In June of 2025, Paco Underhill gave a Zoom presentation that was rich, inspiring, and packed with ideas—from generational shopping behaviors to creative visual merchandising in park stores. You can watch the full recording here.
During the session, Paco drew from decades of retail research (and his recent visits to White Sands and Carlsbad Caverns) to explore how we might evolve our stores to meet the moment: welcoming diverse visitors, improving customer flow, and creating sensory-rich experiences that reflect the awe of the parks themselves.
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