Create a statement with souvenirs

By Tommy Brown

Create a statement with your retail programs.

With the new year here, it’s important to consider new retail programs for you to sell more merchandise. A retail program is creating shared art through many different products.


For example, you can create the same art on a T-shirt, travel mug, keyring, hat or magnet. By using supporting products, you can create a merchandise statement, and statements sell merchandise.



Test with a T-shirt

In the retail attractions world, we always have a featured ride or exhibit within our institutions. As a buyer, take inspiration from your attraction and develop artwork around that ride or exhibit. Once you have that amazing artwork developed, place it on a T-shirt.


Start with just the new T-shirt design and test the public’s response. Sometimes you may think you have a million-dollar design, only to find out the public does not respond to it. Always test the art before committing to a retail program. You never want to be stuck with a whole program that does not sell.


"By using supporting products, you can create a merchandise statement, and statements sell merchandise."


After you analyze your retail numbers on that test design, if it meets your expectations, you can start orders for the supporting merchandise. Keep in mind that there will be some turnaround time on getting these products. Always work with trusted suppliers that can quickly turn around these products.


You can always keep adding to your merchandise statement as the goods come into your shop. Entice guests with signs that say, “Check back soon for new exciting items!”


Also consider limiting pieces in the merchandise program and create a level of exclusivity to these products. For example, maybe only “members/passholders” can buy a special pin in the program. Make these “invited” guests feel special while they provide funds back to an attraction they love.



Decorate with displays

When you have most of your retail program stock in store, create a backdrop with the same artwork. Use the backdrop to “wow” your guests and pull attention to your merchandise statement.


Support that statement with two forms in front of the backdrop on a table and place the supporting merchandise around the forms. Use two T-stands with shirts to balance the display on each side of the table. Keep your statement simple, with only five to seven different retail items. Be sure to track each item and use the data to determine what sells well. Also use this data for your next retail program.


Retail programs are sure to be revenue winners. Now go create something amazing!



Tommy Brown has been in retail management for over 30 years. He has worked for Dillard’s, Sears, and Six Flags Inc. and is currently with the Saint Louis Zoo. He is a past ZAG vice president and can be reached at tbrown@stlzoo.org.