By Edita McQuary
As you walk into their 50’ by 60’ showroom, a variety of beautiful gas, wood, and electric fireplaces line the walls. Seating areas with fire pits on the floor invite you to sit down. On the right side, many barbecue grills and freestanding stoves are displayed. A huge multi-sided display pillar in the center of the showroom has interesting fireplaces mounted around it on all sides. Their website says it has “the most beautiful showroom in Central California” and it is easy to believe.
Photographs of Santa Cruz area beauty spots by local photographer Rick Puckett displayed on the walls create a wonderful homelike ambiance. One customer came in looking for fireplaces and saw a photograph of a familiar-looking boat on the wall. As he looked closer, he realized it was his boat and bought it for his home. The staff promptly called Rick to pick up his check and install another of his paintings.
Retail Sales Manager Ben Eldridge explained that they sell wholesale as well as retail. They work with several local area construction companies. Business is improving. They sell mostly fireplaces in the winter and barbecue grills and fire pits in the summer. They are getting customers now who want to convert from wood burning to gas stoves. For those customers who desire, they also offer pre-site home visits at no charge to help homeowners determine what kind of fireplace equipment would work and fit in their home. Of course, the sales personnel are all knowledgeable of the latest government regulations of which the homeowner may not be aware.
The company philosophy is reflected in their name: CAPO:
A = Accomplished Staff (Knowledgeable and courteous, as I observed Ben help a client.)
P = Professional Installation by a licensed installer (You do not need to hire an outside contractor to install your purchased equipment.)
O = Outstanding Value (As Ben said, “We are an honest business and carry high-quality products. It is a general rule of thumb that you get what you pay for.”)
The family-owned business has been at this location for three years after buying out the previous owner, Santa Cruz Stoves, which had been in that location for many years. The new owner, Eric Peterson, and his family operate three such stores (Santa Cruz, San Juan Capistrano, and Concord) and are soon opening a new store in Palm Desert. According to stepson Retail Sales Manager Ben Eldridge, thirty-plus years ago Eric bought his first store from an elderly couple in San Juan Capistrano and he has built the business up more or less from scratch. Currently, his son Gavin Peterson, daughter-in-law Priscilla Peterson, daughter Suzanne Singh as well as stepson Ben are working for and with him. Eric has been awarded the coveted “Republican Small Business Award” two times.
There are eight employees in the Santa Cruz store under the supervision of Operations Manager Rick Sutton, who has just come to Santa Cruz from Minocqua, Wisconsin. Rick has 25 years experience in this industry and says, “I am happy to be leading the Capo team store and I’m also happy to be a new resident of Santa Cruz.”
When you visit Capo Fireside, you are in for a smile in the parking lot. A mural covering the whole west side of the building depicts classical figures such as the Roman fire god Vulcan, a blacksmith in charge of metalworking and making all the gods’ weapons, as well as other fireside-related scenes.
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Capo Fireside is located at 1043 Water Street, Santa Cruz. Telephone 831.476.8007 Working hours are: Monday through Friday 8 a.m. to 5:00 p.m. and Saturday 10 a.m. to 4:00 p.m. They are closed on Sunday. www.capofireside.com Come by for a visit!
