For All Seasons

Dave Schroeder wanted to create a display for tropical-themed merchandise in his store, Parchment, in Orlando, Florida. He had a limited budget and the display had to be adaptable. He started with a 12-foot artificial palm tree set in a pot of sand. Cost: $160. Schroeder then placed a 7-foot round of straw thatch ($80) on top of a canvas garden umbrella ($50). He completed the 75-square-foot grass-hut vignette with small wicker tables and trunks from Parchment's props supply, and "grass-skirted" round tables. He now had an attention-grabbing display that he merchandised differently over three seasons. First came a South Seas theme featuring Hawaiian music and a bamboo framed sign. Next was a beach theme with patio lights and another hundred pounds of sand. Finally, "Christmas" was dressed with holiday lights, garland, and a stuffed sculpture of St. Nick. According to Dave, his investment yielded sales of $400 a square foot on an annualized basis, meaning that sales from just one foot of the display paid for the cost of putting the whole thing together and keeping it fresh.