Your Dreams May Vary

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Bryna Turner
“My newest play, Bull in a China Shop, is a queer history play inspired by the real-life letters between Mary Woolley and Jeannette Marks spanning from 1899 to 1937. I wrote the majority of it in the twenty-four hours immediately following the dissolution of a five-year relationship. I sat down with a friend and swore that I would never write again—and then I suddenly wrote this play about growing older, idealism, identity, ambition, yearning, love, revolution, reform, shifting politics, and time passing so quickly we hardly notice we’re not the people we used to be.”
Bryna Turner

Bryna Turner grew up in Fort Bragg watching her dad, mom, and three siblings follow their various, varied, surprising dreams. She followed hers down equally divergent paths to find success as the twenty-seven-year-old author of a lauded New York play, Bull In A China Shop, heading for Chicago in May, and playing in Mendocino this summer. Lincoln Center of the Arts awarded the coveted Emerging Artists Award for 2018 to Bryna, one of only eleven artists in the country to earn the honor.

When my dad was growing up, he thought he wanted to be a lawyer like his father. And yet, he was always thinking up and executing business plans. He ran a paper route so well he quickly began subcontracting neighborhood kids to work for him. He started a backyard circus that cost a nickel for entrance, and then ran the grill himself, making a killing selling hotdogs. He was a young inventor too—he made a small device to electrocute his brothers who had their own weapons of choice—Andy’s throwing knives and Scott’s blow dart. By the time he was studying political science at Stanford University, he had no plans to go into business. But when he walked into a summer job at a waterbed store only to have the owner call him from Mexico offering to sell him the business at cost, Dave Turner knew he had to seize the opportunity.

The Latex Mattress Invention

Almost forty years later, my dad has taken the business through many iterations. It has transitioned from a waterbed store, to a wholesale mattress delivery operation, to what it is today: a business making high-end customizable latex mattresses. But no transition was as dramatic as the decision to move from the Bay Area to Fort Bragg, California. As the youngest of Dave and Anne Turner’s four children, I’ve often wondered: why in the world did they do it?

“We wanted to raise our children in a community,” Dave says. “Katie and Dewey were about to enter middle school, and we didn’t want them going to schools with metal detectors,” Anne says. The truth is: my dad was born in Fort Bragg, CA and he wanted his kids to have access to the same kind of small town childhood he enjoyed. And once back in Fort Bragg, my dad returned to one of his own childhood hobbies: inventing. Within a few years, he’d developed a patent for a hospital bed. Eager to get the idea out into the world, but reluctant to leave his family for long periods of time peddling the product on the road, he turned to a brand new technology in 1995: the internet.

“I thought I’d be able to get the attention of hospitals online, but instead, I got people from all over the world looking for a good mattress”—and so my dad got to work developing a mattressWoodshop Rocky... one of the Top Menperfect for individuals. Today, the Flobed is one of the most customizable mattresses on the market. And it’s all made here in Fort Bragg, California, making it one of the only local manufacturers left on the coast.

My dad’s business ethos is surprisingly simple: “everyone is built differently; your mattress should be too.” But his attention to difference, his insistence on listening to what each person needs and not trying to solve individual problems with a one-size-fits-all solution—that’s the key to his and my mother’s parenting too. Or, at least, it’s the only answer I can come with to explain how different each of us four kids have turned out to be.

Take my sister, Katie Turner-Carr, for example. Like our father, her entrepreneur spirit started young—with lemonade stands, and a keen sense of business. But it was our mother’s footsteps she thought she’d follow in.

Anne Turner graduated with a degree in fine art from Saint Mary’s College of Notre Dame. Her life plan was simple: “I was going to be a painter who lived alone. And drank a lot.” Instead, shortly out of college, she met my father. She already had a boyfriend; he asked to be her friend. Three weeks later, he proposed. “I just have to break up with my boyfriend,” she said. Thirty-eight years of marriage and four kids later, my mom has cycled through a few art forms. She worked with acrylic paints—until she had my brother, Dewey, who bit through the paint tubes. So she switched to weaving—until she had my brother, Patrick, who took a scissors to her loom. She had taken her first quilting class while pregnant with me, and so when we moved to Fort Bragg, California, she was thrilled to find the local quilting group. Now she’s been a quilter for twenty-seven. She was the featured artist at the local quilt show in 2013, and has taken home dozens of ribbons through the years. People’s Choice is her favorite category.

