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Published:4/1/2008

Attracting generations X and Y has become the holy grail of garden center marketing. But could it really be as simple as going to the generations beyond X and Y? As any retailer knows, one of the best way to spot trends is to open your eyes and look at what’s going on in your own store.

A few years ago we began to notice that Xers tend not to go many places without their children (evidence: the cool fire truck grocery carts at the supermarket, McDonald’s Playland, and play area at Ikea stores). We wanted to make our store a fun place that kids would get excited about and want to visit.

So how do you get kids to bring their parents through your doors? For sometime now, we’ve planned children’s events at the garden center at different times of the year. However, it took some time to realize that events planned for families is ultimately more successful than a “kids-only” event.

We’ve found that most child/family attractions fall into several categories.

Festivals: Festivals tend to require the most planning and expense. It can be less overwhelming to start small and add or change something every year. Keeping it to a size your staff can manage will be more successful than trying to go over the top. Our Fall Family Festival started with grilling hot dogs, hiring a clown and creating a pumpkin patch. In over five years it’s grown from hot dogs to now include kettle corn, an inflatable slide, straw bale maze, games, face painting, a scarecrow contest and a four-piece bluegrass band. The best ideas will usually come from your staff, so let them have fun with it. Be sure to set your dates for large festivals carefully. Check around town for other conflicting events. It can be difficult to compete with too many activities on the same weekend. And always have a back-up plan for bad weather.

Family Photos: This can be as easy as setting up an area in your store that captures the spirit of the particular season. During the holidays we set up an antique sleigh in front of a winter mural and a life size Santa by a glowing fireplace. Keep it simple and provide enough space for families to get that perfect Christmas card photo without your other customers popping into the picture. Hint: Employees should offer to take the pictures so the whole family is in it. Many of our customers have made it a family tradition to come in for their annual sleigh picture. Welcoming dogs and cats for photos is much appreciated by many customers.

Character Appearances: Costumed characters can stir up excitement in almost any child. Check with any parents on your staff to see who’s popular at the time. Your local media outlets can usually help you to find a character costume. Advertise the event as a meet and greet with a photo opportunity. Fees may be associated with rental and dry cleaning. Try partnering with vendors to add something to the event. We partnered with a local dairy to hand out free milk to all the children. This is a great way to bring in people who have never been to your store and a really great chance to strut your stuff. Hint: Place your best-looking plants where customers will most certainly be waiting in line.

Furry Friends: Kids love animals, especially if they can see them up close. If the major commitment of year-round animal care sounds daunting, check into renting a couple reindeer for Christmas or baby chicks or lambs in the spring. Assign someone on staff to take care of and answer questions about the animals. Our live reindeer capture the hearts of children and adults alike at the holidays. Play up your animal attractions with coloring sheets and fun games for the kids to take home.

Snack Attack: Food, especially free food, can make any store a must-stop shop for kids and adults. Our customers, and their kids, know they can get fresh-popped popcorn and lemonade everyday. Try adding cookies and coffee to your holiday open house or free popsicles for kids on hot days. Even a cool bottle of water is much appreciated in the summer. Food can be messy and time-consuming, but keep in mind that there are three words that can make any parent cut their shopping trip short: “Mom, I’m Hungry.”

No Child Left Inside: Parents are increasingly concerned about their kids spending too much free time in front of computers and video games. They’re always on the lookout for safe outdoor activities for their kids to do. Holding planting workshops or eco-scavenger hunts around the nursery can be fun for a wide range of ages.

Kate Nelson is a horticulturist from Wallace’s Garden Center & Greenhouses in Bettendorf, Iowa. She’s also a 2007 Green Profit Young Retailer Award finalist.

Helpful Tips for Planning Kid’s Activities

1. Set a clear start and end time for the event. It’s more fun and efficient to have a crowd at one time instead of an all-day trickle. This can help you determine who showed up for your event and who came to shop.

2. You can never have enough garbage cans and restrooms, so plan accordingly. Assign someone to keep an eye on trash cans so they don’t overflow. Think about renting portable toilets if you’re planning on a big crowd.

3. Charging admission can depend on the event, but keep it simple. Free events should be heavily advertised as such, and keep admission charges simple and all-inclusive. A family price can be a really easy way to cut down on confusion.

4. Designate an area for lost children and parents to meet up. This prevents loud interruptions over the P.A.

5. Provide healthy alternatives to the food your serving. Keep a cooler of ice water on hand for parents who don’t want kids drinking sugary juices and sodas.

6. Go green and show it off by providing recycling bins for cans and bottles. Avoid using Styrofoam cups and plates even if they are cheaper.

7. Make sure all games and activities are staffed to handle people for the duration of the event.