Shops at Tallgrass business that opened during the pandemic has closed because of it

Starting any new business is tough, but starting one in a pandemic means a whole lot of extra hurdles.

That’s what Brandi Phifer learned when she opened a Pinspiration franchise last year at the Shops at Tallgrass near 21st and Rock Road.

“It’s COVID, and people didn’t come out,” she said.

Phifer has closed the business.

In March when Pinspiration debuted, Phifer said it looked like the pandemic was easing.

“We were thinking that people were going to be ready to get out and do something different and fun.”

The business was a do-it-yourself craft studio with all kinds of projects to make art, such as paintings, or gifts, decor or accessories.

There also was a VIP room for parties, corporate events and fundraisers. It also had a private splatter room within the VIP area for participants to throw paint at a canvas Jackson Pollock style.

Phifer said the problem was when people did start getting out more, her competition wasn’t solely other craft studios.

“We started competing with everybody that was opening up from the pandemic.”

Also, she said a lot of people told her, “We had no idea you were here.”

Phifer said changes in traditional media outlets and the difficulty of social media presented problems getting the word out.

“You have to really be able to target what people are looking for, and that changes daily,” she said. “The marketing is a huge issue.”

Phifer said it’s also an “incredibly expensive issue.”

Also, she said people’s expectations sometimes weren’t realistic. For instance, they might see a craft project that takes just a few minutes in a social media video and not realize it actually takes more like three hours to create.

“There’s a lot of education that needs to happen with the public,” Phifer said. “That being said, I loved it. I loved having the kids come in.”

She said watching them successfully complete projects “was amazing.”

Craig Simon, a Landmark Commercial Real Estate broker who handles leasing at the center, said he thinks a craft studio is a great fit for the space.

“I . . . thought it was a great business, great concept,” he said. “It’s just like a fun little gathering place.”

Simon said he’d like to see another craft studio go in, and he said it wouldn’t have to be a franchise.

Phifer said she doesn’t want to see other craft studios go out of business.

“We’ve got some amazing art places in town, and I strongly encourage people to go out and support them.”