JR’s True Value

 

Waupaca County Post

June 15, 2006

By Angie Landsverk, Post Staff Writer

 

JR’s Waupaca True Value Celebrates 25 Years in Business

 

            When JR’s Waupaca True Value opened on Main Street more than two decades ago, there were parking meters and empty store fronts.

            In fact, Roger and Gloria Coenen had their choice of buildings, and after doing a traffic study chose the one they have been in ever since.

            Their location at 202 S. Main St. has suited them just fine, and this year, they are celebrating their 25th year in business.

            “Ken Petersen campaigned for us to come here,” Roger said.

            Petersen had seen the Coenen’s hardware store in Hortonville, and recommended that Roger visit Waupaca and look over the building on South Main Street that had stood empty for a couple of years.

            “I thought there was something here for us to do,” Roger said.

            A year after opening their store in Waupaca, they opened another in Manawa after residents from that area continued to ask Coenens to do so.

            Roger’s brother Don ran that store for a while. They sold the Manawa store 12 years ago and closed the Hortonville store around 1987.  “We were leasing the building, and it was not a good situation,” Roger said.

            Through the years, they have weathered a few “storms”.

            A fire in 1984 caused $600,000 worth of damage.  It is believed to have been started after someone threw a smoke bomb into the store.

            Then on June 11, 2002, Roger was attending a meeting in Greenville when he received a phone call from the Waupaca Police Department, telling him that his store was down.

            Roger immediately drove to Waupaca where he found bricks form his building all over the street.

            “We were open by 8:30 a.m. the next day, even though the building was leaning 15 to 16 inches,” he said.

            The building’s roof and brick wall were repaired by Dec. 1 of that year, and Roger always breathes a sigh of relief each year when June 11 passes.

            He explained that the main structure of his hardware store is beam and post, a unique type of building that is not seen anymore.

            “We could have taken the building down,” he said.  “I thought that would have looked awful – a big hole here.  It is kind of a focal point in all the old pictures.”

            When JR’s opened at 8:30 a.m. on June 12, it was just a little later than usual.

            The store has always been about customer service – open at 7:30 a.m. until 6 p.m. on weekdays.  The store is open until 5 p.m. on Saturdays and from 8 a.m. to noon on Sundays.

            Gloria says that among the first locals to welcome them to town was George Drivas, who still stops in every morning after his stop for coffee and who also drops off his lawn mower every spring for a tuneup.

            Roger said they have made many friends throughout the area and many high school students have worked for them.  These former employees often return with children of their own and always say the store has not changed, said Roger.

            The Coenens have four children, 11 grandchildren and one great-grandchild.

            Daughters Rochelle, Chris and Bonnie were the main part of the crew in Hortonville.  Bonnie is the manager of JR’s and has been working in Waupaca for eight years.

            The initials “JR” sand for the Coenen’s son, Jeremy Roger.  “JR” was also Roger’s nickname when he was in high school.

            “Six of the 11 grandchildren at one time have worked here,” Gloria said.  “The others aren’t old enough yet, but their time is coming.”

            Gloria continues to do the bookwork and advertising for the business, and Roger has always been known for his locksmith expertise.

            “Locksmithing and keys really are our niche business,” Gloria said.  “The Chain O’ Lakes is wonderful in the summer for our locksmith business, because they (keys) fall out of their pockets and end up at the bottom of the lakes. He has the capability of making a key without a key.”

            Both Roger and Gloria commented on how loyal their customers have been through the years.

            After the fire and then the storm, customers came in not only to buy things but also to help.

            Roger says the unique thing about Waupaca is its Main Street.

            The Coenens have been a part of it for almost 25 years and pride themselves on their customer service.

            ‘If you’re buying 6 gallons of paint, we carry the pain to the car for you,” she said.

            Roger says they have always tried to keep the building as original as it was and adds they were fortunate to have the strength to make it past the fire and storm.

            He also saw the removal of those parking meters and witnessed a rebirth in Waupaca’s downtown.

            “It’s a good community,” he said.