Dressing for Cave Tourism Success

Selling Jewelry, Hats, and Apparel at Cave and Cavern Stores

Here’s a riddle: Why do sweatshirts sell better in summer than winter at cave and cavern stores?

The answer is obvious to industry retailers. “Inside our cavern, it’s just 54 degrees in summer,” explained Tim Grissom, manager at Ohio Caverns in West Liberty, Ohio, where hoodie sweatshirts are a year-round best-seller at the gift shop. “Tourists come wearing T-shirts, and suddenly realize it’s 30 degrees colder than outside.”

At Bridal Cave in Camdenton, Mo., Manager Steve Thompson sees the same phenomenon at his seasonal lakeside store. “We sell a lot of sweaters because people come off the lake and aren’t prepared to go into a 60 degree cave,” he said.

Just about everything was selling this year at Bridal Cave and other cavern stores. Many families consider outdoor, nature-based experiences to be safest during a pandemic — and as cave attendance swelled, cash registers could hardly keep up.

“We had a record year in all departments — retail, attendance, everything,” Thompson reported. From jewelry to apparel to novelty gifts, “pretty much everything flew off shelves this year. There wasn’t one thing better than another. We sold our entire year’s inventory by March.”

By late October, Bridal Cave’s gift shop sales were already triple that of a normal year. Thompson said he might have sold even more if industry-wide supply chain issues hadn’t made stocking certain items difficult. Besides sweatshirts, customer favorites at the seasonal 1,200-square-foot lakeside store include swimsuit cover-ups, A4 athletic performance shirts, and custom designed tees in tie dye and a variety of sleeve lengths. Sweatshirt and T-shirt sets were especially popular.

At the 2,400-square-foot rock and mineral shop, a year-round outlet located inside Bridal Cave’s main visitor store, gemstone necklaces are a perennial bestseller. “People are looking for the healing and cleansing powers of stones like amethyst, citrine and quartz,” Thompson said. “But all of our stones are real popular.”

Besides pent-up demand, Thompson credits the store’s success to its highly visible location between the boat docks and the cave entrance. “We had wait times because the crowds were so large this year, so we’d give kids free fish food while they were down by

Continued on page 88 the boat dock,” explained Thompson. “That would occupy their time while their families were shopping. And that got pretty much every family in the store.”

At Ohio Caverns, Tim Grissom also discovered that giving families an outdoor waiting area increased sales. “It might sound counterintuitive, because you want to keep everyone in the store,” he said. “But we created a deck area so that if people felt it was too crowded in the store, they can step out into the fresh air, sit at café-style tables for a little while, and then come back in and shop.” The patio has proven popular with older families as well as parents of young children. “They’ll get their shopping finished and go outside to allow others in their party to browse without feeling rushed,” Grissom explained.

This year, a baseball hat and T-shirt combination set was especially popular, featuring custom graphics in coordinating colors. Headwear sold well, especially trucker style hats. And jewelry is another strong category at the 2,000-square-foot store. “People who come here are in the mindset of rocks and stones,” explained Grissom. Best-sellers include wire wrapped pendants with gemstones like crystal quartz, amethyst and crystals. Stainless steel is the top metal, selling more than twice as much as gold.

The most popular non-gemstone baubles are from a Canadian line featuring abalone. “Abalone doesn’t have a tie-in with the cave, but ours is at a very nice medium price point and it does extremely well,” said Grissom, noting that the average abalone piece costs around $20.

The Wheeler line of jewelry is a favorite at many cave stores, including Natural Bridge Caverns in San Antonio. Store Manager Cierra Giuttari said the line’s copper, stainless steel and gunmetal rings are so popular, “we can hardly keep them in stock.” Most pieces cost between $10 and $40, a sweet spot for impulse purchases.

Natural Bridge Caverns has multiple retail outlets, including the main gift shop, a rock shop and a candy store. Giuttari said guests like the trendy apparel selection, including Richardson style trucker hats that have sold out all year. “They’re so hard to get hold of lately, and they’re very specific,” the manager said. “Dad-style” hats for women also sell well, as well as Tshirts featuring either the cavern or a Texas state logo. “We’ve had a lot of success with the state branded Tshirts,” Giuttari said. “I’m not sure it would work everywhere, but it’s popular in Texas.”

What Are Your Top Customer Service Tips? How Do You Train Your Staff For The Best Customer Service?

Awell-trained staff is knowledgeable about the merchandise — and that translate into happier customers and more sales, according to Jim McMillan, store manager at Sea Lion Caves in Florence, Ore. “It’s important to be able to answer any question your customers may have about a product,” he said.

For Steve Thompson, store manager at Bridal Cave in Camdenton, Mo., old-fashioned hospitality is the key to sales. “We had an abnormally large staff this year because of the crowds, so we worked really hard to make everybody get good service,” said Thompson. “It’s important that the park is clean, that everyone’s friendly and well rested — like if company was coming.”

Customers feel well served in a visually appealing, organized store, according to Tim Grissom, manager at Ohio Caverns in West Liberty, Ohio. “One thing we have found that makes a world of difference is keeping everything very spotless and clean,” Grissom noted. “You want to make it a good buying experience. A neat display sells a lot more than an unkempt display. If you look on that shelf and you’ve got dust, you’re not going to sell as much.”

In San Antonio, Natural Bridge Caverns Store Manager Cierra

Giuttari agreed. “You want it to be aesthetically pleasing, so people will want to come in and shop longer,” she opined. “Keep things clean and organized — especially the jewelry, so patrons don’t have to hunt around. And of course, greet people as they walk in, talk to everyone.”

Tessa Hosmer, store manager at Mark Twain Cave and Campground, Hannibal, Mo., said thoughtful conversations make a difference. “Make sure you’re listening to what they actually need or want, rather than just trying to sell them something,” she advised. “Customers should feel cared for, feel heard.” ❖

At the Mark Twain Cave and Campground in Hannibal, Mo., Store Manager Tessa Hosmer is betting on mannequins to sell more women’s apparel. “Especially with certain styles, I think it’s helpful for people to see the clothes on,” Hosmer explained. “A boat neck top might look sloppy on a hanger, but if you see it on, it looks much more attractive.”

Hoodies are the store’s best-seller, especially a women’s style with a flying fish logo and a soft lining. Hats in a variety of baseball styles have also been strong in 2021. “We try to keep price points under

$35 to encourage multiple purchases,” noted Hosmer. “We have a lot of families with kids, and we’ve found that with lower price points, they’re more likely to buy something for each member of the family.”

Jewelry best-sellers include any gemstones that have meaning attached to them, like birthstones or rocks associated with the zodiac. Stainless steel jewelry from Wheeler is also a customer favorite; patrons like being able to engrave their initials on popular styles like the eternity tree. “We really appreciate this vendor,” Hosmer said of Wheeler.

Coastal and sea lion motifs are, unsurprisingly, popular across categories at Sea Lion Caves in Florence, Ore. “We did really well with clothing this year, especially sweatshirts, because it gets windy out here,” noted Gift Shop Manager Jim McMillan . “We carry a lot of colors and styles and display things so everyone can see them.” As elsewhere, those trendy trucker hats have been a particular favorite this season.

Sea Lion Cave’s 1,000-square-foot store carries a variety of jewelry, from higher end pieces costing hundreds of dollars to more affordable and children’s options. MacMillan said jewelry sold best at $50 and under. “Pricing is really key,” he explained. “But just being able to get out again, people had money to spend this year, and they were ready to shop.” ❖