Last week, the Chamber of Commerce hosted a Special Guest Panel that felt more like a masterclass in resilience. Moderated by Christina O’Dell, the panel featured three pillars of the Crystal Beach business community: Shauna Williams (The Salty Mermaid), Millie Murphy (Ship’s Wheel), and Keith Zahar (The Big Store).
For over 30 minutes, these leaders dropped the “glossy” persona of success and got real about the overflowing toilets, the lonely winters, and the sheer grit it takes to build an institution on the Peninsula.
The Busy Trap: Traffic is Not Profit
One of the most eye opening moments came early when Shauna Williams challenged a common local perception. “Just because you’re busy doesn’t mean you’re profitable,” she noted. She pointed out that a full parking lot often just means a full staff, not necessarily a line at the register.
From the cost of toilet paper to the hidden overhead of staffing, the takeaway was clear: Revenue is vanity, but margin is sanity.
The Peninsula Acorn Strategy
Keith Zahar spoke candidly about the “cyclicalness” of life in Crystal Beach. Unlike a standard mainland business, Peninsula life swings wildly (at least five or six times in volume) between the summer rush and the winter quiet.
“You have to save enough acorns to get you through the winter,” Keith shared. “If you don’t, you won’t be there next summer.”
Keith credited his survival in those early years to creative “rabbit out of the hat” maneuvers and a willingness to operate where corporate giants like Walmart are too afraid to go.
The Jack of All Trades Requirement
Millie Murphy, who has owned the Ship’s Wheel for 33 years, reminded the room that being the “boss” often just means you are the last line of defense.
- You are the Plumber: When the sinks back up at 11 PM on a Saturday, there is no one to call. You fix it.
- You are the Babysitter: In the hospitality and alcohol industry, you are not just serving drinks; you are managing people and their safety constantly.
- You are the Student: Shauna emphasized that even 20 years in, she is still “shoving it all in” to learn IT, social media, and AI to keep her business relevant.
Why Failing is a Superpower
Perhaps the most profound insight came from Keith’s discussion on personality types. He noted that many successful entrepreneurs have a history of failing early and often.
“They know how to make a mistake because they’ve done it forever,” Keith said, referencing figures like Elon Musk. “It’s not about how smart you are; it’s about the burn in your belly to rise above the failure.”
Wisdom in a Nutshell: Advice for the Next Generation
| Leader | One Piece of Advice | Why? |
| Shauna Williams | “Pay attention in IT class.” | Digital presence and content creation are now non-negotiable for retail. |
| Millie Murphy | “Don’t try to entertain everyone.” | You cannot indulge in your own product and still run a sharp ship. |
| Keith Zahar | “Master the Myers-Briggs.” | Understanding personality types allows you to put the right people in the right jobs. |
The Mindset Shift
The panel concluded with a shared sentiment on letting go. For Shauna, it was realizing she did not have to have her thumb on everything to grow. For Millie, it was the humility to hire younger people who understood the “new music” and changing tastes of a new generation.
As Christina O’Dell summarized: Success is not about having all the answers on day one. It is about learning faster than the problems can hit you.
Beth Cassidy
March 31, 2026 at 8:35 amGreat article and words of wisdom. Special thanks to these entrepreneurs and visionaries for their perseverance.