ZAG NEWS

Apr. 2015

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ZOO AND AQUARIUM BUYERS ASSOICIATION GROUP

ZAG News
Volume 14, Issue:2

www.zaggift.com

Apr. 2015

Gold Sponsor Spotlight!

The Season is upon us, and once
again you can count on Cool Jewels to lead the way with the
latest souvenir, fashion and trend jewelry/accessory items.
Were not resting on our laurels as the friendly partner with
the largest line of animal and sea life jewelry in the industry.
Rather, weve accepted and responded to the challenge of
helping you market your new and popular exhibits. Cool Jewels has recently introduced a variety of hard to find animal
and sea life jewelry styles, including red pandas, sloths, otters
and more! Further, weve add-

Continued on page 3

Sandy Creek Mining Company: Offering a

Turn-key Educational Experience
Sandy Creek Mining Company is the original
sluice mining company since 1991, providing
outstanding customer service and consistently
high-quality products including gemstone, fossil, arrowhead, and emerald mine rough mixes. Custom product
labels and sluice signage at no additional cost. This educational
activity includes identification cards and keeper bags with each
bag of mine rough. Sandy Creek Mining Company offers installation and design services for turn-

Continued on page 3

Welcome to the Land of Rooz where Friends come in Twos!!

Imagine a land where a penguin turns into a polar bear or a cheetah turns into a giraffe. That is what happens in
Wild Republics Land of Rooz!
The Wild Republic booth was a buzz at Toy Fair as they launched their highly anticipated new plush line. After
checking in at the Wild Republic reception, buyers were taken through the Land of the Rooz a land where friends
come in twos. During this tour buyers were introduced to Switch-A-Rooz; a group of reversible stuffed animals with one special
mission to solve everyday challenges in the Land of Rooz. Flip them inside out and collect their BFFs to help Switch-A-Rooz
learn valuable lessons about friendship and acceptance.
Continued on page 3
Spring Break is officially here! This typically marks the beginning of the season for
most of us. We, at Safari Ltd, are here to help with any last minute additions, or a
quick restocking order of best-selling items after an incredibly busy week. ZAG
members can benefit from our year-round ZAG special on every order of $100 or
more, and item minimums as low a one piece. Dont forgetfree freightalways!
Safari Ltd is constantly strengthening relationships with ZAG members by exploring the individual needs of every client and working to satisfy them. At the same time we never settle for good enough, so wed like to introduce you to our Remaster Initiative
In 2015 the CEO and President of Safari Ltd developed an initiative to bring the best out of all of our collections. We choose certain items each year to remaster in order to continue providing the utmost quality and detail with every figurine. This process
involves taking a look at these items from the ground up, making adjustments to the mold, and recreating the hand-painting procedures to ensure that the anatomical details are precise. Some figures that have already had this
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ZAG NEWS

Apr. 2015

Gold Sponsor Spotlight!

More Gold Sponsors for 2015

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ZAG NEWS

Apr. 2015

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Gold Sponsor Spotlight!

Cool Jewels Continued...
ed a breadth of new earrings which are sure to delight even the most discriminating teens and adults.
Beyond also adding styles to our large line of rhinestone and mood necklaces, Cool Jewels is pleased to offer assorted styles of
temporary foil sticker tattoos. This is a trend sweeping the nation. With Cool Jewels, youre sure not to miss out on the action.
Since our first day in business some 39 years ago, Cool Jewels has put a singular focus on helping our clients succeed. Through
innovative product, unique merchandising options, quick shipping, easy order check in and our can do approach, weve forged
partnerships with zoos, aquariums and others the world over.
If youve never taken the time to speak with us, you owe it to yourself to discover the many ways in which we can help. Give us a
call at 1-800-432-3636. We look forward to hearing from you.

Sandy Creek. Continued. key wood/stainless steel mining sluices that are ADA compliant. All sluices are built tough for years
of trouble-free operation. All water flowing from water tower will stay clean and pristine at all
times. Systems are self-contained and recycle the water in closed loop systems. Installations in over 400 locations in 18 countries.
Our attraction has proven to be a great additional revenue source for locations large and small. Freight included with quantity orders.
(For more information, visit www.sandycreekmining.com, email info@sandycreekmining.com, or call 419-435-5891)

K & M International continued...

