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/ Business of the Month / Parsons of Eagle River
Business of the Month:
5353 Highway 70 West, PO Box 2500
Eagle River WI 54521
Sales (877) 671-3841
VCEDC February Business of the Month!
Innovative, flexible, adapting to new business models, community. These are all words that keep popping up as businesses in our region have been adapting to the pandemic. One such business, Parsons of Eagle River, is another perfect example and therefore, we’re pleased to award Parsons as our February Business of the Month.
Since 1935, Parsons of Eagle River has been serving customers with new and used cars, trucks, and SUVs. Never did they dream of a time like this when who they served, how and what they served, would change.
“2020 was a great challenge for Parsons of Eagle River,” said Bill Weber, Parsons owner. Weber explained that the challenge began last March when businesses were closed due to COVID-19. Employees, he said, were given an option to work or not as they chose, and if they chose not to work, they could use their vacation days. Weber was highly complementary of his employees as everyone adjusted to the new normal.
“We shifted as we went,” said Weber. “We were essential so we adjusted. We picked up and delivered and sanitized vehicles. The showroom was closed and so we were only open by appointment, and we did that for four weeks.” Parsons is now back to being open regular hours.
“We adapted and put a COVID-19 plan in place,” said Weber. “For example, what happens if someone comes in the showroom with COVID?” The answer? They began using an ionizer overnight to completely kill any viruses or bacteria in the showroom.
In addition to ensuring everyone’s safety, Parsons adapted their business model to maintain revenue.
“We have very little new car inventory because of COVID-19 and the lack of parts and production at the manufacturer,” said Weber. “We were down in new car sales but put a plan in place to generate more used car sales.” Weber said they developed and launched a “robust marketing campaign” to promote automobile service work and same day oil changes.
“In addition, we put together a promotion for Berklee Adomovich, the local 9-year-old girl who was diagnosed with a rare and aggressive form of cancer. In January, Parsons donated $50.00 for every vehicle sold, and $1.00 for every oil change,” said Weber.
According to Weber, even with revenue projections off slightly for the year the plan included giving back to the community. “Even though it was a challenging year the three owners decided to put money back into the community. We donated to the Dome, Salvation Army, Rotary, and VFW. We have a long history with this community and we feel fortunate even during this difficult time to have been able to do that.”
We welcome your nominations! To nominate a Business of the Year, visit https://docs.google.com/forms/d/e/1FAIpQLScz9FmpIeCvvDCJGnSz-zbR7HqJHF3m02VVSJM-lujH5i0XWA/viewform
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We can email you a PDF highlighting many of the wonderful aspects of our area.