Five and Dime General Store: A Heartfelt Journey Through Nostalgia and Community
Step back in time and immerse yourself in the cherished values of yesteryears at Five and Dime General Store—a shopping experience that bridges generations and carries forward the legacy of the iconic Woolworth's. Nestled in the historically significant Santa Fe Plaza, Five and Dime effortlessly maintains the practic
ality and warmth of Woolworth's, catering to both locals and visitors alike. Whether you're a resident in need of a quick remedy or a tourist hunting for souvenirs and snacks, Five and Dime stands as a symbol of practical nostalgia. The story of Five and Dime General Store traces its roots back to a noble cause: the preservation of the Woolworth's site on Santa Fe Plaza. Earl and Deborah Potter, deeply embedded in their community through politics, economic development, and the arts, took action when Woolworth's announced its closure. The Potters joined forces with Woolworth's manager, Mike Collins, to rescue the site and create a thriving business that would serve the local community. Designed to uphold the spirit of the Santa Fe Plaza as a hub for locals, Five and Dime didn't forget the desires of present-day tourists. The Potters, along with Mike Collins, carefully curated a team with the right expertise to bring their vision to life. Though Five and Dime achieved instant success, the journey to their first sale was paved with obstacles and uncertainties. Negotiations with property owners and builders finally bore fruit as they reclaimed the original 1935 Woolworth's space. The grand reopening of the store was celebrated with pomp and, of course, Frito Pie. Frito Pie emerged as Five and Dime's signature dish, drawing locals for lunch, tourists in search of an iconic meal, and renowned food enthusiasts eager to savor American fusion cuisine. After a feature on "Parts Unknown" and a mixed review from celebrity host Anthony Bourdain, Frito Pie's fame skyrocketed, and the community rallied behind Five and Dime with overwhelming support for this historic dish. Starting with the iconic San Antonio River Walk, Five and Dime embarked on a journey to open stores in historic, family-oriented vacation destinations. Today, they have proudly expanded to every time zone in the US, boasting nine stores that encapsulate the essence of the past while catering to contemporary needs. Despite being a corporate entity, Five and Dime General Store has always viewed itself through the lens of a locally owned, mom-and-pop shop. Family has played a pivotal role in its inception and ongoing success, with many managers and associates working alongside their own kin. Nostalgia is at the core of the Five and Dime brand, anchoring the company in old-fashioned values that prioritize community over competition. Through their selection of old-timey toys, novelties, and snacks, Five and Dime delivers much-needed joy and memories to their cherished customers. A significant portion of Five and Dime's success can be attributed to their ability to connect with the local market, but an even larger part stems from their management style. The culture of leadership and the strong family bonds are as integral to the brand as the nostalgic charm of the general store. This commitment to family is an extension of their original dedication to the communities their stores serve across the nation. From Santa Fe to San Antonio, Branson to San Diego, Monterey to Charleston, Savannah to St. Augustine, and most recently, Jackson Hole, each Five and Dime store celebrates the unique culture and products of its community. These nine stores bring consistent economic growth to their respective locales and deeply intertwine with the individual culture and spirit of their historic, family-oriented tourist destinations. As the 25th anniversary approaches, the Potters reflect on the Santa Fe Plaza's significance as a communal gathering place. In 2004, in collaboration with the Santa Fe Community Foundation and other generous donors, they replaced the unsightly temporary stage on the Plaza with a permanent bandstand that embodies the enduring spirit of Santa Fe and provides another iconic assembly point for the community. Twenty-five years ago, the Woolworth's legacy was extended and preserved, bringing the charm and nostalgia of the golden past into the present through the establishment of Five and Dime. The Potter's original vision, combined with Mike Collins' insight, has grown into a panorama that is changing the lives of every member of the Five and Dime family.
