Summertime Travel or Staycation?

As we approach the International Retail Design Conference (IRDC), while summer is in full swing, I find myself going back to some of the most memorable moments during my recent travels – music festivals, beach getaways and wilderness retreats, among others.

Scrolling through the photos on my phone, I often recall a few of my favorite trips. As someone who is always looking for the best the locals have to offer, I’ve found some gems – including retailers that express personal passion and ingenuity, a connection to their local community and an ability to capture a customer whose main focus is not necessarily shopping.

Here are a few of my favorites:

1) Mazama Store: Mazama, Wash.

What they’re known for: A little bit of everything good.

Why I love it: This country store is the definition of authentic retail. It provides a gathering place for the community, serves the best coffee and food around, and has an evolving calendar of events hosted inside the store and on its patio. They offer a chance to connect, discover the area, buy what you need (gas, sundries, trail maps) and also discover what you were not expecting! All in a warm, personal and constantly changing setting.

2) The Fresh Shave: Kalaheo, Hawaii

What they’re known for: A healthier version of one of Hawaii’s best known treats, shaved ice.

Why I love it: This mouthwatering treat is a marketing gem, from the retailer’s website to its mustache-straw branding to its social media strategy. They’ve created a destination that’s unforgettable. They offer an experience that is fun and unexpected, a personalized version of an old staple of the islands, and a quality product that is worth the search for their mobile food truck.

3) Pacha Mama: Sayulita, Mexico

What they’re known for: Live what you love.

Why I love it: From the moment you remove your shoes (yes, everyone does it!), one leaves the busy, tourist-filled scene on the streets of Sayulita and enters a dream world. This shop sells some great stuff – and some average stuff – but, what makes this store incredible is the vision behind the experience and the opportunity to immerse in what literally feels, smells and looks like a trippy dream. Beautiful people, giant dreamcatchers and a photo op with angel wings, all weave together to transform stereotypical sexy bohemia (incense, textiles and beach trinkets) into a world-class customer experience.

What do these retail moments all have in common? It’s simple. They all create experiences first; selling stuff to customers seems secondary. Intuitively, they are what good retail has always been about – bringing a community together, creating personal encounters with an owner, a product or a space, as well as showing passion and belief in their business and your time, ingenuity, honesty and quality.

During my upcoming IRDC presentation in September, I’ll be sharing the Tommy Bahama story along with Frank Kennard, the company’s director of store design. Tommy Bahama’s mantra? “Make Life One Long Weekend.” Frank and I will share the Tommy Bahama brand DNA, and how we’ve put “the sand” back into the retail experience. Our concepts for Tommy Bahama’s retail, bar and restaurant offerings are designed with the vacationing couple in mind; each concept is inspired by the sun-soaked and saltwater getaways our couple and their families have enjoyed for decades. We hope you can make it; hope to see you in Montréal!