My sister is also an artist. She studied studio art at UC Santa Cruz, focusing on painting. Her paintings are large and abstract, filled with beautiful colors and geometric shapes. After college, Katie got a job at Santa Cruz Sock Shop and Shoe Company, where she quickly became one of the star employees. By twenty-five, she had already managed two sock stores, and had idea for her future: she would open her own sock store back in FortKatie Turner-Carr with Marshall and kidsBragg, California. My father was skeptical. Would a community as small as ours sustain such a business? He imagined the majority of her business would be tourists. She imagined the opposite: locals. “Everyone needs socks,” she said. Why Fort Bragg? Her reasoning wasn’t too different from my parents, back in 1992—she wanted start both her business and her family in a community. So in 2006, my sister returned home to start the next chapter of her life. Her first store was twelve by fourteen feet carved out of the front of the Flobeds building on Redwood Avenue. Because the store was so off the beaten path, all of her customers were locals—and the business flourished. By 2008, she was able to move to Laurel Street, right n the middle of downtown, where she remains today. And by 2009, she and her husband, Marshall Carr, had started their family.

And her art? My mom thinks Katie has merged the two passions: “It’s a study in color, just walking into that store.” Plus, she’s busy working on two other masterpieces at the moment: her daughters, Rowan and Zoey, ages 8 and 6.

Our brother Dewey Turner never expected to be running the family business—partly because working for our father isn’t easy. For reference, I was only employed at Flobeds for a month before I was fired for insubordination. Our brother Packie lasted only one summer. And Katie was never foolish enough to take the job. Dewey, however, worked his way up from shipping, to sales, to general manager. If you have a question about the daily operation of Flobeds, you will be directed to Dewey. He knows every moving piece in the complicated business, and keeps things running smoothly. But before he was our father’s right hand and a family man in his own right—he and his wife Jamie have two wonderful daughters who he is quick to describe as the light of his life—Dewey at the ball he was a rebellious high school basketball star who couldn’t wait to get out of town.

Dewey’s passion for basketball was so extreme, and his three point average so high, that he was once targeted for a nasty technical foul that scratched his cornea. He left the court bleeding from the eye, and my mother drove him to the eye doctor. He only had one question for the doctor: “Can I finish the game?” And he did—wearing an eye patch. His passion for the game is contagious—as an assistant coach to the varsity team, he keeps the players enthusiastic about what they’rePackie and Dewey doing. But the first fire he lit was closer to home: our brother, Packie.

Packie recalls getting obsessed with basketball right whenPackie played night and day Dewey made the Varsity team. At the age of nine, he started studying Dewey’s games. He practiced dribbling one hundred times with each hand, daily. He and Dewey convinced my dad to lay down cement in part of the backyard, making a half court for them to practice. Packie was outside nearly every day, practicing his three point shot. By high school, he was a two-time league MVP. He went to college on an athletic scholarship, and was on a team all four years.

So, we were all surprised when, after college, he announced he wanted to join the bed business. He had developed a mattress topper in one of his business classes, and he had a business model that looked pretty good. He knew the industry, and knew he could use a few of my father’s suppliers. He and his wife, Bianca, moved back to Fort Bragg to start their company, Bed Bandits. But to support them while the business was starting, Packie also continued his constant side business: training kids in basketball.

It was this side business that eventually changed Packie’s life. One of the kids he trained in the Bay Area went away to a basketball camp—and his skills blew away the other trainers. The next thing Packie knew, he was being headhunted by the camp. But he wouldn’t be won so easily: “They wanted me to sign a non-disclosure, non-compete contract, and I said, look: you didn’t invent the game of basketball. I won’t sign that.” Meanwhile, he continued trying to make his mattress topper business take off. That is, until he got the next call: to help train Steph Curry.

Packie and Bianca with Steph and Festus Now, Packie is a full-time professional basketball skills trainer. His clients range from five year-olds to NBA starters. He just opened up his own gym in the bay area, where he and his wife live now, and he sometimes travels with a few of his top clients. He’s had to leave the mattress business to the professionals—Flobeds absorbed the topper business.

As for me, I might seem like the family outlier. I’m the only one of the four kids who hasn’t yet moved home and attempted to run a business. In fact, after practically growing up inside the family business, I was very determined never to go into business for myself. So, I studied the exact opposite: theatre. There’s nothing less profitable in the world than theatre, which almost always runs at a loss. And, because of how time-consuming it is, you’re almost always losing money while you’re doing it. Plus, it’s horribly temporary. You’re basically making a product that costs more than most people are willing to spend, only reaches a very limited group of people, and then disappears. It’s the world’s worst business plan—and one of the world’s oldest art forms.

