1. What is your organization or company?                                                  Staghorn Garage & Company began in Bend, Or.  Originally created as a D.I.Y. cave for customers to work on bikes and motorcycles.  The company gradually transitioned into a culture driven, retail, libation, and community space.  Staghorn specializes in the aforementioned D.I.Y. cave but also in the building of custom bikes, selling of quality outdoor working man inspired goods and clothing, purveying of coffee and beer, as well as being a cultural and community space.  The Garage was created in 2014 by Hames Ellerbe and Luke Jessiman who sought to fill a void in the Bend and Central Oregon market.  Two industries were quickly assimilating, with mountain bikers riding motorcycles and bikers riding mountain bike.  The occasional motorcycle and bike trip were quickly becoming the norm.  The two saw the need for a gathering spot, inspired by the outdoors, and driven by bikes.   Thus Staghorn Garage & Company was established.
  2. What do they do or make – describe the products and services and what makes them unique?                                                                                     Staghorn is a vastly diverse and unique small business that produces a few quality in house items such as clothing, hats, and on the other end of the spectrum, custom bike (motorcycle and mountain) builds.  What really makes the company unique is the atmosphere, the services they sell, and retail environment they purvey; filling a major void in the region.  They are not only selling unique outdoor/bike culture products, they are selling the lifestyle, culture, image, and a community space for immersion in the culture.  A major need in the bike community is a space to work or build bikes, and create things needed for adventure. Staghorn provides this service in a rental D.I.Y. cave.  The community space consists this D.I.Y. cave, an open space for relaxing and conversing over a libation with friends, and an extensive vinyl collection to play.  They also have a very knowledgeable staff to provide advice or conversation on builds and subjects.  Above all Staghorn wants to inspire you to converse, leave you comfort zone, create, and explore
  3. Describe the culture of the organization or company?                                 Staghorn creates a culture that embodies adventure, exploration, and the outdoors via access by two wheels.  These are guys who have grown up, falling trees, splitting wood, summiting mountains, surfing, exploring, creating, and adventuring on two wheels.  When walking into Staghorn, you feel welcome and relaxed, comforted by the inviting ambiance and warm hospitality.  When not creating in the cave, the customer can be shopping for quality hand made good and clothing, enjoying a coffee or beer, or relaxing outside by the fire.  Housed in an aging timber warehouse and renovated with modern rustic design, the building has an open floor plan. The feel of the building could be described as rustic, with a cabin like ambiance, and modern/urban/industrial undertones.  Consequently, the open space has an open flow between cafe and retail space, with an clear, sound absorbent partition to the company shop and D.I.Y. space.  This creates a sense of involvement and unification between the customer and worker.  This unity is the same you could find in your garage with friends drinking a beer and creating.  Being a small startup, employees and management have an assist all approach but generally stick to what they know best.  Meaning the shop guys stick to building bikes and the front of house tends to retail, beer, and coffee.  The enjoyable atmosphere the employee’s embody is created by the fact they would most likely be doing the same activities outside of work.  The workers are seem to be friends working in their own garage that happens to be open to the public, but in reality its their life in and outside of work.
  4. Who is the targeted audience? What are their demographics?                      The targeted audience is based on those that enjoy two wheels, adventures, and the outdoors.  The age can be varied but is targeted at the mid twenties and up, with 30’s and 40’s middle class being the main targets.  Generally the customers can be living in any location, but those with easy access to the outdoors or a desire to get outside, are the main demographic.  As with many quality goods companies, the customer is willing to pay a little more for the goods sold.  Therefore lower-middle class and up would be the targeted income level, with customers divided equally between renters and owners.
  5. What is the organization or company mission statement?                  Established in Oregon…Created with the lost art of quality handmade goods in the shadow of corporations and waste, Staghorn is a product of adventure.   We explore the world around us, embrace the new, create by hand, and build “fun machines”.  Our products are built to last, made in the USA.  Seek The Unknown.