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Spotlight on Cole's

Success Story

Cole's Cowboy Supply ropes 'em in

E.V. store thrives on popularity of team roping

Every heard of team roping? Many in the Valley might not be aware of the sport in which teams of two people on horses compete against other teams to lasso a steer as quickly as possible -- first by the horns or neck and then by the hind legs

Customers of Cole's Cowboy Supply in Mesa live to rope, attending events weekly or even daily from Gilbert to Queen Creek to Apache Junction.

Houses may be springing up throughout the Valley on previously undeveloped land, but the popularity of team roping -- and Cole's customers base -- are growing, said Rex Lamoreaux. He and his wife, Catherine, bought Cole's in 1988.

For each day in January and February, "The All Around," a monthly newspaper based in Pearce that covers rodeos, roping and barrel racing, lists from four to as many as 20 events happening in the state.

"When a cowboy needs a rope, they can come here and find what they're looking for," said Lamoreaux, 55, a Gilbert native who grew up on a farm and has participated in rodeos all his life.

Ropes account for 60 percent of sales at the store at 3050 S. Country Club Drive. Lamoreaux said his rope selection is among the best in the state.

The store also sells saddles, bits and other equipment for horses as well as accessories including buckles and hats.

Most of the ropes, which come in different widths and degrees of flexibility, are made of nylon or a blend of polyester and nylon. Each cost about $25 to $30, and an active roper might go through one rope a month, Lamoreaux said.

Corky Tucker, 63, of Chandler, recently dropped by Cole's for ropes and chose two of them from the wall of neatly coiled ropes on pegs.

Tucker, who has been roping the hind legs of steer as a "heeler" for about 20 years, carefully tested the rope like a musician would an instrument. He formed wide loops and flicked them in front of him.

Tucker said he's shopped at Cole's for more than 10 years. He likes the prices. "And I can get the ropes I need," he added.

Over the years, one thing that has changed at Cole's is that Ticker sees less of Rex Lamoreaux and more of his daughter, Lisa, he said.

That's because Lisa Lamoreaux Wheeler, 32, the oldest of Lamoreaux's five children bought the business from her father in August 2001. The change has feed up her father to promote the business at events throughout the Valley.

The personal effort makes a difference in getting the word out, she said.

Although she doesn't participate in team roping herself, Wheeler said she loves the sport and enjoys helping people get properly equipped for it. She's grown up with many of the customers, she says.

When asked about the secret of the store's success, father and daughter replied in unison, "Service, service, service."

Because of that emphasis, about 95 percent of the store's business is repeat business, Lamoreaux said.

The customer is your boss for the time they are in the store, he said.

Years ago, he put up a sign that said, "Because of the customers, we exist."

Wheeler kept the sign and added, "So smile."

She practices what she preaches, greeting many customers by name.

Fern Harmon, who lives in Sun Lakes and on a ranch south of Globe, stopped by recently to pick up a pair of leather chaps -- a Christmas present -- that she was having altered.

Harmon, who said she's in her 60's, said the chaps will help to prevent her jeans from getting worn and torn by cactus when she rides her horse.

Dallas Jones, 31, of Queen Creek, is a regular at Cole's

A construction worker by trade, Jones spends much of his free time as a "header" -- the one who ropes the steer's horns or neck. He recently stopped by for rope, table and gloves.

Cole's is a "one-stop shop" for team ropers, said Jones, an Arizona native who took up the sport nearly three years ago after riding bulls for more than five years.

"They have everything you need, or they'll go out of their way to get it for you, " he said.