From BBC to Good Housekeeping, the press was all over this new product that promotes multiple purchases at retail by encouraging kids to collect each animals best friend which can be located by a special code on the tag. That code directs kids to the website
http://myswitcharooz.com or to an in-store poster that is available so they can find their critters best friend. The
myswitcharooz.com website also features coloring pages, online games and other fun features for kids while also offering a blog
targeting towards the needs of parents.
These will certainly drive sales during the upcoming spring break season. The BFF concept encourages multiple sales to each customer driving up your per cap.
If you havent already ordered Switch-A-Rooz contact your sales person today. Not only is it shipping now, but reorders are already pouring in! Ask about the display and in-store materials available to ship with your Switch-A-Rooz as these help tell the story
of this great new line.

Safari Ltd Continued...

make-over are the Wild Safari Wildlife Lion, the Wild Safari Sea Life Killer Whale, and the Wild Safari North American Wildlife Grizzly Bear. If you have suggestions on figures youd like to see remastered in the future, were all ears.
All of our 2015 items are available and ready to ship today! Contact sales@safariltd.com or your designated Toy Guru to find out
more details on the special program designed just for ZAG members, which other items are being remastered, and/or any other
inquiries you may have.

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Presidents Message
Well, it's tax season again. I was doing my civic duty when one of the questions on the form gave me
pause. "Occupation" it asked. On the surface this was simple. My business cards say "Retail Sales Manager/ Buyer". It seemed cut and dry. However, it made me ponder what my job means. It's easy to say
"I'm a retail buyer at a zoo." When you think about it, however, it's not so simple. My job is to seek out
products that will bring a profit to my gift shop. My gift shop profits go to the Cameron Park Zoological
Society. The Society supports the Cameron Park Zoo. I'm sure many of you have similar jobs and similar
arrangements. Think about it. What does supporting the Zoo mean? In my case it means I do my best
to maintain an acceptable profit margin. It also means that I purchase products that support my Zoo's
mission and values. The Vision of my Zoo To support education through responsible conservation, and
provide a safe, nurturing natural habitat environment for our animals is probably similar to many of
yours as well. I have a duty, a responsibility, to my institution to be aware of what I'm purchasing for
the shop, and from whom I am purchasing the items. My goal is to be Earth friendly, sustainable and
culturally & environmentally responsible with all my purchases.
Recently the ZAG Board's Governance Committee decided to draft a proposed "Vision Statement" for our organization. Not a hard
and fast set of rules. We are not a group trying to exercise oversight or tell other buyers what they should do. We all work under
the constraints of our institutions. We all have rules and regulations that govern our actions. We merely wanted to say "This is
what we believe in, this is what we would wish for everyone". You would be surprised at the debate and consternation this
caused. In the end, we were able to adopt a simple statement saying what ZAG would like to stand for, and see in the industry. I
am proud of the efforts and hopeful that we can see more and more buyers buy in to the sentiment.
As Buyers we are all responsible to our bosses, to our customers, to our institutions. Some of you work in small gift shops, some in
huge department store sized organizations. You may think that being mindful of something like Conservation Commerce or sustainable goods is not a priority, and that is your choice. However, anything we can do, as independent buyers, to help our businesses is very important. I urge each of you to take some time and think about your business. Think about your buying choices. Think
about your margins and your per caps. I can promise you there are business organizations out there thinking about your business.
You are the key to driving business in your shops. And knowledge is your best friend. Happy Selling and have a great spring season.

Our Mission
ZAG is a collection
of merchandise buyers for zoos, aquariums and other wildlife-related institutions and attractions.
The goals of ZAG
are to increase and improve communication between buyers, and to raise awareness and professionalism of the field within the zoo and aquarium industry.

Board of Directors
Michael Davis (TX) - President
Tommy Brown (MO) - V. President
Theresa Danneffel (MI) - Treasurer
Missy Rosevear (PA) - Secretary
Laurie Vanderwal (AR)
Denise Lamoureux (MA)
Brent Walter (WI)
Robin Miller (FL)
Yvonne Miles (CA)

