unique concepts International Spy Museum Uncovers Effective Retail Strategy A unique museum in Washington, DC turns to specialty retail to increase brand visibility, attract visitors and generate revenue. by Dan Rafter O fficials at the International Spy Museum (www.spymuseum.org) had several goals when they launched a new retail program last summer in some of the busiest US airports, selling spy-themed merchandise from a cart and a partner retailers in-line stores. They wanted to increase awareness of the Museum in Washington, DC, encourage travelers to visit the only public museum in the US dedicated solely to espionage, and boost sales of the Museums spy handbooks, gadgets and apparel. The new retail outlets have already accomplished all three goals, says the Museums director of retail, Jodi Zeppelin. Visitors to the Museum have told her they found out about the attraction when they stopped by one of our locations in the airportsthat shows me that its helping to promote the museum. Because museums and tourist attractions are ubiquitous in DC, the International Spy Museum needed to be innovative and proactive if it wanted to attract its fair share of attention, she says. For us, this [retail] expansion has been all about providing branding . . . and promoting the Museum. Its about getting that name recognition. In addition to opening its own branded cart in the bustling Washington Dulles International Airport in Virginia (shown here), the Museum also partnered with AMERICA!, a retailer that operates airport and mall in-lines selling Americana and regional products. Through the partnership, Museum merchandise is sold in AMERICA! stores in special spy-themed sections where agents on-the-move of all ages, interests and sophistication levels will find gifts to spy for that are high-tech, cool and fun. The spy centers are now located in nine AMERICA! stores, including those in Dulles, Ronald Reagan Washington National Airport in Virginia, Newark Liberty International Airport in New Jersey and Baltimore/Washington International Thurgood Marshall Airport in Maryland. Iris Messina, division specialty leasing manager with Westfield Concession Management, which manages the concessions programs at Dulles, Ronald Reagan and Newark, says the partnership between AMERICA! and the Museum is mutually beneficial. Matching up the two combines both of their strengths, she says. AMERICA! knows how to operate in an airport, and the Museums retail concept is very exciting. The Museums cart location in Dulles gets a lot of attention, and its product line appeals to the flying public, she says. As a traveler, youre looking for something unique to bring back to someone else, Messina says, adding that when it comes to unique products that airport shoppers will notice, the International Spy Museums espionage gear certainly fills the bill. Based in Chicago, Dan Rafter has written for the Chicago Tribune, Washington Post, Business 2.0, BusinessWeek.com and other publications. He can be reached at danrafter@sbcglobal.net. 2 0 0 8 / s p e c i a l t y r e t a i l . c o m 36 S P E C I A L T Y R E T A I L R E P O R T / W I N T E R specialtyretail.com Winter 2008 T h e ONLY M a g a z i n e f o r t h e C a r t a n d K i o s k I n 5` 4` 11 4` 10 4` 9 Justin e Zachary 4` 8 4` 7 4` 6 4` 5 4` 4 4` 3 4` 2 4` 1 4` ©2 00 Veg April 15 as -17 SPREat E Las See us DE LIVERING D ISTINCTION CBL & ASSOCIATES PROPERTIES, INC. 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