Sunshine Award Winner: New England Aquarium Shop

By Kristen Hampshire

This Boston attraction’s store is making waves of impact.

At the New England Aquarium Shop, caring for the ocean extends into the retail environment, where a conservation mission drives purchase decisions.


“Retail is part of the overall story we’re telling at the aquarium,” says Lisa Zajonc, store director. “When guests walk into the shop, we want them to feel connected, not just to the animals they’ve just seen but to the mission behind them.”


Run by Event Network, the New England Aquarium Shop mindfully sources products in its newly renovated store, with a focus on finding souvenirs that are educational, environmentally friendly and connected to the aquarium experience.


“Retail is part of the overall story we’re telling at the aquarium.” — Lisa Zajonc, Store Director


It was also the first aquarium retail operation in the country to implement Event Network’s Plastic STOPS initiative to reduce reliance on virgin plastic.



Change for good

The STOPS initiative involves strategizing plastic sell-through; tracking plastic items; ordering alternative products; promoting adjacent product departments and sharing the results with transparency. Applying this new initiative required thoughtful changes across toys, souvenirs and packaging, says Zajonc. “It challenged us to rethink what we carry and how products show up on our shelves,” she relates.


Photos: Samantha Barracca

Plastic-wrapped items were replaced with alternatives, from toys made with recycled materials to classic wooden playthings. No detail was overlooked. The aquarium even swapped plastic-wrapped candy for wax-paper options.


The initiative fits into the shop’s culture of giving back and supporting the aquarium’s work.


Customer participation

Customers are also eager to help give back with their purchases. A round-up donation program at the register directs funds back to the institution. The store has also switched to offering only reusable bags.


“Our guests want to make a difference,” Zajonc says, relating that they’re also comfortable with higher- priced products when they know the aquarium will benefit.


The shop also gives guests an avenue for recycling plastics by selling a Ridwell recycling starter kit that includes a collection bag and prepaid return option, making it easy to give back from home.


Zajonc says, “It’s another way for people to make a positive impact in their everyday lives.”



Sunshine Awards recognize retail stores in our industry that are making a difference through charitable donations and efforts. Is your store worthy of an award? We’d love to hear from you! Complete an entry form at www.sgnmag.com/sunshine-award.