we didn't put out a very good product in Classic Smiley Charm California for the first 18 months or so, 24 months because it was the Chick's physical plant with our content and you walked in and it was nothing that we -- nothing we were very proud Classic Frown Charm but we didn't want to spend the capital because we didn't know what was going to happen in the world and we didn't want to spend the capital to renovate those stores.
We've now gone back last year and we renovated five stores. We're going to do some more of those this year and we're pretty pleased with what's Classic Smiley Minx Charm on in California now. So California will end up like Texas, which we ended up like the Carolinas when we first went there, which ended up like Florida. You kind of go in and sometimes you kind of knock it out of the park on the first pitch and other times you don't.
In Texas and California we didn't but as we had in other markets, we have either figured it out or we're in the process of figuring it out but the end Two Hearts Charm Red will be the same. It's just a matter of how long it took us to get there.So we're very pleased in Texas and we continue to open stores in California and are pretty enthusiastic about California.ROBBIE OHMES: Great. Well, we're out of time so I want to thank Dick's Sporting Goods management for a great presentation.
And, we have to improve the efficiency and Horseshoe Charm of our operation, using technology to help us be better at what it is that we do, such as in-stocks, labor management, faster POS, and merchandise planning and allocation. To do that, we -- while we feel we have a strong team, we need to make it stronger by attracting, developing and Frog Charm the leading team in retail.
And we will do that by making sure we have a sales oriented and customer-focused culture, really understanding what Key Charm that we need, what's selling, what's not selling, understanding what the customer wants, and strengthening the selling and service skills in the stores, so that our associates know what and how to sell to the different customers that might come in.
So, those are the six strategies. We put them in place a year ago. So, how'd we do? Well, the financial results and long-term objectives are up Pig Charm the board, and as you can see from the chart, we've made significant progress in 2010 towards achieving the long-term financial objectives we set for ourselves last year, but we have plenty of room for improvement. We still have a long way to go.
This is one that's probably near and dear to Dress Charm all's heart is, we have to increase the productivity. Starting first and foremost, rigorously managing our expenses, making sure that we don't overspend, but we have the appropriate level of expense. That means in some cases, shifting that where we will invest in things like marketing, Four Leaf Clover Charm development, but pulling back where it's not as appropriate.
[CCS], where we have the opportunity to bring in a new skate customer, Run by Foot Locker -- we've got a store down in Union Square, and another in Butterfly Charm Park in New Jersey, new concept, new prototype that we're -- we're working on where we think there are opportunities for us to continue to grow and develop.We have to improve our inventory turnover and merchandise flow. Our inventory turnover was too low.
We need to get that up. And we're going to do that by flowing the merchandise more appropriately, to get the right goods in the right store at the right Dice Charm at the right time, and the right quantity in the right size.We have to improve the conversion rate. I talked about having people in the store. We've got strong traffic. We have to turn those shoppers, though, into buyers, and training our sales associates in better selling schools will help us do that.
"As a leader in the optical industry, it is Replica Rolex Watches goal to make the Transitions Championship the largest consumer education event focused on eye health and wellness in the entire optical industry," said Dave Cole, chief Replica Ulysse Nardin Watches officer, Transitions Optical. "Through our association with the PGA TOUR both as a title sponsor and as the Official Eyewear - together with our industry partners.
we are committed to furthering our mission of educating consumers here locally and around the world about the importance of healthy, quality sight."Transitions and many of its partner organizations involved in this industry movement are featured Discount Richard Mille the Healthy Sight Village, including the American Optometric Association, Carl Zeiss Vision, Essilor, OneSight, Optos, Transitions SOLFX, VisionWorks, Foundation for Eye Health Awareness and BayCare Health Systems.
The Transitions Championship will benefit over 100 local Tampa Bay charities. The tournament has made a charitable contribution of more than $25 million throughout the past 34 years. In addition to the charitable impact, the tournament has Discount Roger Dubuis more than $19 million to the local economy. Tickets for the Transitions Championship are on sale now by visiting www.transitionschampionship.com or by calling (727) 942-5566.
The Healthy Sight Village will host many Discount Jacob&Co education experiences including eyewear fashion shows, a swing simulator, product demos, meet and greets with PGA TOUR pros and trainers, golf clinics, and daily raffles in the Think About Your Eyes Pavilion; putting makeovers in the "Competitive Advantage" tent sponsored by Nike, Discount Jaeger leCoultre and VSP; the opportunity to demo Callaway's new RAZR Hawk driver and Neox(R) Transitions(R) SOLFX(TM) sun lenses in the "Callaway Experience" tent.
Oakley(R) Transitions(R) SOLFX(TM) sunwear and clothing displays in the "Oakley Rolling O Lab"; free vision screenings and activities and games Discount Montblanc Radio Disney in the "LensCrafters Kids' Zone"; and tours of mobile eyecare clinic "Eyenstein," developed by Transitions and VSP and free books from mobile literacy initiative Bess the Book Bus.Each day throughout tournament week will also features specific themes and events.
Wednesday, March 16 - "Youth Wellness Day - Brought to you by Transitions Optical and the Essilor Vision Foundation": Nearly 2,000 local school children will attend Youth Wellness Days, the first of which was held on Monday, March 14. All children Discount Omega receive a free vision screening, participate in an Improve Your Vision, Improve Your Game swing clinic and visit the Think About Your Eyes Pavilion. The PGA TOUR Wives Association will volunteer at Wednesday's Youth Day.
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