When Mark Zoller took over his father’s rafting business, he found that his corporate experience went as far as his outdoor savvy.
In 2001, he and his wife Sherri Zoller bought what was then called Phil’s Whitewater Adventures after spending 16 years in management at UPS Inc. in Vancouver. He had worked on the river for the family business, which was founded in Vancouver in 1973, since age 15.
“I had never planned on taking over the family business,” Zoller said. “I was happy guiding on the weekends.”
When the couple bought the White Salmon-based company from Phil Zoller, it was profitable with about 3,100 customers a year, and Mark Zoller saw it as a financial and family opportunity.
“The numbers showed it would work and we realized we could run it as a family,” he said. “I knew I would kick myself if I didn’t try it.”
He sold his UPS stock and Vancouver home, took out a business loan and the family moved to the Columbia Gorge.
After changing the company name to Zoller’s Outdoor Odysseys, Mark Zoller contacted Columbia Gorge hotel managers and promised to build a new facility and expand his equipment and services if they partnered with him on guest packages.
“Every one of them shook my hand and said, ‘You spend the money and we’ll send you the business,’” he said. “And they did.”
They built the promised facility in 2001, and included a deli, Dutch oven cooking center, heated changing rooms and picnic area.
Since then, revenues have tripled, largely due to retail activity managed by Sherri Zoller. This year the company expects 7,500 customers, with 2,000 each in July and August.
“The rafting pays the bills and the retail center puts my kids through college,” said Mark Zoller, declining to share specifics.
The company has 30 employees, or five full-time-equivalents, who can earn $240 a day in summer.
Tourists and corporate groups from the Vancouver area make up about 80 percent of the customer base, and they yeild repeat customers and referrals.
“If I do good with a corporation, that brings me 125 guests,” he said. “Then I get 125 families involved and 125 circles of friends.”
Now, Mark Zoller’s brother Tracy Zoller runs an off-shoot of the company in Klickitat, Wash., and in 2004, Mark Zoller and company veteran Marq Box developed a branch in Hells Canyon near the Oregon-Idaho border.
Mark Zoller said his river knowledge has helped over the years, but he said smart administration has been vital, citing the help of his bookkeeper, attorney and accountant.
“When it comes to jobs you don’t want to do because you’re concentrating on what you’re good at, you hire someone to do it,” he said. “It costs, but it’s worth every penny.”
Zoller’s Outdoor Odysseys
Mark and Sherri Zoller, owners
1248 Highway 141, White Salmon
www.zooraft.com
(509) 493-2641
Charity Thompson can be reached at cthompson@vbjusa.com.
