St. Louis Blues retail - JUSTIN WINGET

St. Louis Blues flagship retail store featuring Reebok, designed by Justin Winget and rendered by Tim Seinold

The Enterprise Center, built in 1994 to host Blues hockey games, concerts and other events, was beginning a multi-year master planning project to dramatically renovate the arena and enhance the fan experience. With the franchise under new ownership and on the cusp of their milestone 50th anniversary celebration, the Levy Strategy + Creative Team partnered with Blues team president Chris Zimmerman to develop a best-in-class retail experience aimed at maintaining their coveted ranking as a top sports and entertainment venue for years to come.

BUSINESS OBJECTIVES:

• Develop unique activations centered around the franchise’s milestone 50th anniversary
• Discover new revenue opportunities by introducing new partnerships, products, and experiences
• Audit space plans and product mix to optimize the experience at each arena retail outlet
• Develop short and long term plans for all retail outlets including a newly constructed atrium experience
• Promote the popularity of game of hockey in the greater St. Louis area

PROPOSED TACTICS:

• Redesigned and reprogrammed arena retail locations to drive curb appeal, traffic flow and consumer purchase behaviors
• Created destination “stores within a store” for apparel sponsors like Reebok and innovative retail brands like Threadless
• Designed limited-edition “Class of 67” retail capsule collection celebrating the 50th anniversary
• Proposed retail extension into the sporting goods category, including a mobile experience, to meet the demand for regional hockey players and teams
• Proposed interactive retail experiences utilizing green screen and other technologies

Planogram for the St. Louis Blues flagship retail store at the Enterprise Center

St. Louis Blues flagship retail store rendering. Designed by Justin Winget and rendered by Tim Seinold — St. Louis Blues flagship retail store cash wrap rendering

Bert's Skate Shop rendering, a St. Louis Blues retail experience designed by Justin Winget and rendered by Tim Seinold

Bert’s Skate Shop, aptly named after longtime team equipment manager Bert Godin, was concepted to cultivate the next generation Blues fan and extend the Blues retail reach into the lucrative sporting goods category.

St. Louis Blues retail truck concept featuring Bert's Skate Shop — Bert’s Skate Shop community retail truck rendering

St. Louis Blues retail e-commerce site highlighting the interface for Bert's Skate Shop — Bert’s Skate Shop e-commerce interface

Proposed Threadless retail store concept at the Enterprise Center, home of the St. Louis Blues — Rendering of the Threadless store at the Enterprise Center featuring Blues fan generated t-shirt designs

St. Louis Blues walk-in retail store concept for the Enterprise Center — Rendering of a St. Louis Blues satellite retail location at the Enterprise Center

St. Louis Blues portable retail store concept for the Enterprise Center — Rendering of a St. Louis Blues retail portable at the Enterprise Center

St. Louis Blues Class of 67 50th anniversary capsule collection

Class of ‘67 was an exclusive retail collection developed to celebrate the St. Louis Blues historic 50th anniversary in 2017. A limited edition collection, design vision for the line was born from the tactile materials and hand sewn construction reflective of the team’s rugged early years.

St. Louis Blues Class of 67 lettermans jacket

St. Louis Blues Class of 67 waffle sweatshirt

St. Louis Blues Class of 67 baseball cap — St. Louis Blues Class of 67 cap

St. Louis Blues Class of 67 hooded sweatshirt — St. Louis Blues Class of 67 hoodie

TEAMWORK MAKES THE DREAM WORK

LEVY STRATEGY+CREATIVE:
Justin Winget
Alison Weber
Mel Muoio
Kelly Parra
Brianna Martin
Ryan Sosnowski
Alex Sorrell
Eric Soderberg

LEVY AT THE ENTERPRISE CENTER:
Jeff Masek

ST. LOUIS BLUES:
Chris Zimmerman

EXTERNAL CREATIVE PARTNERS:
Tim Sienold

Justin Winget, Mel Muoio and Alison Weber of the Levy Strategy + Creative Group having fun at the the Enterprise Center