By Tony DeMasi, editor
ere we are on the heels of summer. It’s a great time to try new
approaches on everything. I know of some retailers who basically
create satellites of their permanent shops by creating temporary
“trade show”- like booths at various festivals held in a reasonable
radius of their shops - usually under 100 miles. Some of these events
are ethnic-themed (Irish, Polish and Italian are especially popular). Others
are arts and crafts weekends or a salute to a local event, such as the theatre
season.
Is your store near a shore town or other seasonal vacation site? Real estate
there is at prime rate but you might find an occasional bargain. One retailer
told me that years ago she happened to visit a local seashore town about a
week before it was going to be a bustling center and notices that all but one
shop on the boardwalk was being refurbished. She called the “more information”
number on the front door and found out that the usual tenant for the
10 week summer session went out of business at the last minute. She
snapped up the spot at a 20 percent discount and has been going back for
more than 10 years.
Realize, temporary retailing is exactly that. Unless you are so inclined,
don’t expect to spend a lot of money for fixtures and accoutrements. Strong
cartons make great fixtures. You ship your merchandise to the spot in them,
repaint them to be your tables and shelves, then reship the merchandise back
in them.
Also, expect different hours - probably longer - and a different crowd than
your normal customer base. Most people are bargain hunters. If you are in a
vacation town, pray for rain. Retailers in such locations report that a rainy
day brings in about 15 percent more business than when the sun in shining.
Vacationers have no where to go but in the shops. Set up a strict rule about
breaking merchandise, shoplifting, etc., but do so gently. After all, these customers
are on vacation.
Hire competent people. “Kids off the street” may be eager to work, but
do they reflect your store and attract the right customers?
Know your space and your rights. How much working space do you actually
have? That 10’ x 10’ temporary festival booth might actually end up being
10’ x 8’ because of storage or general walkway conditions. Use folding fixtures
- shelves, tables, etc. You might have to close up everything each night
and set up again in the morning. Know your “walls.” Are they pipe and
drape? If so do you have to provide the drape? If they are hard wall, do you
have the right to paint or cover them? Go over all particulars many times and
check with a lawyer if needed. How about insurance? Will your current company
give you a rider or should you buy a new policy?
Look down. What kind of floor are you getting? The gamut runs from
mud to wood, carpeted (do you select the color, or have to bring your own)
to grass. A few festival retailers told me that painted canvas works well on the
walls and the floor. Easy to design, easy to change, easy to care for.
Signs can be make or break matter. Know your limits, check with the festival
regulators. If they say “Whatever you want,” get
it in writing. There could be a huge difference in
“whatever you want” and whatever he or she
thought you wanted. There might be restrictions on
sizes, colors, types of lettering, materials, etc.
You’ll find a myriad of other topics to consider,
including lighting, drayage, cleaning, etc. Don’t forget
parking! Are you going to haul everything yourself?
What are the town’s parking restrictions? Will
you be allowed to sell out of the truck? And, above
all, get the right legal permits.
Phil Long, The Exhibit Doctor of Long Beach,
Calif., wrote a wonderful book called “The
Exhibitor Companion, A first-time exhibitor’s handbook.”
Pick up a copy. It’s loaded with tips that will
help you decide on and succeed
with those temporary
sites. Don’t let the title turn
you away. Although it was written
specifically for trade show
exhibitors, you’ll gather a
wealth of information and
ideas.
One final word, give your
temporary store an attentiongetting
name. I often find
shops at zoos to have wonderful
names. Take a hint. Here
are a few:
New York City’s Central
Park Zoo - Zootique at Central
Park
The Animal Spot Shop at
the Rosamond Gifford Zoo
Cinnamon Tree at the San
Diego Zoo
Now open that mind!
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