From Hot Tubs to High Peaks


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When Sky Matula envisioned the sixth showroom of The Hot Tub Store in Santa Rosa, California, he didn’t settle for the ordinary. Combining his passion for snowboarding with a desire for a distinctive showroom experience, Matula transformed what was once a bland office interior into a museum of sorts, capturing the attention of hot tub enthusiasts and snowboard aficionados alike.

Step into The Hot Tub Store’s Santa Rosa showroom, and you’ll find yourself surrounded by an impressive array of colorful snowboards adorning every inch of the walls. Dubbed the NorCal Snowboard Collection, this display features boards from iconic brands like Burton, Sims, Joyride and Avalanche. 

Matula’s innovative approach has transformed The Hot Tub Store’s showroom into more than just a place to browse hot tubs; it’s become an immersive experience. The snowboard showcase serves as an icebreaker, infusing personality into the showroom and leaving customers pleasantly surprised by the unexpected discovery.

It’s not the only showroom with personality — The Hot Tub Store’s five other branches feature large canvas prints of local landscapes that Matula took himself.

For Matula, who took the reins of his family business in 2013, it’s crucial to maintain showrooms for the modern era, especially because in 2023, the business celebrated its 50th anniversary. 

“Because we’ve been around for such a long time, it’s important to do projects to update our spaces,” he says. 

The Hot Tub Store’s Santa Rosa showroom stands as a testament to the fusion of passion, innovation and retail excellence.

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Author: Spa Search