2022 Savvy Shopkeeper Retreat

Focus on Foundation:
Build An Unshakeable Retail Business

September 18-19, 2022
Frugthaven Farm – Greenville, Michigan

Ticket Sales Close, Monday, August 15, 2022 at 4pm EST

This isn’t your typical
retail business conference.

This is a beautifully curated, intimate 2-day event where independent retailers
can refresh their minds, get inspired, and find strategic business support.
If you’re an independent retailer looking for a unique retail business conference,
consider joining us for the Savvy Shopkeeper Retreat!

You DESERVE this!

I know firsthand how hard Independent Retailers work. Not only do we run businesses, but we take care of our immediate families, kids, pets, and sometimes extended family members too. Plus we have other obligations and it often seems like there isn’t enough time in the day to get everything done. We love our lives and those close to us, but we often neglect ourselves. This retreat is an opportunity to put YOU first, without feeling guilty or asking for permission. It’s time to prioritize YOU.

About Frugthaven Farm

Frugthaven Farm is a stunning 120 acre apple orchard and event venue owned by
Master Shopkeepers group member, April Petersen and her husband Mike. This property houses an apple orchard,
two 100+ year-old restored barns, a Cidery, Kaffebar coffee shop, Pink + Frillos Boutique and much more!

Savvy Shopkeepers are taking over Frugthaven Farm for this
2-day retreat and you won’t want to miss this!

Your Mind

An event where the details are covered and you simply have to arrive at the Farm each day, we’ll do the rest so your mind can breathe a bit.


This retreat will focus on giving attendees the opportunity to connect and have conversations. Shopkeepers are often inspired by each other.

Work on Biz

Prepare to work on your business while you’re here too. This retreat won’t be packed with biz sessions but you will have space to strategize and learn.

What if you could…

Skip the crazy busy conference schedule, the big stages and the hyped-up speakers so you can spend some time on YOURSELF and your business.

  • Spend time connecting with other retail business owners
  • Learn from Kathy and get dedicated focused time so you can strategize and grow your business
  • Revitalize your mind and soul all while enjoying the outdoors and a beautiful farm property

Your invitation to this experience includes:

All-day beverages, meals and snacks service

We want to keep you fed, hydrated and energized. You won’t have to leave the Farm to figure out where to grab lunch and you certainly won’t find yourself hungry throughout this 2-day event.

Photo opportunities on a beautiful property

We’re ready to fill your Instagram feed! From a styled photo opp area to mini photo sessions at Frugthaven’s charming grain bins – you’ll have plenty of images for social media and saving memories.

Program Workbook, a fabulous Swag Bag & more!

We’ll provide everything you need to take notes and follow the 2-day program. We’ll spoil you a little too, so you’ll head back with a fabulous tote filled with gifts! Leave space in your luggage for the goodies!

Optional VIP Dinner Event

Join us for a delightful, locally catered dinner event in the unforgettable setting of Frugthaven’s beautiful Cidery patio (weather-permitting) where you’ll enjoy a delicious, chef-prepared, farm-to-table dining experience with live music and an exclusive guest interview.

Daily Timeline:

September 17, 2022

Saturday, September 17, 2022

If you’re traveling from a long distance, we recommend using this day to travel and check-in to your accommodations.

September 17, 2022
September 18, 2022

Sunday, September 18, 2022 – 8:30am to 4pm

Check in at Frugthaven Farm at 9am for Day 1! Our day will conclude at 4pm. If you’re grabbing the VIP Dinner ticket (and you’ll want to!), you’ll have time to freshen up and return to the Farm at 5:30pm

September 18, 2022
September 19, 2022

Monday, September 19, 2022 – 8:30am to 4pm

Day 2 at Frugthaven Farm starts at 9am! We’ll be sad to see this 2-day retreat come to an end but you can make arrangements to head back home at 4pm. Plan accordingly so you don’t miss the end!

September 19, 2022

Retreat Ticket Info:

$700 Retreat Ticket*
$825 Retreat Ticket +VIP Dinner

(Optional add-on: $125 Adult Partner VIP Dinner Ticket)

Ticket Sales Close, Monday, August 15, 2022 at 4pm EST

Only 15 seats left!
*Retreat tickets are non-refundable. See tickets Terms & Covid Policy below for more information.

Who is the Savvy Shopkeeper Retreat for?

