"All in the Family"-Walter E. Smithe Furniture

Pam Collins, the library’s director, said the $250,000 in renovations will help provide an “enhanced experience” particularly for children and young adults.

SUSIE GHARIB: And finally tonight, family businesses account for roughly four of every five American companies. So tonight, we bring you the latest installment of our signature series "All in the Family, looking at the challenges of integrating work and family. Diane Eastabrook introduces us to Walter E. Smithe, a Chicago area furniture chain building its family business for nearly five decades.

DIANE EASTABROOK, NIGHTLY BUSINESS REPORT CORRESPONDENT: In Chicago, the Smithe brothers and their wacky TV ads are as famous as the furniture stores that bear their grandfather's name. Walter E. Smithe furniture has been a Chicago staple for more than a half century. But sales skyrocketed after Mark, Tim and Walt took to the airwaves nine years ago.

TIM SMITHE, CO-OWNER, WALTER E. SMITHE FURNITURE: We decided in 2000 that we wanted to come up with something that would be difficult for competitors to steal and we wanted to kind of give a face to the company and so we thought making the brothers kind of the brand personality would accomplish that.

EASTABROOK: The Smithe brand got started after World War II when Walter E. Smithe Senior opened a Chicago appliance and furniture store. In the 1960's son Walter Junior took over focusing on furniture. At that same time, Walter Junior's three inseparable sons who loved clowning around together, often before home movie cameras -- began honing their own entrepreneurial skills.

T. SMITHE: We had a beer can collection and we would go to flea markets and sell the beer cans. So we really got into business 30 years ago.

WALTER E. SMITHE III, CO-OWNER, WALTER E. SMITHE FURNITURE: I had a paper route and Tim used to sleep on the floor-- you know he's four years younger than I am -- he'd sleep on the floor so he could help me do my paper route in the morning.

EASTABROOK: The Brothers joined the family business in the early 1980s, expanding the company from one store to 13. But despite that growth, the Smithes think the commercials have helped the chain keep its small business appeal.

W. SMITHE: People will pick up the phone and call you if there's an issue or a problem. That's one of the great things about family business is that often times there is that contact.

EASTABROOK: Most of the commercials are shot in the stores. Tim is the head script writer.

T. SMITHE: The early scripts were very heady and it was all exact memorization and we'd write a paragraph and everyone would say it. And we found that the more serious we were the funnier we were because we're just not very good actors.

EASTABROOK: Mark says the public instantly connected with their raw acting skills.

MARK SMITHE, CO-OWNER, WALTER E. SMITHE FURNITURE: I was in Starbucks one time and this was years ago when we just started the commercials and the guy puts the latte up and he says that's a latte with an E and passed it over to me. That was really cute and that's the first time I remember someone recognizing us.

EASTABROOK: As savvy businessmen, the Smithes know that creative TV ads may draw customers into their stores, but they may not necessarily move merchandise. Walter E. Smithe Senior's favorite motto was, forever better. Walt says his grandfather's words motivate every business decision he and his brothers make.

W. SMITHE: We're looking towards ways to improve what you already have -- whether it's our staffing, whether it's our advertising, whether it's the appearance of our stores. In a fashion business you are constantly working on maintaining the fashionability of what you're trying to sell.

EASTABROOK: The Smithes truly love promoting what they sell and never miss an opportunity to do it, even with us.

ALL THREE BROTHERS: OK, one, two, three. Walter E. Smithe, you dream it we build it. I love that song. Do you want the second verse?

EASTABROOK: Diane Eastabrook, NIGHTLY BUSINESS REPORT, Glendale Heights, Illinois.

GHARIB: Sure looks like they are having a lot of fun.

KANGAS: It works.

GHARIB: It sure does.

The children’s department will also undergo changes, making shelves lower for younger age groups and providing a place for new mothers.

“As the children grow, the furniture and shelves [in the children’s department] will get bigger,” Collins said.

The money for the renovations has come primarily from estates and wills, as well as profits made by Friends of the Library book sales. Tutoring rooms, an enhanced teen area with bean bags and young adult books as well as an electric fireplace, will also be added to the library. Collins said it will provide a “comfortable and cozy feel.”

On top of the renovations in the various departments, the computers will be updated with 65 educational and learning games and one bilingual computer.

The renovation will take place from Friday, Oct. 9 to Monday, Oct. 19. The library’s Web site will still be accessible and computers will be available for library patrons to use at the Muscatine Center for Social Action.

The City Council commended Collins on the upcoming renovations.

In other business, the Council:

n Heard a proposed plan for the Muscatine Recycling and Transfer Station to offer agreements with businesses for a $50 tipping fee if it is locked in for five years. The Council was divided on the five-year contract but agreed that the proposal was a first step toward lowering the landfill’s budget deficit.

n Heard a proposal from interim City Administrator Randy Hill and fire Chief Steve Dalbey for a succession and retention plan to encourage and promote current city employees. Hill suggested that with retirements in the next 10 years, there will be no one to replace important positions — some of which are already unfilled.

Through a proposed mentoring program, city employees would have the opportunity for more hands-on training, but Hill stressed the importance of increasing wages across the board.

Split on the decision to make a motion Thursday, the Council decided unanimously to bring the proposal back for discussion at its October in-depth meeting.