For almost a century, Evelyn Hill Inc. has provided hospitality services and retail management operations to some iconic American destinations: the Statue of Liberty, Ellis Island and Baltimore-based Fort McHenry. American-themed souvenirs are everywhere throughout these gift shops — Statue of Liberty replicas are plentiful in both the Statue of Liberty and Ellis Island gift shops, and star-spangled flags are on just about everything in the Fort McHenry gift shop.
“Fort McHenry is the home of the Star Spangled Banner,” explains Jose Sepulveda, Evelyn Hill’s vice president of retail, adding that the battleground inspired Francis Scott Key to write the national anthem. “The focus there is 100% on the American flag and its history.”
Sepulveda says some of the souvenirs at these sites go a step further and are also 100% American made, including most of its Statue of Liberty replicas and souvenir American flags.
“We strive to offer as [many] made in the USA goods as we can — some mugs, caps, tees and locally made candles, food seasonings and prints,” he adds.
Offering American-made keepsakes isn’t just for historic U.S. destinations as some other souvenir and gift stores have found value in promoting American-made and locally made goods.
Since the mid-1800s, Mast General Store has been a popular general store in Valle Crucis, North Carolina, and in more recent history, it’s become a go-to gift and souvenir spot. The company operates 11 gift shops and one sister store across North Carolina, South Carolina, Tennessee and Virginia. Sheri Moretz, the chief storyteller for Mast General Store, says carrying a good selection of American-made merchandise is a bit of a virtue for the chain.
Constitution replicas are fun keepsakes at Ellis Island.
“With our general store roots, we try to represent our local, regional and national vendors that can meet the production needs of our organization,” says Moretz, adding that the sister store, Rivercross Made in the USA, features 100% American-made items.
She says, “As the Mast Store looks for new items to put on the shelves, the buyers begin their search locally, regionally, then look to the United States and finally globally.”
Stocking USA statements
Some souvenir categories are particularly great for finding American-made merchandise. Teresa Plaag, food buyer for Mast General Store, says there are a lot of good American-made food, personal care and pet items.
“Our foods and personal care categories are entirely made in the USA, and the pet treats we carry are all made in the USA,” she says. “The made in the USA options we offer has grown some in recent years simply because we have narrowed and deepened a lot of our selections, and imports were more often cut from our lineup than USA-made items.”
Some retailers have had luck with American-made apparel and jewelry. In Boothbay Harbor, Maine, Sweet Bay is known for its Maine- and New England-made gifts, from Town Pride apparel to locally made jewelry and decor. Manager Cathy Rayle estimates that 80% of the store’s products are made in Maine or the USA. She says tourists appreciate that the store has a curated selection of products made in Maine or New England that they can take home.
“We have people come from all over the world, and they want something made in Maine or made locally,” Rayle says.
In Ashford, Washington, the Longmire General Store at Mount Rainier National Park is full of American-made finds, from local jams and confectionery foods to local pottery. Melinda Simpson, director of operations for Rainier Guest Services, says the store makes sure to call out USA-made gifts and souvenirs — a table full of USA-made drinkware, pins and stationery; a rack of USA-made charms; and shelves stocked with local candies and food.
“A single sign featuring the American flag is far more effective than explaining it verbally,” says Simpson. “By creating a clear display of Made in America products, we’ve made it easier for guests who want that local connection to shop intentionally.”
American solutions
Finding products that are made in America can be challenging at times, but it’s a challenge worth taking when it aligns with a store’s mission. Even though Evelyn Hill Inc. can’t source 100% of its merchandise from domestic sources, Sepulveda says it’s part of the store’s mission to do that when it can and when it makes sense.
Name-drop sweaters are made in America at Sweet Bay in Boothbay Harbor, Maine.
“We operate in these attractions that people come to visit that have American history, so I think it’s important to offer American made,” he says. “It can be tough, but when we find someone who can make something locally and if it resonates as a souvenir, we have a conversation.”
He stresses that Evelyn Hill tries to find souvenirs that are both high-quality and align with what customers want, which sometimes involves price. Although the Statue of Liberty store’s variety of American-made goods is limited, Sepulveda says he makes sure some of the top-selling souvenirs are made here, such as the very popular Statue of Liberty replicas.
“The Statue of Liberty replicas are the most important category in the Statue of Liberty store — everyone wants to take home a little Statue of Liberty,” he says.
To make sure that most of these statue replicas are USA made, Sepulveda says Evelyn Hill purchased a factory in 2019 in Queens, New York, to make poly resin statues in-house that were up to the store’s standards and made right in the city. The statues range in size from 4-inch replicas to 24-inch replicas, with a couple of 4-foot display statues.
“We package them ourselves, paint them ourselves and give customers exactly what they want,” he says of the replicas. “We make big statements with those.”
There are two tables up in the front of the Statue of Liberty gift shop dedicated to the statue replicas, along with signage calling out that these are made in New York City. Similarly, Evelyn Hill likes to make a statement in its Fort McHenry gift shop with American flags that are made in the USA.
“Focus on the items that customers want that are made in the USA and grow those lines,” Sepulveda advises. “And if you can, make a statement. Make it big, make it loud, make it colorful and playful, and I think people will gravitate toward it, understand it and learn it.”
Marketing made here
Along with making a statement in the store, Moretz says it’s important to make a statement about USA-made merchandise outside of the store as well through marketing efforts.
Some USA-made items are displayed at the Longmire General Store in Ashford, Washington.
“People are looking for items that are made in the USA, and we highlight our vendor partners quite often on social media, through our blog posts and via our emails,” says Moretz. “Our catalogs/gift guides also make note of items that are manufactured in the United States.”
Simply expressing excitement over the USA-made products is a selling factor at Sweet Bay. Rayle says she and her team are always trying to tell the stories behind their products with customers.
“One of the things that works so well for us is myself and a couple of the people who work here are so passionate about the things that we have in the shop,” says Rayle. “Enthusiasm and passion are key. We’re enthusiastic about having Maine artists, and that enthusiasm spills over to the customers.”
Simpson shares that thoughtful merchandising within the store goes a long way to marketing the store’s USA-made and locally made items. Longmire General Store focuses on calling out its American-made and locally made items within displays that Simpson says are thoughtfully laid out.
“Our displays are curated to reflect a wide range of interests and budgets, all while staying true to the park experience,” she shares of the Longmire General Store.
The store is also a big champion for the items it has that are made domestically.
“We also prioritize vendors who champion environmental causes. Buying local reduces environmental impact, particularly from transportation,” she says. “Because our store represents a national park — and a national treasure — it’s important that we support U.S. businesses.”
