The new
place is at 3152 Shadeville Road, just south
of SR 267 in Wakulla County. It's more than
twice the size of the previous store on
Woodville Highway, Zelznak said.
Before, the business was too small to display its inventory. "This gives us more of an opportunity to show people the full selection," he said of the new showroom.
Zelznak and Ackerman, who have been married for 15 years, bought the kayak store in January 2005. Their specialty is organizing and leading trips for enthusiasts and beginners to explore area rivers and wild places.
"I have been a paddler maybe about four years. I thought I'd enjoy it, and I had seen their ads," said Connie Graunke, who works at the Department of Education. She credits Ackerman and Zelznak with introducing her to the sport.
"It's just a relaxing, restoring kind of thing to do," Graunke said of the quiet trips on the water, away from the noise and distraction of town.
For
much of the summer, the lure of kayak trips
keeps The Wilderness Way staff busy. Peak
months are July and August as paddlers hit
the water to escape the heat. This cooler
time of year is more for the hardy souls,
who plan lengthy tours. "Touring is long
boats, lots of gear and long trips,"
Ackerman said.
Whatever the occasion, The Wilderness Way has doubled its revenues since 2005, Zelznak said. The store keeps its focus on all things kayak, including paddles, roof racks, clothing, guidebooks and its tour services, which are led by experienced guides.
Of course, it helps to have scenic, spring-fed rivers nearby. "I think a lot of people don't realize the great natural assets we have here," Zelznak said.
Paul Johnson, incoming president of the Wakulla County Chamber of Commerce, said promoting the area's natural attractions is a priority. "Our largest potential for an economic engine is natural resources," he said.
The Wilderness Way's grand-opening celebration continues throughout the weekend with drawings for prizes and other activities. The company Web site is www.thewildernessway.net.