I didn’t think I’d become a playwright. I thought maybe I’d be an actor. Then I realized that was a lifetime of waiting for someone else to say yes to you. So, I thought maybe I’d be a director. Then I realized I wasn’t very interested in where everyone was standing. I even tried my hand at sound design, listening to the same two seconds of material hundreds of times before I finally gave in to the inevitable: I’m a writer. I’ve always been writing, privately, while acting publically. Finally, I put the two together and discovered—I was horrible at it. Not good at all. But I really wanted to learn.

After graduating from college, I moved to New York City, where I lived in strangers’ homes as a dog-sitter for two months before I found my own apartment and job. I wrote on my lunch breaks, and between phone calls at work. I wrote sort of desperately those first few months. Eventually I applied to graduate school, and started at Rutgers University in New Jersey—which I commuted to from Brooklyn, spending two hours on the train each way three days a week. I kept my part-time job in the city, and took on another part-time job as a TA.

When I graduated from Rutgers, I had hoped to be in a significantly better place than I had been when I enrolled. Instead, I was literally in the same place: same studio apartment, same underemployment. And then, within that same month, I got a row of rejection letters from various institutions I had applied to, and went through a horribly messy breakup. I sat down with a friend and swore that I would never write again, “At least no more comedies. And I’m never going to write about love again.” My friend nodded. Then he asked me to remind him of that one story I was so obsessed with. By the end of the day, I had the first draft of Bull in a China Shop.

Six months later, I was walking down the street with another friend when I got a phone call. It was the artistic director of LCT3, the emerging artist wing of Lincoln Center. He said, “I want to produce your play, what do you think about that?” I said, “I think you’re crazy.” After the play’s success, my mother called me, laughing. “You’re a business now,” she said.

For years, my dad has been signing off his Flobeds emails with a joke advisory statement about his product: “your dreams may vary.” But it’s come to mean a lot more than that to us. Your dreams may vary—not only from each other’s but also over time. “Sometimes the dream changes,” my mother says looking back over the last nearly forty years she’s spent with my father, looking at the life they’ve managed to build together by adapting, changing. Where you are, what you’re doing, what the goals are—it can all change. At Flobeds, they have a warrantee called the Goldilocks Guarantee: “Life happens; people change. Your mattress can change with you.” Paying attention, making the right changes for yourself, your family, and your future—that’s what we’re all about in business and in life.

It’s the adaptability instinct that my dad brought to city council when he joined in 2002, right as the local lumber mill, the city’s largest employer, was shutting its doors. He ran with the slogan: “Focus on the Future,” and was already imagining a time whenMayor Dave Turner at completed Trestlethe trestle over Pudding Creek would be useable again, when the coast along the mill site would be cleaned and opened for public use, and when we might even have our own local marine science center. After 15 years on council, those dreams have all become realities. Each time I come home, I walk the newly opened South Coast trail, remembering how difficult the process was, how far-fetched it seemed at times. And as the path turns and leads to the Noyo Center, my dad always speeds up, taking me to the container that houses the blue whale bones, excitedly talking about the day they’ll be displayed for all to see. All these years later, and he’s still chasing the whale on the horizon—just like all of us.

But remember: your dreams may vary.

Anne's Tree of Life
Anne Turner’s “Tree of Life” Quilt

Eat, Sleep & Breathe Your Dreams

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Eat, Sleep and Breathe Your Dreams… because, well, otherwise, what’s the point?

This Thanksgiving all of us at FloBeds wish you success and joy as you pursue your dreams.  We feel lucky to have been given the privilege of your trust to make your mattress “just right”.

Let’s all take a moment for thanks; for all we have, and all we can be.  We reach out to those who have lost so much this year in storm, fire and war.

So, as the days get shorter, take stock.  Look back at all you have accomplished and look forward to all you want to achieve.

Remember… Your Dreams May Vary.

FloBeds Team

Trick or Treat

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20 years ago we introduced the FloBeds Layered Talalay Latex Mattress.  Back then we spent a lot of time explaining the benefits of latex foam rubber in a mattress.  The superior qualities of Talalay Latex made it pretty easy:  comfortable, natural, healthy and durable. Demonstrating the advantages of sleeping on a buoyant, breathable and baby-safe Talalay mattress was not difficult.  In 1997, convincing someone they should consider ordering a mattress on line was a different story.

We knew we had to make it risk free, so we designed our mattress to be the first personally crafted latex mattress.  Need if firmer or softer, just take out a layer and replace it with the firmness you need.  And if you can’t get it right.. get your money back!  Unheard of in those days.

Over the last 3 years, a 100 new mattress companies have realized that customers like to order from the convenience of their home.  Enter the hucksters and snake-oil sales types, which leaves you asking:
Trick or Treat?

