Like so many owners and operators of retail and commercial spaces, the Me-Wuk Indian Tribe of California was missing out on an opportunity to capture additional revenue and improve profitability of their Chicken Ranch Casino which they had established in 1985. Located in Jamestown, California, not far from Yosemite National Park, this 30,000 square foot gaming destination promotes itself as “A little bit weird, a whole lot of fun.” Among its many attractions is a convenient bistro café called “The Roost,” which is the subject of today’s post on retail shelving and wall displays.
Casino management recognized that The Roost, although space constrained, was a high traffic area with an opportunity to upgrade its merchandising effort by taking advantage of underutilized wall space. Management asked us to design a creative POS display wall with integrated storage so they could merchandise small souvenir items mixed with t-shirts, sweaters, hats, and related apparel items. The picture below speaks for itself with regard to the missed opportunity.
We designed a modular 20-ft. retail shelving and wall display system that ran the length of the long wall and included a matching slatwall component with a lower cabinet for the adjacent short wall.
Our millwork shop constructed the wall merchandiser out of walnut veneer on plywood core which we stained and clear coated. The system for the long wall included 3 independent wall merchandisers which we put on locking casters so they could be easily moved or relocated. Each section included locking lower storage cabinets, upper storage cabinets, built-in shelf standards with adjustable shelves, electrical plugs for lighting, and a variety of accessories such as such as faceouts, waterfalls, U brackets, hang bars, and slatwall hooks We added a locking glass case to one section to merchandise high-value items. Some more detailed shots of the display system are shown below.
After we installed the POS wall display system, the Chicken Ranch Casino marketing team made quick work of merchandising the units to complete the process of converting dead wall space into a revenue-generating profit center.
The Roost was just a tiny bistro café that was not realizing its profit potential. Instead of simply adding more sandwich and beverage choices to the menu, the retail shelving and wall display system enabled Chicken Ranch Casino to capture an unrealized revenue stream from branded merchandise and souvenir items that could help customers remember their “tiny bit of weird and a whole lot of fun” experience. The same opportunity exists for thousands of cafes, bars, health clubs, and other retail establishments that have underutilized wall space and missed profit opportunities.