At Camp 33 Gift Shop, generations of family stewardship, destination-inspired retail and Upper Peninsula hospitality come together in a remote spot by Tahquamenon Falls.Before there was a road to Tahquamenon Falls, there was a vision.
In the 1940s, logger Jack Barrett owned the land surrounding what would become one of Michigan’s most treasured natural attractions. At the time, reaching the Upper Falls meant traveling by boat or horseback through the forests of Michigan’s Upper Peninsula. He believed more people should be able to experience the falls without sacrificing the wilderness that made them so remarkable.
So, he and his wife, Mimi, donated 158 of his 160 acres to the state of Michigan with one stipulation: the road and parking area would end before the falls, preserving the final stretch as a walk through the woods.
The remaining two acres became Camp 33, which eventually became the name of the store.
 At Camp 33, name-drop T-shirts hang neatly off slat wall. Photos: Gina Harmon
Today, roughly 650,000 visitors make their way to Tahquamenon Falls State Park each year. Many continue beyond the trailhead to Camp 33, where an expansive post-and-beam gift shop, brewery and pub carry on the Barrett family’s legacy.
“The pride in the family tradition is what keeps me going,” says Ludlow.
This sense of stewardship has shaped the destination for generations.
The falls, in focusUnlike many Upper Peninsula retailers that celebrate the region broadly, Camp 33 specifically celebrates the falls and the park.
Ludlow stays true to this name drop across categories, including apparel, which represents roughly 45% of annual sales. Sweatshirts, T-shirts and fleece featuring Tahquamenon Falls anchor the assortment, giving visitors something directly connected to where they’ve just spent the day.
Lakeshirts supplies much of the premium apparel, a partnership Ludlow has relied on for years. Blue 84 has become another important vendor, carrying an added family connection — Ludlow’s son represents the line.
Prairie Mountain and Salt Creek round out the apparel mix, with Sherry Manufacturing value-priced shirts displayed on rolling racks outside the store. The combination gives shoppers choices whether they’re looking for an embroidered hoodie they’ll wear for years or a budget-friendly T-shirt to remember the trip.
“I sell those for $20 or two for $30,” Ludlow says of the lower- priced shirts. “People think that’s the best deal they’ve got going.”
Balance matters when your customer base includes everyone from hikers and campers to international travelers, retirees touring the Upper Peninsula and families.
A variety showWhile apparel may dominate sales, it doesn’t define the Camp 33 shop experience.
Plush moose, bears, wolves, owls and eagles are tucked into Camp 33’s massive timber beams as though they’ve wandered in from the surrounding forest. Aurora plush is merchandised overhead, drawing families deeper into the store.
Stuffed animal motifs are true to the falls’ nature, all indigenous to the region.
 Plush ties to wildlife seen at Tahquamenon Falls and in the Upper Peninsula.
Always evolvingThe core categories may not have changed much over the past 37 years, but the way visitors shop certainly has. For decades, postcards were practically a requirement at a destination like Tahquamenon Falls.
“I used to sell a roll of film every day,” Ludlow quips. “That’s gone.”
Camp 33 still carries a selection of postcards by Penrod Hiawatha. While shoppers may send fewer postcards home than they once did, they still want an affordable reminder of the trip.
Stickers are the latest collectible impulse buy. Visitors peel through racks featuring Tahquamenon Falls, the Upper Peninsula, Paradise, Michigan, wildlife and one character that’s become an unexpected retail celebrity: Bigfoot.
Ludlow carries eight Bigfoot T-shirt designs along with coordinating stickers, leaning into the playful folklore that has become part of Northwoods culture.
Drinkware, shot glasses, magnets, keychains and postcards remain staples supplied by longtime partners including American Gift Corp. and Cape Shore.
Sometimes the next bestseller arrives with no warning. Ludlow laughs, recalling a salesman who introduced him to dumpling squishies.
 Customers can take home a picturesque mug of Tahquamenon Falls.
But Camp 33’s merchandising philosophy remains rooted in consistency rather than chasing every trend.
More than 20 floor displays showcase personalized merchandise from Wayne Carver, Artistic Impressions and Swibco, giving visitors an opportunity to find keychains, bracelets and jewelry bearing their names. White Mountain Puzzles featuring scenes of Tahquamenon Falls continue performing well with families, while Mother Moose ornaments commemorate visits with ceramic keepsakes designed specifically for the destination.
Carrying on the visionFor Ludlow, Camp 33 has never been measured by transaction totals. It’s all about the people.
That gratitude extends to the people on the Camp 33 team. “We’ve been blessed with some really great employees,” he says.
The destination continues evolving as well.
Today, many visitors settle onto the expansive deck overlooking the property after hiking the falls, enjoying handcrafted beer and a meal at Tahquamenon Falls Brewery & Pub before wandering next door to shop. The brewery has become an attraction in its own right, complementing the retail experience.
“You know, people get engaged here, get married here,” he relates. “They’ve been here as kids and come back 50 years later. There are a lot of memories here for a lot of people, and I’m happy we’re able to provide a great experience for them after visiting the falls.” |
