By Kristen Spina

Jason Vallad clearly loves his job. In fact, his excitement over the growing success of northwest Idaho’s Alpine Vision is the kind of thing that inspires people to take notice. And his enthusiasm? Well, in addition to being contagious, it’s also well-placed. In just four years, sales at the company’s two locations have jumped from a total of $750,000 to $2.5 million. “That fact alone is a testament to what we do and how we do it,” says the ABO certified master optician.

That’s a significant increase; one that speaks to the added value of a newly remodeled store, a well-established second location and a high-profile incentive program that gives patients a chance to feel (socially and charitably) good about their purchases. Vallad would be hard pressed to attribute the company’s success to just one of those factors. The truth is, there’s something unique about how it all comes together, how the new store in Moscow—also home to the University of Idaho—speaks to the culture of its young, Millennial clientele and how the long-standing store in Lewiston maintains its focus on a decidedly more mature patient base.

The fact that each store is a reflection of its neighborhood and demographics, and not simply a mirror image of one or the other, plays into the formula for success, says Vallad. “We cater to our patients in both locations—it’s like the Disney method of customer service, we tell our staff, ‘you are always in character when you are here.’ But we also have very long, in-depth conversations about what each office should be and the best way to achieve our goals. I think as long as the core values are consistent, then the locations can speak to different demographics.” Maybe this is the place to mention that the capture rate at the Lewiston location alone hovers around 105 percent. “People are seeking us out, and we do very well with walk-ins and sales of multiple pairs,” Vallad adds.

Alpine Vision was a respected practice when it was bought five years ago by the husband and wife team of Nathan Wilson, OD, and Julia Polito, OD. With a staff of 18 across two locations, Wilson and Polito have tapped into their individual strengths to take the company to the next level. With a strong emphasis on customer service, a varied and deep selection of frames, and a full-range of ophthalmic services including surgical solutions, Alpine Vision is the one-stop shop for a growing patient base.

Relocating and updating the Moscow store location, which opened in April of this year, is one example of how this dynamic team is positioning the business for continued growth. By asking staff to identify weak spots in the old design, management was able to implement creative solutions into the new build—including a layout that turned what was once a confusing zigzag into a logical loop-like flow for patients. In addition, the dispensing tables were redesigned with ergonomics in mind (no more leaning over and bumping into the computer) and positioned in a free-standing line down the center of the 4,000-square-foot space.

Another piece of this retailing venture is the popular iGive program—for every complete pair of eyewear sold (with a qualifying lens purchase), another is donated to someone in need through Volunteer Optometric Services to Humanity (VOSH) International and similar organizations. To date, Alpine Vision has made and donated 1,800 pairs of eyewear, a goal that was set following a four-day trip in February where Vallad and Wilson were part of a team that provided comprehensive vision care and exams to the people of Dominica. “We saw the need first hand,” says Vallad. “It is our hope that we can make a big difference.” The iGive program is offered to patients for a $69 upgrade charge. The package includes c-category AR lenses, and with lab technicians in both offices, patients can be out the door with a complete pair of eyewear in less than an hour. “iGive really speaks to so many of our patients, particularly those at our Moscow location,” says Vallad. “That demographic (young Millennials) feels better about doing business with companies that are socially responsible and philanthropic.”

He notes, too, that there is a great deal of brand awareness among patients, particularly at the Moscow office. “It’s a college town. We get requests for everything from Ray-Ban to Gwen Stefani.” Again, the numbers tell the story. In 2015, the average sale of a complete pair of eyewear at the Moscow location was $350 and at the Lewiston location, $430. “We are extremely competitive,” says Vallad. That translates into sun, as well. Alpine Vision offers patients a complete sunglass package that includes frames and a polycarbonate polarized lens for $250. “We also offer a 40 percent discount on additional pairs of glasses,” he adds.

And while it’s not easy to stay a frontrunner in today’s economy, distinguishing yourself from the competition—even in small creative ways—can go a long way toward keeping a business profitable. “None of this (success) would have been possible if it were not for the fact that we place extreme emphasis on making sure the patient is satisfied,” says Vallad. “We also believe that making a profit is the result of this focus. If you take care of each and every patient to the best of your ability, if you make sure you are offering the very best for those individuals, the money will follow. This is how we define a successful practice.” ■
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