Resort Show Section

Going Wild for Mementoes (From page 56)

and jewelry for adults. “We don’t dedicate a lot of real estate to these items, but we like to put out just enough to catch customers’ interest,” she explained.

Sharing the products’ story also helps to boost sales, and in venues like zoos, the story often means educating customers about an animal and/or its habitat. Lawrence said look for opportunities to tell a story wherever you can—“in displays, merchandise tags, using suppliers’ point-of-purchase supplies, but most of all, engage the guest in the immersive opportunity they are about to experience with merchandise that builds on their visit.” He noted these tips work because the visitor is doing more than just purchasing an item—they are creating memories and learning at the same time. “Memories are built through positive experiences, and guests are actively engaged throughout their visit. Our wildlife souvenirs and other retail opportunities look to build upon and reinforce this with additional information or calls on them to be a conservation partner through their purchase,” Lawrence explained.

Because zoos and wildlife parks welcome visitors from all walks of life and all income levels, Kierstead said it’s important to truly carry merchandise for everyone. “We’ve found you must have all price points covered, from the child that comes on a field trip with only $2 to spend to a family that has saved all year for their trip and has extra money to spend on each family member,” she explained. “We don’t want

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