Small ski shop marks 14 years

As a 12-year-old in Wisconsin, Ed Docter often doodled winter scenes of a ski slope named Ed’s Chute that led to an A-frame home in the mountains.

Today, Docter actually lives in an A-frame on Big Mountain — home of Ed’s Run — and he spends his winters fully submerged in the snow sports industry.

It’s safe to say that Docter, 40, is living the dream.

Docter moved to Whitefish in 1999, “site unseen,” after five years in Colorado. He was looking for an unpretentious ski town to open a ski rental and repair shop. Two months after he arrived in Whitefish he opened the doors of Tamarack Ski Shop on Wisconsin Avenue.

The early days were bare bones with four demo skis in stock that rented for $8 a day. But through hard work and “just being nice to customers,” the business began to thrive.

Fourteen years later the little ski shop is literally covered wall to wall with hundreds of skis, boards, boots and poles. He even managed to find space for Nordic skis to hang on the ceiling.

The price of renting demos has gone up over the years, although not that much. For $35 a day, a skier gets to ride the latest technology without the hassle of storage and worrying about repairs.

“If you ski 10 times a season, you’ll only spend $350 a year to ride the latest equipment,” Docter said.

Docter recently expanded the business to include retail sales of hard to find brands like Moment and Fischer.

“The customers demanded it from us,” Docter said.

Tamarack is the first shop in town to offer a rental ski delivery service. Docter says it’s the fastest growing segment in the rental industry.

“Tourists almost expect it now,” he said.

Tamarack is also known for its service work — waxes and tunes — but it’s their reputation as a “local’s shop” that has led to its success and longevity.

“That’s our niche,” Docter said. “Being a friendly shop that caters to locals. We really take care of the local skier. Our customers stick with us.”

When Docter looks back on his time in Whitefish, he can’t believe how far his shop has come.

“I never thought this would be a career,” he said. “I’m just doing what I can to get more people involved in the sport.”

He added, “I hope my sign is never in the Northern.”

Tamarack Ski Shop is at 505 Wisconsin Avenue. Call 863-9535 for more information.