Stepping into The Local in downtown Parker immediately brings an overwhelming sense of community. Maybe it’s because most items are locally sourced from small business owners. Perhaps it’s finding food and unique gifts in the same space. It could be the fact that the store attracts locals as repeat customers while catering to tourists who want a treasure to remember their Colorado trip. Perhaps the combination of all three leads to the secret recipe of success for The Local in Parker’s quaint downtown atmosphere.
“We wanted a store that somebody from out of town could come in and find all kinds of unique things like souvenirs from Colorado to take home, but also a store that a local resident could shop in and find things that they like as well and just know that they’re locally made,” explains Jason Williams, owner of The Local in Downtown Parker.
For Jason and his family, it’s about creating a unique shopping experience and remembering the original mission of staying local. “I think that’s what’s different about us is just that focus on local, and when we opened the door, we literally put it on the front, so we gotta stay true to it.”
Jason and his wife, Jill Williams, have stayed true to their mission since opening their Parker location in August 2020. Their primary focus is on local vendors and supporting small businesses. Over 100 vendors are supported at the two locations Jason and Jill operate in Parker and Southlands and through the Parker, Southlands and Castle Rock farmer’s markets, proving that local support matters.
“Every vendor here has a different reason why they’re here,” Jason says. “Some, it’s a little extra money. Some are starting a business and it’s the first place they can get into. Their goal is to grow that business into something bigger.”
Between buying the Parker Farmer’s Market in 2013, purchasing the Southlands Farmer’s Market a year later, and opening both the Southlands and Parker stores, Jill and Jason keep busy supporting local businesses. Open from Mother’s Day weekend until the end of October, the Parker Farmer’s Market, in particular, speaks to the community in a way that exceeds their expectations.
“There’s something about the community in Parker,” Jason muses. “This Farmer’s Market out of any of the markets or events we do, the community owns it… the people just kind of make it theirs.”
Jason believes that much of his success is attributed to the wonderful community of Parker and the positive vibe they emit. This shows through the thousands of people who come out to the markets, rain, snow, or shine, and the atmosphere inside the stores, which elicits a sense of happiness and community.
Clearly, the Parker community recognizes The Local as a gem in their town. Every individual item is different, even between the two stores, and there’s no specific section where you’ll find all the candles or all the ornaments. Part of the ambiance is walking through the store to discover everything personally. As customers wander, they see the skill and mastery of local small vendors, and they feel like they are supporting that venture.
“I think people shopping here, it makes them feel good because they feel like they are supporting the cause,” Jason says. “There’s a hundred local small businesses in here that you’re supporting when you walk in.”
It all leads back to The Local’s passion for supporting local businesses. In addition to the stores and farmer’s markets, The Local hosts one-off events like Fall Festivals and the holiday event they do every year in Castle Rock. All the events work to support local vendors and give them a space to market their products.
“It’s been great to establish all these relationships and work with these vendors to where they know if they’re doing one of our events, they’re working with somebody that has their best interest at heart,” Jason explains.
"I think people shopping here, it makes them feel good because they feel like they are supporting the cause."