There have been a few problems. He was once arrested after the City Council revised a zoning law and didn't publicize the change, but he wasn't charged. White said he later found out a local ski shop was behind the harassment because they didn't like the competition.
He moved the truck to Orem, rented display space in a barbershop and reopened. After changing locations several times, he was asked to help liquidate a sporting goods store and decided he needed a bigger market. He moved to Salt Lake City for the 1992-93 season and never looked back.
After a year in a storefront on 500 South, he returned in mid-November 1993, to find that his assistant hadn't arranged a rental location. Fearful he would lose his season, he scrambled for a new spot. Someone suggested the Fairpark, White made inquiries and a deal was struck.
For the last dozen years, the Cottonwood Heights resident has returned every fall to sweep out a barn, set up his goods and go to work.
The secret to White's success is simple, skiing is an expensive hobby, so he cuts his prices by bulk-buying overstocks,rental returns and last year's “leftovers.” After a quick trip through his on-site refinishing shop, the recycled gear is ready for the customer. It makes for some interesting transactions.
He once bought 10,500 pounds of ski boots a European manufacturer couldn't sell; he also picked up 400 pairs of skis another manufacturer didn't want to sell because they didn't like the color. At present, he thinks has enough inventory for 10 ski shops and doesn't think he'll buy any more for a while.
“I knew there was a better way,” he says, quickly adding with a smile, “I'm inventory rich, but cash poor.”
Now set up for the 2005-06 season, he recently added a Web site, http://skitruck.com, which brings him over 1,000 orders per year.
“I have customers from all over the world, including Australia, Brazil and South Africa, usually stopping by on their way to Colorado or Alberta. Some have been coming to me for 15 years.” They like the low prices and don't mind the no-frills approach that helps White keep those prices low.