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Member Spotlight!
Member Spotlight: Emily Jaffe The Conservators Center North Carolina
www.theconservatorscenter.org
1.Tell us about your facility and your role there? What are the highlights in your job?
The Conservators Center is a nonprofit conservancy located in Caswell County, North Carolina. Our facility is home to more than
80 animals representing 20 rare, exotic species. The Center was founded in 1999 by two experts in exotic animal husbandry, Douglas Evans and Mindy Stinner, and opened to the public in 2007. We are a privately owned facility licensed by the United States Department of Agriculture. The three parts of the Centers missioneducation, conservation, and rescuesupport each other and
help secure our reputation as a leading facility for the care of these unique species.
We are a home for exotic animals with serious behavioral issues or illnesses, or that come from situations of abuse, neglect, or cruelty. We also consider ourselves an animal retirement home, as more than 30 percent of our animal population is geriatric. There is
extraordinary educational and conservational value in rescuing individual animals: visitors who meet our residents fall in love with
their diverse stories and personalities, which builds an emotional connection that we believe is essential to educating the public
about protecting and saving at-risk species and ecosystems. We also maintain propagation programs for a select number of endangered species. Although my official title is Business Relations Supervisor, I wear many hats at the Conservators Center. In addition
to managing all of our facilitys business contacts, I am heavily involved in our presence within the zoo industry, and I also act as
the manager of our gift shop. While my specific focus shifts with the needs of the organization, my drive to provide for the individual animals Ive come to love at the Conservators Centerand for their species at largeremains unchanged.
2.What type of retail operation do have?
The Conservators Centers gift shop is a 35-by-30 boutique-style retail space. We pride ourselves on great customer service, and
assist nearly 14,000 visitors every year. Although our facility is only open to the public on Saturdays and Sundays, our online gift
shop is open for business 24/7.
3.What are some of the favorite items that you carry in your store and where do you get them?
We carry a variety of items from large vendors such as Safari Ltd., Rhode Island Novelty, and the Petting Zoo, but were also proud
to carry items produced from local vendors and handcrafted by members of our volunteer force. My favorite items that we carry
are a stuffed binturong from Wishpets and a 3D wooden white-tiger puzzle from Rhode Island Novelty.
4.How did you hear about ZAG and why did you join?
I first learned of ZAG from our Assistant Director, Julia Wagner, after she attended the Zoological Association of America (ZAA)
Conference last November. While perusing the ZAG website, I noticed how many valuable resources were available. Since joining
ZAG, the Conservators Center has started sourcing merchandise from a variety of new vendors, and thus our store sales have increased.
5.Do you visit trade shows? If yes, which ones. If not for trade shows, how do you find great buys for your store?
I have not visited any trade shows yet; however, I plan on attending the International Gift Exposition in the Smokies this November. Since I have not yet had a chance to experience any trade shows, most of the items we stock in our gift shop have been selected after extensive online research, as well as many visits to stores at similar facilities.
6.Finally, any tips or insights you can share with other ZAG members that have been profitable or exciting for you?
In todays world, gift shops are a universal necessity in zoos and aquariums. When utilized effectively, they can provide a steady
stream of revenue and a fantastic opportunity to market not just your name and logo, but your mission as well.
The key to doing this is visual merchandising, which is the art (and the science) of presenting the products you sell in the most
attractive way possible. It is a critical component to maximize profits. Although there are many standard approaches to visual merchandising (grouping similar items, placing impulse buys near the register, etc.), every facility is different. For example, at the Conservators Center, weve found that many of our guests are there for a repeat visit, so a great display is a great display the first time
around, but seeing the same display on a second or third visit brings down the appeal of the entire shop. Therefore, we use monthly
Continued on page 6..

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Apr. 2015

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Member Spotlight Cont..

themes inspired by holidays and events to keep our retail space new and exciting. This theme is the driving force behind the entire
ambiance of our gift shopfrom the dcor and physical display arrangement to featured items. Remember, visitors dont go to a
zoo to get a t-shirt; they go because they believe that these facilities play an important role in conservation, and they want to experience their favorite animals in person. It is your job as a retail professional to ensure that these visitors dont leave empty handed!

ZAG TRAVEL SCHOLARSHIP

Apply today for a chance to win a trip to ZAG Week at the IGES and SMGS in Tennessee
Winning this scholarship 5 years ago has made me a better retail buyer, has introduced me to many new friends and has increased
my gift shop sales to help my facility and my animals.
I am the Assistant Curator and Gift Shop manager at Turpentine Creek Wildlife Refuge, a small (~45,000 guests/year) non-profit big
cat rescue facility. Five years ago, I joined ZAG and applied for the scholarship on a whim. I was shocked and excited when I was
accepted.
When you work at a small facility, it is often hard to get time off of work for off-site travel, but since the trip was paid for and I
worked my days off to make up the time, my director agreed.
As a first time attendee, the gift shows can be over-whelming and confusing - but fun and exciting too. For me, my travel scholarship opened my eyes to what ZAG can offer smaller facilities like mine. You are teamed up with mentors to help you navigate the
show floor and introduce you to ZAG sponsors and other vendors and there are many opportunities to network and talk with other
ZAG members, to share experiences and ideas. I have learned about proper merchandising, increasing my mark-ups, looking at
my demographics and so many other aspects of the retail business that I was nave to before this travel scholarship.
ZAG is like a family and the relationships I have formed through the organization have made me a better retail manager and in return have helped the animals at my facility.
In order to qualify for the sponsorship, each recipient must:

Be available November 4-8, 2015

Be employed by an institution that has not provided funds for gift buyers to attend
national gift shows in the past five years.

