39_41.qxp_New Grid 10/08/2018 14:22 Page 39
Retailer Face To Face: ZSL Whipsnade Zoo
Animal Crackers ZSL Whipsnade Zoo not only holds the distinction of being the UK’s biggest Zoo, but also one of the largest in Europe, welcoming over half a million visitors a year. Naturally, taking home a souvenir is a highlight for both adults and children, with the main gift shop located in the Visitor Centre, the first and last touch point for visitors. As the winner of The Greats 2018 Best Visitor Attraction Gift Shop category in May, PG&H met up with ZSL’s commercial manager Simon Maples to discover what gives the gift shop the ‘wow’ factor, as well learning more about how the shop contributes towards the Zoo’s ethos of raising consumer awareness about its scientific and conservation work with endangered species worldwide. ZSL Whipsnade Zoo’s commercial manager Simon Maples has the enviable job of making sure that visitors have a great day out at the Zoo and is also responsible for generating revenue to support ZSL’s science, education and conversation work around the world. Following a career in the theatre industry, he joined ZSL two years ago and his varied role sees him heading up Whipsnade’s commercial operations. As well as retail, his remit covers catering, admissions, animal experiences, overnight accommodation, concessions and play, with never a dull moment! “ZSL Whipsnade Zoo, set on 600 acres, is an incredible place to work. It’s home to over 3,500 animals, and the views across the Downs are breathtaking,” he says. “Nothing beats going for a lunchtime walk
Above: Anastasia, a female Amur tiger. Left: We did it! Big smiles from ZSL Whipsnade Zoo’s commercial manager Simon Maples, and retail manager Nicky Mathers, who are shown with the coveted Greats 2018 Best Museum/Visitor Attraction Gift shop trophy. Below left: Plush is the biggest seller. Below right: A class of school children visit the gift shop.
that money will be directly reinvested in looking after animals who call ZSL home, and the wildlife we support across the world,” he points out. “We’re always on the look-out for ways to highlight our cause through our retail product whether in our stores, or by looking for wider opportunities in the market. For example, last year, we teamed up with high street fashion giant Oasis to produce an exclusive collection based on our animals at ZSL London and Whipsnade Zoos. The collaboration was the first of its kind undertaken by ZSL, with the aim being that the clothing range - called The Wildest Dream - would raise consumers awareness of our work with endangered species worldwide.” Simon adds that the team always trys to tie as much in-store as possible back to ZSL’s wider conservation work across the world. “Another example is our recent Endangered Species range,” he continues, “which seeks to
and seeing the Brown Bears running around, or our four cute tiger cubs taking their early steps.” Naturally, the Zoo’s gift shop is hugely important to visitors. “Most people are looking for a souvenir of their day out with us, and see our shop as a great way to purchase a wide range of products, knowing Progressive Gifts & Home Worldwide
39