It’s here!

The 2021

Savvy Shopkeeper Retreat

September 12-13, 2021
Frugthaven Farm, Greenville, MI

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.

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 additional family members too. Plus we usually have other obligations that take up our time 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

Owned by fellow shopkeeper, April Petersen and her husband, Frugthaven Farm is a stunning 120 acre apple orchard and event venue that houses two 100 year old barns, a cidery, Kaffebar coffee shop, a Fresh Market, Pink + Frillos Boutique and much more!

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

Refresh 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.

Feel Inspired

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

Work on Biz Strategy

Prepare to work on your business while you’re here too. This retreat won’t be packed with biz sessions but you’ll 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 Notebook, a fab Swag Bag & more!

We’ll provide everything you need to take notes and follow the 2-day program. We also don’t want to send you home empty-handed, so you’ll head back with a fabulous tote filled with goodies!

Optional VIP Dinner Event

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

Daily Timeline:

September 11, 2021

Saturday, September 11, 2021

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

September 11, 2021
September 12, 2021

Sunday, September 12, 2021 – 9am 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 12, 2021
September 13, 2021

Monday, September 13, 2021

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

September 13, 2021

Retreat Ticket Prices:

$650 Retreat Ticket
$750 Retreat Ticket +VIP Dinner

(ADD-ON: $100 Adult Partner VIP Dinner Ticket)

See the Terms & Covid Policy below for more information.

This retreat is for you if:

  • You’re a retail business owner of any kind. If you own a brick-and-mortar retail business, if you’re an artist with an online shop or anything in between – we know retail has evolved over the years and we’re ready to serve you!
  • 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. We love all small business owners but 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 the 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 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 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. She’ll lead business sessions that will help you and your business grow, paired with time to connect, sprinkled with some fun activities and time to explore Frugthaven Farm.

Sunday – Day 1

8:30 am – Registration & Breakfast

9:30am Opening Remarks & Presentation by Kathy Cruz

10:30 am Mid Morning Break

11:00 am “The Well Oiled Machine: How to Create Systems & Processes to Help Your
Retail Business Run Efficiently.”

12:00 pm Lunch served

1:00 pm – Breakout Sessions

2:30 pm – Afternoon Break

3:00 pm – “Calendar blocking: Build your business around your life, NOT your life
around your business

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

8:00 pm VIP Dinner concludes



9:00 am – Registration & Breakfast

9:30 am – Opening Remarks & “Build Your Business Around YOUR LIFE” by Kathy Cru

10:30 am – Mid Morning Break

10:45 am – Morning General Sessio

12:00 pm – Lunch served

1:00 pm – Breakout sessions

2:30 pm – Discover Frugthaven – visit the Marketplace, Frugthaven or Kaffebar

3:00 pm – “The Well Oiled Machine: How to Create Systems & Processes to Help Your Retail Business Run Efficiently” by Kathy Cruz

4:00 pm – Conclude Day 1

5:30 pm – VIP Dinner begins (Optional, VIP ticket must be purchased)

Monday – Day 2

7:00 am Yoga on the Farm (Optional, Free)

9:00 am – Registration & Breakfast

9:30 am – Get Your Business Noticed! Learn how to get more foot traffic and online traffic to your retail business (Attendees will receive a printed copy of Kathy’s new E-book!)

10:30 am – Mid Morning Break

10:45 am – Group Photo & Grain Bin Photo opp fun!

12:00 pm – Lunch served

1:00 pm – Breakout Sessions

2:30 pm – Afternoon Break

3:00 pm – “Courageously Conquer Growth” & Closing Remarks by Kathy Cruz

4:00 pm – Event Concludes

Please note: More information will be shared as soon as possible regarding the business and breakout sessions. These will be tailored to shopkeepers attending. When you book your ticket, you’ll receive a questionnaire asking for your contact information and for specific information about your business model and what areas of your business you’d like to improve. This retreat is about serving YOU!

Call for Speakers

We have a very limited number of spots for speakers. If you plan on attending the retreat and/or live in the Greenville, Michigan area and have a valuable lesson to share or presentation to teach retail business owners, please click on the button below to submit your application. We’ll be in touch.

Local Hotel Accommodations

We have rooms blocked at two nearby hotels! Just tell them you’re looking for a room with the Savvy Shopkeeper group.

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.

Feel free to check for local Airbnb listings or if you want to “glamp”, check out this adorable vintage camper rental!

AmericInn by Wyndham

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: 20 Double Queen Bed Rooms, $127.90/night

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 Springs

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: 15 King Size Bed Rooms for $130/night OR 4 Double Queen Bed Rooms $140/night

Click on the link below to make reservations at the discounted rate. Simply select your dates and room choice. Use the blocked room code: Savvy Shopkeeper to get the above discounted rate.

Car Rental Options

You’ll find these car rental agencies at the Gerald R. Ford 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.


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.

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 12-13, 2021.

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.

All retreat payments are non-refundable but 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 here, feel free to contact me and my team with any question you might have. Send us an email at

Retreat Ticket Prices:
$650 Retreat Ticket

$750 Retreat Ticket +VIP Dinner

(ADD-ON: $100 Adult Partner VIP Dinner Ticket)

Ticket sales END on August 2, 2021 at 4pm EST.
Retreat tickets are non-refundable.
See the 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.