The Mast General Store was opened for business in Valle Crucis in 1883 by Henry Taylor. In 1897, he sold a half interest in the store to W. W. Mast. The Mast family operated it until 1973, when they sold it to an absentee landlord. The store closed in 1977. Enter John and Faye Cooper, who were attracted to the site in 1976. Boyanoski describes how the Coopers purchased and revived the store, establishing it as an institution, treasured by locals and visitors for its mix of the old and the new.