Dressing Guests with Apparel Extras

Selling Wearable Merchandise at Water Parks and Amusement Parks

By Karen Appold

Even though a visit to a water park or amusement park may only last one day, there a lots of things to remember to take along. Swimsuit—check! Hat—check! Sunglasses—oops! Or, in some cases, a guest may not think that they will need a certain item, such as an extra T-shirt if theirs gets soaked on a flume ride.

Stocking apparel and accessory items that guests might forget is a great way to ensure sales at your gift shop. For Eric Bertch, owner of Lost Island Waterpark in Waterloo, Iowa, Wilcor water shoes are among his top-selling apparel. “Some guests fail to realize how hot the deck can get when temperatures get over 85 degrees,” he said.

Even if guests remember to bring everything they need, many like to purchase a memento of their special day. If they choose to buy clothing, they are most likely to buy a Gildan sweatshirt or T-shirt with the park’s logo on it, Bertch said. “We carry a variety of unique designs that change each year,” he said. “They are popular with first-time and returning guests.”

In the apparel category, Isherrie Dunk , retail assistant manager at Pier Gear, Pacific Park on the Santa Monica Pier in California, said unique unisex T-shirts from Lakeshirts, The Duck Company, Teemax, and Passion Imports, to name a few, sell well. They often have clever sayings and capture images that reflect the Santa Monica Pier, such as its infamous Ferris wheel, the Santa Monica yacht sign, palm trees, and sunshine. The shirts are soft and comfortable for day-to-day wear, and are perfect for family members who didn’t go on the trip, she said.

Lifeguard apparel by Popularity Product is another top seller. “Our hottest seller is a red hoodie that is name-dropped Santa Monica,” Dunk said. “We not only carry the hoodie, but also matching crewnecks, shorts, tanks, and hats—which grabs the attention of guests walking the boardwalk.”

Crop tops have been in style the last few years and always sell out for Dunk. “Ever Hottie provides a few of our popular styles that include unique photos of Santa

Dressing Guests (From page 128)

Monica,” she said.

For Jennifer Vance , retail manager and buyer at Timber Ridge Lodge & Waterpark in Lake Geneva, Wis., tie-dyed youth T-shirts are all the rage. In addition, red, black, and navy tees, are also a hit. For adults, sweatshirts with fun fonts bearing the park’s logo fly off the shelves. Swimwear is another best seller, particularly for men. “They must forget their suits often,” she said.

Ryan Burke , general manager of DeSoto Caverns in Childersburg, Ala., which has an amusement park in addition to a cavern, said agate pendant necklaces sell well. “They are affordable, make for a great accessory piece, and contain letters which can represent either a first or last name,” he said. The polished agate pieces of rock measure approximately two inches by one inch and come in a variety of colors.

Selling More Accessories

In addition to apparel, accessories can make or break a day out at a water or theme park. So how can a gift shop get these items to fly off the shelves?

“A display’s location is important,” Bertch said. “A prominent large supply of jewelry, sunglasses, and water shoes near the entrance