Souvenir Vendor Spotlight: Laser Gifts Tips for a Successful Name-Dropped Merchandise Program

Las Vegas is full of interchangeable souvenirs — key chains, magnets, coffee mugs and the like. But at 5 Star Helicopter Tours, Owner Rebecca Lok boosts souvenir revenue with personalized mementos from the Laser Gifts line. Patrons can engrave their names and the dates of their vacations on knives, bottle openers, pens, magnets, cork screws, yo-yos, license plates, and metal key rings.

“We believe this merchandise is so popular because it stands apart from the usual plastic throwaway souvenirs that usually greet visitors to popular destinations,” said Lok. “Laser Gifts merchandise is eye catching, high quality, different from the usual souvenirs, and definitely within anyone’s budget.”

As much as guests enjoy Lok’s helicopter tours, she knows that when it comes time to buy souvenirs, they’re looking for something that says “Las Vegas” or “Grand Canyon.” “A helicopter company name doesn’t mean anything to an international visitor,” Lok said. “We try to brand those destinations on all our merchandise, so our clients can show friends and family where they visited. We’ve found over the years that we sell substantially more merchandise with this philosophy, rather than just using our name.”

At Mount Rushmore, engraved pocket knives are a hit at the Xanterra Travel Collection at Mount Rushmore Memorial in Keystone, S.D. The store, which has both on-site and online outlets, contracts with Laser Gifts to inscribe multi-tool and lock-blade pocket knives. Inlaid with rosewood, the heirloom knives attach with a belt clip and can fit up to 16 letters or numbers.

“Guests like items that are personalized,” said Retail Manager Mark Parker . Every name-dropped item includes either the words “Mt. Rushmore” or the presidents’ iconic faces of the presidents. “That way, they’ll remember where they got the personalized keepsake,” Parker explained. “And with the Rushmore Faces on the other side, it will always remind them of the great vacation they took in 2021.”

Parker said a successful name-dropped program relies on strong inventory. “Empty pegs don’t sell very much product,” he pointed out. “Always have someone be responsible for keeping it full, whether it’s an employee or the rep of the company.” Parker also recommended keeping a backup rack or peg wall for back stock items in a warehouse. “That way, you will keep the pegs full between orders and shipping,” he added.

Of the 20,000 products Kathy Jones carries in her gift shop at Yogi Bear’s Jellystone Park Resort in Wildwood, Mo., the runaway best-seller is Laser Gifts’ Flash-n-Flip solar keychain. “It’s their number one, and it’s our number one as well, ever year,” said Jones. The key chains carry the customized park logo on one side, as well as a flashing lighted name.

“It’s the best and most unusual key chain on the market,” said Jones. “To have something with your name on it in a souvenir shop is always very popular. And there are so many names to choose from — visitors will say, ‘I’ve never seen my name before on anything!’ People also love that it flashes — and because it’s solar-powered, it never runs out or has to be recharged.”

The Flash-n-Flip has several other qualities that make any name-dropped item a winner. Jones pointed out that it’s a favorite for all ages, from little kids to their grandparents. It retails for just $8.95. “And Laser Gifts has a great graphic art department; the design they’ve customized for us is really beautiful,” Jones said. Given all that, who wouldn’t want to take this souvenir home? ❖