Things to do on and around Siesta Key
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Happy campers Ohio friends find volunteering atTurtle Beach Campground far from a job By Jane Bartnett
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Turtle Beach Campground hosts (left to right) Patricia Mugrage, Michelle Oberdier and manager Greg Steinberg welcome a new arrival.
or two longtime Ohio friends, spending a few weeks at the Turtle Beach Campground is a cherished tradition. Patricia Mugrage and Michelle Oberdier, both seasoned campers, began visiting the Siesta Key campground in 2014 with their children in tow. These days, when the pair crosses the bridge onto the island to complete their two-day journey, it’s just the two of them. Murage’s spacious travel trailer becomes their home. They even set up an informal living room under an awning just outside the door, complete with an outdoor rug and decorations. Flowering plants
and coastal signs create a welcoming space for the trailer that also serves as their office when they assume their Siesta Key volunteer job as campground hosts. “My husband owns his own business,” said Oberdier. “And my boyfriend has his own business too,” said Mugrage. “It’s peak season for them.” Added Oberdier, with a nod of her head, “They’re not beach people” as both friends laughed. “It’s perfect for us,” said Mugrage when asked about their short-term, beachside hospitality job. Serving as a Turtle Beach Campground host carries responsibility, patience and organizational skills, the
pair explained. Both had plenty of practice in these areas during their long and fulfilling careers as school bus drivers for Warren Local Schools in Ohio. The role of the campground host, they said, is to assist campers as they check in, offer ideas on where to go and what to do on the Key, check the grounds, and lend a hand to the campground manager. Last summer, Sarasota County recognized the women for their exceptional service and commitment. Together, the two logged more than 1,900 volunteer hours over a four-year period. “A heartfelt appreciation goes out to Patricia and Michelle, two essential faces of Turtle
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Swim City sells island lifestyle at gateway to Siesta Key
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Judy and Nick Johnson create branding that captures the feeling of the Key By ChrisAnn Allen
wim City owner Judy Johnson was raised on Siesta Key beaches. Her great grandparents lived on Beach Road. “I have such wonderful memories growing up here and I want to bring that joy to everyone that comes to our beaches,” Johnson said. From that mindset and a background in broadcasting, Johnson and her late husband, TJ, purchased and grew Swim Mart, which later developed into Swim City. Now, the business includes five locations, stretching from St. Pete Beach to Englewood. Locally recognizable by the large swimwear and surf shop at the corner of Stickney Point Road at the gateway
to the Key, the company started in 1989 when Judy and TJ decided to depart from their careers in radio/television advertising sales and purchased Swim Mart, then located on Bay Road in Sarasota. Judy said TJ sold airtime to the former owner, who suggested they buy his business. “Since we loved the water and I enjoyed fashion and I was in radio, music broadcasting, I thought it paired very well,” Johnson said. So, the previous owner introduced them to the different manufacturers, which included trips to New York, as well as Miami Swim Week -- the biggest swimwear trade show in the world. “Just really enjoying fashion and
swimwear, it was so fun to meet the vendors and reps to build those relationships to be fashion-forward and the first in the industry to carry certain brands,” she said. Their newly purchased business coincided with the start of the outlet mall boom, so they were able to operate as a retailer in those malls and, according to Johnson, became a “category killer,” meaning the other stores didn’t carry swimwear because they couldn’t compete with what Swim Mart was offering. “We were very fortunate at that time because that was really the beginning of that type of retail,” she said. They had eight outlet stores before becoming Swim City.
Initially, Swim City was a competitor, but the founding owners were retiring in 2008 and Johnson Nick and Judy Johnson in their beloved Volkswagen outside had a chance to their Stickney Point Road store. (photo by John Morton) purchase. She said there had been some pushback as certain because we want everyone to have a brands were concerned with being great time and get to know us in the associated with the name “Mart,” so stores,” she said. this transition allowed them to elevate Subsequently, they have a solid their branding. following that has been shopping Additionally, Johnson’s background at their stores for years. “Even in radio and sales helped her provide multigenerational, “ Johnson said. the music and create the “vibe” to set And the legacy Johnson and her the perfect ambiance for their stores. “We create a beachy, tropical vibe Continued on page 6V
1 MILE FROM SIESTA KEY BEACH
LOBSTER MAC & CHEESE BITES