Mountain Trails sits nestled on Winchester's Old Town walking mall at 115 North Loudoun Street, where owner Garry Green has cultivated something rare in retail: a store that feels like a community. After 34 years in business—the last 13 at this location—Garry has discovered what he calls "the Loudoun Street Magic," especially on Saturday evenings when the mall comes alive. He shares his passion during this episode of The Valley Today, with host Janet Michael and cohost Brady Cloven, executive director of Friends of Old Town.

Mountain Trails' move from its original Cork Street location transformed the business entirely. "The demographic literally went from climbers, backpackers, and travelers to just everyone," Garry explains. The visibility proved phenomenal, and the store has become an integral part of Winchester's identity, appearing regularly in social media posts and drawing visitors from states away.

Education Over Sales: A Revolutionary Approach

What sets Mountain Trails apart isn't just their inventory—it's their philosophy. Garry's mission statement centers on creating "a safer, more enjoyable wilderness or travel experience," which means the staff focuses on qualifying customer needs rather than pushing products. "We are not here to sell things to you," Garry emphasizes. "We try to qualify your needs and provide for those needs."

This approach resonates deeply in a business where equipment failures can have serious consequences. Whether customers are paddling the Shenandoah River for the first time or heading to Mount Everest base camp, their concerns receive equal validation. Garry recalls outfitting a gentleman for climbing Kilimanjaro, Africa's highest peak at nearly 20,000 feet. When the climber returned, he shared a remarkable moment: "I was at 16,000 feet and I heard you talking to me." The boots and backpack performed exactly as Garry had promised—the ultimate validation for the staff.

Curating the Right Gear for Every Adventure

Every single item in Mountain Trails serves a purpose. "Everything in Mountain Trails other than, let's just say a t-shirt, needs to function," Garry explains. "It has a job. And it needs to do that when you need it to do it." From rain gear to sock structure—yes, even socks matter—the curation process ensures customers receive appropriate equipment for their specific adventures.

The store's tagline captures this breadth: "hiking, climbing, trekking, travel." However, their secondary motto, "Quality Outdoor Outfitters," opens the door wider. International travelers heading to Peru or around the world find the education and experience they need. Summer canoeists discover dry bags and quick-drying clothing. Skiers find bibs and cross-country equipment. Technical rock climbers locate harnesses and safety gear.

Meeting Customers Where They Are

Understanding the customer's experience level proves crucial to Garry's approach. The outdoor industry's biggest emerging demographic is what he calls "the casual adventurer"—people who want to hike two miles to a waterfall with trail runners, trekking poles, and a day pack, then return to town for lunch. These customers have vastly different needs from long-distance trekkers carrying their "house on their back" for multiple days.

"Not everybody needs a $400 three-layer Gore-Tex rain jacket," Garry points out. While climbers heading to Mount Everest might need that level of protection, an $80 waterproof jacket works perfectly for someone's golf bag. This honesty builds trust. Moreover, the relationship continues as customers grow in their outdoor pursuits, returning to upgrade their gear as they tackle more challenging adventures.

The Power of Kindness and Experience

When hiring staff, Garry's number one criterion isn't outdoor expertise—it's kindness. "You have to put that customer's best interest at heart above anything else," he insists. This philosophy creates what international visitors have called "the feel" of Mountain Trails, something that distinguishes it from sterile big-box retailers.

The staff's personal experience matters tremendously. "They've been wet, cold, hungry, tired," Garry notes. "They're here to help you suffer better." Garry himself spent years guiding in Alaska and running outdoor adventure programs for the U.S. Air Force, helping service members decompress after deployment. He recalls a winter camping trip where a participant thought she wouldn't survive the night because her "butt was cold"—she hadn't inflated her sleeping pad. After inflating it and adding hand warmers, she proclaimed he'd saved her life. "You passed through a window," he told her, referring to those challenging moments all outdoor enthusiasts eventually face.

Beyond the Hardcore: Everyday Customers Welcome

While Mountain Trails caters to serious adventurers, everyday shoppers find unexpected value. Janet shares how the store helps her buy gifts for her mother-in-law who bikes the C&O Canal—despite Janet's self-proclaimed lack of outdoor interests. "I can come in here and just say, she does this and you can help me find the perfect gift for her," she explains.

The store even welcomes those who simply want to look the part. "I love this store even though I am not an outdoors person," Janet admits. Garry laughs, acknowledging that sometimes "it's all about the look." This inclusive approach means everyone feels welcome, whether they're heading into the wilderness or just want quality gear for weekend activities.

A Global Reputation Built on Local Service

The store's reputation extends far beyond Winchester. Visitors from Syracuse, Cleveland, and even international locations make Mountain Trails a regular stop. Garry recalls a family from Israel who declared it their favorite outdoor store globally. "We go into these stores all over the world, and this one is our favorite so far," they told him. What impressed them? The feel of the place—something intangible that staff members hear about regularly.

This atmosphere stems from Garry's operating principle: "Everybody's welcome until they're not." The staff genuinely cares, creating an environment that feels more like a community gathering space than a transaction-focused retail outlet. Social media serves not primarily as a sales tool but as "an instrument of familiarity," sharing articles about climbing, skiing, and outdoor adventures that customers want to read over their morning coffee.

Connecting with Mountain Trails

In mid-March, Mountain Trails will transition from their winter hours into regular hours: Monday through Thursday 10 AM to 7 PM, Fridays and Saturdays 10 AM to 8 PM, and Sundays noon to 5 PM. Customers can find them on Facebook and Instagram or visit mountain-trails.com for basic information, though the real experience requires stepping through their door on the walking mall.

Old Town Winchester: Building Community Through Events

Chocolate Escape Perseveres Through Arctic Conditions

The second half of the conversation shifts focus to Brady Claven, executive director of Friends of Old Town Winchester, who shares updates on recent events and upcoming attractions. February's Chocolate Escape faced brutal weather—17-degree temperatures with windchill predictions of negative 10 degrees—yet determined participants still filled the walking mall with their maps, hitting every participating location.

Approximately 30 merchants participated in the event, which aims not just to distribute chocolate but to drive foot traffic into stores during cold months. The strategy worked. Faire Isles, for instance, welcomed numerous first-time visitors, and overall feedback indicated people discovered stores they'd never visited before. "The point of it is to get people into stores," Brady explains, noting that participants might not linger outside as long in freezing weather, but they spent more time browsing inside.

Celebrating Black History Month Through Partnership

Friends of Old Town partnered with NAACP Winchester and secured generous sponsorship from Valley Health to present three Black History Month events. Typewriter Studio hosted a spoken word and art gallery night featuring Monica James and representatives from Selah Theater. Bright Box presented "History and Cocktails" with Nick Powers from the MSV delivering an outstanding historical talk about the Valley's Black history, tying into the upcoming VA250 celebration. Finally, Bistro Sojo offered a small plates and jazz night with a $35-per-person special menu and live performance by SU.

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