December 28, 2020
2020 has been a very strange year full of unexpected challenges and obstacles. The New Mexico Bowl was played in Texas, the UNM Lobos became the Las Vegas Lobos for football – and the Lubbock Lobos for basketball. Churches were deemed to not be “essential”, but liquor stores were. It has felt, for most of the year, that we have been ruled rather than governed – and that some of the rules favored the big players rather than the small local businesses who have taken it on the chin.
Against this chaotic background some people in the gun industry began taking advantage of this unprecedented situation by preying on people’s fears and concerns. Price-gouging on ammunition and other products required by sports shooters and first-time gun owners has become quite common.
In my mind that is tragic.
I want all of our customers – the regular shooters, the first-time gun owner, the plinker, and the competitive shooter to know, that Calibers will never price-gouge. Our core values simply will not allow it. This year we maintained the same profit margins we always have on all of our products. We refrained from raising any prices, and in fact offered several major discounts this year, on range time, memberships, and our many classes.
Calibers is in this for the long run and we feel that we must treat our customers fairly at all times, especially in difficult circumstances.
Message to the NM Shooting Community
Throughout 2020 we also continued our commitment to our community. We raised enough money for breast cancer awareness, in conjunction with Hooters, that the local Hooters restaurant we partnered with was the number one fund-raiser in the country. We held food drives in both ABQ and Clovis – as well as toy drives for the Marine reserves. We held numerous blood drives at each of our locations, and we gave away an endless supply of goods and services to charities for raffles and other fundraising efforts.
I feel compelled to write this, not because I want to pat us on the back, but because I want you to know that we are dedicated to being a part of the community… our community, for many years to come. In a strange way 2020 was the best thing that could have happened to Calibers. It tested our resolve and our commitments. It made us take a hard look at the core values that drive us, and we came through it with a renewed passion for the work we do, and the contribution we make to the cities we are fortunate enough to serve. We are thankful for all that we have, especially our members, customers and dedicated staff.
Here’s to putting 2020 in the rearview mirror and looking forward to a safe, and hopefully more “normal”, 2021.
Dennis Burt- Founder