As the holiday season concludes, we take a moment to highlight the exceptional contributions of our hardworking retail team, with a special focus on Travis, our Senior Store Manager at the Brand Showcase. Travis’s steadfast leadership has been instrumental in orchestrating a seamless and exceptional shopping experience for our valued customers during this demanding period.
In this exclusive Q&A, Travis shares insights into his role and professional journey, distinguished by service in the US Navy and culinary expertise in New York City, uniquely positioning him to bring a dynamic perspective to our retail operations. Travis’s commitment extends to impactful community initiatives, embodying the corporate responsibility that defines Deckers Brands. Join us in recognizing Travis and the entire retail team for their exceptional dedication, which not only elevates the customer experience but also contributes meaningfully to the communities we proudly serve.
Can you tell us a bit about yourself and your journey with Deckers Brands? How did you start, and what led you to your current role as Sr. Store Manager?
I was born and raised in Licking, Missouri, and joined the US Navy at age 18. I served 10 years and served aboard the USS Tarawa (LHA-1) and USS Simpson (FFG-56), my last duty station was The Naval War College in Newport Rhode Island where I was Assistant Operations Officer for International Programs. I left the Navy and went to culinary school at Johnson & Wales University in Providence, Rhode Island and graduated with my Bachelors Degree in Culinary Arts and Foodservice Management.
I moved to Santa Barbara from NYC where I was the Executive Chef and General Manager of Joanne Trattoria, which is owned by Lady Gaga’s mother and father. I worked there for 6 years and was able to have some amazing experiences, including being a part of creating and publishing our cookbook while I was there. I really wanted to continue my education and earn my Masters degree in Hospitality Management however with my workload and schedule at the restaurant I wouldn’t be able to do both. I made the tough decision to focus on my degree, and moved here to Santa Barbara. After I moved here, I took some time to decompress and started working at The Hotel Californian, but it wasn’t very fulfilling. My friend of 20 years, Stephen Coyne, had told me about how amazing Deckers was and all of the initiatives he was able to participate in over the years. He talked me into working as Seasonal Store Manager for our UGG Pop-up in the old Macy’s building downtown for the holiday season. I have always been a fan of UGG, Hoka, but after working there for the holiday season I was instantly hooked. Not only were the people that I met amazing, but the culture drew me in and I enjoyed going to work every day, and appreciated the work/life balance that it entailed. It also allowed me to focus on my grad school work in the evenings and weekends.
After the holiday pop-up ended, I was asked to move over to the Brand Showcase as Associate Store Manager. I jumped at the opportunity. I was able to be involved in all of the intricacies that this store is known for. I was able to work with so many of our corporate partners and form some amazing relationships with our local non-profits during that time.
Eventually Stephen created the Corporate Sales department and I was asked to move over to the Store Manager position. I was able to take all of the knowledge I had gained during the previous couple years and put it into action
In 2022 I was promoted to Senior Store Manager and was able to take on some extra duties and expand my role to assist other stores in the West Coast district and extended our community outreach efforts to all of our West Coast stores, which is a true passion of mine.
What drew you to Deckers Brands, and how do you personally connect with the company’s values and products?
There are so many amazing aspects of this company, it’s hard to pinpoint one. Not only is the culture top notch, but the people that work here make me enjoy coming into work every day. I love the values so much I had them printed on posters and have them hanging in the break room of the Brand Showcase, so they are always top of mind. Do Good and Do Great is probably my favorite. Working for an organization that prioritizes giving back is so refreshing. Growing up living below the poverty line, I value and appreciate companies that focus on giving back and providing funding to those services similar to what my family used back in Missouri to ensure we were fed and clothed.
Before I started working at Deckers, right after I moved here, I was able to meet Michelle Apodaca, Gerard Marceda, Debi Fries, and a few other amazing people. I immediately knew that this is a place I was going to call home. Working on the Corporate Headquarters also lends itself to making lasting relationships with my colleagues.
