This morning I was thinking: How many people have lived in or visited Waterville Valley since 1978? It has to be hundreds of thousands (maybe millions!). Then I thought: When you come to Waterville Valley, there’s one place that almost everyone visits: Jugtown Country Store. Then, the realization hit me. Jugtown owner, Kevin Morse, his family and his cadre of employees have probably served MILLIONS of people over the past 34 years.
A century ago, the “country store” occupied an important place in the life of small country villages. But over time the country store has all but disappeared, replaced by big box chain stores.
Jugtown Country Store is one of those iconic institutions. It’s part grocery store, coffee shop, bakery, wine cellar, candy shop, gift shop and community meeting place. The store originally opened in 1978, and was described as “the first building on the right.” Jugtown could supply all the wants for people in Waterville Valley. No need to make the trek “to town;” you could (and still can) get everything you need right at Jugtown!
Back in the day, Jugtown even housed the town’s Post Office and was the unofficial information center for Waterville Valley Resort. Jugtown also had the distinction of having the valley’s first (and only) horseshoe pit.
When the Town Square was built in the late 80’s, Kevin Morse was one of the first to sign a lease and Jugtown became the anchor store for the new commercial hub of Waterville Valley.
In recent years Kevin expanded and opened a sandwich shop, ice cream parlor and a candy store in the square.
But, it’s time for change and the torch has been passed. Kevin Morse and his family have sold the Jugtown businesses to Sean Curtin and David Rigazio – both long-time Waterville Valley visitors and property owners (as well as loyal Jugtown customers). Kevin says of the new owners, “They come with a lot of energy and new ideas.”
Thank you Kevin and family for 34 years of service to our community.
Oh, and Kevin, I hope you take the old saying literally…”Life begins at retirement…” although Kevin’s wife, Danielle, may be thinking about the old saying, “A retired husband is often a wife’s full-time job.”