Before Brownfield’s opened for the day on Wednesday, Oct. 22, the only sounds in the store were the sweep of brooms and the shuffle of employees readying thin racks for the last few days of business. The summer crowds were gone, the shelves nearly cleared, and the season’s end was in sight. Upstairs, in the quiet of her office, Jamie Palmesano leaned back in her chair and reflected on the close of her 25th season.
“Our biggest, most exciting favorite new product this year was a Huckleberry line,” said Palmesano, a buyer and manager at Brownfield’s, recalling how customers snapped up popcorn, pancake mixes, and candy bars. “It was just such a fun addition to the store. The packaging and the essence of the company itself were very nostalgic, and, I mean, who doesn’t like tasty food?”
That lighthearted reflection was accompanied by a reminder that, as it has for decades, Brownfield’s will soon conclude its 69th season with a beloved community tradition. For those who want to stop by Brownfield’s before it closes for the season, the store is hosting its famous rummage sale at 10 a.m. Saturday, Nov. 1.
“The rummage sale is our finale,” Palmesano said. “Locals line up on the side of the building for it, and we price everything extraordinarily reasonably. We want people to feel like they are getting great deals, and they are great deals. It’s such a community time. Neighbors are all together. It’s so fun to see everyone laughing, smiling, and hugging, and we get to bid them farewell until the spring.”
A seasonal model that stands apart
Brownfield’s history stretches back to 1956, when it sold saddles and western wear out of the Bartlett Building on Moraine Avenue. In 1961, it moved to its longtime home at 350 East Elkhorn Ave., where it has welcomed visitors each summer since 1962.
Part of today’s store is a former home built around 1909 by the Preston family, a historic heart that the team has preserved through decades of renovations. After the 2013 flood, the business used the disruption to invest in the property and layout, work that culminated in a near-doubling of the interior to about 7,000 square feet and a refreshed exterior.
“The 2013 flood was an opportunity for growth and improvement,” Palmesano said. “That became the catalyst for a lot of the physical changes that we did here. Today, we stand in a building that’s almost double the size it was, and I give credit to the flood for helping us recognize, ‘Hey, we want to be a cornerstone in this community for years to come,’ and to do that, we had to invest in the property.”
That resilience pairs with a business model that is, by Palmesano’s telling, nearly one of a kind. “Brownfield’s has a very, very unique business model,” she said. “We’ve been in this industry for a long time, and we know of no one else who does it like we do. We essentially sell everything out, every single season, then we spend the entire winter buying and designing new merchandise, and we open a brand new store every year.”
The rhythm keeps Brownfield’s inventory fresh, allows the team to stay ahead of trends, and supports a seasonal staff of 43 to 48 people. Owner Don Priem, now in his 50th season, credits the approach with keeping Brownfield’s true to its values.
“We will remain a seasonal business built on tradition, service, and fair pricing,” he said. “We will always strive to improve our property and our presentation, constantly introducing new products while remaining loyal to our longtime vendors.”
The formula is strengthened by a leadership trio that has worked together for 25 years: Priem, Palmesano, and fellow buyer and manager Anne Brader. “We are each very different but united in purpose,” Priem said. “We have our own strengths and our own responsibilities, but we work together to create something bigger than ourselves.”
Looking beyond the storefront
This summer brought another lesson: travel habits are shifting. Palmesano noticed fewer repeat visitors and shorter stays, changes that mirror national statistics.
“It was extraordinarily clear in June, and then it was consistent through July that there was less foot traffic,” Palmesano said. “That doesn’t mean sales are less, and this is where people get very, very confused. Foot traffic does not equate to sales tax or just sales in general. We were noticing fewer repeat visitors and more first-time visitors.”
While Palmesano thinks it’s “fantastic” that new people are arriving, she’s curious why many of Brownfield’s regulars were absent or only visited the area on a much shorter timeline this season.
“Travel habits have changed, and though sales are not necessarily down, foot traffic is down,” Palmesano said. “So the question is, how do we assess, critique, and make sure that we are not seeing a downward trend that could potentially become an economic impact? Even though sales tax remains steady because we have to take into account rising prices and inflation, we shouldn’t superficially rely on sales tax as our only indicator of economic health. We need to look at the longer-term impact of what these trends indicate about fewer people coming.”
Rising costs, timed entry at Rocky Mountain National Park, paid parking, and construction are all policy realities with tradeoffs, she added. “All we are saying is there are consequences to every policy. My challenge to our leaders is, how are we weighing the benefits and the consequences, and what is the return on investment for every single decision that’s being made?”
Palmesano emphasized that this was an opportunity for the community to unite around its reputation as a tourist town. “We are at a point where there’s an opportunity before us as a community to unite behind our identity of hospitality,” she said. “It’s who we have always been, you know, and it’s an honor to be this, so we need to make sure that we continue to provide outstanding service and welcome everyone here.”
That philosophy is woven into Brownfield’s daily operations, from hiking tips shared with customers to its commitment to affordability. The store works with more than 90 vendors and designs many products from thread to ink color, drawing on in-house photography for trail-themed and park-inspired apparel, plus scripture shirts and classic Estes Park pieces.
New shipments arrive daily through early October, meaning the store is not only new each year but “new every day.” As Brownfield’s prepares for its 70th season, the trio is already sketching designs and scouting new lines.
“We are really excited to jump in and start all the new designs for our 70th season,” Palmesano said. “Go look for new lines at the market, keep it new and fresh, but also just make sure that in everything we do, we honor our roots and really help to build the heritage that already exists in this town. We want to make sure that we do everything we can to be a part of the hospitality that is offered here. We want to be the friendliest place on Earth. Disney doesn’t have the corner on the market — we can be that in Estes Park.”
Before the next chapter begins, there is one more chance to gather. Brownfield’s annual season-ending rummage sale will take place at 10 a.m. on Nov. 1, with deep discounts and a promise of plenty to choose from.
“We will not disappoint this year,” Palmesano said. “There have been people who are like, ‘Oh my gosh, you’ve sold so much.’ We have, but we will ensure that there is a good selection for them at the rummage sale. We are more interested in them having a great experience, so we will make it good. We’ve got a few things up our sleeves for them.”
I always looked forward to Brownfields opening and closing until I began finding political literature and propaganda for sale in their store. I didn’t shop there all summer and I don’t know that I will ever again.