An oversized dot bearing the words “transform moments” punctuates the entryway to the Space Needle’s corporate offices. The core principle defines guests’ experience at the 605-foot tower, completed in 400 days for the 1962 World’s Fair as a nod to its “age of space” theme.
A mission to transform moments into experiences of a lifetime also drives the culture at SpaceBase, a 6,000-square-foot donut-shaped shop at the base of the Space Needle, a designated landmark in Seattle that’s a symbol of the city.
“It’s a call to action and call to arms for a real hospitality focus,” says Roy Short, vice president of retail and product licensing for the Space Needle and Chihuly Garden and Glass, a neighboring exhibit within the Seattle Center arts and culture district. “It’s a focus on meeting the needs of guests, meeting them where they are and making their trip, bottom to top, into a magical, fun and memorable experience.”
All apparel at SpaceBase includes the Space Needle namedrop, with some hoodies on display next to a playful replica.
Photos: Mike Quinian
SpaceBase encircles the tower’s ground level, and all three of the marvel’s elevators empty into the retail floor. The gift shop is visitors’ launchpad to exploring artifacts within the Space Needle and the wonder from 60-story-high, 360-degree views. The store is also guests’ last stop before departing.
“Everything we do here is filtered through the stories and experience lens of the Space Needle, and we select products that are intended to surprise and delight our guests — souvenirs, apparel and collectibles that are Space Needle-centric and elevate the experience,” says Jack Cavanaugh, senior buyer, who shares a contagious passion for discovery that is consistent across a staff of 65 that climbs to 100 or so during busy summers.
This must-see bucket list icon attracts about 1.4 million people annually.
“It’s basically a spaceship on a stick,” Short says of the iconic tower.
Those visitors inevitably peruse SpaceBase Gift Shop, which sets the tone for the top.
He adds, “Our offerings tell the story of who we were and bridge it to who we are and where we think we’ll be in another 50 years.”
High standards
There’s more in store at SpaceBase than collectibles for sale. A 15-foot LEGO Space Needle sits on an 8-foot fixture on the shop floor. There’s also a plastic injection mold machine introduced at the 1962 World’s Fair that foreshadowed today’s 3D printing.
All the mugs and drinkware at SpaceBase check the “cool” factor, with many fun, custom designs that can’t be found elsewhere.
Cavanaugh says, “We found a guy in Florida who refurbishes them, and we wrench on this thing constantly to keep the machine moving because it tells a story. It’s about engaging guests while they are here with these ‘Easter eggs’ we have around the store that create an emotional connection to the experience.”
Store associates delight guests with factoids and the artifacts’ backstories.
Display teasers tie into an array of product categories that spans from apparel and souvenirs to toys and drinkware, along with a gallery section featuring local artists. Cavanaugh says not many products are sourced off the shelf. About nine out of 10 pieces are custom developed. All products check the “cool factor” box.
“When I see guests pick up something and just start laughing because we nailed the emotion, I know we hit the mark,” says Cavanaugh, adding that he overheard one customer say to a friend visiting from out of town, “I brought you here because it’s the best gift shop in Seattle.”
Products also align with the mid-century, modern aesthetic of the Space Needle.
“All of our apparel is Space Needle branded, and products are all very Space Needle-centric,” Cavanaugh continues, pointing to Space Needle shaped gummy candies, a mystery mini-brick building set featuring Seattle landmarks and a pepper grinder shaped like the observation tower.
Most apparel designs come from local artists and SpaceBase pulls in its staff to submit artwork, too. An annual call for apparel design submissions from staff always turns up talented artwork, and associates earn royalties on sales of their designs just as local artists do. This year’s Emerald City Comic Con apparel features an employee’s design.
Collaboration and creativity are embedded in the gift shop’s culture. Every year, the whole team gathers to review designs that vendors submit for the upcoming season. Cavanaugh orders pizza, team members from every department drop in, and all the designs are on display.
“I give everyone a pen upon entering the room and they sign their favorites,” he relates. “We hash out the top designs.”
Landmark experience
Several predominant themes at SpaceBase inform product selection and create an organized guest experience. A retro-futuristic section is a nod to the Space Needle’s “fantastical” space age feel with items like a tin robot lunchbox, a Jetson’s-inspired tee and graphic stickers.
A World’s Fair department offers souvenir Space Needle statues of all sizes. “We’ve got one foot firmly planted in 1962,” Short quips.
The Space Needle has worked with locally based Smith-Western Co. for souvenir items since 1961, while the venue was still in construction, Short says.
Because of Space Needle’s relationship with Chihuly Garden and Glass, its gift shop also under Short’s oversight, SpaceBase offers some glass souvenirs like a replica of the landmark.
Plus, the Space Needle operates three additional gift stores, two on the Seattle Center campus and one at Pike Place Market.
Seattle’s own
Just as the World’s Fair landmark was a beacon of innovation when it opened on April 21, 1962, the Space Needle and its gift shop maintain a progress-forward perspective. In the gift shop, only boxed or canned water is sold to avoid single-use plastics and Styrofoam.
“We are consistently working with our vendors toward a goal of eliminating single-use plastics and Styrofoam completely in five years,” Short says.
Cavanaugh adds, “We live this mission throughout the organization and take a leadership role in it, so a lot of our apparel is made from recycled polyester or organic cotton, and sometimes we tell that story on signage. I work with vendors to increase that storytelling because it matches guests’ expectations for an experience in Seattle.”
Short reflects back to 2021 when the Washington statewide plastic bag ban took effect. The requirement was to move from flimsy throw-outs to reusable plastic bags.
Space Needle stepped it up by offering totes from 100% recycled materials nearly at cost, $1.50 for a small and $2 for large. Turns out they’re also souvenir keepers so it’s a triple win: planet, people, brand.
“We don’t compromise,” Short says.
This applies to every aspect of SpaceBase and affiliated shops, from talent and training to culture and collaboration.
Short emphasizes, “Everything we do here is very intentional.”
