General Manager, The Market at Grelen
- Marketing Challenge :: The Business Location
- Marketing Response :: Promoting the benefits of the location
The Market at Grelen is a business within a business. Grelen Nursery is a high-quality supplier of plants, shrubs & trees, all grown on a 600-acre Somerset farm in Orange County, Virginia, and the Market at Grelen is a Casual Cafe (featuring local food and Virginia beer, cider & wine), Event Venue, Garden Shop, Pick-Your-Own Farm & Walking Trails, all in one stop. The challenge of this business also happens to be one of the businesses largest benefits, and that is its location.
The Market at Grelen understands that there are limitations to a business that is not located in highly populated areas. Rather than making the Market at Grelen a quick stop for people, they have developed their business in a way that makes it more of a destination.
""In today’s world, where there’s a lot of concrete and a lot of development, it’s really nice to have a place to go where you can be relieved of that, and arrive at "comfort," have all your needs met, and just enjoy the surrounding area. People don’t just pop in and out here at Grelen. When you come out to the market, people are there for an hour to three hours, maybe even longer, whether they’re hiking our trails, which are on the property, or just sitting out on the patio enjoying a nice leisurely lunch."
By taking a tough look at the pros and cons of a business location, entrepreneurs may discover that many of the facets they found to be negative can be addressed, and like at the Market at Grelen, and become benefits after all.