Close encounters

UFO zealots arrive in full costume. NASA gurus linger over satellite displays. Curious travelers pull off the highway because Roswell, New Mexico, is one of those places they have to see for themselves.

Nearly 80 years after the 1947 Roswell incident — when debris discovered near this high-desert town sparked decades of speculation about a possible UFO crash and government cover-up — the city continues to embrace its extraterrestrial reputation. Visitors can check out alien-themed attractions, public art and restaurants. At the center of it all is the International UFO Museum and Research Center, where guests from around the world come searching for answers, history and a little mystery.

For Deputy Director Cat Martinez, the story has always been part of the local landscape. Born and raised in Roswell, she joined the museum in 2015 and worked her way from the library to the gift shop before taking on her current role.

Today, she welcomes everyone from serious researchers to families with dogs dressed as aliens.

Here, Martinez shares what keeps visitors fascinated and what they’re taking home from the gift shop.

Q, What kind of experience can visitors expect when they arrive?

A. The museum starts with exhibits focused on the 1947 Roswell Incident and follows a horseshoe-shaped path through the galleries. Along the way, guests can watch our documentary, Recollections of Roswell, explore exhibits about UFO history and pop culture and see one of our biggest attractions: a large, animated saucer display. Every 30 minutes, the lights flash, smoke rolls out and aliens begin communicating in their own language. It’s a fun spectacle that draws a crowd every time.

Q. What questions do visitors ask most often when they tour the museum?

A. The biggest question is whether we think something really happened during the Roswell ‘incident’ and whether aliens are real. Having worked in the library for years, my personal opinion is that something happened. There is just so much information available that people leave with plenty to think about, regardless of what they believe.

Q. What role does the gift shop play in the overall experience?

A. The gift shop’s proceeds help support the museum and its mission. Visitors’ support benefits everything we do, from curating exhibits and educational programs to maintaining the collection and library.

The gift shop is located at the end of the museum, and about 80% of the merchandise is exclusive to us. People want something that says they were here and connects back to Roswell. Most of our products feature the Roswell incident, flying saucers or aliens. Most visitors leave with at least a small souvenir.

Q. What categories consistently sell well in the gift shop?

A. Magnets, keychains, mugs and stickers are always popular. We also do very well with collectibles like ornaments and coasters, and we offer hobby items such as guitar picks by Lipco Group. Tangico supplies a lot of our collectibles and novelty items, along with Kappes Co., now part of Lipco Group. American Welding Co. makes custom metal magnets, but we stay away from signs and other bulky or big items that aren’t as travel friendly.

Toys from Rhode Island Novelty go over big with the kids. We offer an assortment that ranges from alien plush and saucer stress squishies to solar system puzzles. Kids who visit our research library can leave that space with a swag bag of goodies like a bendable alien, pencil and sharpener in the shape of a UFO.

Sports-themed items sell surprisingly well in the gift shop, including golf balls by EnjoyLife, baseballs and other gear featuring alien graphics. Apparel is always a strong category, especially our custom T-shirts and hats, mostly from Prairie Mountain.

Q. Are there any newer products that have taken off at the International UFO Museum store this year?

A. We recently added challenge coins after a visitor suggested them, and they have done very well. We also started carrying freeze-dried ice cream sandwiches because of our NASA exhibits. We recently started carrying collars and leashes, dog toys and T-shirts by So Fetch.

Visitors enjoy finding products that connect different parts of the museum experience. Our staff listens to their ideas so we can test new souvenirs.

We like to offer a mixture of items people expect and different products since about half of our guests are return visitors.

Q. Tell us about the annual UFO Festival in Roswell. What does this event mean for the gift shop?

A. The UFOlogist Invasion takes place during the first week of July every year, close to the anniversary of the Roswell incident. We host UFOlogists and speakers from across the country who give presentations and interact with visitors throughout the weekend. Guests can attend lectures, ask questions and have one-on-one conversations with experts. It’s one of our biggest events of the year and our store’s sales reflect how busy the museum is during this time.

Q. As someone who grew up in Roswell, what do you enjoy most about working at the museum gift shop?

A. The people. We meet visitors from all over the world and every one of them brings a different perspective. Some show up in costume, and then you have serious researchers spending hours in the library.

Visitors sometimes share their personal experiences with you. Seeing all these personalities come together around a shared curiosity is really rewarding, and when people are walking around the gift shop and say, ‘This is really cool!’ or, ‘What a great shop!’ that is fulfilling to me, as well.