As owner of Montgomery Village for the last nine years (and manager of the center for 37 years), David Codding has watched the retail landscape change in reaction to influences as wide-ranging as ecommerce (Amazon, eBay), the influx of big box stores (Target, Costco, WalMart) and national economic challenges.“For our independent merchants, it became necessary for them to adjust by offering exemplary customer service, which the big box stores and Internet can’t provide, plus expanding their merchandise offerings and create customer loyalty programs. To some extent, the regional and national merchants we have [at Montgomery Village] also have done the same,” he says.
“As to Montgomery Village, my fiancé and partner, Melissa Williams, and I realized we needed to offer our customers more than just a place to shop. We wanted to create the feeling of a community by offering shopping, dining and entertainment. Over the past five years, we’ve raised more than $250,000 for local nonprofits. Montgomery Village has seen double-digit sales increases over the past five years, which I believe is a direct correlation with the community-based marketing and events we’ve created.
Are you married?
I’m not currently married; however, I am engaged to Melissa. She hasn’t picked a wedding date yet, as she says I’m still on probation. Given the fact I’ve been married and divorced four times before, I don’t blame her.
Tell us about your favorite pet.
I had a German Shepard named Jinxie, who actually saved me from being hit by a car when I was about five years old. I had a buck deer, named Buck, who would wander from my house down to the Wagon Wheel Saloon on Mendocino Avenue, where the patrons (bikers) would buy him rounds of drinks. There was nothing like having to go to the saloon at closing time with my dad to get my drunken Buck—we’d tie him to the bumper of dad’s Cadillac and lead him back home. I also had a baby elephant. She weighed 450 pounds, and her name was Millicent. I would walk her around the neighborhood, feed her out of a bottle and give her bananas. My dad would bring her to Coddingtown Mall for the kids to enjoy. Last year, I adopted two cats from the Sonoma County Animal Control, Simba and Nala. Of course, I also consider the deer and turkeys at my ranch to be pets, since I feed them when I go up there.
What’s your go-to coffee shop order?
Melissa and I like to go to Acre Coffee in Montgomery Village, where my standard order is just good old black coffee.
Are you a high- or low-maintenance person?
I think I’m low maintenance and easygoing. However, Melissa and my friends feel just the opposite.
Growing up, did you have any family rules that seemed unfair?
As to rules, they were simple: Study and get passing grades, stay out of trouble and work for your allowance (either after school through the school year or during the week in the summertime). Were these unfair? Absolutely not!
If you were to be executed in the morning, what would be your last meal?
Actually, I’m not sure I’d have much of an appetite. I think I’d just want a big, stiff drink instead.
What advice can you give that can help someone conquer fear?
Face your fear head on. As long as you do that, you can conquer anything.
What cartoon character are you most like?
Fred Flintstone. I’m rough around the edges but have a good heart. I always mean well and strive to make people happy, have a beautiful daughter named Alexis, a loving companion in my Melissa, and great friends who I enjoy hanging around with.
What habit in other people annoys you most?
When people overuse the word “amazing.” I can’t tell you how many times people use the word in a casual conversation. Really, it’s just amazing (ah, my point exactly!).
What kind of music do you listen to?
Mostly classic rock, some jazz, and I enjoy listening to Sinatra. My favorite band is ELO. My favorite song is by U2, “I Still Haven’t Found What I’m Looking For.”
What’s your favorite season?
Spring: all the new life, new colors and new growth, plus the pleasant temperature.
