Retail Profile

A Unique Enterprise

How one optometrist built his business by boldly going where no man has gone before

By Erinn Morgan

Starship or optometric practice? At Wada Optometry in Anaheim, Calif., both concepts fit nicely into the mix. At first glance from the outside, it appears to be like most any other professional practice complete with dispensary. But, inside lies a treasure trove of Star Trek paraphernalia and themed displays that owner Garrett Wada, OD, says has helped him significantly grow his business.

TO BOLDLY GO

Walk inside and you'll be greeted with sound effects and voice clips from the Star Trek series. Captain Jean-Luc Picard booms, "Welcome aboard." "We also have transporter sounds, the sounds of the ship's doors opening and closing, plus an electronic humming background noise that runs throughout the office," says Wada. The office even boasts a holographic rendition of "The Doctor," which comes on and says, "I didn't design the room, I just work here."

Wada says his new patient's reactions when they walk in the door are video worthy. "They just look around and say, 'Wow, this is really cool.' They love feeling like they're in Disneyland," says Wada, who is located just three miles from the theme park. "Sure, I could be just another doctor with displays and regular seating, but why?"

Over time, Wada says he has invested between $70,000 to $75,000 in his office's Star Trek-related décor. But, he notes, the payback has been palpable.

After graduating from the Illinois College of Optometry in 1993, Wada approached an optometrist who was ready to retire about buying his practice. "Because I liked the area, I asked him if he was interested in selling," he says. The practice, at the time, was only grossing $50,000 a year, so Wada offered to buy it for the cost of the equipment, which appraised to be $15,000.

"I was just was out of school," says Wada. "So, I asked the doctor if he would carry the $15,000, which he did. I had to invest in some renovations and buy new equipment. I bought office furniture from a friend who had just remodeled his own office."

Starting with not much more than debt, Wada grossed $180,000 the first year in business. But, his numbers would only increase as a theme for his office emerged.

While Wada Optometry started out as a traditional office, its owner would soon be inspired to share his passion for the popular Star Trek series through the dispensary. "I have always liked Star Trek and I enjoyed watching the shows," he says. "And I used to go to some of the Star Trek conventions with some of my friends in optometry school."

So, he started displaying some of his personal Star Trek memorabilia in the office. "Being a Trekkie, I've gone to a lot of conventions and met many of the people on the shows, so I have many photos with them along with their autographs," he says.

THAT'S ENTERTAINMENT

One patient, in particular, took notice of these new displays. "He was in the business of building things for movies like props and sets," says Wada. "And he gave the idea to bring in a few Star Trek-related props and make it a really cool office."

This set designer started off by renovating Wada's old frame display that had been purchased from practice's original owner. The new frame board featured a high-tech look with special panels.

Inspired by the positive reaction his new frame display was receiving, Wada decided to move forward with the theme.

"I was always checking eBay and looking for real Star Trek props for sale," he says. And find one he did. "I bought a prop from National Voyageur that was a six-foot-tall, four-foot-wide panel. After that, I started building around it and adding to my Star Trek environment."

This even expanded to the exam room. "I started getting more high-tech equipment for my exams," he says. "Technology really is a big thing because patients are really impressed by it. They'd say 'I've never had an exam like this before.'"

Two years ago, Wada moved his practice to new building where he could spread out, better serve his patient base, and build onto his successful theme. Instead of standard cork ceiling tiles, Wada opted for molded plastic tiles that look like those from a Star Trek spaceship. The dispensary's frame displays simulate Star Trek workstations with holes cut out to fit the frames into. About 1,000 frames are on display.

In the end, it is clear Wada's direction has paid off. Wada Optometry is now grossing over $500,000 a year—and increasing its patient base all the time. "I get so many referrals just from having this type of office," he says. "I firmly believe that anyone who wants to grow a practice now can pick a theme and go for it—it's an excellent way to set yourself apart from other doctors."

The one-of-a-kind decor also makes it fun for Wada and his staff to come into work each day.

"I don't dress up in uniform, that's where I draw the line," he jokes. "I always thought I'd make a room in my house like this, but if it's in my house, nobody is going to see it. So, I figured I would do it in the office and share it with everyone."

Could optical shops like Wada Optometry be the next generation of optical retailing?

Perhaps its proximity to the popular theme park Disneyland helped this practice's unusual focus catch hold. Or, maybe it's simply a solid business strategy. EB