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Hi, Kevin Coupe here and this is FaceTime with the Content Guy … coming to you this week from Sisters, Oregon … which is about 22 miles northwest of Bend and about 150 miles southeast of Portland.

This week's lesson comes courtesy of the Eurosports shop, which rents and sells bicycles, skis and other outdoor equipment. This is a good place for such a store, because this is about an outdoorsy a place as I can imagine.

One of the things that I found impressive about Eurosports is that they actually have a small bar inside the store - after your ride, you can have a beer or a glass of wine, cider or even a cup of coffee.

Now, this may not strike you as all that extraordinary. This is, after all, Oregon. There are brewpubs and coffee shops everywhere. (One of my favorite hiking trails in Oregon is the Trail of Ten Falls, where one of the trailheads has a lodge where they serve cold local craft beers. Doesn't get any better than that.)

But what I like about Eurosports is that they also have a bunch of picnic tables … and in the back, they have a couple of food trucks, serving tacos and pizza. There's a fire pit, hanging lights for after the sun goes down … and the whole thing seems designed to create a sense of community.

That's what is extraordinary, I think … and an example of what retailers need to do if they are going to stand out in a crowded marketplace. Eurosports could've just rented and sold bikes and skis, but instead they decided to go a little bit farther and create something welcoming and comfortable.

What are you doing to go the extra mile?

That's what is on my mind this morning. As always, I want to hear what is on your mind.


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