Vision Trends by Dr. Scott Keating, Dover, OH
OWNER: Scott Keating, OD; URL: visiontrends.net; FACEBOOK: facebook.com/visiontrends; YEAR FOUNDED: 1992; YEAR Opened featured location: 2012; EMPLOYEES: 13 full-time, 4 part-time; Opened featured location: 2021; AREA: 3,000 sq. ft.; Buildout cost: $320,000; ARCHITECT AND DESIGN FIRMS: Eye Designs and Fashion Optica; TOP BRANDS: : Etnia Barcelona, Lafont, Sospiri, Coco Song, Fusion, Faniel, Francis Klein, Alcon Total 30 and Precision Dailies, Hoya Array 2 VL and ID 3 Urban progressives

Dr. Scott Keating
“WHEN I WENT through optometry school in the late 1980s eyewear was thought of as more of a medical device, and not fashion,” recalls Dr. Scott Keating. That was the prevailing ethos Keating took with him when he started in private practice in rural eastern Ohio 33 years ago. But after attending his first Vision Expo West in the early 2000s, Keating had something of an eyewear epiphany. “This conference opened my eyes to a whole new world of independent, cool and unique eyewear that I didn’t realize existed. So I began to think about opening a cool optical offering frames that nobody carried.”
The resulting business, Vision Trends by Dr. Scott Keating, opened in 2012 in Dover, a semi-rural location with just 13,000 mostly medium-income earners about 30 minutes north of Keating’s first two practices. Some thought he was taking a risk offering edgy eyewear in such a place. But the way he saw it, “the biggest risk is not taking a risk! Fourteen years later, customers come from all over now that they know what we offer. There is a definite niche out there for unique fun frames but one needs to be aware of what price levels your area can afford to create a thriving business.”
From the outset, Keating’s goal was to carry eyewear that was both unique in the area but whose prices weren’t out of the reach of local residents. He developed a business plan in which 60% of frames fell into a retail “sweet spot” of $220 to $360, with 20% in the $370-$900 range. “If a frame was marked for over $400, then it better tell a story or have some unique features in order to sell better.” He adds, “When you offer a few higher-end frames, it makes the mid-range frames seem more affordable.”

“We don’t hide frames in drawers and pull them out as needed,” says Keating. “We show all 2,200 ophthalmic frames and 500 sunglasses in full view.”
Among Keating’s best sellers are Etnia Barcelona, Coco Song by Area 98, and Sospiri by Ottica Veneta. He particularly loves brands that utilize cool materials such as Vinylize, made from vintage vinyl records, and Say-Oh, which uses the same Damascus steel from Japan used in Samurai swords.
The frame-forward nature of the new business dictated its appearance. “It is all about the frames being displayed. No fancy art pieces or cool furniture to make your eyes stray away from the frame boards. We don’t hide frames in drawers and pull them out as needed. We show all 2,200 ophthalmic frames and 500 sunglasses in full view.” The layout is open and “well-spaced” with a comfortable sitting area separate from the waiting area to see the doctors.
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Keating fosters a culture of authenticity among his optical team, which includes four opticians and several “back-up employees” who double as stylists. “Customers can tell when a salesperson is phony and just trying to make a sale. All of our opticians and frame stylists will give honest opinions and not try to sell a frame just because it is more expensive.” He supports his team by taking them to Vision Expo “to see all the wonderful companies in the optical world” and by standing by them if a rude customer crosses the line. “I fire the customer from our office if needed. No one needs to work in a toxic environment.”
The business’s online presence gets directly to the point and serves one main goal: to show off the frames. The social media feeds are strewn with patients rocking their new looks. Another favorite marketing tactic is fitting people who work in public-facing businesses with free or heavily discounted eyewear. (See Fine Story below.)

A full-scope vision care office offering medical eyecare, Vision Trends leans heavily on the new Precision 7 by Alcon for contact lenses, while the OCT and Optomap have been game changers in diagnosing health issues and offering new technology to the practice, says Keating.
He stays active in the community by helping with seasonal events such as the Polar Express train ride and serving on a local historical society board and with organizations like the Lions Club. Vision Trends also donates glasses to charities and mission teams. But perhaps Keating’s greatest gift to his community has been his message that you don’t have to live in the big city to be stylish. “Once men and women purchase a unique/cool looking frame from us, they never go back to boring.”
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Five Cool Things About Vision Trends by Dr. Scott Keating
1. GLASSES MENAGERIE. Customers love the pictures of animals wearing glasses hanging on the walls.
2. SECRET SPACE. A hidden room with a vault door was found beneath the parking lot. An 88-year-old patient told Keating it was used to store fur coats in the 1940s.
3. SEASONAL FUN. At the annual Polar Express train ride, a community event, Keating acts as Santa and a storyteller.
4. MATERIAL MANIA. Keating has a weakness for frames made out of unique materials like flowers, cactus, seashells, pinecones, wood from recycled instruments, snakeskin, sting ray skin, leaves and vinyl records.

5. FAMILY AFFAIR. Keating’s wife Tammy is office manager, son Brent is an OD with the practice, and daughter Abby is an apprentice optician there.
PHOTO GALLERY (5 IMAGES)
JUDGES’ COMMENTS
- Love the story of bucking the trend and bringing unique eyewear to a smallish town! Love styling high visibility locals in glasses (for free). Love the inclusion of the energetic orange color. Nice that patients can preview brands you sell. The eyewear gallery is a nice touch, and good for SEO. — David Barton, Co-founder & CEO, Optify, San Diego, CA
- This practice dares you to stand out with a very intelligent curated assortment of brands that brings style and quality patient care together in a friendly and engaging experience. — David Duralde, Chief Creative Officer, OGI Eyewear, Minneapolis, MN
- Vision Trends is totally what this “small town USA” practice is all about in their local community, and I’m here for it! The grassroots marketing strategy of styling local community members with cool frames is just genius. It’s an awesome way for others in the community to see their peers in relatable styles for everyday wear, inspiring them to find what they love too! — Jenn Denham, Head of Business Development, Review Wave, McKinney, TX
- I absolutely love the idea of walking advertisements throughout the community! It’s clear that you have put a lot of thought into both the retail and business aspect of your practice. You’ve got a great story, and the fact that your family is part of the business is an added bonus! — Paige Kraemer, ABOC, Sales Consultant – Minnesota, Cherry Optical Lab, Green Bay, WI
Fine Story
Several checkout employees at one of Dover’s busier supermarkets wear frames supplied gratis by Keating. “I tell them if I can choose the frame that they will wear, I will give it to them free. Imagine how many people walk through every day and see my frames! It is such a low-cost marketing plan with big returns.” He also fits salesmen at a local men’s clothing store — “This reaches men who want to look good with what they wear.” — and an elderly lady who is the greeter at a local upscale day spa and salon, who now sports a beautiful caviar frame. “She loves telling people about us.”