First of its Kind

By Global Orange

Ron JonDestin Florida

Mission StatementBring the surfing lifestyle to anyone who visits

Ron Jon. Creating a unique, relevant, and engaging experience for the customer that

will entice them to purchase, and that they will tell their friends about

Key Features in DestinDestin is in the emerald coast area, known for its beautiful

beaches, not for its surfing

Huge destination for young families over spring break.

Dolphins

Scuba diving

World’s luckiest fishing village

Kids and family will be key

StrategyStay true to the Ron Jon brand, while adjusting the

model to be relevant in the Destin location

Target FamiliesRationalize assortment, making best use of space

Create excitement by having a destination store,

make people want to stay a while

Target Market-Customer Influx from surrounding states

Clientele mix – 18-49 yrs old

– Family-unity values for vacations

Consumer Profile & SalesBringing the

Surf & Beach lifestyle

to all our customers.Ladies, Gentlemen & Young Adults

Kids & Tweens

The Ron Jon Family

Consumer Profile:“Our Surfer Gal & Surfer Mom”

Enjoys buying exclusive souvenirs

Souvenirs for Family & Friends

Browsing products

Relaxing shopping experience

Consumer Profile:“Our Surfer Dude & Surfer

Daddy”Prefers finding desired items easily

Subconscious shopping flow

Fascinated bytechnologic advances

Consumer Profile:“Our Lil’ Surfer Dude & Lil’ Surfer

Betty”Ron Jon’s kids are highly energetic

Best “consumer” referral service

Monkey-see, Monkey-do

Consumer Profile:“Our Lil’ Surfer Tweens”

Tweens acknowledge that branding is crucial

Leverage Cool & Fashionable Brands

Aspire to the surfer lifestyle

Consumer Profile:“Our Surfing Generation Y”

Still attracted to brands

Interested in the Environment

“What is hot?”

Assortment Plan

Apparel AssortmentExpand the sales of Ron Jon apparel

Allow Customers to bring home a piece of Destin

Mark-up 60%

Apparel AssortmentWe want Ron Jon apparel to dominate the

store while the other branded apparel is sold to compliment your brand

Women’s Brands

Men’s Brands

Apparel Assortment Plan

Accessories AssortmentEliminate more expensive accessories

Increase inventory of sandals

Emphasize our beach accessories

Mark-up is 49%

Accessories Assortment Plan

Hard goods and Décor Assortment Plan

Decrease inventory of Hard goods and Décor Items

Hard goods and Décor keep the Ron Jon image original and unique

Hard goods and Décor Assortment Plan

Private LabelExpand sales of Ron Jon apparel

Customers can take a part of the beach lifestyle home with them

Expand on the souvenir sales

Private Label

Destin Florida T-shirt

Retail Entertainment“capturing market share is becoming more and more a

matter of how well you can engage the customer and turn a shopping chore into an experience of

choice.To do that, you have to use

the retail environment to evoke an emotional response that engages, informs,

educates and entertainsthe consumer."

Retail Entertainment"When customers have an experience with a brand,

35% are more likely to consider that brand.

57% are more likely to proceed to buy when

they have a relevant experience at

the retail touch point." – Eric Brouillet

The First of its Kind Experience

3 interactive areas:– Surfing 101

– The Board Zone– Picture Yourself on the Beach

Surfing 101Targeted to children 12 and under

To educate and entertain

Three interactive stations– Station A: Surfboard Technology

– Station B: Making Waves– Station C: Surf Simulator (Wii)

Surfing 101Surfboard Technology

– Multimedia showing the construction of surf boards and the science of making a great

surfboard– Customize a mini surfboard– Create your own surf decal

Surfing 101Surf Simulator

– Adapt Nintendo Wii’s Surf Game for the store– Large curved screen

– Branded Ron Jon

The Board Zoneinternet kiosk that allows you to browse

surfboards & skateboards

order at the kiosk

email info and pictures to friends

scans products

Picture Yourself Magic Mirror technology in the fitting rooms

-1 in men’s, 1 in women’s

Pick a background: the beach, in the water, by the pool

Change the color effects, give yourself a tan

Email images to friends

Ron Jon Surf Shopat Destin, Fl.

Store Design-Storefront-

Conceptual Arrangement

of Spaces

ReflectedCeiling Panels

Longitudinal Section Through Building

Entry Perspective

Brand Template

Ron Jon T-Shirt Wall

Screen View

Local AdvertisingGrow customer awareness of store location

Communicate First of its Kind message

Blend of traditional and unexpected

advertising mediums

Traditional AdvertisingBillboards

– Set up in same manner as Cocoa Beach– Destin specific messaging

– e.g., “you lucky fish, you’re just 3 miles from Destin”; “5 miles to your Destin-ation”

First of its Kind

Destin Fl.100miles

Traditional AdvertisingRadio

– 92.1 FM, 103.1 FM, 1120 AM– Largest advertising expense

– Local stations, once people are in the area, they will know about Ron Jon

Traditional AdvertisingPartnering with local hotels/motels/cottage

rentals

Referrals

Key cards

Do not disturb signs

Traditional AdvertisingGroup Bookings

– Partner with amusement park– Buses

Unexpected AdvertisingThe element of surprise will be used

– Customers will remember it– Emotional reaction

Unusual locations and methods are planned

Surfboard Rinsing Shower

Underwater Advertisements

Ads on Fisherman's Boats

Air Advertisng

Advertising BudgetYearly advertising will be $200,000, 5% of the

sales budget

Spending will be primarily on traditional (70%), with the rest going to unconventional media

Advertising BudgetRegular Advertising 70%-radio 40% 80,000$ -billboards 20% 40,000$ -hotels/motels 5% 10,000$ -group sales & airport 5% 10,000$

140,000$ Unconventional Advertising 30%-underwater ads 10% 20,000$ -showers 15% 30,000$ -fisherman's boats ads 5% 10,000$

60,000$ 200,000$

Pre-Opening Advertisingads on radio for 4 weeks prior to opening

advertising the grand opening event

large posters outside of location advertising "opening soon" as well as "now hiring" and

"grand opening"

posters in other Ron Jon locations

Grand OpeningBuilding strong relationships

& community goodwill

Introducing the community to the experiential brand

Coupons to drive traffic

Grand Opening EventsRibbon Cutting Ceremony

Meet & BBQ with the Ron Jon Surfing Team

Sand Sculpture Competition with live music

Peopleemployee team building

focus on manager training– culture of leadership, mentoring

empower staff, encourage ideas– front line workers have the best info on the customer and their

experiences in the store

Address turnover– realistic expectations about hours(seasonality)

– Increase proportion of part-time for more flexibility