PHOTO BY DANIEL MURPHY

dog and pony show
by jeanne charters

Traveling East on 74A in Fairview, you may have noticed a store called Dog and Pony Show. It caters not only to dogs and ponies, but cats and goats and pot-bellied pigs and chickens and guinea pigs and every kind of animal you can think of. Owner Jennifer Murphy gave us the scoop.

Jennifer and her husband Daniel were happily living in Austin, Texas, seven years ago. They both were involved in the film business; she as a sound mixer and Daniel as a gaffer (lighting expert). Their work in major motion pictures, television and documentaries took them all over the world and finally, to each other during the filming of “The James Brady Story”. It’s odd that they ever got together. Jennifer says, because usually the sound people and the lighting people are adversaries throughout a production.

A 100-degree hot spell in Texas prompted them to seriously consider a move to Western North Carolina. Coupled with the fact that both of them were and are avid whitewater kayakers, and in Texas that meant quite a trip for them each time they wanted to hit the rapids, they were even more drawn to this area. Jennifer and Daniel had visited Asheville in the past and loved it. The mountains, waters and 4 seasons seemed perfect to them, so they made the big move.

Jennifer continued her film work in earnest for about 4 years; but finally, the lure of living consistently on a large piece of land in Fairview with her 3 horses, her dog and her husband made it tough for her to travel. “Once you’re where you really want to be, it’s hard to leave.” Jennifer commented. “To be on the road for 3 or 4 months at a time got really old when all I really wanted was to be here. Fairview feels more like home to me than any place I’ve lived before.”

Jennifer was feeling less than fulfilled by her work in the film business where dedication to quality is not always appreciated and rewarded. So, she started to think about what she really loves. What she loves most is animals.Lots of research and personal experience showed Jennifer that Fairview is quite literally loaded with animals; and yet, people had to travel clear across the county to find supplies for them. An idea began to form in her head. The old saying, do what you love, stirred her creative and entrepreneurial juices.“What I love is to take care of animals. I want to make sure they are fed properly. I love to talk to people about their animals and find out what makes each animal special to their owner. The store is called Dog & Pony Show, but we also cater to cats and goats and pot-bellied pigs and chickensand guinea pigs and every kind of animal you can think of. I pride myself on knowing all there is to know about what I am selling. If somebody comes in with a question about an animal and I don’t have the answer or the product for them, I find out where the answer or product can be found.Many products that were traditionally available only at the veterinarian’s office are now available over the counter. For instance, Frontline Plus!People don’t know that.”

I asked Jennifer why she chose the location in Fairview Station. “It’s so visible from the road.plus there are other people here who attract business like Curves and the Chiropractic Center. I also attract people to my location because I’m the distribution location for the Cane Creek C.S.A., a Fairview food grower who brings boxes of vegetables each week to my storefor selling.”

When asked her business philosophy, Jennifer responded, “I’m here to provide people with good resources to take care of their animals, whatever theiranimals might be. I provide knowledge and supplies so that those animals are well fed and well cared for.
Dog & Pony Show features a wide range of organic and allergy-free pet foods like Solid Gold. “Solid Gold is a great first try for animals suspected to have food allergies.” Jennifer says. They also carry Nutro, Wellness and Chicken Soup for the Pet Lover’s Soul (a very affordable natural food).

The store is staffed by Jennifer and by her assistant, Shauna, a young local woman who Jennifer trusts implicitly both for her work ethic and her knowledge of animals.

I asked Jennifer what she feels she did right about opening her business. She responded.
1. I chose something I love. I never wish I were somewhere else.
2. I committed enough financial backing to do things right.
3. I listen to my customers.

What did she do wrong?
1. I should have learned a lot more about distributors. I assumed that companies would be thrilled to send me their products to sell. It’s like pulling teeth sometimes.
2. I don’t know what other mistakes I made. I’m too busy to think about it.

What advice would she give a sister or friend pondering opening her own business?

“Base your decision on enlightened information. Do your research. Know your customer. Be prepared for the fact that you’ll have 2 salesmen for every customer who walks in your store.

”Would she do it again? “Are you kidding? I work 3 minutes from my home and I can bring my dog to work with me. What could be better than that?”

Jeanne Charters is a former V.P. of Marketing for Viacom Television. She started her own award-winning broadcast advertising agency in 1990. Jeanne lives in Fairview with her husband, Matt Restivo.
[ charmkt@juno.com; 828-628-0023 ]

The Dog & Pony Show
1185K Charlotte Hwy (Next to Fairview Station)
Fairview, NC 28730
(828) 628-9001 phone
(828) 628-9005 fax
Hours 10 am - 7 pm Tuesday - Saturday