All In The Family
Relatives, Relationships Are Two Main Ingredients In Skate World Recipe

By Mark Mitchell

The roots of Skate World are strong. The roots run deep. The roots are unbreakable. That’s because the roots of Skate World were not created out of business, but instead, were created out of family.

It’s always a fun-filled, and family-filled environment at Skate World. Some of that family includes; from left, Ruth Hicks, Tina Wilcox Kostis, Mary Wilcox and James Wilcox. Also pictured are the heads of costumes that Savva and Demetreus Kostis skate in on special occasions. Photo by Mark Mitchell

“This is a great family business,” said owner James Wilcox as he smiled. “It’s great for our family because we get to see each other a lot, and it’s great for any family because skating is such a wonderful family activity. There is nothing better than having fun with your family.”

The roots of this family business trace back to 1960 when Skate World was opened by James and his parents, Floy and Arden Wilcox in an old tobacco warehouse on Rivers Street in Boone. James recalled how the business was closed down each winter for tobacco sales.

The family later would build another building across from Vanoys Driven Inn, a building that was rented to a furniture company. The Wilcox family would next buy into the Polar Pallace with three others, and move Skate World to the building’s ice skating facility. Other parts of the building were used for a barber shop, a travel agency, a health club, a game room and for office space.

The building was eventually sold to Watauga Medical Center, a move that WMC made to find a home for its Wellness Center. The sale to WMC brought about a period of time that James used to research what location would be best for the roller skating business.

“I found that roller rinks seemed to do better outside of a town’s limits,” said James. “In the towns, kids seem to want to run from one parking lot to another, but when you are out of a town, the kids don’t have the next lot to run to so they come in.”

This research led James to move the business to a piece of land he already owned, a tract of land five miles north of Boone at the intersection of 421 and 321, a place that Skate World has called home for the past 12 years.

“It’s a great location,” James said, “and we are very happy here because all of the family lives really close.”

That last fact is especially important considering the fact that immediate family members toll the hours necessary to make Skate World go. James and his wife Mary Wilcox run the business, while daughter Tina Wilcox Kostis manages the facility. Another daughter of James and Mary, Sandy Wilcox, also works in various capacities. Sisters Ruth Hicks and Sue Reese, along with grandchildren Savva and Demetreus Kostis make up the family affair known as Skate World.

Now some people reading this may wonder if a family business is for them. If family gatherings and work gatherings mean just too much time together for everyone to maintain their sanity. This fear, however, does not enter James’ mind as he talks about the family he calls his own.

“We don’t need to escape each other,” James said as he laughed. “We are a close-knit family, and if we didn’t work together, we wouldn’t see each other as much. That’s something we wouldn’t like.”

While James is obviously a big believer in family, he is also a big believer in skating.

“I love it,” said James. “It’s great exercise, it helps you with conditioning and coordination, and it helps any child who is involved with other sports.”

James also said he thinks skating helps children in areas other than physical.

“It’s good for a kid to keep busy,” said James. “It’s good for them to get out and learn social skills, to learn how to get along with kids in a busy, social atmosphere. I hear people say that their kids don’t have time to go out and skate because of homework, but I have two grandchildren who do great in school and are state-ranked athletes.”

While all of the family plays a role in the operation of the business, it is Tina who has taken the reins as manager. A position that comes naturally to the award-winning skater.

“It is unique to have a business run entirely by family,” said Tina, “but we all grew up skating and we take a lot of pride in the sport and in being a first-rate business. The best part of the job is seeing people enjoying themselves in a positive and quality environment.”

Skate World is open from 7 p.m. to 9 p.m. on Thursdays; 7 p.m. to 10 p.m. on Fridays; and 1 p.m. to 3 p.m. and 7 p.m. to 10 p.m. on Saturdays during the winter. The facility will open, however, for large group parties. In addition to the hardwood floor skating rink, the facility offers, among other activities, concessions, arcade games, pool tables and a dining space.

To contact Skate World regarding future plans, call (828) 297-3296. As for the present, chances are that a visit to Skate World will include a meeting with the man who has made the business a part of his life for more than 45 years.

“I don’t plan on going anywhere,” said James when asked about retiring. “I have been skating since I was a kid, and my family is here, so why would I leave?”