigars and a humidor after his was stolen; they all stayed on their feet for twelve hours, and never stopped being hospitable and smiling.

Dear Outlaw Certified Tobacconists;

It was a pleasure and thrill to meet and hang with you. I look forward to our next meeting. Thank you for your hospitality. And thank you for being the best at what you do. You are an inspiration to this entire industry. You have my friendship and respect.

recuerdos;

The Outlaw Tobacconist Genius

I liked the last blog so much (Education vs. Information) I was thinking of never adding another entry again, but I can't help but highlight one of the smartest and most impressive Tobacconists I have ever met. Let me clarify "met". I was standing in the line at Starbucks in the Houston convention center and I thought I recognized the face in front of me. It was Kendall Culbertson; founder of The Outlaw Cigar Co. in Kansas City, Mo. I had just read an article about the Outlaw Tobacconist in a trade publication and was impressed with his promotional hi jinks and retail philosophy. So I said 'hi', .... blah, blah, blah... 'nice to meet you'. And that was about it.

Now, the latest issue of Tobacconist magazine has arrived and I have read another article about Outlaw Cigar Co. (by Stephen A. Ross, page 51). But this article is infinitely better than the last one I read; highlighting the real genius of the Outlaw Tobacconist. I can't stop repeatedly reading the article because there is so much helpful and amazing information. Kendall is a revolutionary and brilliant Tobacconist and businessman so I would like to quote a few excerpts and ideas here. I believe there is something valuable to learn from almost every Tobacconist: there is so much information, knowledge, and wisdom in retail Tobacconists!!! We have far more in common than we tend to think... But I think i have found my new Guru...

- "If you do a good job of creating a cigar smoker, you're growing your own business as well as others. Grow the pie; don't worry about the size of your slice. If the pie grows, your slice automatically gets bigger." (I could stop writing now, because this says it all)

- "An aged cigar is better and it's unique. I try to convince people to age cigars themselves because they are so much better." (this is good for business and customer appreciation)

- "How much better does the cigar taste with the story..." (Sidney Frank, entrepreneur behind Grey Goose said: "Americans want to pay more, you just have to give them a good story")

- "You've got to get people interested in your business ... show them that you are having a good time" (Amen)

- "Why are cigars in convenience stores, liquor stores and grocery stores? They're not going to create new cigar smokers .... haven't you just sold out the cigar industry's ability to gain cigar smokers?" (Hallelujah! and shame on those manufacturers that bypass their retail Tobacconists to generate simple revenue instead of lifelong and loyal customers)

- "A guy is not going to get passionate about the cigar he's smoking by buying it in a grocery store"

- "I believe that I'm in the health business. Whats the number one killer of men? Stress. What can you do to relieve stress? You can't just tell someone to relax. A cigar is a great way. When a guy smokes a cigar for an hour and a half or two hours and has fun with the other guys, he's relaxing. What is unhealthier - the smoke that he gets from the cigar or the stress that he would have if he didn't take it easy for an hour and a half each day? I think its the stress by far. I'm saving your life because I'm relieving your stress. A cigar a day can be a big relief and it paves the way for more downtime." (Savor Your Time and focus on Your Quality of Life)

- "You must hire people that are already passionate about cigars" (the main ingredient of any great Tobacconist is Passion!)

And there is soooo much more. I almost regurgitated the entire article, so I will have to stop here. To me the lesson is, Care about your industry, your profession, and your customers, and you will be healthy, wealthy, and wise. Outlaw Cigar Co. does amazing events where they have even brought in Apache helicopters to amuse their crowds... While this is totally absurd for most of us, the principles, ideas, and values they espouse are applicable to all retail Tobacconists, and immediately actionable!!! So, Get to work.

PS: (shameless self promotion) you can read a little about Tobacconist University on page 31
PSS: What's going on in Kansas City, MO....??? Between Xikar and Outlaw, there must be something special in the water... we should have a convention there!