More From Atlantic Edge
On a recent visit to the Washington, DC, area, I made a point to stop by and see John Harman of Atlantic Edge Scuba in Gaithersburg, Maryland. You may remember a story from a year ago, in which we showed several of the innovative display ideas John and his staff had put together on a shoestring budget.
Knowing John's penchant for constantly improving his store, I figured that, given the amount of time that had passed since my last visit, there would be at least one or two things worth seeing. I wasn’t disappointed.
John and his staff had actually made numerous improvements since my last visit, three of which we’ll share with you here.
The Tiki Hut
The first thing I noticed when I walked in the door was a large, thatched structure that spanned almost the entire width of the store. This “tiki hut” forms the centerpiece of John’s lifestyle/apparel display.
John has keyed in on the fact many of his customers see diving as more than an activity. For them, it’s a way of life — which means that they want the look to go with it. The tiki hut showcases tropical shirts, shorts, footwear and accessories that allow customers to show up at their favorite vacation destination dressed the part.
More importantly, it gives customers one more reason to stop by the store and increases the odds that, even if they feel they don’t need any more dive equipment at the moment, customers will still leave with something in their hands.
The Neon Palm
Palm trees were prominent throughout John’s store when I visited last year. This year John had something new; a palm tree fixture studded with dozens of tiny, neon lights.
During my visit, the palm tree was providing the backdrop for one of John’s package displays, which utilize a five-foot-tall, PVC “tank.”
The neon palm tree looks good any time of year. Imagine, however, how well it will work during the holiday season.
Tropical Classroom
The most impressive part of my visit to Atlantic Edge was seeing what John had done with his classroom. Traditional desks, tables and chairs have been replaced by circular patio tables and chairs, with large, thatched umbrellas overhead.
When combined with the ocean-blue walls and the large, tropical mural at the front of the room, the overall atmosphere is not too different from the oceanfront bar at your favorite dive resort.
It’s important to understand that none of your customers sign up for diver training because they are eager to be in an environment that reminds them of high school or college. They do so because they’d rather be sitting on a tropical beach, kicking back after a great day of diving.
John’s new classroom helps remind students that they’re there for all the right reasons.
So Where…?
Before you rush to call John and ask where he gets these unique display items, you should be aware that there is no one single outlet. If you want this sort of creative merchandising for your store, you have to be willing to scour a number of potential sources. These can include:
- Your local classified ads (i.e., “Used display fixtures for sale”).
- Dealers who specialize in used display fixtures.
- Garage sales, flea markets and antique dealers.
- Outdoor furniture dealers.
- Museums and trade show display fabricators.
Of course, you could always have such items custom made; however, this is beyond the reach of most dive retailers. John has developed his own unique sources throughout the DC area; you’ll need to do the same in your local market. As you can see, however, the effort may be worth it.
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