After 30 years in the business, Archery Headquarters owner Randy Phillips knows just about everything there is about the sport.
But archery’s recent popularity surge stumps him. However, Phillips isn’t willing to spend much time pondering the mystery.
“Archery has become cool. I can’t believe it get to say that,” said Phillips with a chuckle. “I don’t know why… I don’t look a gift horse in the mouth.”
After a pause he added, “Hunger Games didn’t hurt at all.”
How much influence the popular big screen series that showcases actress Jennifer Lawrence’s Katniss Everdeen character’s skills has or not has on archery’s appeal, Phillips’ Chandler business that he launched in 1989 is seeing the upside.
In the early years, business was very seasonal with 70% of the year’s revenue generated from June-August – prime hunting preparation months, Phillips said. Today, he gets a steady stream of about 600 shooters who own an annual or monthly pass, plus an additional 1,200 drop-ins.
“It’s become like an X Games sport. Millennials are loving it. Archery is becoming the cool hipster thing to do,” Phillips said. “A lot more people participate in archery than you realize. You just don’t recognize them. It’s not like they wear a pin that says, ‘I’m an archer.’’’
He’s right. The archery industry is estimated to be a $3 billion business by 2020, according to technology market research firm Technavio. In 2015, 24 million Americans ages 18 and older shot archery, according to Responsive Management, a tracker of national archery participation rates for the Archery Trade Association.
Phillips’ audience is a diverse group. Youth programs draw 8-year-olds, and classes and curiosity draw retired people. He’s got members on an Olympic competitive level and a former Olympic coach on staff. Some take intro classes and graduate at their leisure. Some, he said, would rather meet up for potlucks than keep score. Some classes are very competitive and others are more social.
Rates range from $8 an hour for a drop-in session up to $300 for an annual pass that grants the user unlimited access to the 24-hour facility. Some come in at 2 a.m. to shoot, gaining entry with a key fob. Lights turn on and off automatically.
The 10,000-square foot property features 6,000-square feet occupied by two indoor ranges and 4,000-square feet of retail space that provide enthusiasts with all the equipment and gear they need.
Taylor Zahora has been a drop-in regular for two years after catching the archery bug while on a hunting trip with friends. He can be found practicing the craft at Archery Headquarters at least twice a month and as many as three times a week, depending on his schedule.
“I bow hunt so practice is a big part of that. And all of that lends to stops at the shop, whether I need to practice indoors because of the weather, need equipment or having them tune my bows,” said Zahora, who lives in Scottsdale.
While archery is a competitive arena with several options in Arizona, Zahora said Phillips’ place is welcoming from the staff to fellow shooters, and there’s no pretension or judgment, which are among the reasons it’s his favorite spot for all things archery.
“I’ve meet lots of good people here and made friends I see outside of the range. There are varying disciplines and skill levels but no segregation,” he said.
A native of Globe, Phillips grew up in a hunting family and hunted all his life.
“There were no movies or anything else. It’s what we did on the weekends,” he recalled.
As a kid, it was all about rifles and shotguns. But as Phillips became a more experienced hunter, he was attracted to archery’s bow and arrow style.
“It was more challenging, which seemed really really cool to me,” he said.
Phillips became a contractor and then started manufacturing Arizona EZ Fletch, a fletching tool that makes and repairs archery arrows. Success led him to purchase an investment property. Opening an archery range and store was the natural next step.
He may not have his finger on why archery has become so hip lately, but Phillips realizes the sport’s appeal lies in its friendly approachability that most others lack. Here, it’s not about physicality as much as it is about practice and mental focus. And it’s a sport you can play solo or with others.
“The beautiful thing about archery is that you don’t have to be big, fast or strong to be competitive. Archery is such a great equalizer. Little girls can beat grown men. I see it all the time here,” he said.
Phillips has seen youngsters grow up at his range who now bring in their kids shopping for and using their first bows. He has also seen children who are socially awkward or have had a hard time connecting with their peers thrive in the archery setting.
“Kids who can’t be competitive in other sports can be competitive in this sport,” Phillips said. “There’s something magical about shooting an arrow and rooting for it to hit the target.”
Archery Headquarters
Where: 6401 W. Chandler Blvd., Chandler.
Employees: Five.
Interesting stat: The global archery equipment market is expected to achieve a Compound Annual Growth Rate of 9% from 2018 to 2022, according to Technavio.
Details: 480-961-3100, archeryhq.com.
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December 09, 2019
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Archery Headquarters in Chandler gets boost from the sport’s recent ‘cool’ status - AZCentral
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