Winter 2021 - 63

BEHIND THE SCENES
receive visitors who are on the way to the
different locations. "
Each brick-and-mortar location is
unique and GSMA strives to incorporate
a unified approach in its branding. " We
balance this by using consistent signage
and branding across all of our stores while
also fine-tuning our displays and available
retail products at each location; taking
into account all the uniqueness of each
area of the Smokies that I talked about
earlier-whether it's history, flora, fauna,
or recreational appeal, " explained Roark.
Additionally, all GSMA shops offer
products that reflect the visitors' park
experience and offer memorabilia tied
to that experience. Roark emphasized
that its stores' merchandise also plays a
role in educating visitors on the culture
and natural history of the region. GSMA
memberships are available at each store,
providing yet another way visitors can
remain connected to Great Smoky
Mountains National Park.
GSMA gift stores hold an additional
appeal - a give-back opportunity. Roark
explained that all retail purchases benefit
the park directly. " And support visitor
services for more than 12 million annual
visitors, provide salaries for backcountry
rangers and wildlife management staff
who protect our most beloved creatures
like the black bear, and fund important
park projects that range from vegetation
mapping and water quality monitoring to
ongoing historical research and natural
history preservation, " she shared.
Prior to the pandemic, book signings,
live demonstrations on milling or
harvesting were special events
that drew visitors into
the stores. This
helped to promote
seasonal product
offerings. " Some of
our most perennially
successful events are
our sorghum making
demonstrations that
we host every year in
the fall. Local producer
To protect customers and staff, GSMA established
hand-sanitizer stations, installed plexiglass shields,
reduced capacity and expanded its cleaning regimen.
Photo by Emma DuFort.
GIFTSHOPMAG.COM 63

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Winter 2021

Table of Contents for the Digital Edition of Winter 2021

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