At FloBeds we guarantee no tricks, all treats and sweet dreams.  How can you tell?  Look around the web… our customers love us.  Check out the website.  Email or call us!  We take care of our customers… we always have and always will.Family Business

After you realize we are a family business that has a 20 year online record of excellent service offering the best mattresses in the world, Talalay Latex, you know have found the bed of your dreams.

 

FloBeds Congratulates our Adopt-a-Fifth-Graders

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2 Future College Students
FloBeds’ Dave Turner with two Future College Students

All of us at the FloBeds Latex Mattress Company are so excited to send this two awesome fifth grade students on their way to college. The Mendocino College Foundation has an Adopt-a-Fifth-Grader program:  Companies (or individuals) can donate $700 to the foundation for a deserving fifth grader selected by the school.  The Foundation guarantees that student will receive $1,000 at graduation towards tuition and books at Mendocino Community College or $500 at another college.  This year Fort Bragg Rotary did a match of $200 for every $500 given, enabling FloBeds to turn $1,000 into $2,000 for two fifth graders.  Last year there were three students in the program here on the Mendocino Coast.  This year, with Rotary’s help and motivation, we have thirty fifth graders thinking about college!

Built in Fort Bragg... shipped worldwide!
Built in Fort Bragg… shipped worldwide!

This is such a powerful program.  Student who have shown themselves to be hardworking, diligent and good citizens are selected by their teachers.  At an early age they are gifted with a scholarship to go to college.  The next 7 years they will have college on their minds.  And it will spread to their friends… that’s just the way of it.

 

All About Latex Mattresses and A Good Night’s Sleep

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We all need our sleep:  beauty, brains, energy or just for rest and recuperation.

You may have heard of the six sleep admonitions to getting a good night’s sleep:

  1. Keep to a schedule, even on weekends.
  2. Maintain a bedtime pattern.
  3. Get exercise everyday, but not just before bed.
  4. Don’t eat or drink alcohol or caffeine before bedtime.
  5. Keep your bedroom environment conducive to sleep: cool, dark and quiet.
  6. Give your body (spine, lumbar, shoulders and hips) the support it requires with a proper mattress.

If you can take care of items 1 – 5, we can help you get a mattress that, as Goldilocks said, is Just Right.

To design a mattress that gives you spinal alignment as well as relief for your pressure points, just take a momement to tell us about your six sleep demographics:

Go Ahead, Make My Bed
Click here and we will design your sleep system

 

  1. How old are you?
  2. What is your height?
  3. What is your weight?
  4. Are you male or female?
  5. Do you predominantly sleep on your back, stomach or side?
  6. Do you generally like your mattress softer or firmer.

We make every mattress out of Talalay Latex surrounded by Organic EuroKnit Cotton quilted to Organic Wool.  Each side is designed for each sleeper.  Life

Click to see our 20 yearGoldilocks Guarantee
Click to see our 20 year Goldilocks Guarantee

is too short to compromise on proper support in your mattress.  We will build your mattress to your sleep demographics.  And every FloBed is adjustable.  With our Goldilocks Guarantee you can make it softer or firmer for the 20 year life of the mattress.

Because we manufacture every FloBed latex mattress and ship it directly to you, we can afford to put in the very best materials and provide you with unparalleled customer service.    All at a price that is less than you will find in the traditional distribution cycle because you are only paying for the materials and the 10 person company that makes your FloBed.  You are not paying for storefronts, wholesale and retail sales force, extra transport and all the usual cost of doing business.  And a money back guarantee as well as a Goldilocks Guarantee allowing you to order new firmness cores at a steep discount for 20 years.

Not losing sight…

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DaveDeskWord

Back in the 1996 we had a crazy dream: allow customers to design a quality mattress online that would meet their sleeping needs… not just a good compromise, but a mattress each sleeper could choose the right mattress configuration for their body.  Five years later Temma Ehrenfeld, of Newsweek, coined “Goldilocks Was Right” newsweek-189after purchasing a FloBed and then writing about it…
and we’ve been helping folks make their bed “Just Right” ever since.

The one thing we have never lost sight of is treating our customers like we would want to be treated. That adds up to: 1) making our mattresses out of the best materials we can find — Talalay latex of just the right firmness combinations cut precisely to fit together in a single unit of individualized comfort and 2) unparalleled customer service.