Attend Annual ZAG Week-sponsored networking functions, including the ZAG members Annual Business Meeting and Dinner and ZAG mixer

Be interviewed after their trip for a future ZAG

Complete and send the application found at zaggift.com by August 15, 2015.

Apply Today
What do you
have to lose?

A random drawing of all applications received will be held and the winners will be notified by mail and phone by September 29.
Applications must be sent to michaeld@cameronparkzoo.org

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Las Vegas Market, A new opportunity for Zoos and Aquariums

By Tommy Brown
The Las Vegas Market was a great show for many zoos and aquarium buyers giving them a fresh new look for a leading market
place on the west coast. This show offered many green or conservation minded goods that help people and the world. This marketplace also included a tour that focused on conservation products that many zoo and aquariums need to support their missions.
Finding markets that have fair trade, handmade products or products that help the environment are becoming more in demand by
the new generation entering the marketplace. The emerging generation wants to know how their purchases are helping people,
animals and the world. Just buying a product is a thing of the past, as the new generation has access to mobile data to find out
everything about what they are purchasing, if the price is fair and if it fits into their value structure.
Shows like the Las Vegas Market are hearing the needs of the typical zoo and aquarium buyer and supplying the vendors we need
to keep our stock interesting, valuable and fun. As buyers we depend heavily on these markets to bring us what we need but in
turn we have to tell the shows and markets what we are looking for as buyers. Keeping open communication with the show/
market staff is an essential part of any buyers job to inform them of developing trends in products that may have a fit at their
show or marketplace.
So if you are looking for unique items, conservation goods or holiday dcor this is a must do market for you. When working this
market be sure to keep an open mind and expand your thoughts to new ideas on what you can carry in your merchandise assortment. Look and explore every building as you will be surprised how many animal themed items are out there in home dcor and
holiday goods at the Las Vegas Market. If you are interested in the Las Vegas Market, please check out their web site and make
arrangements to see their summer or winter show.

Treasurer Report
Theresa Danneffel
Treasurer
Over the years, ZAG has grown tremendously! This has caused our financial status
to keep changing and getting bigger, which is a good thing. Most of the board
members that volunteer to do the job of Treasurer usually have no accounting
background or experience. In order to ensure transparency in all of our financial
operations to our ZAG members, we have decided and voted to hire a professional accounting firm to help us handle our accounts payable and receivable. The
ZAG board member designated as Treasurer will still have complete oversight of our funds, however the day
to day accounting processes will be handled and managed by Kollath CPA. This will not affect our Vision or
Mission, or affect our status as a Non-Profit Organization in any way. We are excited for the help this will
give the Treasurer and to ensure that all of our monies are being accounted for in a professional way.

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Retail Tips from the Field

Topic Set Breakdown Formula for multiple sizes within a set
Need to sell the individual pieces of a set? Its easy! The best set breakdown formula ever created, by Ramona Enterprises (now
retired).
In my hunt for baskets, or any kind of set of various sizes/pieces, I was always put off by ordering these types of sets I never knew
how to price each one individually, but when I was introduced to the set break down formula, ordering sets of any kind became
easy. At tradeshows, this formula was helpful in deciding if I should order a set or not, thus becoming a great tool at shows.

Example:

Set of 5 with a wholesale cost of $30.00

Step #1 Starting with the number 2, assign numbers incrementally to each piece, from smallest to largest,
then add the numbers together to get a total:
Extra Small =
Small =
Medium =
Large =
Extra Large =

2
3
4
5
6

Total =

20

*Note: starting with 1 will not work

Step #2 Divide the cost of the set by the total number above to establish the base cost:
30/20 ($30 divided by 20) = $1.50

Step #3 Multiply each individual piece, using the number assigned, by the base cost
Extra Small =
Small =
Medium =
Large =
Extra Large =

2 x $1.50 =
3 x $1.50 =
4 x $1.50 =
5 x $1.50 =
6 x $1.50 =

Total =

Piece 2
$3.00

$3.00
$4.50
$6.00
$7.50
$9.00
$30.00 (Notice, this total equals your set cost)

Piece 3
$4.50

Piece 4
$6.00

Piece 5
$7.50

Piece 6
$9.00

You can now set your retails based on actual set breakdown cost. Whether you keystone, or triple your cost by each set, your set
break down will always reflect the true base cost. No second guessing!