Funworld September 2010

In Their Own Backyards

Employing local vendors for retail merchandise can cut shipping costs and benefit the local economy
by Marion Hixon

Mass-produced mugs and T-shirts can be found in almost any store, and they’ll undoubtedly continue to sell as practical, quality items. But there’s something special about a locally made item that draws in guests at an attraction’s retail stores.

“It adds a special touch to their visit,” says Andrew Fischer, general manager of merchandising at the Monterey Bay Aquarium in California. “The guest is here to enjoy the aquarium, but by offering products that were crafted in the area, we elevate the memory they had here.”

The aquarium maintains strong relationships with its local vendors, like Susan Bradshaw, the owner of Woven Time from Moss Landing (www.woventime.com). For several years, Bradshaw has produced an eclectic selection of fused glass sun catchers and other glass products for the aquarium. “Our buying team and Susan have worked together on new projects and developed many successful items our guests love,” Fischer says. “We have grown our own business and, in turn, helped her business thrive.”

Terry Blumer, ZooStore manager at the Woodland Park Zoo in Seattle, agrees geo-specific items hold extra significance to buyers, allowing them to show off where they’ve traveled.

Besides stimulating the local economy, the decision to move ahead with local vendors also cuts back on fuel and energy used to deliver products. “In keeping within the alignment of the zoo’s mission of sustainability, local warehousing and shorter delivery lessen the carbon footprint of goods by shortening the distance they travel to our dock,” Blumer says.

Woodland Park Zoo is located near two of the Pacific Northwest’s busiest ports. “This helps us utilize local importers and custom souvenir manufacturers as well as small business operations,” Blumer explains. Products bought from these businesses include food, souvenirs, clothing, local one-of-akind art, sundries, and plush.

Who Benefits?
The relationship between merchandiser and local vendors is often a mutually beneficial one.

“Many vendors are proud to say they are being represented in a Smithsonian-affiliated museum,” says Elaine Molin, store manager at Conner Prairie History Museum in Fishers, Indiana, which carries locally made products, as well as merchandise made on site. “Vendors list on their fliers and websites that their goods are carried at our stores.”

Blumer says businesses he’s dealt with often link to the Zoo- Store website (www.cafepress.com/wpzmerch) on their own landing pages, helping to stimulate shop traffic. “The potential of establishing an ongoing relationship with a larger institution can provide a secure and steady stream of income, which is critical to small businesses,” Blumer says. “And larger businesses also benefit from the repeat customer as well as the benefits of increasing a recognizable clientele base.”

The networking opportunities in the local vendor community are valuable, as well. Silver Dollar City in Branson, Missouri, holds a mutual referral commitment with its vendors, where each business recommends the other, and it improves business for all parties. “The feedback we receive from our vendors is tremendous,” says Rick Crumley, director of merchandise at the park. “We always think of them as our partners because of the value we can give each other through the products and services we provide.”

A Surprising Retail Source
Pen Products is a company representing Indiana state penitentiaries that pays incarcerated workers a small fee to make products. Conner Prairie contracts Pen Products employees to create some of its costumes. “We pay the state a price for each costume— that helps defer state costs of running prisons,” says Molin. “The workers then get a small wage and receive a trained skill, Conner Prairie gets beautifully made products, and the schools that want the costumes for their pioneer dress-up days benefit from a local product at a reasonable price.”

Find the Right Products and Vendors
Know your merchandising standards when searching for products, advises Fischer. “We have a very stringent process that all prospective vendors must follow,” he says. The aquarium’s merchandise must reflect the marine life and conservation at the facility and, when possible, represent the marine habitat present in the surrounding Monterey Bay.

Merchandise managers agree it’s important to look in nearby cities and at national trade and craft shows for the best local merchandise. “Always be shopping and on the lookout for creative and new vendors in the area,” says Fischer, who visits surrounding cities like Santa Cruz, San Francisco, Los Angeles, Carmel, and Sausalito. “If you are not out looking, you won’t find your next potential vendor.” Four ways to find the right vendors and products:

1. Go to trade shows and meetings. Elaine Molin at Conner Prairie says vendors are fairly easy to locate, and many of her contacts have been made while networking with peers at meetings and trade shows. “If their business is large enough, they’ll attend shows or have sales reps,” she says.

2. Spread the word. Local artisans know other artisans, so after establishing a relationship with a vendor, facility managers should ask the business owner for other connections. “In addition to visiting trade shows catering to the gift/resort/tourist market, word has gotten out that we like to support our local vendors whenever possible,” says Terry Blumer, Zoo Store manager at the Woodland Park Zoo in Seattle.

3. Search the Internet. Molin says she often does Internet searches for local businesses, making it easy to review their selection.

4. Attend craft shows. Silver Dollar City’s Rick Crumley says his team visits regional and national craft shows, as well as area businesses and the regional artist networks. “I have gone to many national shows and met craftsmen and artists from our own backyard,” he says. “We search the area for locally made items, unique processes, colorful artisans, and stories.”

Contact Departments Editor Marion Hixon at mhixon@IAAPA.org.