Meet and get to know Rod Benbrook of Mr. Formal in Portland, OR. Rod is the IFA President-Elect and will assume responsibilities from current president Jim Carrow in September. Get acquainted with another industry professional that uses his time to promote the business we all know and love!
Name and family information.
My name is Rod Benbrook, my wife is Cindy, I have two sons, Curtis, 25, and Ashley, 23.
Background.
I have been involved in the industry most of my life. My first formalwear job was modeling as a ring bearer for the local newspaper at 4 years old. I went full time, as a career, right out of school in 1976.
What part of the business is your favorite?
Opening and developing new stores/accounts. Establishing and building relationships with new clientele. Day to day, its working face to face with my customers, and my staff.
What part is your least favorite?The slow-season.
Where would you like to see yourself in five years?Business-wise, right where I am--helping to drive an exciting and forward-moving company. We have a great team at Mr. Formal, and there is plenty for me to learn here.
Personally, I’d like to have an acre or two in the country with a dog and maybe some chickens.
How long have you been on the IFA board?I started serving on the board in the winter/spring of 2001.
What are your main focuses or committees you serve on?This year we have 8 committees, and I am privileged to serve on 5. I will touch on two of them here, the Executive and the Education committees.
On the Executive committee I am able to see the overall operation of the IFA. We work to make sure that the other committees are all working together in concert with the President, and moving in the direction set by the board for the organization.
This year, on the Education Committee, we are focusing on providing a practical and useful educational program that will bring some real value to our members at the Expo. One that will give us choices, but will still allow us to spend the major part of our time on the sales floor visiting our vendors and manufacturers, as well as meeting new members from around the world.
What has been the biggest surprise in being a board member?One of the more pleasant surprises is the diversity of the people that serve on the board. It changes a little each year, but it’s always dynamic.
We have single store operator/specialists, wholesalers, manufacturers, medium sized operators and executives from the larger formalwear operations. We have had “Tuxedo” people from all regions of the country and different parts of the world.
I am always learning!
In a perfect world what would you like to see change with the IFA?Practically speaking, I would like to see more timely, consistent and helpful information going out to the membership throughout the year. Putting together information from all areas of the business, and getting it to our membership, so that all can be helped to grow and prosper.
It has been a particularly difficult business climate for our industry over the last 7 or 8 years. No one has all the answers. But if we can do a better job of pooling the resources, experience and strengths of our membership, then we can bring more value overall to our individual members. This in turn will build membership, which will strengthen our organization.
Our industry has really been “scrambled” these last few years. I would like to see the IFA have a more unifying effect on the industry.
Who have you met through the board that you did not know before being a member?Actually, most of the people I have served with have been new acquaintances. I have become friends with many. Over the years there may have been a couple that I didn’t see eye to eye with, but that is just fine with me. It makes things interesting.
How can members of the board become more accessible to people in the industry?I think there are several ways that we can be more accessible.
One is through sources like this newsletter. We just have to “open up” more to our fellow members. We are all in the same boat; we share the same ups and downs, frustrations and joys, hard times and good times in this very specialized business.
Another key way members of the board can become more accessible is to make a REAL effort to meet, talk to, and get to know our fellow members at the annual EXPO, and the different regional shows that the IFA supports. Sometimes it’s not too easy. Board and committee meetings can take up a lot of time at the shows. But if we say we want to represent our membership, then we need to get to know them!!
Can you tie a bowtie??I’m going to be honest. Yes, I can tie one. But it isn’t pretty, and it takes a little too long.
What are your thoughts on what we can do to remain competitive as small operators?Accentuate the positive differences! What sets you apart? You know what you do better than the other guys. Promote those things! Train your staff to promote those things, but, without downgrading your competition.
Tell your customers what YOU do. Tell them that YOU, personally, will be taking care of their formalwear.
Watch the quality of what you are offering your customers. Would you want your son, husband, brother, etc., wearing what you offer?
I can go on and on….
What does your company do better than your competition?We build relationships with our customers. We advise, counsel, educate, and work to put them at ease about their wedding plans.
We know we are in it for the long run, and that after their main event, we’ll still be here. We want them to come back to see us the next time they need a tux.
Formalwear is not a marketing tool for what we do. It IS what we do.
Give me a favorite quote or motto you live by.
I have several:
“Life is what happens while you are busy making other plans.”
“You are the master of the unspoken word. Once it is out of your mouth, you are its slave.”
“Do unto others as you would have them do unto you.”
Favorite things to do outside of formalwear?I like to be with my family, and I like to travel. Put them together, and I couldn’t be happier!
Mentor or source of greatest support?You’re going to get me choked up here. My grandparents taught me the principles of what we do. My father taught me how to relate to and serve my customers, and he along with my mother have been my biggest cheerleaders. My uncles helped me to grow in the business. My wife “props me up” and gets me out the door. (Not as simple as it sounds).
Thoughts or ending remarks to get to know and remember you by?Just know that I am very passionate about our industry. I believe that “formalwear” in one form or another has always had an important place in every society. Because of this, we should work very hard to promote and preserve it!