This retreat is for you if:

  • You’re a retail business owner, particularly if you own a brick-and-mortar retail business!
  • You’re ready to connect with other shopkeepers in-person all while letting us handle the details so you can breathe a bit.
  • You’re looking for an event that offers valuable business content and lessons all while giving you some white space so you have time for fun too – because that’s important!

This retreat is NOT for you if:

  • You aren’t a retail business owner. Well, we love all small business owners and you are welcome to purchase a ticket but please know that sessions will be focused on running retail businesses.
  • You’re looking for a typical 2-day business conference packed with speakers and back-to-back sessions where experts pitch to you at the end of each session. No spamming here!
  • You’re not ready to prioritize yourself, have fun or enjoy all that Frugthaven Farm has to offer!

Meet Kathy and take a look at our program…

Kathy Cruz is a Retail Business Coach AND a fellow shopkeeper, yes she owns a retail business too! A brick and mortar store that she co-owns with her sister in Lakewood, Ohio

Kathy’s struggle to find content, a resource or a podcast just for retailers led her to start the Savvy Shopkeeper blog in 2016. Now Kathy hosts the Savvy Shopkeeper Retail Podcast and 2 group memberships where she helps retail business owners work less, profit more and grow.

Kathy’s vision for this 2-day retreat is the result of years of listening to shopkeepers and what they’ve been looking for. At the retreat, Kathy will lead and teach business sessions that will help you and your business grow, paired with time to connect, sprinkled with fun activities and time to explore Frugthaven Farm.

Sunday – Day 1

8:30 am – Registration & Breakfast

9:30am Opening Remarks + Ice Breaker Session by Kathy Cruz

10:30 am Mid Morning Break

11:00 am Presentation #1 by Kathy Cruz: “Master Your Mindset”

12:00 pm Lunch served

1:00 – 1:45 pm – Breakout Session #1 (Choose:
1) “Build An Unshakable Social Media Foundation” with Jessica Thompson
2) “Culture Is What Happens When You’re Not Around” with Stacy Schnieber
3) The Zen Zone)

1:45 Short Break

2:00 – 2:45 pm – Breakout Session #2 (Choose:
1) “Shakin It For Dollar Bills Ya’ll – How To Build Your Video Content Muscle” with Jessica Thompson
2) “Empower Your Employees: How to Effectively Lead Teams Through Performance Management” with Stacy Schnieber
3) The “Zen Zone”

2:45 pm Short Break

3:00 pm – Presentation #2 by Kathy Cruz: The Shopkeeper’s ScorecardMeasure Your Performance and Improve Your Strategy”

4:00 pm Event concludes – Break to
freshen up for VIP Dinner Event

5:30 pm VIP Happy Hour

6:00 pm VIP Dinner Event with Special Guest Interview

8:00 pm VIP Dinner concludes

Monday – Day 2

8:30 am – Registration & Breakfast

9:30 am – Presentation #3 by Kathy Cruz: “Retail Planning: Create An Action Plan For Growth”

10:30 am – Mid Morning Break

11:00 am – Breakout Session #3 (Choose:
1) “Shop Owners Chat” [Group Meetups by Business Type, ie. Gift Shops, Apparel Stores, Home Decor]
2) Explore the Farm

12:00 pm – Lunch served

1:00 pm – Shop & Social in the Cidery!

2:30 pm – Afternoon Break

3:00 pm – Door Prizes + Closing Remarks by Kathy Cruz

4:00 pm – Event Concludes

Please note: When purchasing your ticket, you’ll be asked for contact information and to answer a couple questions about your business. This will help us tailor retreat content to shopkeepers attending. This retreat is about serving YOU!

Local Hotel Accommodations

We have rooms blocked at two nearby hotels!

The Americinn by Wyndham is the closest option at just .5 miles away – a short walk or drive away!

The Holiday Inn & Suites Cedar Springs is 17 miles away and easy to get to in approximately 20 minutes with only one turn from Rt. 57 to Rt. 131.

Click on the arrows next to each hotel name to open for more details and block room codes. If you’re unable to open the boxes on mobile, please visit this page on a desktop/laptop.

Local “Glamping” Options:

If you want to “glamp”, check out this adorable vintage camper rental, this Glamping Girl’s option OR Harvest Hosts if you want to travel in your own camper! recommended by Frugthaven Farm Owner, April!