As far as product goes, I have always been a fan of UGG, and I was exposed to Hoka early on which I wore religiously in New York. It has been so remarkable seeing their growth and watching the brand transform to its current position as Brand of The Year. We have a huge following of Hoka here at the store, and I was able to make some connections and partner with our local non-profit, Santa Barbara Running Association, to form a run club here at the Brand Showcase. Our inaugural run had a turnout of 90 people, which included 30 children runners. We have some big plans for 2024 and I am looking forward to having even more events in the store to showcase the Brand and help drive sales while helping our runners find the perfect shoe for their activities.
How do you approach planning and preparation for the holiday season? Are there specific strategies or lessons learned from previous years that guide your preparations?
The holiday season is fairly consistent year over year, in that our classics in Chestnut are the most popular for our customers, however the last 2 years I have found that Hoka Clifton’s are also one of the top styles for our customers. I normally plan out allocations to the store ahead of time because I know the core classics like Tasman, Classic Ultra Mini, Classic Mini sell out very fast once December hits. Our business model is different than most retail stores, and I have had to change that a bit over the last few years. During non-peak season we usually only carry one color in a size run and showcase the other color options by only carrying a display size in them. With holiday I go a different route and carry over a dozen (sometimes 2 to 3 dozen) of each size in core styles to help support our 12 Days of Giving shopping days and our Elementary School Fundraisers that we do in November. I normally have to try and fit everything in our stock room, which can be tricky. This year I was able to talk with Lance, our Director of Facilities here on campus, and get a cage in B3 to help store some of the core classics so we would have them on hand before they sold out online. I was able to allocate hundreds of pairs and store them in our off-site in B3 until the inventory in our stock room dwindled down and we had room for them. On the 13th we started moving all of our inventory from our off-site in B3 to the stock room and lined the walls with the product we don’t have room for in our shelves. I did learn a lesson about 2 years ago. I didn’t think we would have an issue with keeping product in stock and figured I would be able to allocate it at the end of November/beginning of December and I was sorely mistaken. We were already sold out of Ultra Mini’s, Mini’s and Tasmans. So, we had to help customers find alternatives. This year I was ahead of the game and formulated a plan to have substantial stock in all of the core styles. I started allocating in early November and was able to have our off-site filled completely by mid-November. As product was selling out online and in our other retail stores, I still had a stockpile to support our events. Maintaining a clean and orderly stock room is also imperative to having a successful business, if you have product in the wrong place, you risk losing sales and at the end of the holiday season when the dust clears you find the styles in sizes that customers were needing but because they weren’t in their proper place, they left empty handed. I learned this during my culinary days, we have a term “mis en place” which means everything in its place. If you have your product organized and in the right place, and ready to go, you will be setup for success. Another big part of preparation for holiday is making sure I communicate expectations with my team and keeping them informed of all events that are taking place. My team also needs to be prepared because they are on the front lines, and they should be able to have all the tools they need to succeed.
How do you approach team development and ensure that your staff feels motivated and supported?
I know it’s cliché, but I treat my team like they are my family. I give them the utmost respect daily and check in with them often to make sure they are in a good place. The majority of my team are college students from UCSB, and being a former college student myself I know how difficult and challenging college can be, especially around finals time. I make sure they have the time off they need to excel in their studies and let them know that I am always here if they need anything. My team always strives for excellence, and puts their best foot forward every day. I always make sure they have the necessary information to be successful in their role, including disseminating information so they are aware of any changes that are happening, or any new product coming out, and listening to them if they have any recommendations on how to do things differently. Empowering my team to take on tasks, even if they make a mistake has been helpful in allowing them to grow and develop. If they make a mistake, it’s not the end of the world, it’s a learning experience. I also like to ensure they are aware of corporate positions available and encourage them to inquire about them. I am more than happy to connect them to the hiring manager to learn more about the role they’re interested in or put them in touch with someone currently in the role so they understand what the day to day is like. We have some corporate partners now that used to work in the Brand Showcase, Pam Terry, Pamela Andrade, and Ryan Ritzau all started their Deckers Careers working in Retail, so I like to use them as examples to show them that if they ever desire growth, there is always the possibility to grow within the company. Finding quality candidates has been a challenge since before the pandemic, but in 2020 it got even more difficult, so anytime we can retain solid employees who embody our values, it’s a no-brainer.
