25 Years Later, Bob Benton’s Sporting Goods Store Thrives on Swarthmore

Photo by Rich Schmitt, Staff Photographer
Two years ago in March, Bob Benton faced a crisis at his sporting goods and clothing store on the corner of Swarthmore and Monument. His landlord, Palisades Partners, announced that it was going to hike rents to “market level” on its Swarthmore properties (18 of the 22 storefronts on the 1000 block), and his proposed new lease would nearly double. Benton knew he couldn’t find a similar, affordable location in the Palisades, but could he afford to commit to a five-year lease? Benton received an outpouring of public support from his regular customers, yet negotiations with the landlord dragged on for more than a year before Benton finally decided to plunge ahead and “make the new lease work,” he told the Palisadian-Post in September 2005. “I made a good decision,” Benton said this week, as he continues to celebrate the 25th anniversary of his store. “I’m still living here with my family, I’m still making a living, the community needs the products we offer, and I’m doing something that’s my life.” Benton said the new lease has “forced me to do a few things differently, like taking the quality of our products up a notch. If you’re carrying a basketball for $12.95 and you can sell a better basketball for $19.95, you won’t lose customers here in the Palisades by simply carrying the more expensive ball, or by offering $10 Speedo goggles instead of a $5 model. “Most residents won’t drive out of town just to save a few bucks,” Benton said. “And when it comes to kids, parents want the best quality shoes and equipment.” Benton gives major credit for his store’s success to Dottie Henkle, who has been on his staff since 1984. “That was a great hire,” he said, beaming. “About two years after I opened, I needed a manager. Dottie was divorced, a single mom with four kids, and she had no real experience, but she was a customer of mine, she needed a job in town so she could watch after her kids, and she had helped her ex-husband in his construction business. “Dottie has evolved into being one of the best buyers you’ll ever see, a person who is respected in the industry,” Benton continued. ‘With a store this size [just 2,200 sq. ft.], we have to be very selective in ordering our inventory. Very few people drive to the Palisades to shop, and you don’t want residents leaving town to shop, so you have to offer a variety of clothing lines–running shoes, workout wear, surf wear, jogging bras, everything–and you have to anticipate six months in advance what’s going to appeal to the people living here.” Bob Benton knows he is fortunate to have a business that reflects his life-long interest in sports. “I was a sports junkie as a kid. When the World Series was played during the day, I’d tell my mom I was sick so I could stay home and watch the game on TV. It was always baseball: playing the game, trading cards, listening to Vin Scully on my transitor radio when I was in bed.” He was 11 and living in Tustin when the Dodgers came to L.A. in 1958. After his family moved to West L.A., Benton attended Loyola High School and then Santa Clara College, where he landed a job running the baseball stadium and announcing all the games on the PA system. “I was the voice of Buck Shaw Stadium,” he said with a laugh. After graduating in 1969 as a business major, Benton landed a job in commercial lending with Union Bank in downtown Los Angeles. Six years later he became controller for a record company, Music-Plus, “where I got my retail experience” and also began consulting for a sporting goods store in San Diego. “That’s how I heard that the owner of Smith’s Sporting Goods was going out of business and his store in the Palisades was available, in the former Norris Hardware location,” Benton said. At that time, Benton and his first wife and lived in Manhattan Beach and had two young children. “We decided to come up here and buy a house,” he said, “because it would allow me to have a business but also do the things at home my wife was unable to do because she worked downtown as a banker.” Benton recalled that his store’s previous owner, Milt Smith, was Mr. Addidas (the shoe’s trademark three stripes are still on the ceiling), and “his store was literally jock straps, gray sweatpants and track shoes,” at a time when the sporting goods business was transitioning into broader-based fitness clothing and popular new youth sports such as AYSO soccer. “In 1982, Pacific Palisades didn’t have a population base to support a surf and beach volleyball shop, a running gear store, an athletic equipment store and a clothing store, so I kind of wrapped all those into one business,” Benton said. “The biggest change in my store has been to become much more family oriented,’ he continued. “Our kids’ business is about half of our business now, from the early days when it was hardly anything. Families come in for soccer gear, baseball gear, volleyballs, basketballs and playground balls, and we do a big business with the YMCA swimmers, young and old.” Asked about important decisions he has made along the way that worked out well, Benton replied, “The key decision was not to specialize in any one thing and to make a business commitment to family. That’s really where we’ve had our growth, selling to young girls and young boys, but also to parents who come along with the kids and spot something they need themselves. This is not a glamorous Montana Avenue store that tries to appeal to the 18-to-30 ‘looking good, feeling good’ crowd. Our market is under 15 and over 45. “You have to cater to your market or you don’t survive in this town,” Benton added. “It’s like opening a restaurant here without a kids’ menu. Pearl Dragon is the only place with a hard liquor license, but look all the kids that eat there.” Benton has been married for 12 years to Sue Kohl, the assistant manager at Prudential California Realty. “She brought five kids to the marriage, I brought three,” he said. “Six of them played in the PPBA (Palisades Pony Baseball Association), and that’s how Sue and I met: I coached her son, David, on the Orioles, when he was 9. My son Michael was also on the team.” Benton coached baseball for about a decade and has been the volunteer commissioner of the PPBA for about 20 years. Along the way, he played a pivotal role in the community-based $1.5-million renovation of the long-neglected playing fields at the Palisades Recreation Center. “I had a guy retiring from my board, Mike Skinner, and I figured he needed one more volunteer job, so I encouraged him to pursue the new fields,” Benton said. “Mike and I became a two-man committee and he was the guy who made it happen.”