The White Elephant Becomes a Princess: Unique Concept to Fill Store Space

Learning Approach: Best Practices

| Sheraton New Orleans, Nottoway | Posted: Sunday, 10:30-11:15 a.m.



White Elephant Becomes Princess

For the past five years, Coast Hwy Traders has been voted one of San Diego’s top five gift shops. Why? Its owner, Beverly Goodman, came up with a unique solution to transforming what was once an underperforming retail store into an inviting place to shop. She uses about a fifth of her store space, while the rest is rented out to vendors selling items such as local art, clothing, shoes, hats, and gifts. Unlike an antiques mall, the spaces flow together to create a unique, appealing shopping environment. The manager/owner controls all space and approves all products and duplicate merchandise is not allowed. Goodman will share her experiences−and mistakes−in this informative session.

Learning Objectives:

  1. Learn how to attract the best mix of vendors.
  2. Find out much to charge based on your own rent
  3. Insights into how to do a lease
  4. Identify what kind of employees to hire and appropriate pay levels.

Learn more:

For more information contact:

Beverly Goodman, Coast Highway Traders
Beverly Goodman started Coast Hwy Traders 16 years ago. At first she had 30 different vendors. As some vendors became more successful, they asked for more space. She started a second business. Beverly Goodman has been a Downtown Encinitas MainStreet Association board member for 18 years and served as its president and head of the Marketing Committee for 6 years. She recently purchased the building in which her store is located.