Local Business Owners are Barking Up the Right Tree
New and established companies are taking a bite out of the $41 billion pet industry.

by Kate Leibsle

      Ah, it’s a dog’s life?particularly for the pampered pets of the paparazzi’s posh prey. But you don’t have to be a celebrity pooch to enjoy some of the finer things in life. Many times, even middle-class mutts are treated like monarchs.

      According to estimates, Americans spend more than $41 billion a year on their pets. And that amount is rising?rapidly. What are we buying? Everything from food to grooming and boarding services to veterinary care to clothes (ruh?!) and toys. Nothing it seems, is to good for Fido, Snuggles or Fifi.

      According to a national pet owners survey, 63 percent of U.S. households owns a pet, and that number is rising. Critters are becoming increasingly important in our lives, and society is becoming more accommodating. Some people take their pets to work, some to the beach, and more hotels are allowing them to stay with owners. You can buy matching clothes for you and your dog and countless big (human) companies, from Old Navy to Origins to Harley-Davidson carry pet-oriented products.

      But what do we get for the time and money we lavish on our pets? No less an authority than the Centers for Disease Control credits pets with everything from lowering blood pressure and cholesterol to fighting depression.

      All the attention to our animal companions is good news for Kansas City area companies in the business of meeting the needs of pets and their owners.

      Food and pet services, such as grooming and boarding account for about $20 billion annually. It’s a trend Eileen Mertz, DVM, of Gardner Animal Hospital, has watched move upward in the more than 20 years she’s practiced.

      “(The amount people spend on their pets) has gone up significantly,” she said. “They are spending more money and wanting a higher level of care for them.”

      Mertz thinks there are a variety of reasons for the trend, including the fact that people are marrying later, looking for companionship and aren’t having as many children, so their pets are becoming more like family.

      Pet lovers equal growth
      For the owners of Brookside Barkery and Bath, the trend upward in sales of pet supplies and services has turned into rapid growth. Founded just five years ago, the store already has grown to three locations: the original in Brookside, one in Olathe and, just recently, Lee’s Summit. The stores specialize in natural and holistic foods, as well as do-it-yourself or drop-off grooming. While the stores have clothing and toys, that’s not where owners Debra Manfield and Delena Stout focus their marketing.

      “We’re not a boutique,” Manfield said. “We carry jackets, t-shirts and booties, but that’s not the bulk of our inventory.”

      The store’s goal is to improve the health and wellness of animals. They also are committed to the grooming aspect of the business. The company’s shampoos and other grooming products are all natural.

      “They are truly beneficial to dogs and cats,” Manfield said. “Others want to sustain life; we want to optimize pets’ lives.”

      Joe and Judy Roetheli were just looking to optimize their dog’s breath when they stumbled into business in the late 1990s with Greenies™. In those days, Joe Roetheli said, the pet industry was big and getting bigger. He realized what he’d gotten into when attending a 2002 trade show in Germany with nearly seven convention center halls full of pet food companies and their products. 

      Greenies, which started with just one product, the Greenies toothbrush-shaped dental chew for dogs, grew to include products for dogs and cats. In a matter of years, Greenies were the No. 1 selling dog treat in the country.

      Perhaps a tribute to the growth of the pet industry was when treat giant Mars, Inc., took notice of the company and bought Greenies in 2006. 

Lap(dog) of Luxury
      At Woof’s Play & Stay, optimizing dog’s lives is definitely at the top of the to-do list for owner Chad Wade and his staff. The just-opened facility in Merriam is a family-owned doggie daycare, boarding and pet grooming business. But this isn’t “Old Blue’s” isolated, cramped kennel of yesteryear. At Woof’s Play and Stay, four separate DayPlay areas allow dogs to play and interact with those of similar temperament, size and activity level. NightStay Suites and Penthouses provide comfortable places for dogs to stay overnight.

      Across the country, entrepreneurs are providing day and overnight boarding services that have more in common with child daycare centers than with traditional kennels. The hallmark of Woof’s Play & Stay is its commitment to offering dogs a place to play and socialize throughout the day with relative freedom. You won’t find dogs in cages during the day here; they have more than 8,000 square feet of indoor and outdoor space to explore. The areas are all sanitary thanks to a special field turf that isn’t sprayed with herbicides or pesticides and can be easily hosed down for a nightly cleaning.

