Truck Stops and Travel Centers

around us have them. We also have a decent specialty counter with a focus on handmade Native American jewelry from the Navajo and Zuni tribes hand-picked by our owner.” Garcia counts the Route 66-themed merchandise among their best-sellers, along with “the NFL-type stuff. We’re between Denver and Dallas, so they sell well. New Mexico-themed or name-dropped merchandise. We sell a lot of wind chimes. We sell a lot of stuffed animals. We sell a lot of Russell stuff,” she said. “We have so many tourists coming in from I-40—we definitely have a plethora of people coming through, so we should have something for everyone. We also have a kind of 60s retro theme, so things with Elvis, Marilyn Monroe, and John Wayne do well for us. We also sell a lot of women’s clothing—stuff you won’t find anywhere else. Cowboy hats. Puzzles.” Garcia added, “Everyone is our customer! We have some regulars. We have a lot of truck drivers who stop in and do some shopping. People who live locally, though we get people from within a 100-mile radius who come in specifically to eat and shop. Different tourists who come in and are surprised at everything we have to offer. We also get a lot of tour buses from other countries who are touring the U.S.” (Customer demographics have changed—significantly, in many instances—due to COVID-related travel restrictions).

Huckleberries—in their original form or huckleberry-infused products—are the hot commodity at St. Regis Travel Center in St. Regis, Mont., according to Owner Muffy Bullock . “Montana wild huckleberries have a short season and can’t be cultivated, and they are delicious. Our visitors can’t wait to try them! We have sold over 90,000 huck- leberry shakes in the last 12 months and everything huckleberry is popular,” she said. “We carry preserves, syrup, licorice, taffy, lip balm, lotion, coffee, tea, bath bombs—you name it—if it is huckleberry, we will try it!” She added, “Montana T-shirts and sweatshirts [are] always a top souvenir to remember a great trip to Montana. Jewelry, purses, lotion, socks, mugs—we carry over 400 gift vendors, so we carry all sorts of categories. Made in Montana is always popular, and this year, bee, sunflower, rocks and crystals, peacocks, trees and mountains were all popular collections.” Bullock pointed out most of her customers are “visitors to Montana—mostly families. Hikers, campers, et cetera who want to enjoy and explore the great Montana outdoors.”

Tarantino said, “The primary goal for the owner of Clines Corners is to get customers off the freeway. We have 72 billboards surrounding our establishment. We have about 65 billboards going east. Whatever we can put on those billboards advertising Clines Corners, we do it so people know what we have.” In keeping with the retro Route 66 theme, Tarantino said, “We have a lot of nostalgic stuff, including the old school candy that’s hard to find, like Beech-Nut gum, candy buttons, candy cigarettes. Our homemade fudge is very popular. We try to appeal to every customer. We want to give them a reason to stop for something besides fuel, food, or the restroom.”

Because customer demographics at these businesses are so broad, travel center and truck plaza operators likely carry an even wider selection of merchandise than the average souvenir, gift, or novelty shop. There is a bit more opportunity for buyers to get more adventurous with their stock. “I think 5% to 10% of your merchandise should be items that stretch your usual look. You will have some losers, but you will also have some winners!” Bullock advised. “On the losers, don’t beat yourself up. Pull them off the floor and run an annual sale, get your money back, and try again.”

As Shoemaker points out, any merchandise not on display won’t sell. Retailers have taken this philosophy to heart and utilize several merchandising methods for displaying items. “After being here for 11 years, I’ve learned what’s more eye-catching. You have to put a lot of effort into making everything look nice,” Garcia pointed out. “We put [items] so they go together. We do grouping—jewelry with jewelry, NFL with NFL.” Shoemaker’s other effective tip? “Put things at the eye level of the customer you’re trying to attract. For example, kids’ toys go on the bottom shelf or the lower level.” (Shoemaker’s Travel Center’s retail operation consists of 7,500 square feet). Bullock suggested spending a bit more on quality display fixtures. “Buy new fixtures and display items every year. Invest in good materials so your merchandisers have new and creative items to build attractive displays.” Bullock has 6,000 square feet for gift retail, 15,000 square feet for total retail including convenience store, restaurant, casino, and restroom.

Tarantino said when it comes to displaying merchandise, the idea of “less is more” does not apply—rather, more is definitely more. “We have T-shirts hanging on racks, ponchos hanging on racks. We have curios and souvenirs on shelves, racks, on walls and in display cases. We want to bring the customer in. We’re open 24 hours a day, so they can come in at any time and look around. We have some higher-end authentic merchandise (such as the handmade Native American jewelry), and just a wide range of merchandise. Wherever we have an empty space on a shelf or rack, we put something in the space.”

Rather than just use the facilities at a travel plaza or truck stop, it’s in the customer’s best interest to browse the gift selection at these venues for a few moments. They could find the perfect item for themselves or someone special, or a unique “must have” item they didn’t know they were searching for. ❖