When two cigar stores opened close to the Downtown and Tempe campuses, the owner targeted students immediately and said he hopes more will become customers in the future.
Bart Gerber opened Churchill’s Fine Cigars on 44th Street and East Camelback Road in 1995. In the following years, two more locations popped up near ASU campuses.
One of the chain’s six locations is near the Downtown campus at 114 W. Adams St. and another is near the Tempe Campus at 640 S. Mill Ave.
“The main reason I opened (on Mill Avenue) was for, not necessarily ASU per say, but just the nighttime traffic from the bars and all the special events that go on down there,” Gerber said. “We do, obviously, business during the day, some of it from ASU students.”
The college student population is a small part of the shop’s clientele right now, but Churchill’s is making strides to increase that portion by adapting its marketing to college students, especially at the Mill Avenue location.
Larger cigars are not as popular as cigarettes among students, and the Churchill’s on Mill Avenue sells more regular and luxury cigarettes than any other location as a result, Gerber said.
In the past, Gerber has tried to advertise to college students through newspapers and other traditional mediums.
Since young adults communicate differently today, Gerber has looked for new ways to reach out to younger customers.
Nutrition science junior Bradly Hunter, 23, works at the Churchill’s in downtown Phoenix. Hunter said he only has a handful of costumers who are ASU students.
Hunter said he tells his friends about Churchill’s, especially through social media.
“Social networking is the way forward for advertising and marketing in any industry, not just the cigar industry,” Hunter said. “The biggest base would be with the younger people.”
Hunter encourages students to not be intimidated by the cigar bar and come enjoy the atmosphere that Churchill’s has to offer.
“I have kids come in sometimes and they sit and smoke in the lounge, and they are very twitchy and nervous not knowing what to do,” Hunter said. “We are all very laid-back and relaxed, anything goes. Cigar bars were built for a reason and that was to relax.”
A lack of disposable income among students provides a challenge for Churchill’s as the company tries to expand its clientele.
The average college student has $207 to spend each month after paying for rent, tuition and other needs, according to the ASU Student Media Advertising Department .
Economics sophomore Zach Pettitt smokes cigars occasionally and said it is difficult to buy cigars on a college budget.
“I probably would smoke more if I had more of a disposable income since money’s tight with college and everything,” he said. “That’s probably one reason why I limit myself a little bit more. I look at it as a way I treat myself.”
Reach the reporter at ehubbard@asu.edu
