Issue link: http://viewer.e-digitaledition.com/i/942966
season pop-up in a Perkins Rowe storefront between Anthropologie and a high-end salon. For Peters, the thought of being in a marquee local shopping area, across from one of the world's largest Christmas trees and amid holiday cheer, proved intriguing while Trademark's reasonable terms, including flexible requirements around store hours, cemented the deal. "They made it hard to say no," says Peters, describing the deal as "a good one for both sides." Birth of a pop-up Inheriting a blank 1,650-square foot box, Peters worked to put Varsity Sports' stamp on the space while also minding the budget. She and her team created a shoe wall from recycled pallet boards and worked with vendors to reduce costs. Brooks helped with co-branded temporary dressing rooms while Powerstep supplied stools and benches. From area rugs to upholstered armchairs, Peters also outfitted the stores with elements characteristic of Varsity Sports other locations in historic houses. Peters then pulled inventory from Varsity Sports' four other Louisiana-based units and brought in new product, careful not to overstock the pop-up store and aware that her existing stores would absorb any remaining inventory after the temporary store's close. Knowing staffing would be thin as well, she recruited knowledgeable, energetic runners to slide into off hours at the store, effectively creating a seasonal workforce to complement her experienced staff. For the store's grand opening the first weekend of November, Peters placed tents in front of the shop and broadcast its arrival on Facebook Live. On its first Saturday, the pop-up recorded 78 transactions, a surprising result that calmed Peters' nerves. "Even though I thought it was a smart, calculated risk, you still never know how something like this will go," Peters says. Over the next three months, Varsity Sports mimicked the programming found at its other locations, hosting fun runs, live music, medal engravings, packet pickups, yoga sessions and more to drive traffic and create a community feel. As is Varsity Sports' well-known custom, the pop-up also handed out a free Varsity Sports t-shirt with every shoe purchase. "The byproduct was just as we had hoped: exposure and sales," Peters says. Reflecting on a new experience The Varsity Sports pop-up closed on Jan. 24 and Peters terms the exercise a success. The store neared the monetary goal Peters set at the beginning while Varsity Sports' holiday season sales in Baton Rouge – albeit over two stores rather than one – jumped 16 percent over the same period in 2016. "It delivered ROI and definitely made money, though not boatloads of money," Peters says of the pop-up, noting that sales dropped off a bit more than expected in January after a hearty holiday shopping season. Intrigued by the buzz and energy some established local concepts can bring a shopping 4 runninginsight.com © 2018 Formula4media LLC. RUNNING INSIGHT Varsity Sports 'Pops Up' in Baton Rouge (continued) From area rugs to upholstered armchairs, the Varsity pop-up was outfitted with elements characteristic of the retailer's other locations in historic houses. The Pop-Up mimicked the programming found at its other locations, hosting fun runs, live music, medal engrav- ings, packet pickups, yoga sessions and more to drive traffic and a community feel.