Let’s Take a Tour

When you pull up to Rick’s, among the first things you will notice are the spacious parking area and the modern-looking brick-and-masonry building. A large dive flag flies overhead, and a banner below the illuminated store sign announces the latest promotion.

As you enter through the door, you’ll see several hundred feet of display area, packed with colorful merchandise. To your left will be a life-size manikin with the head of a lionfish — just the first of many examples of how Rick’s merchandising is designed to stimulate the imagination.

A rectangular sales counter at the center of the floor gives employees a commanding view of the entire sales area (and helps ensure that no merchandise walks out on its own). The sales floor is divided into departments: swim and activewear up front; hard goods toward the back. Most departments are identified by large signage overhead.

Also overhead are everything from beach balls to half manikins, so that your attention is directed up as well as around. Rick and his staff rotate displays and rearrange departments on a regular basis, so that customers never feel that they are experiencing “the same old thing.”

Despite the display area’s “nearly new” appearance, it’s been evolving for nearly 20 years. Among the things Rick has added in that time:

Colorful neon light tubing follows the contour of shapes painted on the walls, and helps set off display areas.

Track lighting calls attention to package displays on the walls and stand-alone displays on the sales floor.

There are examples of light and color everywhere. The interior’s overall gray color scheme makes these colors stand out even more.

In addition to his equipment-oriented departments, Rick also has separate Travel and Education “departments” — wall sections where customers can find handouts and brochures on upcoming trips and continuing education courses.

But wait, there’s more… »

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