Oregon Coast Aquarium breathes new ‘sea’ life into its gift shop

Extensive renovations and merchandising overhauls offer a store experience that connects guests to museum experience and Pacific Northwest coast.

A floor-to-ceiling overhaul in the Oregon Coast Aquarium gift shop involved reimagining the guest experience within the store’s existing footprint and introducing a uniquely Pacific Northwest vibe with curated merchandise designed specifically for this Newport, Oregon, attraction.

Situated at the aquarium entrance, the updated design is capturing longer visits and lots of “wows” from guests, says Alexis Stewart, store director.

“Now the shop aligns with the aquarium’s family oriented layout, with a front feature table that caters to adults, youth and young kids,” she says.

The entry area is also information central, Stewart explains.

“We often have someone from the field giving a talk on the animals we have here and what we do to protect them, and we carry that conversation into the gift shop with an environment of learning and interaction,” she says.

An engaging layout

At least 20 years had passed since the aquarium gift shop’s last spruce-up, so displays felt tired and stationary fixtures lacked flexibility for adjusting the height or presentation format. Overall, the layout was “flat” and there were opportunities to leverage wall space and reconfigure the layout to maximize space for more products.

Removing a sizeable bookshelf display literally opened up a world of space, Stewart says of providing an additional 25 feet for merchandise.

The cash wrap was moved to the back of the store with a sight line to the centerpiece feature display. “It’s more accessible and facilitates hospitality and better guest service,” Stewart says, adding that store associates move about the shop to help visitors find items while collecting ideas for products they’d like to see in the gift store.

Stewart and the retail team gathered lots of guest feedback during the six-week construction process while the shop was closed. They set up a makeshift gift shop by a high-traffic exhibit, the Open Sea shark tunnel.

The newly remodeled Oregon Coast gift shop includes a Pacific Northwest vibe with more merchandise and products that tie in with the exhibits.

Requests centered on products that tie back to popular exhibits such as the shark tunnel, Octopus Encounter, Stellar Cove sea otter experience and Passages of the Deep underwater tunnel that snakes through three ocean habitats.

The new layout and displays of in-demand motifs “bring new life to the store,” Stewart says.

Especially for Oregon

The Pacific Northwest coast offers an entirely different sea life and environmental experience than what visitors find in other part of the country, Stewart says. “A lot of the coast includes fishing communities and our weather tends to be stormy rather than calm,” she describes.

Fixtures such as a custom-designed driftwood chandelier set the tone. So does the maker’s market section of the store beneath this focal point. It includes handmades from Eighth Generation, a Native American-owned and operated company based in Seattle.

Local tribes produce silk scarves, blankets, pins, prints and candles that the aquarium shop offers. “Our local tribes focus on the region’s sustainable habitats and how we can continue to support the earth,” Stewart says, drawing the connection between tribal environmental commitment and the aquarium’s preservation mission.

A family-focused product table features T-shirts, hoodies, hats and wood-print artwork by Duncan Berry, whose botanical nature prints are part of the shark tunnel’s permanent display.

“Collaborating with him to bring his works to the gift shop helps people continue to learn about the aquarium in the store,” Stewart says. In the aquarium, his art is paired with information about the sea animals guests discover.

With the new store layout and modern, flexible displays, Stewart says the shop can manage and present more products, which is especially important during the busy season, spring break through summer.

“The open, floor-to-ceiling layout allows us to put more products on the floor — and we are selling through our inventory,” Stewart reports. “It has been fun to see customers walk by and do a doubletake.”