Red rock cliffs rise in the distance. Covered wagons and luxury teepees dot the landscape. Guests gather around firepits under dark skies after days spent hiking through Zion National Park.
At Bison Mercantile in Virgin, Utah, the retail experience is designed to feel like a natural extension of the adventure. But when Zion White Bison Resort first set out to build this gift shop, the vision was not entirely clear, so it started with the basics.
“We had a little bit of clothing, souvenirs like keychains and stickers, some dream catchers and snacks and drinks,” says Tama Hughes, who leads customer experience and reservations at the venue.
After four years of development on the 80-acre parcel with views of Zion’s sandstone cliffs — opening amid the pandemic — a riverfront RV park with pickleball and pool amenities took shape. Next to it, a natural next step was a store for souvenirs, gifts and provisions.
At this point, the question became: What should a shop on the property offer that combines necessities, nice-to-haves and keepsake gifts?
So, staff brainstormed.
This display goes all out with Western motifs, with wooden barrels, decorative “wanted” signs and antique cases holding souvenirs for sale.
Photos: Jimmy Bishop
“We wanted to keep with the theme of the park, which was Old West,” says Hughes. “The owners loved the cowboy feel and the Western lifestyle, and we wanted to blend that with making sure we had snacks, provisions and souvenirs people would actually use and enjoy.”
The resort evolved organically and so has Bison Mercantile, after one year in business.
From the initial covered wagon modern-pioneer camping setups to glamped-out teepees and accommodations inspired by ancestral Puebloan kivas with rooftop hot tubs, there are a variety of experiences for visitors to enjoy on site.
The mercantile follows suit, with Hughes and staff leaning into visitors’ requests.
“People were asking for things,” Hughes says. “Magnets, postcards, snacks, shirts. We listened to what guests wanted.”
‘Don’t pet the fluffy cows’
Today, Bison Mercantile balances convenience retail with a curated mix of Western-inspired souvenirs, glamping essentials and playful products tied directly to the guest experience.
The “Do Not Pet the Fluffy Cows” phrase is popular on T-shirts.
The shop carries apparel, plush, snacks, jewelry, dream catchers, Native American-inspired flutes, rocks, fossils, camping gear and children’s toys. Hughes and the team source much of the merchandise at ASD Marketweek in Las Vegas, leveraging spring and fall buying trips to discover new products.
“We try to stick with the Western theme as much as possible,” Hughes says.
One of the biggest hits? “The 12-inch white bison is our top seller for all ages,” Hughes says of the Zoologee stuffies.
The live white bison herd housed on property drives interest in related merchandise and apparel, including one especially popular T-shirt slogan: “Do Not Pet the Fluffy Cows.”
The phrase originated after staff repeatedly reminded guests not to approach the animals too closely and posted signs with this friendly nudge.
“They are still wild animals,” Hughes says with a laugh.
The tongue-in-cheek shirts quickly became customer favorites, but the backstory is one deserving of reverence. When the property owner acquired the land, he also purchased bison to care for, initially naming the outpost Weeping Buffalo. (They were brown and should have been called bison.)
During construction, a Native American Lakota team member said the name made their people sad. “Bison shouldn’t be crying,” he told Hughes, explaining the cultural significance of the rare and sacred white bison herd.
White bison symbolize hope and renewal and are estimated to only occur once in a million births. There are efforts to preserve the species in this region, and Zion White Bison Resort is part of this effort, if in a small way.
The resort acquired a couple of female and a male white bison and began breeding them annually. “We keep the females and donate the males back to Native American Nations in South Dakota to help them repopulate the species,” Hughes says.
Usually, one calf is born every year.
This story is every bit a part of the glamping, hiking, recreation and relaxation at Zion White Bison Resort — and the retail offering at Bison Mercantile.
“We want souvenirs and gifts that feel connected to where people are staying,” Hughes says.
Park picks
The shop’s inventory continues evolving based on guest feedback. After repeated requests, staff expanded magnets and postcards.
Bison Mercantile carries plush relevant to what customers might see at Zion National Park and in the area.
Hughes says, “I used to scrapbook with postcards when we traveled.” Guests want the refrigerator picture they might not capture on their cellphones.
Other apparel reflects the property’s outdoorsy personality, including “Campaholic: On the Road to Recovery” hoodies that resonate particularly well with RV travelers as a lifestyle piece. They’re often on the road, camping.
The resort’s custom logo merchandise also ties directly into the destination. One of the resort’s earliest logos featured a white bison designed in a petroglyph-inspired style against the backdrop of Zion’s iconic rock formations.
Zion National Park name-drop shirts were also added to the store after realizing many visitors either forgot to buy souvenirs in the park or preferred shopping back at the resort. “They’re not ‘hot cakes,’ but they sell,” Hughes says.
Cold drinks, provisions and novelty snacks help round out the mix. Ice cream is a big seller, with specialty frozen treats brought in from Las Vegas. Among the standouts: Ice Tickles, which are giant foot-long push-pop treats that have become an unexpected hit with guests. “The fun flavors like Spider Man and SpongeBob have been a hit,” Hughes adds.
Offering a cool-off spot introduces opportunities to take home memories, too.
Zion zone
As Bison Mercantile evolves, so does its product offerings. Hughes brought in apparel by Ananda’s Collection. The boho, flowy skirts and blouses suit White Bison’s aesthetic and climate. Spirit of Nature earrings in designs including dream catchers and half moons dotted with turquoise speak to the Southwest.
Throwback western toys from Fun Factory like rubberband guns are a hit with the younger set, and so are the marshmallow launchers.
But the white bison rule.
On property, guests stop to watch the animals go about their day. The connection runs deep between the resort, the landscape and the mercantile experience.
Bright Native American color schemes work well on throw blankets at the gift shop.
“People come from all over the world,” Hughes adds, relating how a partnership with the local tourism bureau offered opportunities to host guests from around the world. “The Europeans especially love the Old West feel. They are fascinated by the teepees and the scenery.”
Meanwhile, a Zion sense of place carries into the store’s atmosphere and displays.
Apparel hangs from horseshoe hooks mounted to the walls. Wooden barrels support tabletop displays filled with arrowheads, sheriff badges, flutes and polished rocks. Decorative bowls and rustic wooden boxes reinforce the gift shop’s frontier-inspired aesthetic.
With a relatively small footprint — roughly 700 square feet — the store feels approachable and conversational. “You can talk to someone from across the way and not lose anyone,” Hughes says.
And for Hughes, the most rewarding part of the role is watching guests connect with the property and with each other. “It’s a good feel,” she says. “People are relaxed here. They’re making memories.”
