Aquarium retail: A new lease on life

A menacing, three-tiered shark might not sound all that inviting, but when it’s wrapped in layers of pink, blue and gray plush sharks, its charm is irresistible. Upon entering the gift shop at North Carolina Aquariums’ Roanoke Island location, pops of blue and bursts of purple welcome visitors to a sprawling shop full of the squishier versions of the creatures they just observed in their habitats.

It’s a far cry from the way the store looked before it received a facelift that began in January 2016. Although the transformation started when Amanda Cross was still just an assistant before she took the helm as manager in May 2018, she can still remember how the space begged for life.

“It looked like a hospital. It was sterile,” she recalls of the 2,600-square-foot space. “I was always begging, ‘Can I just paint the wall?’”

So, when CambridgeSeven Associates began the process of dismantling the store, Cross knew they were in good hands. “I just think it’s very unique,” Cross says of the new design. “All of the fixtures and that kind of stuff. It’s like a showcase.”

Additionally, she is convinced the transformation has been responsible not only for breathing new life into the shop, but also bringing in the sales — literally.

“They added a new entrance where we have our shark habitat; it used to be a wall and now that’s where people can come in,” Cross notes. “And then we have our other exit that they can go out. They did all of that. It was a complete facelift.”

In addition to replacing all of the slatwall and the register area, a silver slatwall ceiling reflects all of the merchandise as a perfect mirror image throughout the store. “We were the Guinea pigs,” Cross says, noting they were the first of four gift shops to be renovated. Additional locations in the North Carolina Aquarium’s network include Fort Fisher, Pine Knoll Shores and Jennette’s Pier. “They came up with a concept that was totally different than what I started with. I’m always showing people pictures of ‘this is what I came into and this is what we have now.’”

Guests are greeted by a two-toned wood floor design that leads them around the store to different pockets that are accentuated by blue, yellow, purple and green walls, depending on which “room” you’re in.

Enchanting fixtures like the shark, a turtle with his flippers spread wide — ready to take on his next adventure — and a cheerful sailboat confirm to guests that they are welcome to stay and browse as long as they like.
And it’s a good thing, because like the Roanoke Island aquarium, there’s so much to explore.

Taking the tour

Pastel beach bags with rope handles, nautical wind chimes, mermaid statues, aquatic wildlife books, glassware, pottery, apparel, toys, plush and other marine keepsakes all wind their way around the store to the awaiting cash register in the middle.

“We are more than a souvenir shop. We help in creating memories of the aquarium.” — Amanda Cross

During the busy season, which Cross says is between June and August and peaks in July, as many as 19 employees will walk the floor in staggered shifts, helping mainly vacationers secure the perfect mementos.

“We have families that have been coming for years,” Cross explains. “And every year, they come through to the gift shop, so we’re more arranged for them. They came with their parents and now they’re coming with their kids.”

During the school year, hundreds of children will peer through the glass at the sharks and alligators before petting the sting rays or marveling at the sea turtle rescue zone where quiet is requested for the ward’s recuperating patients.

Back in the gift shop, the aquarium’s residents are depicted on T-shirts, glasses and mugs, bags, socks, jewelry, pins, stickers, books and plush, the bestselling souvenir, according to Cross.

Fiesta, The Petting Zoo and K&M International all have a hand in delighting the smallest visitors with plush replicas of the sharks, otters, white gators and others on exhibit, she notes.

Another notable item is The Spicy Shark hot sauces which range in heat by fin number, with six fins being the hottest, Cross explains.

“But they sell pretty good,” she says.

Other edibles, such as candy and fudge, are always crowd pleasers as well, she says.

But there’s still much to discover throughout, including puzzles, mermaids, home decor, magnets, keychains, hats, hoodies, shirts, waterproof bags and toys. All are grouped according to theme while fish cut-outs adorn the ceiling and a larger-than-life, playful otter peaks out from tall green grass on the wall behind the register.

Meanwhile, towers of jewelry beckon those with a more refined eye for ocean treasures while cases at the cash wrap hold some of the more expensive pieces.

World End Imports, Phillips, Quality Gold, RS Covenant’s Products, White Light, V&L Craft, Shark Crafts and Fahlo all have a place in the inventory at the Roanoke Island gift shop.

Fahlo’s tracker bracelets known for tracking sea turtles, dolphins, sharks, penguins and other wildlife are another top seller, Cross notes.

Perks and pitfalls

The tracking bracelets aren’t the only way to directly connect with animals and marine life at the shop, however.

The North Carolina Aquarium Society, the nonprofit support organization formed to assist the four state aquariums in fulfilling their mission, offers an Adopt-an-Animal program that is advertised through the gift shop.

According to the society’s website, visitors can choose between a shark, sea turtle, otter, seahorse, alligator or bald eagle with a tax-deductible donation that will feed, care for and display the animal for one year. In return, the donor selects from one of three adoption levels that provides them with an adoption certificate, name on the website, window decals and other optional perks, such as a stuffed animal or a percentage off of their annual aquarium membership for an added fee.

With so much floor space to cover in the shop, Cross admits the challenge lies in a small stock room with limited space. For this reason, the society is working with buyers to schedule deliveries by appointment.

“Instead of getting three trucks in one day, we can spread it out so that we can process the freight,” Cross explains. “Also in processing, we used to have to tag a lot and our buyer has worked with our vendors so that a lot of them are pricing for us now. So that gives us a little more time to process it and get it out, which has helped us out a lot.”

Cross adds Pods storage containers on-site for overflow inventory is helping to alleviate storage issues and expand space.

Loving the journey

When it comes down to why Cross loves her position, she simply answers “everything.” From being creative to being able to control what’s on the sales floor, Cross enjoys the entire retail process.

“I’m a little bit of a control freak,” she admits with a laugh. “But it’s also the kids when they see the shop and their faces light up and they’re like, ‘Oh boy,’ especially when they see the turtles and the fixtures.”

But it’s not just Cross who is enthusiastic about her adventures in the gift shop that make the store sing.
“It’s our team, not just the team in the store but our team in Raleigh,” Cross says of her superiors in the office’s headquarters. “It takes all of us and a lot of communication.”

From Barbara Bayer, director of retail operations, to buyer Mandy Dudley and assistant buyer Jessica Dwight to Cross and the countless others who have a hand in the Roanoke Island gift shop, there’s a collaborative spirit that shines as bright as the little faces hugging stuffed animals as they exit the gift shop.

Cross adds the team extends beyond even those who operate the gift shops, as they work hand-in-hand with the aquarium staff members who are helping to guide visitors through the aquatic playground. Although she is on the drier side of the equation, Cross knows her role is just as important in delivering a complete experience.

“We are more than a souvenir shop,” she asserts. “We help in creating memories of the aquarium.”