On July 1, our stores at more than 150 National Park Service sites opened their doors to visitors under the name America’s National Parks™. This name change represents the first phase of a rebranding effort for the organization, to strengthen visitor awareness about the connection between the park, the park store, and the support their purchases provide for educational programming at that site.
In addition to a new look and logo, the America’s National Parks™ brand brings a renewed emphasis on extending the park experience for visitors. New store signage makes it clear to visitors that the interpretive programs they’ve just experienced were funded by purchases made in the America’s National Parks™ store, for example.
A critical component of the new brand is not in itself new: it’s our people! Every day, our friendly and knowledgeable staff greet and engage visitors, ensuring that everyone passing through gets the most out of their park experience. The new America’s National Parks™ uniforms help strengthen that personal connection and, ultimately, the visitor’s bond to the parks.
As we embark on the next phase of the rebranding project, we look forward to continuing to work with our park partners to identify additional opportunities for updated park signage, and sharing stories about how visitors’ purchases at America’s National Parks™ stores support the special places that the National Park Service preserves, interprets, and protects.