Other options:

Also, feel free to check for local Airbnb and VRBO listings if you’d prefer to rent a space of your own.

AmericInn by WyndhamClick on the small arrow icon to see booking details for the Americinn.

Find your home away from home with cozy comforts at AmericInn Lodge & Suites Greenville. Located right off Route 57, this hotel is down the road from Greenville Municipal Airport and a short drive from Gerald R. Ford International Airport (GRR).

Blocked: Up to 25 rooms, prices start at $119.90 (includes 10% discount)

Call Americinn to reserve your room and use the code SAVVY SHOPKEEPER (make sure you are speaking with an agent at the Greenville location and not the general reservation line): 616-754-4500

The Holiday Inn & Suites Cedar SpringsClick on the small arrow icon to see booking details for The Holiday Inn.

Holiday Inn Express & Suites Cedar Springs – Grand Rapids North has easy access off US 131, this hotel is conveniently located 20 minutes north of Grand Rapids, allowing you to experience both big city excitement and small town charm.

Blocked: 8 Double Queen rooms $145/night or 12 Standard King rooms $135/night

Click on the link below to make reservations at the discounted rate. Simply select your dates and room choice. OR call this location directly 616-696-0450. Refer to the “Greenville Conference” or use the group code “FCE” if asked for a group code.

Car Rental Options

You’ll find these car rental agencies at the Gerald R. Ford (Grand Rapids) International Airport

  1. Avis
  2. Budget
  3. Enterprise
  4. Hertz/Dollar
  5. National/Alamo

Get more of your
questions answered!

Click the plus signs to open the answer boxes below. If you’re unable to open the boxes on mobile, please visit this page on a desktop/laptop.


These guidelines will help us ensure a safe experience for all participants, staff and attendees. We will follow CDC Guidelines regarding mask requirements on September 18-19, 2022.

We are taking and will continue to take measures to ensure the health and safety of all involved. However, there is no way to eliminate the inherent risk of exposure to COVID-19 that comes with an in-person event. By attending this event, you voluntarily agree to assume all risks related to exposure to COVID-19.

You agree not to attend if you test positive for COVID-19 or display symptoms associated with COVID-19. Please be forthcoming to keep us all safe and healthy.

Depending on the current state of Covid-19 in the U.S. the week leading up to this event, we may ask all guests to confirm a lack of COVID or flu-like symptoms 48 hours from arrival via email.

Hosting the Savvy Shopkeeper Retreat at Frugthaven Farm provides us with the ability to have plenty of space and practice social distancing, if necessary. Along with ability to utilize large outdoor areas and open spaces for fresh air. The average high in Greenville, Michigan in September is mid-70’s and the low is mid 40’s. Please dress accordingly, particularly if you want to enjoy the outdoors for meals. You will take personal responsibility for your comfort and risk level.  

Once onsite if you present symptoms or feel sick then we will ask you to self-isolate and we will provide all the help we can, which may include: help to get you to an off-site accommodation location, test, and treatment if necessary.

Due to the nature of this event, details are planned and personalized far in advance for each of our guests, therefore all payments are 100% non-refundable. Payment plan options must be paid in full or your retreat ticket will be forfeited.

All retreat payments are non-refundable, however if you are able to provide proof that you were not able to attend due to Covid-19 illness, we will transfer your ticket to the next Savvy Shopkeeper retreat so you can attend in the future.

We strongly recommend purchasing refundable airline tickets and/or travel insurance that covers all possible issues related to travel including delays or change of schedules if this is a concern for you.

If your question wasn’t answered above, feel free to contact me and my team.
Send us an email at retreat@savvyshopkeeper.com.

Retreat Ticket Info:

$700 Retreat Ticket*
$825 Retreat Ticket +VIP Dinner

(Optional add-on: $125 Adult Partner VIP Dinner Ticket)

Ticket Sales Close, Monday, August 15, 2022 at 4pm EST

*Retreat tickets are non-refundable. See tickets Terms & Covid Policy above for more information.

Would your Brand like to sponsor the Savvy Shopkeeper Retreat?

We would love to highlight your company, software, wholesale brand or service to our shopkeepers. There are opportunities for event sponsors, door prize giveaway donors and swag bag contributors. Click on the button below to contact us and get more information.