      Wade said that in investigating what kind of pet business he wanted to own, he didn’t find places in Kansas City, that offered as much outdoor play space and other amenities, including personal attention for dogs, as he wanted to offer. Despite only having opened this month, he’s been inundated with requests and interest from pet owners wanting to get their dogs into the facility. The first reservation was logged May 28, so he thinks he’s on to something that’s needed.

      Woof’s Play & Stay has a very local feel to its décor and to its retail operation. The retail offerings will be small, but will feature locally made items, Science Diet dog foods and locally produced gourmet treats. Local artist Leah Magee will paint the “penthouse” suites where dogs will stay at night.

      And about those penthouses: rooms at the Ritz have nothing on these custom homes. They feature soft rubber flooring, an extra-large raised bed, flat screen TV with cable and a private Webcam 24 hours a day so owners can logon and check in on their best friend. Dogs staying in the penthouses can come and go from their suites throughout the day. Private suites provide raised bed and a double-thick fleece blanket.

Canine Curriculum
      Like parenting, pet ownership isn’t all about pampering and playing. It’s also about guiding young lives to be responsible members of the family and society.

      Dog Whisperer and national TV personality Cesar Millan advocates for “rules, boundaries and limitations” from day one for canine companions. He says the three ingredients for a happy, well-balanced dog are exercise, discipline and affection?in that order.

      Local trainer Tony DeMaria also believes in teaching dogs to behave; whether it’s on a leash or hunting duck and pheasant. His PhD. Dog Training just opened a few months ago, but DeMaria has more than 20 years of experience in the training field. He trained at Pinn Oak Kennels for years and trained dogs for many Kansas City professional athletes.

      In addition to obedience training, DeMaria specializes in retriever training, which can be done either in the dog owner’s home or at DeMaria’s place where he also has the ability to board dogs.

      His goal is helping owners enjoy having a dog and helping dogs fulfill their potential. DeMaria said that for many, money doesn’t factor in to how dogs are treated.

      “Whether things are good or bad, pets are a part of our families,” he said. “Regardless of circumstances, people (make) the time and the money to take care of their pets.”

      Even in stressful economic times, people continue pampering and buying for pets. Manfield and Stout said they’ve attended many pet shows with row after row of clothes, accessories?even wigs?for pet owners to purchase. It’s not what they are into at Brookside Barkery and Bath, but they can appreciate it and use it as a platform to find their own products and to provide education to customers about their pets.

      Stout said that instead of a lot of cutesy accessories, their store focuses on the basics: good quality products at a good price.

      “We want good stuff and a good selection, and we won’t compromise that,” Stout said.

      Their goal is education with their retail offerings?from toys to what kind of food is best for a customer’s pet.

      “We try to help people; to point them in the right direction and work with them,” Manfield said.

      And, the right direction is where many local small business owners are headed as they meet the growing demand for pet products and services. While some people may say this country is going to the dogs, these local business owners say, “Bring ‘em on!”
     
 

With more than 63 percent of American homeowners also pet owners, it’s only natural that pets are making their way into the workplace. In fact, the American Pet Products Manufacturers Association reported in 2006 that more than 1 in 5 workplaces allowed employees to bring their pets to work.  In a survey, 55 million Americans thought having pets at work led to a more creative environment. Fifty million thought it helped co-worker relationships. Many also said the pets contributed to a more productive workplace and more than 46 million who brought pets worked more hours.

If your company allows pets at work, here are some things to keep in mind when you pack a bag for the day, according to veterinarians with Banfield, The Pet Hospital:

• Plastic bags for clean-ups
• A bed or towel for napping on
• Snacks, if necessary
• Toys
• Leash
• Water/food bowls

Keep in mind that not all dogs will do well in an office setting. If you have a dog that is easily stressed in an unfamiliar place or nervous around strangers or other dogs, it might be best for the dog to stay home. Likewise, if the dog needs a lot of exercise and interaction, sitting around the office all day might not work well, unless you know you can take walking breaks.