Recently, while wandering through the Toronto Eaton Centre, I discovered nestled there among national and international retailers, a Toronto Blue Jays store. Even though the store launched last August, not being a sports fans per se, nor a frequenter of that part of the mall, I was unaware of its existence. Spotting it, I was intrigued. Typically, stadiums and arenas are the domain of team shops, but here in the foremost shopping centre in downtown Toronto, it was a surprise – but somehow a pleasant surprise.
The Jays Shop is the first such team shop in Toronto, neither located directly on the stadium premises nor within close proximity. While MLSE (Maple Leaf Sports & Entertainment) owner of the Toronto Maple Leafs, Toronto Raptors and Toronto FC and Toronto Marlies has opted to partner with retail big-guns, Canadian Tire and Sport Chek, for distribution of team gear and licensed merchandise, the Toronto Blue Jays have gone it alone in the ultimate retail venue, the Toronto Eaton Centre. And they have done it with a bang.
Why an off-site team shop makes sense:
Managing the fan experience
When done right, an off-site team shop is more than a reservoir of licensed merchandise – it is a fan experience. In the case of the Jays Shop, it is an immersive experience, blending digital technology, that brings the stadium to the customer; with an extensive selection of fashion-forward Jays branded product and team gear; player memorabilia, only available through the Jays Shop; staff, who are fans and Jays experts; and a ticket counter, where game tickets can be purchased. This is an experience that simply cannot be replicated nor controlled in a third-party wholesaler’s retail space or in an in-store boutique within a department store or big box sporting goods store. And the location, in a busy downtown shopping centre, brings the fan experience to even the most casual sports fan or sometimes fan, and to those who can’t afford the big-ticket prices of professional sports.
Reaching tourists
What better place to locate a team shop than the second most popular tourist attraction in the city, the Toronto Eaton Centre. With over 50 million visitors a year, and roughly 25% of those numbers attributed to both Canadian and international tourists, the location is an ideal opportunity to reach new fans and expose the Jays brand to the world. And the unique selection of quality merchandise, brandishing the Jays logo which proudly features a classic Canadian red maple leaf, offers savvy tourists an alternative to the clichéd souvenirs of Mountie dolls and maple syrup.
Easy access gift giving
For the non-sports fan, off-site team shops provide easy access to an endless supply of gifts for the sports fans in their life; a one-stop shopping opportunity, for quality licensed merchandise including everything from hats to memorabilia to tickets, and the potential of picking up something fashionable for oneself – just so as not to feel left out.
Revenue!
Licensed merchandise is big business, generating over 12.8 billion in retail sales annually. Regardless of how a team is performing, whether winning or floundering, loyal fans, especially die-hard Toronto fans, continue to support their teams. Ticket sales fuel merchandise sales and merchandise sales fuel ticket sales. Off-site team shops are simply another chance to further fuel the machine.
Go Jays Go!
