Mainiacs Invest In Experiential Marketing

Associated Press reports that mail-order retailer L.L. Bean is looking to develop a theme park-style adventure center near its flagship store in Freeport, Maine that will build on the company’s outdoors heritage, drive sales and add another attraction for tourists.
Visitors to the site and another Bean-owned property along Casco Bay could try activities from biking and archery to kayaking and snowshoeing. There are no plans for roller coasters or log flumes. Instead, the idea would build upon efforts by outdoors outfitters like Cabela’s, L.L. Bean and Bass Pro Shops to generate customer traffic by offering rock-climbing walls, aquariums and even ponds to let customers try out equipment.
The concept is the brainchild of former chief executive and current board chairman Leon Gorman — the grandson of Leon Leonwood Bean.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.