A bucket list destination and mecca for history buffs, The Alamo is a sacred and powerful Texas landmark where real American heroes like Davy Crockett and James Bowie defended the garrison.
“A lot of guests come in and cry because the experience has meant so much to them,” says Renee Hays, The Alamo Gift Store manager. “People say they just ‘feel it’ when they are here, and many have planned the trip for so long.”
Purchases of one-of-a-kind T-shirts that honor historic figures who fought and died at the Alamo as well as drinkware, keychains and more all go back to support the attraction.
Photos: Kelly Williams
For visitors who travel across the country and from abroad, The Alamo in San Antonio is usually a one-time encounter. The gift shop is integral to The Alamo as a starting point where tourists can pick up a paid audio tour phone. Most choose the free self-guided tour, says Sheila Mayfield, The Alamo’s chief marketing officer.
Most shop staff have been on board for 10 to 15 years and are welcome to tour The Alamo whenever they choose. Over time, they build their knowledge, and often can answer questions about the historic site or direct visitors to a docent to respond to the toughest questions.
The store is also an intermission for visitors after exploring The Alamo Church and its new Sacristy exhibit — the final worship space and sanctuary for defenders.
“I have guests who look at their phones and say, ‘I’m from out of town and I figured we would stay for a couple of hours and I’ve been here all day,’” says Hays, noting how the gift shop is also an exhibit to tour with apparel and souvenirs you’ll only find at The Alamo.
Across the grounds, throughout exhibits and in The Alamo Gift Store there is a “power of place,” Mayfield relates of feeling the history.
‘Come and take it’
The “big three” historic figures who fought and died at The Alamo are honored with apparel and gifts, both with famous quotes and modern motifs. Those are Davey Crockett, James Bowie and William Barret Travis, known for writing the “victory or death” letter that is available for purchase as a limited-edition framed photo mint.
A Travis T-shirt bears the phrase, “Victory or Death.” Coonskin caps are a go-to Crockett souvenir. And a soft, safe rubber Bowie knife replica from JA-RU’s Wild West line appeals to the younger set, while adults go for a T-shirt that says, “Always bring a Bowie knife to a fight. The official knife of Texas.”
The Alamo’s gift shop, an Event Network store, sources top-selling apparel from Grunt Style, a brand that sells patriotic designs. The company also supports veterans and the military community, which resonates with many guests, Mayfield says.
“Visitors don’t want plain shirts,” shares Hays. “They want The Alamo represented for a memento.”
Name drop is essential. The Alamo checks this box across its apparel collection, which includes sayings like, “Not my first rodeo. The Alamo.” Another reads, “Come and Take It,” a phrase associated with the flag that was raised during the historic Battle of Gonzales and carried to The Alamo. Some shirts are designed by local artists, such as one depicting The Alamo chapel created by Mariana Lopez.
A range of sizes, from onesies to 4XL, accommodate generations of guests and every shape and size who celebrate The Alamo’s courageous spirit.
Festive name-dropped mugs also resonate with customers at The Alamo Gift Store.
Living history, on displayWhere else can you get a flag that flew over The Alamo? Nowhere but the gift store. The symbolic souvenir is a sought-after, meaningful keepsake. In advance, guests can request a date of their choosing to commemorate a special occasion — or select from a well-stocked inventory of U.S. or Texas flags from no specified date. Requests are collected online at least 72 hours before a visit. Flags come with a personalized certificate of authenticity and date the flag was flown.
“The flag is truly unique to The Alamo. You cannot get it anyplace else in the world,” says Mayfield.
“We also sell the flags to various state departments for retirements and other events,” says Hays. “They’ll order a flag to be flown, we’ll send it to them and they present it to the family.”
Challenge coins by MilitaryCoinsUSA are also popular collectibles. These 2-inch antique brass plated coins state, “Remember the Alamo,” and an etched illustration of the chapel on one side, and a Texas state flag with “Victory or Death, 1836” on the other.
Mayfield says, “A lot of military and first responders collect challenge coins from all over the world, and kids will ask our Alamo rangers, ‘Do you have challenge coins here?’”
The shop also carries an array of sterling silver charms shaped like the state or bearing famous quotes from The Alamo battle, along with keychains and souvenirs including coasters, magnets, buttons, stickers, shot glasses, vintage charm spoons and pocket watches.
The holiday ornament category, introduced in 2020, has taken off with some customers collecting one every year, Mayfield says. “We are excited to work with Christopher Radko on a custom ornament,” she notes of the artist known for intricate, handcrafted designs. “We have elected officials who come in and buy them to distribute as a personal gift to staff.”
Few leave the gift shop empty-handed. And upon making purchases, a decision to round up directly benefits The Alamo, Hays says. “Shopping for a cause is very important here. People visit the historic church and want it to be around for future generations, so when they visit us in the gift shop, there is beautiful signage to let them know their purchases contribute toward preservation efforts.”
In fact, The Alamo is almost through a $550 million renovation that included opening a 24,000-square-foot Alamo Exhibit at the Ralston Family Collections Center in March 2023 and will wrap up in 2027 with the Alamo Visitor Center and Museum, along with a number of other preservation projects on the property.
Power of place
Displays at the shop are arranged by category and theme so “there’s something for everyone,” says Hays. Grunt Style gear is an anchor and what visitors see first when they enter. “From there, displays showcase items that appeal to everyone in the family and position products at the right level,” she says.
For instance, a Davy Crockett display might include coonskin caps, toy soldiers, dinnerware and keepsakes.
Spring break kicks off The Alamo’s busiest season, which runs through summer and slows down in fall. Hays has to make sure the shop doesn’t run out of essentials like flags. “We always have at least 300 of them in stock,” she says.
Engaging customers in conversations about their time at The Alamo helps shop staff guide them to souvenirs that appeal to them. Hays rewinds to her first visit with her late husband, then a boyfriend. It’s a landmark and a milestone for her — one they shared with their children upon moving to San Antonio.
“It’s very special to me and amazing to share in the gift shop with visitors,” she says.
