Granite closing Orem store

"I think RC Willey's proximity isn't as important as their owner," Taggart said, referring to Nebraska billionaire Warren Buffett's Berkshire Hathaway Inc. "He's got pretty deep pockets, and they use those pockets. Money helps success a lot."

RC Willey CFO Curtis Child admitted that Buffett's financial backing is helpful, but he said no amount of money could support an unsuccessful business. In the end, Child said, the stores are expected to make profit for their investors.

"They aren't putting money into the operations," Child said. "Actually, we have to send money back to them. We need to be a profitable enterprise on our own."

Randy Cummins, a creative director for DaVinci Advertising — which was hired by Granite to create a new ad campaign — believes RC Willey is successful because consumers fail to recognize there are alternatives.

"A lot of people say, 'I will never shop RC Willey again, but it seems like the only place I can get stuff,' " Cummins said. "We want people to know there are alternatives."

Taggart acknowledged RC Willey's domination but remained optimistic about Granite's future. With new consultants and efforts to target consumers interested in high-quality, lasting products, Taggart said Granite will once again reign supreme.

"We're not as big as RC Willey, but we think we're better," Cummins said.

Taggart agreed and even admitted to visiting the competition's stores to get good ideas, which will hopefully pay off for the Richards family down the road . . . and maybe once again in Utah County.

"We've learned a lot from (RC Willey)," Taggart said. "We'll be duking it out forever."

---

E-mail: lwarner@desnews.com