The Burlap Horse

In 2001, Jeff and Melissa Haberstroh opened an antiques, home furnishings, and accessories showroom in Boerne, Texas, a tourist destination 30 miles northwest of San Antonio. They called their shop The Burlap Horse, and it was part of an historic district originally built by German and English settlers in the 1800s. But old buildings aren't always suited to modern retail. Jeff and Melissa could use less than half of their 2,344 square feet as selling space. The rest was encumbered by low ceilings, inadequate lighting, and bad traffic flow. So in August 2002, they secured a site on Boerne's Main Street, and sought financing to build a new 2,450-square-foot store.

The Haberstrohs took a creative approach to coordinating their new building with its historic surroundings, scripting an account of how a building in that district might have come to be. The story they chose is that of a blacksmith who immigrated in the 1800s. Like many immigrants, he built a barn first, then married and built the rest of his home; all from indigenous materials. The result of this approach is a building that expresses both internal harmony and congruity with its early American setting, creating romantic appeal for customers.

The Burlap Horse's largest showroom (1,728 square feet) is built in the style of a crib barn, with irregularly shaped, native limestone stones on the exterior. The "barn" features an authentic "smear-joint," as well as board-and-batten siding, painted moss green with Spanish red trim beneath a standing-seam metal roof. Inside the barn, exposed, galvanized metal ducts make it appear as though central heating and cooling were added after the original structure was built. Old-fashioned ceiling fans hang from the support trusses.

The storefront, made of reclaimed longleaf pine, includes two passage doors with the store's horse logo faux-etched in glass. Floors are scored concrete, caulked to look as though stone slabs were used, and stained the color of aged leather. Ambience bows to modernity, however, with track lighting overhead.

The "workroom" is clad in corrugated tin to suggest a lean-to addition. It houses inventory and a photography area, as well as two restrooms: one reminiscent of an old gas station bathroom, the other filled with Victorian accents.

In the 1800s, homes in Boerne were made of locally quarried limestone, roofs were clad in wooden shingles, porches spanned the width of buildings, and masonry fireplaces were built at their centers. The Burlap Horse's 384-square-foot "Sunday House" showroom is crafted in this historic style, with large blocks of limestone growing smaller as they rise, stone lentils capping windows and doors, and extra-wide doorjambs.

Inside, the ceilings mimic the prestigious historic homes of Boerne, with beams lined in crown molding. The walls are finished with white, painted wood panels topped by a ledge that makes a perfect display space. Above the wainscot, the wall bears a plaster-like finish, painted golden with a stained, decorative coating to highlight the hand-troweled texture. Floors are easy-care wood laminate in a rich gunstock color, and the working fireplace adds to the atmosphere.

While their new building was under construction, the Haberstrohs relocated The Burlap Horse to temporary space. Though a direct mail campaign told clients of the move, foot traffic decreased dramatically. After five months, the numbers began to stabilize, but not before The Burlap Horse lost $30,000 in sales.

The Haberstrohs' goal was to complete construction by September 2003, but delays led to a three-week closure of their business. Five thousand postcards announcing an October 11 opening were distributed, but weather-related power outages caused further delays, and a certificate of occupancy couldn't be issued for that date. So the Haberstrohs converted the planned opening reception into a "building" theme, with food served in paint trays set on a scaffold, and contractor's lighting serving as illumination.

Finally, The Burlap Horse opened for business on October 18.

The Burlap Horse is in Boerne's historic district, but it's also two blocks from the town's main shopping district. To contend with this, the Haberstrohs are developing additional signage and advertising in area magazines such as Cowboys & Indians .

They are also spearheading an effort to turn their area into the "place to be" in Boerne, proposing it as the River South Arts and Design District, which offers three art galleries, several professional businesses, and home design and decor stores. Jeff and Melissa hope the designation will allow additional signage and amenities, such as historic lamp posts and benches, to attract patrons attending festivals and art walks in the area.

In the meantime, even though foot traffic has dropped by half, it doesn't seem to have hurt the Haberstrohs' business. The rate of "browsing" customers turning into "buying" customers has grown dramatically, from 7 percent to 40 percent. And, as Melissa says, "The opening month of October saw a 74 percent increase in sales over the year before. Fourth quarter 2003 sales increased 85 percent." Equally impressive, the amount of time shoppers spend in the Burlap Horse has tripled to as long as two hours.

In seeking to make use of Boerne's charming history, the Haberstrohs may be making a little history of their own.