Resort Report

Having a Vision (From page 81)

Meanwhile, the family’s display philosophy remains the same: “We do like with like,” Palmer affirmed. “Anything Christmas themed or both themed, it’s all together in one place.” The only time that hasn’t been successful, she added, was an ornament display that was too excessive for its limited space. “We had too

“Once finished, back away and see if it catches your attention. At the end of the day, everyone is a consumer. Would you buy it?” are just too crowded,” observed Beverage. Still, she keeps merchandise visually organized by grouping related products together — apparel, glassware and so forth. In the new space, “we’ll be trying to get more West Virginia made products and crafts,” Beverage added.

Megan Kiley , director of retail at Florida’s Streamsong Resort, feels it is paramount to minimize clutter. “Overwhelming your customers turns them off,” she said. “We focus on simplicity and ease of shopping. We try to arrange the store so that the customer never has to ask where something is.” many of them together, and it all just did not sell as quickly as we’d hoped,” Palmer noted.

More space will certainly make a difference for the Elk Springs Resort and Fly Shop in Monterville, W.V. Manager Amanda Beverage said the gift shop hopes to reopen in a larger space by this summer, with more room to display the popular resort hats, T-shirts, and Appalachian glass products. (The resort also has a fly shop that specializes in fishing gear.)

In the current space, around 100 square feet, “things

Kiley keeps displays interesting by mixing products to hold guests’ visual attention. “Keep it flowing throughout the shop avoiding any dead space,” she advised. “And make a statement through a welcome display or window display; you need to catch their attention to keep them looking. The entrance sets the tone for the rest of the store. If they aren’t interested in the front, they aren’t interested in the back.”

When training staff, Kiley emphasized “layering” technique — adding dimension through varying levels and heights, along with props like books and multiple products. Less is more, she said, and no display is permanent: If a section isn’t selling, it’s easy to redo. “Once finished, back away and see if it catches your attention,” Kiley added. “At the end of the day, everyone is a consumer. Would you buy it?” ❖