Discovery Place is a one-of-a-kind institution in uptown Charlotte. And “museum” just begins to tell the Discovery Place story! Nearly three quarters of a million people of all ages make a visit each year, for programming that ranges from science to superheroes, exhibitions to IMAX movies.
With 75 years of history behind the brand, Discovery Place literally has fans and friends that span generations. We talked with Sarah Wheat, director of communications at Discovery Place, about the role branded merchandise and apparel play in keeping the museum top-of-mind between visits.
DG: Why is branded merchandise and apparel important to the Discovery Place brand?
Sarah Wheat: Discovery Place is a strong brand and has been a part of the Charlotte community for more than 75 years. We wanted to share our brand in unique ways to those who have supported us for years as well as those new to our Museums and programs. Branded merchandise and apparel have been a great way to extend our brand beyond our Museum walls.
DG: How does branded merchandise and apparel factor into your marketing, member retention, or recruiting plans?
Sarah Wheat: Branded merchandise and apparel are used in many ways across our organization. We use it for Member events, in support of our programs, for example Youth Development and Girls’ Day Out, and also prominently feature it in our gift shop at Discovery Place Science.
DG: We helped you produce a line of tees showcasing the Discovery Place brand, as well as celebrating women and girls in STEM. What led you to choose these items and to decorate them in this way, and can you tell us a little about the overall promotion??
Sarah Wheat: Because we serve such a broad audience, we wanted branded merchandise and apparel that appeals to many but also celebrates our brand and our city. From parents and school groups to those joining us for our adults-only Science on the Rocks events, we opted for a variety of styles and products to suit various tastes. At the moment, our retail shop offers branded shirts, mugs, water bottles, totes and a new hat collection.
DG: What kind of reaction have you received from the promotion?
Sarah Wheat: Folks are really excited by our new styles and merchandise, especially as part of our retail shop experience. What we’re offering isn’t your typical gift shop merchandise, and we love extending our brand in this way.
As a local nonprofit we value the importance of supporting other local businesses, which is how we first connected with The Dunstan Group. We’ve been working with them for about a year and appreciate their creativity, attention to detail, and exceptional customer service.
