Created an overall view with ideas on how to increase retail revenue without only increasing the unit price. Keep your store flowing, balanced, and colorful while maintaining proper housekeeping.

1. IGES
Waterpark Dinner
Generating Revenue
David D. Mitchell
Palace Entertainment
Tina Hatcher
3i Advertising
November 2014 1

2. 2

3. Generating Revenue
• Identifying Trends
• Items to maintain COS
• Small Spaces
• Top sellers
• Trends 2014-2015
• Store Layout
• Planograms – Balance and Flow
• Increasing Revenue
• Solid steps for increasing sales
• Overview
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4. Identifying trends
What is a trend?
Something developing or changing (Organic & Made in USA)
Camouflage
What is a fad?
Something that comes and goes …the silver bullet/bandwagon
Beware “it’s selling like hotcakes everywhere, you must have it”
Who drives a trend?
YouTube©, Facebook®, Magazines, Colleges, Major Sports Teams
Who offers the best direction?
Retail Stores, Expo’s & Shows, and Magazines
Surf Expo©, Las Vegas Gift, Tennessee – Pigeon Forge & Gatlinburg
Consistency in products shown at Expo’s amongst top vendors
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5. Cost of Sales
What are my actual Cost of Sales?
It’s the percentage difference of profit from the cost, delivery charges
and revenue from the sold item
How do I know my best sellers?
The amount of reorders
Vendor feedback
Guest feedback
Industry colleagues
Other resources
 Social media, guests in the park
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6. Maintaining COS
• Candy
• Packaged is best - less mess and easy to back fill
• Sour worms, War Heads, Peachie O’s, Airheads
• Plush pops, Rock candy, Theme suckers
• Packaged cotton candy (Flossie’s or Dandy)
• Sunglasses
• Children, Adult, Polarized, Novelty
• Display is a must, with a mirror
• Jewelry
• Mood rings, surf necklaces, hair accessories, and bracelets
• Aqua Socks or Flip Flops
• Displays are best or wall units
• Park Name Plush
• Great item for PWP
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7. COSContinued
• Beverages
“Ice Cold”
•Soda pop, Water, Tea, Lemonade, High Caffeine soda
•Ice cream with the freezer visible from outside
• Snacks
•Grab n’ Go - the salty the better!
•Near the register, in the cue line near the beverages and candy
• Impulse Buys
•Item price average $0.49 to $1.99
• Keep the cash wrap clean and clutter free
•Stock the shelves, keep them full but not overstuffed
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8. Small Spaces – Big Impact
• Limited Retail Space
• Purchase the “grab in go” Candy and Snacks
• Towels, Sunscreen, Aqua Shoes, and Jewelry
• Magnets and Bottle openers
• Fasten sheet metal to the wall
• Lollipop tree with plush – perfect for kids
• Suits, Tops, Tanks, and T’s can hang on walls
• Package Deal
• Tote Bag, Sunscreen, Towel, Mug, Magnet etc.
• Big Out – Small In
• Use spill out for large items, and small inside
“Dust racks, vacuum floors, remove dead bugs from window displays – keep it clean!”
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9. Life Guard Souvenir Apparel
Hoodies, Jr and Adult Tee shirts
 The chair is the best POP
T-shirts/Tanks
 Name drop full front (FF) is best for Destination parks
 Kids – FF with bright colors & glow in the dark
Beverages
 Contact your local supplier for the cooler
 Or contact one of your local business partners to sponsor the purchase of one
(with free advertisement)
Cabana Towels
 Great item to offer with the purchase of a cabana
 Consider including a bottle of water
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Top Sellers

10. Hot Trends for 2014-2015
Neon (great anchor colour…the eye catcher)
Hot for Juniors, Bright colors and Stripes
T-shirts, Hoodies, Tanks
Classic designs revamped (Coke, Pepsi, Papst Blue Ribbon,)
Jr tops: Baseball V-neck; Oversized, and Flare tanks
Surf and X Sports (Hottest apparel)
Wild animal graphics, Camouflage
Jewelry
Marvel Hero’s, Bracelets, Tiki’s, Shark’s Teeth, Mood
Love Pink
Contemporary Juniors - Attracted Bright colors such as pink, green,
yellow, coral, and fuchsia
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11. Store Layout
Planograms
T-shirts (tell the story)
Sundries
 Floor or Wall display with all the needed items
Balance and Flow
Follow the path through your store
Product Placement
Window display of hot items
Men’s section
Keep it basic, but bright
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12. Increasing revenue
• Foot Traffic
• Add More Items
• Increase item cost
• Negotiate lower pricing
“If you can’t measure it, you can’t manage it!”
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13. Foot Traffic
How to get the guest in your store?
A-frame signs
Outside your store with a reminder of best sellers
Bright, vibrant, and not too busy
Reach out to vendors for assistance with signage
Facebook
Window displays are prime real estate
Neon or Tie Dye
Junior Apparel
Boxes of Candy
Consistent top park sellers
Change merchandise every 2-3 weeks 13

14. Adding More Items
Upselling and Cross-selling
McDonalds® - “Would you like fries with that?”
Upselling – adding an item at a higher cost
Cross-selling – an item not associated with the purchase
Add-ons are items to compliment purchase
Each opportunity adds items and increases revenue
Transactions
Are how many times the guest comes to purchase
Season Pass Holders are the toughest
 Offer weekday discounts (Monday-Thursday)
Locker rental or ATM withdrawal receipt
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15. Increase Prices & Negotiating
Increase item cost
•Add 10% to your current pricing
• Jewelry can add up to 20% with an awesome display
• Cool Jewels and Barry Owen have light up displays (Joe Bonk)
• Focus on your top selling categories
• Maintain pricing on larger value goods
• Mentality of a “fair price” on commodity goods-Keystone
Negotiate lower pricing
•Total amount of goods purchased as leverage
•Competitive bid with another vendor
• Who is willing to play the game?
• Threaten to move business
• But ALWAYS have a back up plan!
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16. Overview
Go out into your park, walk through it as if you’re a guest
See what’s missing and can be added to increase foot traffic
Signage in areas on the way to the store (I’m Thirsty!)
Use Google® Earth for an aerial view of your location
Provides a “birds eye” view locating opportunities
Pricing for core items; have higher perceived value
Sunglasses, jewelry, flip flops, cover ups, headwear
Higher quality/branded products capture the guests’ attention
and push their buying habits to a higher level 16