Sheerlund Forests ends retail business

Courtesy of Courtney H. Diener-Stokes Sheerlund Forests closed its retail operations. The owners are siblings Jane Reese, from left, George Sullivan and Sue McCain, who have been running Sheerlund Forests since 1995.

Amid the hustle, bustle and commercialization of the Christmas season, Sheerlund Forests Christmas tree farm, Cumru Township, managed to preserve the experience of an old-fashioned holiday. A destination for many families in Berks County, the tradition was deep-rooted.

But Sheerlund Forests, which has been owned and operated by the Sullivan family since the early 1950s, announced it made the painful decision to cease its retail operation. The family plans to keep its wholesale business.

"All good things must come to an end," said Jane Reese of Alexandria, Va., who is part of the third generation running the business.

Since 1995, Reese and two of her siblings - George Sullivan, also of Alexandria, and Sue McCain, who lives in a home on the Sheerlund property - ran the operations.

A fourth sibling, Peg McShane, Reading, is not involved in the business.

The magical experience for customers of heading out in wagons to cut down their tree, walking through the ornament barn illuminated by decorated trees, and eating complimentary cookies and hot cocoa while waiting for a turn with Santa is no more.

Customers were notified of the news by mail or on Facebook.

"I can't tell you how many messages we have received," Reese said. "They have all been very nice and understanding."

She pointed out some of the more memorable messages posted on Facebook by long-term customers.

"Thanks for all the wonderful family memories," one said. Another read, "I have never been so saddened to learn a business was closing."

The decision to end the retail business came after the family was notified by the manager of 12 years, Jon Paul Pierre, that he would be heading to Texas to pursue graduate studies.

"Sue and I are in our 70s and George is approaching and we met with the next generation," Reese said.

The next generation wasn't in a position to take over the business, Reese said.

"This is our first step for planning for the future," she said.

Reese, McCain and Sullivan regarded Pierre's work very highly.

"I loved working there," Pierre said. "It was hard to leave."

"Part of the reason I looked forward to Christmas so much was because I knew I would be able to experience the magic that took place there," wrote one of the employees in the ornament shop to Reese.

Despite the practical nature of the new business path, it was not decided upon without emotional anguish.

"It's sad and it has been a difficult decision to make," Reese said. "We are very much invested in the farm - we have grown up there."

Reese and her siblings were responsible for expanding the operation by adding the wagon rides, Santa and ornament shop.

"We tried to make it a wonderful place for families," Reese said. "I guess we did because they are all telling us how much we meant to them."

At present, the wholesale portion, which involves selling balled and burlapped trees to landscapers and garden centers, still will be in operation.

Reese said last year was financially the best they have ever had in the history of the retail business.

"We are sort of going out on a high," she said.

Contact Courtney H. Diener-Stokes: 610-371-5049 or money@readingeagle.com.

Source: http://readingeagle.com/article.aspx?id=422900

food network star British Open 2012 bane Aurora Colorado Rajesh Khanna friday the 13th paulina gretzky