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VIDEO

Beer and babes
'Don's Darlings' help drive-through business


By MIKE ELSWICK

Friday, May 18, 2007


Some may consider it blatant sexism.

But Longview businessman Don Talley said his latest marketing idea features nothing a person would not see at a public swimming pool. He is the originator of "Don's Darlings," a concept he says is nothing but a marketing ploy — and one he said seems to be working.


In the competitive world of pumping gasoline and operating convenience stores, Talley said he is always on the lookout for ideas to make his businesses stand out, grow and survive. His enterprises include Don's Food Stores, a liquor store and a drive-through beer barn.

"There are about 25 stores in this area that have closed, gone bankrupt," Talley said. "You've got to be on the cutting edge to survive."

One of his latest ideas is the placement of a large hot tub staffed by bikini-clad young women, dubbed "Don's Darlings," between the drive-through bays at the rear of his Don's at 1470 W. Marshall Ave.

"One of the problems we had was that when three or four cars got backed up waiting in line, the last one would get impatient and sometimes drive away," Talley said Thursday. "The idea is to keep them in line and keep them coming back — we're just trying to break the monotony of waiting in line."

At least a couple of customers Thursday afternoon were mixed on how effective the idea is.

"It seems like a good strategy to me," said Noah Drennan as he waited his turn at the drive-through. "It gets people in here and gives them something to do while they wait in line."

Richard Furhman, however, said he has known Talley and has been doing business with him for years. He was in line with his granddaughter in the back seat.

"Scantily clad girls are not the draw for me," he said.

Although the occupied tub only went into operation earlier this week, Talley said it is already turning heads and drawing customers.

He said he has had no trouble finding women to staff the tub for eight hours a day.

"Most of them are young, single mothers who need a job, and they have been excited about the prospects of getting paid to sit out in the sun, flirt with the guys and get a tan while being friendly," he said.

Talley plans for Wednesdays to be ladies day with young men "with six-pack abs" in the tub.

So far, the idea is only being tried out at his store at the intersection of West Marshall and H.G. Mosley Boulevard.

Susan Hasty was one of the women on duty in the tub on Thursday, wearing a tank top, shorts and straw cowboy hat.

"It's just a good clean job, and it's fun," Hasty said. "There's no more flesh revealed here than at a swimming pool. If you want that, go to a strip club."

Talley said he does not see his latest marketing ploy as being hypocritical or contradicting his recent public stand against extending beer and wine sales in dry areas of Longview. One of the comments he made in the campaign against Proposition 7 on the city ballot earlier this month was that expanding the sale of beer and wine into the city's north side could serve to increase crime and possibly lead the way for more sexually oriented businesses.

"There are certain things we are prohibited from doing and we will not do, according to state law," he said. "There's not going to be any nudity or exposed breasts. The laws are very explicit."

Talley said the tub occupied by women has drawn a handful of negative comments from customers.

"Overall, it's been very positive," he said.
 

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