…More –>FloBeds Blog

Visiting NYC

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BrynaTurnerAnne and I took are visiting New York City and our daughter, Bryna, to witness her professional playwriting debut.  The Lincoln Center LCT3 Theater is producing  her comedy: Bull in a China Shop (LCT3 produces shows by new playwrights, directors and designers).  http://www.lct.org/shows/bull-china-shop/

Needless to say, we are proud parents and are having a blast.  The play is still in previews and it is amazing to watch the actors, director and playwright fine tune the production up until the March 1st opening.  Last night the cast and show were surprised and thrilled to find  Gloria Steinem and Christine Ann Lahti in the audience.

Gloria Steinam and
Gloria Steinam and Christine Ann Lehti visit after show.  (They loved it, btw:)

I’m supposed to be working on the new website from our apartment in the Upper West Side… but this is just too much fun.  (Dewey, I promise to get to it.)  I am excited to showcase the easier to navigate site (especially on mobile) and can’t wait to get customer feedback on our latex mattresses .

We arrived the night before the February snow… we knew it might come, but 10 inches?  Come on!

Anne walking back from the Metropolitan Museum

It’s pretty much gone now, but us Californians still get shocked walking out in to a 30 degree (feels like 20) morning.

Chemical Free Mattress

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When we say chemical free mattress it goes without saying we are referring to to toxic chemicals… those chemicals that can cause harm to the human body.  The FloBeds Natural Latex Mattress is chemical free in all the right ways.

Organic Cotton Cover
Organic Cotton Cover

Starting from the top we first find the organic cotton two ply European stretch knit.  The Euro-knit allows the cover to conform to your body and not hammock or interfere with the support characteristics of latex.

 

The cover is quilted to organic wool.  FloBeds has used wool on top of our latex mattresses since the 1990s because of its healthy qualities:  breathability, hollow structure  (wicks away 1/3 its weight in moisture), and comfort.  When the Federal Government started requiring mattresses to be flame resistant, most companies started using chemicals and artificial barriers to make their mattress pass the open flame test.  We passed with organic wool, on all six sides of the mattress (lofted wool as shown below and compressed wool on the sides and bottom).

Organic Wool - Comfort and Fire Resistant, Naturally
Organic Wool – Comfort and Fire Resistant, Naturally

Not only is the FloBed cover comfortable, healthy and strong… it is beautiful.

Healthy and Beautiful Cover
Healthy and Beautiful

Inside the cover it is simple:  the best support material in the world… 100% Natural Talalay Latex.  Made from the milk of the rubber tree.  No blending with synthetic to cut costs.  No mixing with Dunlop latex to save money.  If we could find a better material to put inside our mattress… we would (even if it cost more money).

Natural Deluxe Mattress
Natural Deluxe Mattress with 100% Natural Talalay Latex

All of this great material is supported by our Euro Slat foundation.  The sides are made of solid FSC certified sustainable Ponderosa Pine and covered with organic cotton quilted to compressed organic wool.

Under the Euro Slats
Under the Euro Slats

Contouring bent beech slat suspension provides both give and rotation and constantly respond to the shifting planes of your body, keeping your spine straight and gives just the right amount of support. Bent-Beech Slats are incredibly durable. They won’t break, crack or bend out of shape. (Europeans adopted this Swiss invention 60 years ago.)

This much goodness has not gone un-noticed…

Radium Foam awarded Cradle to Cradle... the ultimate badge of sustainablity
Radium Foam awarded Cradle to Cradle… the ultimate badge of sustainability

Organic Cotton Natural Latexcradle to cradleOkeoTek Natural Latex

Cradle to Cradle

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Years ago I read “Cradle to Cradle: Remaking the Way We Make Things“.

It made so much sense. We began applying the cradle-to-cradle philosophy to FloBeds and we never looked back.

The concept is simple yet powerful.  The Cradle to Cradle standard is a multi-attribute, continuous improvement methodology that provides a path to manufacturing healthy and sustainable products for our world.

We source every component that goes into our Organic Natural FloBed line to be sure they are:
1) serviceable, adjustable and reusable
2) all natural and as chemical free as possible
3) biodegradable
4) sustainably produced

I am pleased to report that our Natural Talalay Latex is certified by the Cradle to Cradle Products Innovation Institute.  cradle2cradlegold200

And now our Talalay Latex is certified Gold!

Dave Turner
President

 

See more of Flobeds’ Blog

Longest Day… Shortest Night

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I guess my FloBed mattress is going to miss me… I know I will be looking forward to hitting the sack tonight.

The longest day… the shortest night. The Sun is at its highest point over the North Pole. Summer is officially upon us. Enjoy the day… and get a good night’s sleep on your FloBed, no matter how long the sun stays down.

The mattress that is good for you… and good for the whole world.