The Tampa Tribune from Tampa, Florida • 55

NUH THWEST TRIBUNE. Wednesday, July 9, 1986 3-NW Joel n' Jerry's offers Carrollwood 'deep, deep discounts' I fcVtvV TZ III Lmt 'JD i a III a t' III I a 3 DISCOUNTS I i 'CT -wV Fisher said he and Finland got the idea while working for Distributors, which operated 25 stores in the Midwest "We always wanted to be on our own and this was the way to do it," Fisher said. "We looked at a number of markets with potential and found that the Tampa Bay area was ideal," Finland said. "There was no competition and frankly people were paying too much." Finland said the stores keep prices low by holding down the overhead. For example, the stores will accept only cash or checks.

Accepting a major credit card can add as much as 4 to 5 percent to the cost of a product, Finland said. They prefer to lease their stores such as the Carrollwood outlet Fisher said the chain opts for selling national brands that are highly recognizable to customers. He added that the company wants to be flexible, though, and tailor its offerings to the individual market. "We're not a cookie-cutter operation," Fisher said. "We can react.

We can change the mix," Finland added. Carrollwood is hardly the last stop in the company's expansion plans. "We feel very strongly about the Tampa Bay area," Fisher said. "We feel we could have 10 stores in operation." By CHUCK CRUMBO Tribune Staff Writer A little more than two years ago Joel Fisher and Jerry Finland chucked promising careers with a Detroit-based discount store chain and headed to the Bay area with a better idea. Fisher and Finland didn't necessarily land here because they liked the beaches and sunsets.

Instead, marketing studies indicated that their idea had a strong chance of succeeding here. They opened their first Joel n' Jerry's store in SL Petersburg, just south of the Tyrone Mall. A second quickly followed, and then a third and recently a fourth was christened in Brandon. Last month, Fisher and Finland officiated a fifth ribbon-cutting at their new Carrollwood outlet an extensively remodeled former roller rink in the Main Street Shopping Center, 11780 N. Dale Mabry Highway.

Fisher, 43, and Finland, 35, say they're offering the true "deep, deep discount" store that features national brand health and beauty aids, prescriptions, cosmetics, food, candy, snacks and assorted sundries. Perishables such as meat, produce and dairy products are not sold. The "true discount" store is "where you'll never have to wait for a sale," Finland said. "Everything's oh sale every day." Advertising will be minimal. They say they'll rely on word of mouth to bring in customers.

Discounts range up to 55 percent off the retail price, Fisher said. umm 7t 1 yt ill! I fJ 1 Vm i i ii i itlrtii nftini in liiwuli i I i 1 im a Tribune photo by CLIFF McBRIDE Joel Fisher, left, and Jerry Fineland stand in front of their newest discount store in the Main Street Shopping Center on North Dale Mabry Highway. Overall, Joel n' Jerry's employs the state maybe even in the and Finland believe that they've hit worked all our lives six, six-and- more than 250, including about 50 at Southeast. upon something in the business a-half days a week," Fisher said as the Carrollwood store. The chain is privately owned and world and are headed for further he stood at the front door and Finland and Fisher also believe Fisher declined to offer sales fig- success.

watched customers stream in. "It's there's potential for growth across ures. But it is apparent that Fisher "We're just two guys who have the American dream." YOUNG EDITIONS Books s. TNna tot lots to ieen mm Karla Kinney Business! Landmark Plaza 14308 N. Dale Mabry Hours: Thurs.

Fri. Sunday AKU lUStV II ui-i- I LOSE 10 14 20 LBS. FAST LOSE i I IIDTft4A.44IBC RJ AUV RlVC I 963-Q214 Wl wm wvi viibi aiw wm tenberg Homes franchise, has begun work on an 80-acre model home center near Carrollwood Village. The subdivision is called Belle Meade, and is located west of Dale Mabry Highway and north of Ehr-lich Road. Belle Meade will contain 133 homes, at least 2,100 square feet, built on homesites averaging one-third of an acre.

Andria II and Gulf-stream Homes will open 4-bedroom models in the community, with prices starting in the upper $100,000 range. Lyons-Raffo Corp. builds homes in seven other communities in Hillsborough County. GTE initiates its Personal Best awards GTE Data Services, a subsidiary of the GTE has honored some of its employees by presenting them with "Personal Best" awards. The awards are part of a company-wide program to encourage employees to not only meet but exceed the basic requirements of their positions.

Bob Kirchner, Mary Reiner and David Rosenblatt won Personal Best Gctiltitacn TANNING SPA ness information analyst for GTE Data Services, recently celebrated his 20-year anniversary with the company. Rupprecht, his wife, Car-mella, and their two teen-agers, Amber and Lance, live in WE USE THE NEW UVA BEDS' PERSONALIZED CONSULTATION PRIVATE ROOMS LISTEN TO STEREO MUSIC Vz Off sessiN 7JIS Tampa Palms sales thrive Criterion names new chief 968-4898 15638 DALE MABRY, TAMPA Sun WAREHOUSE I HI-TECH 1 Computerized dir I sii is? Body-typing and I 960-3338 I Crtsh Diets 1 AND LIFETIME DIET I food fids 11 com out ol our State of IMav 4 imports Irvebeen twenty pounds overweight 1 1 Or Cnzy I Art Syitom You'll Residential sales in Tampa Palms, a community under construction in North Tampa, have exceeded the $11 million mark in seven weeks. Seventy-one potential homeowners have signed contracts, and 30 people have closed on their new residences. Key Homes, Schaefer Homes and Gulfstream Homes have opened models in various subdivisions within Tampa Palms. Arthur Ruten-berg Homes and Masterpiece Homes are expected to open models later this summer.

Tampa Palms is off Interstate 75 near the University of South Florida. awards for their development of an interactive video system for use in GTE Phone Marts and customer service" centers. The system, called GTV, uses a touch screen, computer graphics and keyboard entry to enhance the company's point-of-sale marketing techniques. Bob Stuck won an award for designing revenue and expense spreadsheets that allow GTE Data Service managers to keep better track of their department's financial status. John Janis, a senior advisory systems engineer, was given an award for demonstrating that it is possible to build a functional expert system on a personal computer.

Janis designed the VoiceData Network Design Advisor, a system combining high-resolution graphics and artificial intelligence in an integrated voicedata network. Butch Rupprecht, a senior busi- tor the lost ana nor years, i ve tried everything. I thought I'd be overweight forever, until I was Introduced to the guaranteed weight control program. Now, ki one week, I've lost pounds and 7tt Inches. I feel healthy, simmer, my ctothes me better and best of at DWerant Body Typei I metabollza and Burn Pm-mimI FAIond Food totter or I slower.

Learn How to BOOT 1 I Accelerate your I KAHu.lun hiirnlnn I FUB If Robert Appleyard has been named chief operating officer for the Tampa-based Criterion Development according to a company spokesman. A former executive vice president for Criterion, Appleyard will be responsible for acquisitions analysis, overseeing development operations, construction, marketing and supervising all corporate activities. Criterion has played a major role in Hillsborough County real estate since the early 1970s. The company has developed and managed the Northdale and Northlakes subdivisions, and Brandon's Bloomingdale community. Criterion recently moved to new headquarters on the eighth floor of the Ashley Tower Building, 100 S.

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