020417-nws-stocksale

Ponderosa Screen Printing and Embroidery's display features hats, thread and embroidery machines Friday at Rushmore Plaza Civic Center.

Samuel Blackstone, Journal staff

Ponderosa Screen Printing and Embroidery at 619 St. Joseph St. has been doing business in Rapid City for 31 years and attending the Black Hills Stock Show for 17. Suffice it to say owner Doug Morrison has seen the good, the bad and the ugly. This year, unfortunately, it's been more of the last one.

"It's been down," Morrison said of his sales at the show this year. Morrison blamed the poor performance of agricultural and energy industries for his reduced sales, as well as inclement weather.

With a vast selection of hats in innumerable colors, shapes, sizes and styles in front of him and three embroidery machines whirring away behind him, Morrison explained why he keeps coming back.

People come to Ponderosa's stand each year because "we personalize with their ranch name, their brand, whatever business they have,” Morrison said. Custom embroidered hats go for $27 a pop but go down in price as the quantity goes up.

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As for the weirdest embroidery he has done at this year's show, it was creating an embroidery on a bikini for the winner of the Miss Buffalo Chip contest.

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