Watkins Glen State Park is a masterclass in natural design, but its immense popularity recently pushed its physical infrastructure to the limit. Located on the primary corridor between NYC and Niagara Falls, the 1,000-square-foot retail shop faced a persistent bottleneck where high guest demand met a “maxed-out” floor plan. Mark Johnson, Director of Retail, noted that the footprint was a major limiting factor, as many visitors would open the door to enter only to be discouraged by an overcrowded store.

A Strategic Architectural Pivot

Rather than accepting the footprint as a permanent limitation, the team executed a high-level retail upgrade. By integrating the adjacent café space into the retail flow, the operation effectively doubled its guest capacity. This was a logical shift; while the café previously accounted for a smaller portion of sales, the retail side was driving the vast majority of the park’s total revenue.

This project was a true cross-property collaboration. Restoration Specialist Ricky B. Sharp was brought in from Wakulla Springs to build custom, integrated shelving that naturally draws the eye from the retail store into the café space. To further eliminate friction, the team added mobile iPad registers in the café to “bust” lines during peak hours, ensuring the nine-hour daily rush remains a smooth experience for every visitor. This granular attention to detail is a hallmark of the property’s leadership. As General Manager Kari Roccisano puts it, “Here at Watkins Glen, we maximize every inch of space right down to the way we store inventory in our storage room. Every inch equals revenue dollars is our mindset.”

Performance by the Numbers

The results of this logistical upgrade speak for themselves. By optimizing guest flow and expanding the merchandising footprint, the team has unlocked a 25% YOY sales increase. Mark emphasized that this success wasn’t just about more space, but about better space, noting that it takes a relentless team to keep an upgraded operation like this running at full capacity.

The Legacy of the Glen

As a Finger Lakes original, Watkins Glen remains home to 19 waterfalls and a world-renowned trail system that earns consistent 5-star acclaim on TripAdvisor. Under General Manager Kari, the property continues to bridge the gap between state park stewardship and local culture, famously serving Hazlitt 1852 wine slushies and supporting the annual Vintage Grand Prix.

America 250

In coordination with Adventures Unbound, we are now preparing for the next big milestone in the park’s history. The upcoming A250 Merchandise Collection will celebrate America’s 250th anniversary with premium, heritage-inspired apparel. Look for the first arrivals of these exclusive pieces at the newly upgraded Watkins Glen shop soon.

As the nation prepares to mark the 250th anniversary of the United States in 2026, Guest Services, Inc. is honored to take part in America250, a once-in-a-generation commemoration celebrating our country’s history, progress, and future. This milestone is a natural extension of who we are as a company: one rooted in service, stewardship, and deep partnerships across America’s parks, public lands, and communities. Throughout 2026, America250 will come to life across our operations through marketing, culinary, retail, digital, and on-site experiences, with Adventures Unbound closely aligned to help connect guests to the extraordinary places we serve.

The following five-part video series features CEO Nico Foris reflecting on Guest Services’ role in welcoming millions of people to experience America’s landscapes, history, and culture as part of the broader America250 commemoration. This page will serve as the home for that series, with the first video debuting in January 2026, followed by two additional videos in February and the final two in March.

To learn more about how Guest Services will introduce and activate the America250 initiative throughout the year, read our official announcement and visit the Adventures Unbound America250 page.

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Located beside the South Falls Lodge and Café at Silver Falls State Park, Ten Falls Supply Co. is a carefully designed retail concept that brings purpose, functionality, and storytelling together in a compact footprint. Housed in a historic 450-square-foot stone building constructed in the 1930s, the shop has already earned recognition for its intentional design and curated merchandise, including being described by SGN Magazine (read article) as “the world’s best little hiking store.”

Originally built as a garage and later used as the South Falls Theater, the building now serves as an outfitter for hikers preparing to tackle one of Oregon’s most iconic trails, the Trail of Ten Falls.

A Brand-New Concept Built from the Ground Up

Ten Falls Supply Co. represents a first for Guest Services retail operations. Rather than inheriting an existing store, the team was given the opportunity to design the concept from scratch.

“Typically, when we are activating a new property, we are inheriting an existing retail operation, which can make it challenging to bring the store up to Guest Services standards,” said Mark Johnson, Director of Retail Operations. “Ten Falls Supply Co. was different. We were handed a blank canvas, and the result is our pure vision. All of our operational standards are in play, making this a prototype for our wilderness store aesthetic.”

That approach allowed the team to create a space that feels authentic to its environment, blending vintage hiking shop charm with modern functionality. Some visitors have compared it to a “mini-REI,” an assessment that aligns closely with the store’s mission.

Complementing the Park’s Existing Retail

Ten Falls Supply Co. was intentionally designed to complement, not compete with, the nearby South Falls Nature Store, which is operated by the Friends of Silver Falls State Park. The Nature Store focuses on educational materials and nature-oriented gifts in support of the park’s mission.

“They have a very clear educational focus,” Mark explained. “We wanted to address product categories that they do not carry, particularly hiking supplies. That includes trail snacks, hydration, trekking poles, first aid kits, and other active gear that visitors need to complete the hike safely.”

This collaborative approach ensures visitors have access to both educational resources and practical essentials while supporting the broader goals of the park.

Inspired by the Trail of Ten Falls

The store’s name is directly tied to its location at the trailhead of the Trail of Ten Falls, a designated National Recreation Trail and a 7.2-mile loop that passes ten waterfalls.

“Many visitors come specifically for the challenge of completing the loop,” Mark said. “We chose the name Ten Falls Supply Co. because we are the outfitter where hikers get what they need to complete that journey.”

Inside the store, guests will find items designed to celebrate the accomplishment, including apparel featuring a bold “7.2” and hats embroidered with “I hiked the Trail of Ten Falls.” These pieces are intentionally positioned as keepsakes that mark the achievement and encourage hikers to return after finishing the trail.

A Small Space Thoughtfully Curated

Despite its modest size, Ten Falls Supply Co. offers a wide selection of active gear and apparel. Roughly 40 percent of vendors are based in Oregon, and 60 percent of products are made in the United States. Imported items are selected with sustainability in mind and often use recycled materials or support environmental initiatives such as 1% for the Planet.

One notable example includes waterproof backpacks designed for Silver Falls’ rainy conditions. The bags are made from ocean-recovered plastics, co-branded with the Ten Falls Supply Co. logo, and produced by Got Bag, a Portland-based company.

“We have given each and every product in the store this kind of thoughtful consideration,” Mark said.

Local artists also play a major role in shaping the store’s identity. Designs from Portland-based artist Myranda Snyder, originally created for a bandana, now appear across apparel, magnets, mugs, water bottles, and other items featuring owls and Pacific tree frogs.

A Living Store Supported by a Dedicated Team

While opening the store was a major milestone, Mark emphasized that ongoing care is what drives success.

“We like to say every store is a living thing. It needs constant attention, from maintaining merchandising standards to restocking daily and reordering bestsellers,” he said. “Learning from customers and adjusting as you go is essential.”

He credited the Silver Falls team for continually refining the store and improving it each day.

With its strong sense of place, sustainable focus, and deep connection to the hiking experience, Ten Falls Supply Co. offers more than retail. It provides preparation, inspiration, and a meaningful way for visitors to remember their journey through one of Oregon’s most celebrated landscapes.