How do you see the role of the store and its team in contributing to the local community? Are there any community involvement initiatives that you’re passionate about?
The Brand Showcase has always been an integral part of our community. Partnering with Michelle Apodaca has been such a pleasure, and she has become such a great friend and mentor. We formulate a plan for the year and ensure all the dates and organizations are aligned. We help advertise with each organization and for some events like our Elementary School fundraisers we provide 20% off to those who RSVP, and donate 20% of the days sales back to the school. So it not only allows us to provide much needed funds to the school, but also allows the families to shop and acquire our product at a decent discount.
Besides our elementary school fundraisers, we have so many other initiatives that warm my heart. Magoo’s Shoes event we do every year is probably my favorite and one that I involve our store teams from Camarillo and Ventra in. Magoo’s Shoes is a non-profit that provides shoes for underprivileged children, where they are able to come in to the store and pick out any pair of shoes their heart desires. There is never a shortage of volunteers for this event, as it is so heartwarming. The majority of these children are either homeless, or their families live below the poverty line. The smiles on these kids’ faces when they see all of the shoes in the store and are told they can pick out anything they like, is priceless. This event has grown over the years, and this past year we had our largest one yet. We were able to provide 350 children with new shoes this year, which was a huge feat. The store teams from Camarillo and Ventura were happy to come down and assist, and this past event truly embodied our value of Better Together. They were also able to see how impactful these events truly are to those in our community We couldn’t have done it without their help.
Can you share some details about Deckers Brands’ “12 Days of Giving” initiative and how it aligns with the company’s values? How do you see this 12 Days of Giving impacting our local community?
The 12 Days of Giving couldn’t align more perfectly with our values, specifically DO GOOD AND DO GREAT. By being good stewards to our community, we are not only able to make a substantial impact on so many of the lifeline organizations in our area, but it also helps grow our business. The public sees how philanthropic we are, and they in turn want to do their part by supporting our brands and our products. I am constantly asked by my peers how they can get involved, and every time they volunteer at one of our events they leave humbled and with a sense of gratitude. Most people think Santa Barbara is a town immune to the problems every other town faces because of their gorgeous beaches and multi-million-dollar homes, but the fact is there are over 1,800 members of our community facing housing insecurity. On top of that one in four people in Santa Barbara County face food insecurity with 38% of them being children, which is a sobering statistic. By supporting these organizations during our 12 Days of Giving, we are hoping to lower those numbers and provide a little compassion where its needed most.
It also resonates with our BETTER TOGETHER value. Working together towards a common goal helps us focus on bettering our community year after year. Partnering with the local non-profits throughout the year so we have a pulse on their needs, helps us strategize and focus on ways we can better serve these organizations. I partner with Michelle Apodaca all year to support as many organizations as possible. We also do monthly give backs to various organizations early in the year, and we do events with organizations like Magoo’s Shoes in which this past year we were able to give out 350 pairs of shoes to children in need. For this event we were able to have store team members from our Venutra and Camarillo UGG outlet stores come and participate with the Brand Showcase team as well. We also supported Storyteller, which is a therapeutic preschool for children facing housing insecurity, by giving them each a pair of shoes and our Executive Leadership Team was able to be present and help support this event. No one person can provide all of the much needed support that so many organizations require, so we work together in partnership with volunteers from our Deckers community and tackle each need head on, striving to spread compassion in our community, one act of kindness at a time.
