By
Ruth Wood-Steed
Have you visited the Gateway Arch recently, or is it one of
those things that you “really ought to do?” Those of us in the
St. Louis area frequently get too busy to take advantage of
wonderful attractions such as the Arch (or more accurately,
the Jefferson National Expansion Memorial - JNEM), the Saint
Louis Zoo, Missouri Botanical Garden and Saint Louis Science
Center. Now that summer is here, though, set aside a day and
at least head to the Arch, or put it on your calendar for the
off-season, between October and February, when you can avoid
long lines of tourists. Always an interesting trip, with its
panoramic views of the Greater St. Louis area and beyond, the
venue now features a newly, remodeled Museum Store carrying
unique gifts representative of St. Louis and its colorful history.
The Museum Store, which reopened on March 2 and held its Grand
Re-Opening on May 12, was once largely a bookstore. It now is
much more. “In the last 10 years the travel industry, demographics
and technology have changed drastically which resulted in major
differences in consumer behaviors and expectations. Beyond the
need of addressing the wear and tear of the (10+year-old) store,
we wanted to also address the changes in consumer behavior,”
says Kimberlee Riley, director of programs/chief operating officer
for the Jefferson National Parks Association (JNPA), which operates
The Museum Store and its companion store, the Levee Mercantile,
for the National Park Service.
The Museum Store now is more contemporary, with far more graphic
and audiovisual elements. Its sweeping curves and blue, orange
and white color scheme, accented with stainless steel and light
wood fixtures, bring the Arch and its surroundings indoors.
It now features a wider, more interesting variety of merchandise
appropriate to the Gateway Arch and its history, in better-lit,
more attractive displays. “Much of the gifts, toys, publications
are custom developed and not found elsewhere,” says Riley. The
store also now complies with Americans with Disabilities Act
(ADA) guidelines, with more space between displays and accessible
counters. Graphics and videos educate, describing monumental
dreams that led to the Arch’s design and construction, and encourage
Gateway Arch visitors also to dream.
St. Louis-based architectural firm Peckham Guyton Albers & Viets
Inc. (PGAV) provided interpretive concept, architectural and
interior design, graphic and media design and film direction.
With the JNPA and National Park Service, PGAV created a narrative
called “On This Spot,” which appears throughout the store’s
graphic and video elements. PGAV project architect and designer
Sara Tetley, says the narrative is “to teach the visitor the
deeper meaning of the Gateway Arch. It is a monument to real
people that aspired to greatness right here on the Arch grounds.
That on this piece of land/site/spot, pioneers dreamed of a
different life, an architect walked the site and dreamed of
a significant design to memorialize them, a team of builders
dreamed of completing a radical construction challenge.” The
narrative also challenges visitors: “What do you dream? What
can you too achieve when you leave this spot?”
With more than one million visitors to the visitor center every
year, and around 275,000 transactions in the Museum Store alone,
that’s a lot of people educated and motivated to achieve.
In conjunction with the National Park Service’s environmental
thrust, the store also has an alkaline battery recycling program.
Riley says, “Because our partner’s environmental goals are important
to us, we researched the battery recycling options and learned
that there was no other organization in the St. Louis metro
area offering this service. We hope to recycle more than 1,000
pounds of batteries each year.” She says visitors have been
very receptive to the program.
While it’s only been a few months since the newly remodeled
store opened, it already has seen impressive results. Camera
and film sales have increased, as have sales of gifts such as
decorative travel mugs and coaster sets featuring wildlife of
the west. Sales of these items, as well as jewelry, books, photo
albums and even water globes featuring the Gateway Arch framing
the Old Courthouse should increase even more during the busy
summer months, with proceeds supporting the JNEM’s educational
programs and exhibits.
Riley says the JNPA is one of the largest cooperating associations
in the country. “We partner with public land sites to support
their educational missions.” The organization supports not only
the Gateway Arch, but also the Old Courthouse, Ulysses S. Grant
National Historic Site, Mississippi National River & Recreational
Area, Lewis & Clark Visitor Center at Gavin’s Point Dam, National
Great Rivers Museum and Little Rock Central High School National
Historic Site. It also provides educational presentations to
local schools, libraries and community groups. More information
can be found on the organization’s Web site: www.jnpa.com
or by contacting Riley at (314) 678-1511 or riley@jnpa.com.
“Since our inception in 1961,” says Riley, “we have contributed
over $20 million in financial and in-kind support to ensure
that present and future generations can continue to enjoy these
national treasures.” The organization is funded both through
proceeds of product sales in stores and tax-deductible philanthropic
contributions from individuals and institutions. It welcomes
contributions from those interested in maintaining these products
of St. Louis area dreamers, and encouraging others to achieve
greatness through their monumental dreams.
