Supplying Ultra-Filtered Water to the Region

With a custom-built 12-stage filtration system, Basham, who started the water store in Sedona, explained the process. “We hired a water company that has been building water filtration systems since 1983. They examined the water and designed a complicated system specifically for Verde Valley water.”

Selling reverse osmosis, alkaline and purified water, Basham recently purchased another water store in Cottonwood under the same name. Along with several water refill stations inside, a lineup of water vending machines is offered outside the store, open 24 hours. “We even have a vending machine for ice,” he said.

With his entrepreneurial spirit, Basham, who was raised in Cottonwood since he was two years old, started his career straight out of high school. “I was at the right place at the right time and opened a Verizon store in Sedona at 18 years old and ended up owning four stores. I kind of retired at 29, for one month, then started The Water Store in Sedona.”

Basham then had the opportunity to become an authorized agent for Cricket Wireless, a company owned by AT&T with stores from Hawaii to Arizona. “I could write a book because I’ve done so many things,” he said.

“I’ve known Jason since he was a teenager. He is proof that hard work and treating people fairly pays off,” said Jason Benatz, a Clarkdale artist. “He could teach an entrepreneurial master class. From starting his career at Verizon and owning numerous franchises, he is a true success story. With his amazing wife and family, he continues to build an empire. He is so inspiring.” 

Along with a variety of glass and plastic (BPA free) bottles, Basham stocks about every kind of popular water sports bottles and water dispensers for offices and homes. The Water Store also offers freshly baked sourdough bread and cookies from Cottage Rose, a local Cottonwood bakery.

“Once we post that their baked goods are available on NextDoor, they are gone in 30 minutes,” said Basham.

He also provides a free Ozone rinse for cleaning bottles. “Ozone is a way of killing bacteria in a safe manner without chemicals. They use it for hospitals. We also have ultraviolet lights, which also kill bacteria. It’s overkill, but we want to make sure everything is sanitized.”

The little free time that Basham does have he spends with his wife, Nicole. Together they have five daughters between the ages of 17 and 24. He is also taking flight lessons, hoping someday to travel.

“Jason has an incredible ability to lift everyone around him,” said Nicole. “He is a supportive partner and a devoted father, consistently encouraging our family to be our best selves. I truly admire how he managed to balance his commitments to both work and family, always being present for the most important moments. He is a man of integrity and has a great sense of humor. I’m grateful for him every day.” VVBN

By V. Ronnie Tierney, VVBN

Both Cottonwood stores are open every day: 9 a.m.-6 p.m., Monday through Friday; 9 a.m.-5:30 p.m., Saturday; and 10 a.m.-2 p.m., Sunday. For more information, call 928-274-9426.

Photo by V. Ronnie Tierney, Fresh Focuses Photography: Jason Basham works nearly every day at his stores. This one is located at the Food City shopping center in Cottonwood.