Provide exceptional event support

Attraction retailers are in a special place — not only do they support their attraction, but they may also support events within their attraction.

To do this well, attraction retailers must work with their organization to understand the event they will be hosting. The buyer must research products and understand the cultural/local impact of the products. The visual team must ensure the products are supported by signs and props that make a big impact on the guests.

Highlighted events should always be up front in your locations and in all of your display windows. The next step is engaging the team to understand the new products and suggest these products for all that attend the event.

With events, people want to take something home to remember their experience.

"Highlighted events should always be up front in your locations and in all of your display windows. The next step is engaging the team to understand the new products and suggest these products for all that attend the event."

For example: if you have a lantern festival at night, your facility should look at glow items for children. You will also want to have shirts for the event in the same design for adults and children because families want to make memories together.

Do your research

If the event has a cultural component, always consult experts in that culture to avoid any cultural backlash of your products. If it is a scientific or historical event, consult with experts in the field to ensure the products and visual signs are correct for the event.

As a retailer that supports a facility, you must maintain integrity and accuracy. Once products go out, there is no way to recall incorrect information or misrepresentation. Always check your work, and have others check your work, because you have one shot to get it right.

Tips for success

Events can challenge retail teams. Here are some final tips for success with events:

• Get a full understanding of the event and plan where to place retail within it.
• Set a buy plan; work with vendors on price and quantities; track event merchandise; and set parameters for replenishment and end-of-event liquidations.
• Create event merchandise that stands out from your normal merchandise mix.
• Run promotions for the event merchandise, such as BOGOs or two for $50, to motivate buyers.
• You only have a limited time to sell event items, so invest in larger-than-life visuals for these items.
• Adjust labor if needed for the event.

Above all, make great memories through your attraction’s merchandise!

Tommy Brown is a ZAG board member, retail and visual manager for the Saint Louis Zoo and a professional speaker on retail topics. He can be reached at tbrown@stlzoo.org.