Conform

Prior to modern big business franchising branches of their stores all over the world, small towns and even big cities had individual identities. Go to any town today and you'll see the same stores selling the same goods that you found in your own hometown. You can eat the exact same food from the same menu as those fast food places back home, or buy the same goods from the same stores that you usually shop. Unless there is some geological differences or landmarks, or the city has a particular theme, the charm of the area has been standardized by familiar sights.

Old Highway 66 was a perfect example of diverse and creative businesses. With its unusual variety of tourist traps, it called to travellers to stop and enjoy the gift shops, eateries, and strange museums that lined its entire length. When I was a kid and my family would visit relatives I loved seeing all of the interesting places, and reading the Burma-Shave signs. People remember the unusual or unique and identify a town with its landmarks. When travelling old Highway 40 through Wentzville, I remember the Southern Air restaurant, the train tracks over the highway, and the A&W root beer drive-in (now Pete's Drive-In). Today, I smile every time I turn the corner at the Southern Air, go under the tracks, and see Pete's Drive-in. It takes me back to simpler times when the summers were longer and every day brought new adventures.

Wentzville used to have a little ice cream shop known as Smiley's, I still hear people talking fondly about it. As with many small family-owned businesses, Smiley's was faced with stiff competition from modern business. Fritz's, Woogies, and of course Dairy Queen, which all combined took their toll on a small town ice cream shop. Smiley's finally sold out and became International Dogs & Cream. The new owner tried for several years to keep the small-town feeling but like Smiley's, they were overcome by modern marketing.

International Dogs & Cream was sold to Brian Koessel and became Goody's Ice Cream. Brian understands marketing and at his ribbon cutting, what he presented was a splash of color that has not been seen since the NBC peacock. The front of the shop is pink with multicolored pastel bubbles. On the patio are six tables with brightly colored umbrellas made of what looks like Hawaiian hula skirts. Goody's is an eye-catcher, and even though it's set back and tucked between two strip shops, Goody's will not be ignored. What Goody's lacks in location, location, location, it makes up for with unique ice cream desserts, food menu, small-town service, and color, color, color!

In the two years since opening, Goody's business has steadily grown and a neighboring franchised sandwich shop has felt the pinch of competition. Free enterprise works, but with success comes another whole set of problems. Unfortunately the City received a complaint about Goody's exterior appearance and signage, which started the code enforcement people to stir. Brian received a letter from Public Works that his signage is in violation of City ordinance and was given X number of days to come into compliance. There is no consideration that the signage has been there for years; it's a simple matter of ordinance. There is an appeal process and Brian has secured the services of a local attorney to plead his case.

In my not so humble opinion, in this case, it is unfortunate that the City's actions are driven by one competitor's complaint, but if Brian's frustration with the system can be tempered until the process has been brought to completion, perhaps Wentzville may be able to keep one of its newest landmarks. Brian has already been heard saying that he's considering closing up and moving to a town where they appreciate a small family-operated business running a unique shop in its community. Fifty years from now I wonder how many grown men and women will drive by where Goody's used to be, think about their childhood, and smile to pleasant memories of simpler times, longer summers, and every day bringing new adventures.