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Scientifical ly Producing Crowds

At the Ace Hardware store in Bellingham, Wa., owner Amy Zwaller has learned that making science fun for kids-and their parents-attracts new shoppers.

"I'm always looking for events that spark interest in the store and add value to our customers," says Zwaller. Open since August 2011, the store is "still building business."

About a year ago, while attending an Ace Hardware Corp. event Tor co-op members, Zwaller met a dealer from Hawaii who had developed kits designed to spark kids' interest in science, technology, math and engineering. She agreed to offer the kits in her own store and began brainstorming other ways to engage kids in these subjects.

The result was "Hardware Science Day," taught once a month, on a Saturday, by employee Shawn Bjorback. He studies math and science at Western Washington University, wants to be a teacher, and has worked part-time at the store for about two years. Each month, Shawn plans the projects and handles marketing: emails to principals at nearby elementary schools, plus the local newspaper and radio station.

To date, the free science days have focused on such topics as understanding gravity,learning to grow crystals, why things float, creating light with lemon juice and pickles, and fun projects with dry ice.

"Shawn is a natural teacher," says Zwaller. "He's makes the events so interesting and engaging that parents often stay with their kids, learning right along with them. Many times, they tell me, 'I had no idea this is how it worked!"'

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