After my last post regarding Toronto’s Pan Am Shop at Toronto Eaton Centre, I held out little hope for the seamless integration of a viable and memorable retail experience into the coming Pan Am Games. However, last weekend my hopes were buoyed, as quite by chance passing by Nathan Phillips Square, I spotted a large tent emblazoned with a sign, “Pan Am Superstore”.
Hoping to stand corrected regarding my disappointment with Toronto’s Pan Am Games retail effort thus far, with great anticipation, I made my way over to the Pan Am Superstore this week. Even though a quick Google search had rendered no indication of its existence, not even at the Pan Am Games official on-line shop, I was hopeful. But, alas another disappointment!
The Pan Am Superstore, a large tent structure, has been located at the west end of Nathan Phillips Square, shoehorned between the snack and skate rental building and the ramp to the underground parking, and obscured by the elevated walkways that run the perimeter of the square. For starters, It is a less than ideal location, with no sight lines for traffic approaching from the east or from the square itself, where a number of events and ceremonies will be taking place daily for the duration of the Pan Am and Parapan Am Games, including the grand finale, the Parapan Am Closing Ceremonies.
And that’s just the beginning. With a mere three weeks until the games kick-off, the Pan Am Superstore was still hoarded-off a few days ago, with neither signs of life nor indication of a pending opening date posted on-site or online. Even rudimentary retail marketing tactics, such as banners announcing “Coming soon” or “Visit us starting July 10th”, have been completely ignored. I’m left wondering how many hopeful visitors drawn by the hope of the Pan Am Superstore sign, were equally perplexed and disappointed.
Thus far, the Pan Am Superstore appears to be yet another missed opportunity to both build anticipation for the Pan Am Games, and promote our city, province and country. As the games approach, I can only stand-by and observe, hoping that Toronto’s Pan Am Games retail effort ramps up exponentially. Otherwise, along with rumours of traffic woes and ticket sales fiascoes that are coming to light, Toronto’s Pan Am Superstore may well be a superfail!
