Purchase, Preserve, Protect: Zion National Park
The Zion National Park Forever Project in Utah is a mission, and Zion National Park Stores play a critical role.
Located across a diverse range of public lands, each of the park’s six retail stores reflects its surrounding environment and has been thoughtfully curated to represent the unique story, landscape, cultural heritage and park-specific themes of its location.
MERCHANDISE WITH A MISSION
Not only do Zion National Park Store visitors commemorate their experiences with souvenirs and products, they also help to fund initiatives of the Forever Project and the park’s educational programs, which aim to inspire and educate the next generation.
“Our park stores play an essential role in supporting Zion National Park’s mission of conservation, sustainability and education,” said Zachary Almaguer, director of marketing and communications for Zion National Park Forever Project. “As part of the Zion Forever Project, a certified 501(c)(3) nonprofit, the proceeds from our store sales go directly back into projects that sustain and enhance all of our public lands. When visitors shop with us, they’re not just taking home a memento; they’re actively contributing to the preservation and improvement of the parks they love.”
Almaguer added that the stores don’t just complete the visitor experience; they’re an integral part of it. In many locations, the park stores within the main visitor centers are among the first and last stops for visitors on their trip. With limited federal resources, park rangers and staff can’t be everywhere, which is why the store associates — referred to as “front-line ambassadors” — play a crucial role. They’re often the ones sharing essential park information, providing insight and helping visitors orient themselves to the landscape.
“Whether visitors are looking for essentials like sunscreen and water bottles to start their hikes or souvenirs like postcards, T-shirts and plush animals to remember their experience, our ambassadors are there to help,” he said. “They offer product recommendations and share favorite hikes and park insights, enriching each visitor’s journey through the park.”
POSTCARDS & PRACTICALITY
Although each store is unique in the products that they offer, there are common themes across all locations.
“We often joke that we’re ‘saving the parks one postcard at a time,’ and there’s some truth to that,” Almaguer said. “Postcards remain a classic favorite among our visitors, allowing them to share a piece of their experience with loved ones back home.”
Custom-designed shirts and park-inspired hats are bestsellers and capture the essence of the parks through creative designs that reflect current trends in graphic design and outdoor culture.
They also prioritize carrying essential products to help visitors “hike smart.” For example, sunscreen and reusable water bottles are always wise choices before hitting the trails.
“Every item we select has a purpose — whether it’s a practical tool to enhance a visitor’s hike or a keepsake that shares something deeper about the park’s history, culture or natural beauty,” Almaguer said. “By focusing on products that are interpretive and park-centric, we aim to offer visitors items that help them remember their time here and carry those memories with them.”
He added that this rigorous selection process also ensures that the merchandise reflects the park’s mission and values, reinforcing the importance of conservation and education in every item they offer. Each item undergoes a review process with the National Park Service, receiving ranger certification to confirm that they align with the park’s interpretive and educational mission.
EXPECTATIONS & ENHANCED EXPERIENCES
Also influencing buying decisions are current trends in the market, and Almaguer said they’re seeing a shift in customer expectations toward more personalized, thoughtfully designed items.
There are six different stores — three within Zion National Park, one at Cedar Breaks National Monument, one at Pipe Spring National Monument, and one in the Pine Valley Recreation Area within the Dixie National Forest.
“Visitors today want items that reflect the unique spirit of the parks and provide a tangible connection to their memories,” he said. “This means working with vendors to develop products with innovative designs, unique materials and that special touch that makes each item feel like it was crafted specifically for them.”
With more than 7 million visitors annually across the parks and monuments, most of Zion Park National Stores’ business takes place in the brick-and-mortar locations. However, Almaguer said the online store has grown tenfold since launching in 2017.
“We’re continually finding new ways to promote the online store, and our online presence enables us to reach a broader audience and help support the parks’ sustainability efforts,” he said. “This growth reflects the increasing interest from visitors who want to stay connected to the parks, even after they’ve returned home.”
Whether they’re shopping online or in one of the stores, visitors make more than a purchase — they drive change.
“We’re proud to offer products that help connect visitors to the land and provide memorable keepsakes, but we’re even prouder of the impact those purchases have,” Almaguer said. “We hope our stores allow visitors to carry a piece of the park home with them, but more than that, we hope they leave knowing that they’ve made a difference. Our commitment is to continue finding ways to inspire, educate and preserve, ensuring that these beautiful spaces remain open and thriving for all who visit now and in the future.”