As far as the local community, the impact of our giving is creating a wave of good. We focus on what we call lifeline organizations, meaning organizations that so many members of our community rely on, and those with boots on the ground doing the challenging work. Organic Soup Kitchen, Angels Foster Care, CADA, CASA, just to name a few, are some of the most needed in this area. Whether it is serving food to those who are unable to provide for themselves or providing services and tools to alleviate housing insecurity for families, these organizations continually, year after year, provide these services without batting an eye. Our funds we donate are used to help them continue their missions and allow them to ensure as many Santa Barbara County and North County residents receive these much-needed services without interruption. Being able to do our part to help the residents of Santa Barbara and North County, has left a substantial impression on not just myself and the rest of the Deckers employees, but also those in our local community who see our dedication every year.
What is your favorite aspect of being the Sr. Store Manager? Is there a particular aspect of your job that brings you the most satisfaction or joy?
I would have to say one of my favorite parts of being a Sr. Store Manager is being able to meet other Store Managers from around North America, and being able to lend my skills to help other stores in need, and open new stores. I love meeting new people so being able to work with my colleagues in other regions at warehouse sales and meet them at SMC, as well as providing any help they need during the year has been impactful.
Another of my favorite parts would be partnering with Michelle Apodaca in our charitable giving initiatives. Being able to provide funding to so many important lifeline organizations in our area has been very rewarding and brings me so much joy. We rolled out our Community Outreach initiative in the West Coast District because our store teams saw and heard all of the good we do here at The Brand Showcase, and we wanted to make them a part of it. So now every quarter, at least, each of our West Coast stores completes a community outreach activity in their area. Whether it’s making hygiene kits for the homeless, picking up trash in a local park, or collecting supplies for domestic violence survivors, each store team is able to see the impact they are making, and it has resonated so well with our teams.
It’s hard to pinpoint one thing as my favorite, as I enjoy every aspect of being in this role and feel lucky to be where I am, and being able to help so many people in our community every year.
Do you have any role models or individuals who have greatly influenced your personal and professional development? How have they impacted your leadership style?
In all of my previous careers I have experienced many different types of leadership. Some of the ways I learned in the Navy wouldn’t cut it in the civilian world. A majority of the time we were told to do something, and if we questioned it or had ideas of ways to do it differently or more efficiently, we were told to shut up and get the job done. It was so refreshing when I worked with Chef Art Smith, he was a listener and always wanted to hear if I had an idea or new way of achieving a task. He listened to my concerns and ideas, and if I had an issue arise he would help me solve it without hesitation. He is a great listener and always does whatever he can to help resolve a situation. He stood up for his team, but also held them accountable. If we made a mistake he would let us know what we did wrong, but then would reiterate his expectations. He would never criticize us in front of our peers, and always made sure to let us know how much he appreciated our hard work. This type of leadership really resonated with me, and it resonated with the team as well. You could see how well respected he was, and it wasn’t just because of who he was, it was because he treated his team with the utmost respect. I have taken that approach ever since, and always let my team know how well they are doing, and if they make a mistake I make sure to not get angry, instead I use it as a learning opportunity.
Another individual who helped shape my personal development was Cynthia Germanotta. She treats everyone with sincere respect, and goes out of her way to make sure people feel acknowledged and heard, which has stuck with me since meeting her when I moved to NYC to continue my culinary career. We share a similar background with her being from rural small town and trying to finding her place in the world. I would spend the holidays with her and the rest of the family, and they always made me feel like I was a part of it. She would give me advice on how to handle situations whether it was my personal life, or professionally, and always lead with kindness in her heart. She has a huge heart and you can see that in all the work they do at Born This Way Foundation. It was such a great experience working with her and her team in that capacity, and witnessing all of the good they were doing. Seeing the enormous impact they make on the community in NYC, and around the world, helped me appreciate and strive to be a better human being and make sure that I approach everything with kindness and gratitude.
Deckers Careers 