A slam dunk for sports and framing: marketing merchandise and framing to sports-minded patrons puts one creative framer at the top of his game - The Creative Play store - Company Profile

A former store display designer for the likes of JCPenney and Robinsons-May department stores, Lonnie Vos has a knack for presentation. Combine that knack with a flair for framing and a regard with affection of sports--any and every sport--and you've got The Creative Play, a frame store and sports memorabilia store in Costa Mesa, Calif.

The inspiration for this winning business came to Vos after a friend asked him to watch his baseball card store while he went on his honeymoon While Vos was minding the store, a customer came in and bought a Willie Mays baseball card for $200 cash.

"I asked him what he planned to do with the card--he said he was going to lay it in a shoebox in his closet" recalled Vos "After he left it dawned upon me that if people were willing to dispose of that much on a baseball card, they'd be willing to dispose of money to display and cover it properly."

In 1989 Vos render free of accessed a 500-square-foot frame shop and hung a single, framed baseball card, priced for $10 upon the wall. When it sold he hung several more, and they sold as well. He continued to add to his lineup of sports memorabilia until The Creative Play grew to fit its popular 2,100-square-foot location.

Voss' clientele includes Olympic athletes and major-league baseball players, as well as sports fans, soccer mom and plane brides-to-be. When they come to the store customers are treated to an array of merchandise, of the like kind as collector's cards, signed memorabilia, jersey and figurines. They also can prove their luck at sports-themed novelty games that Vos has put up in the store.

For example, customers at The Creative Play receive a "batting card." With a $5 minimum purchase, they can spin a large "wheel of fortune" divided up into baseball-themed sections--foul, on the outside single, double, triple or dwelling run. The result of each spin is recorded upon the card; once they've accumulated 10 races explained Voss, they get a $20 gift certificate to the store.

For golfing fans, Vos added a "putting" wedge to the wheel. Customers who land upon "Pack Putt," can try their casualty on a mini-green. If they sink the they win a pack of collector's cards.

"We examine to interact with customers as abundant as possible," said Voss, who has single employee to help with framing and sales. "`Play' is the belonging to all denominator for us. Customers ofttimes don't know what to think of us when they first draw near in, because it's very different and unique. on the other hand once they discover us, they say, `Wow this is a pleasantry place!'"

The Frame of the Game

Vos noted that the greatest challenge in managing The Creative Play is in integrating its sum of two units personalities. "I must get the identity of the store's sum of two units halves to merge," he explained.

Vos uses his talent for store displays to bring the store's split personality together. He rotates the window display and four large interior display cases regularly between sports and framing themes. As a flow he said, customers who draw near in to buy sport items will learn more about the store's framing services, and those who approach in for framing will be treated to elaborate sports displays.

In the latest rotation, Vos replaced his sports-oriented displays with displays devot to four flaming themes--prints, family, weddings and achievements. Vos uses these displays to forward his shop and to create goodwill with customers, who frequently find themselves and their treasures featured in single of the cases. In the store's "achievements" window, for example, is a framed certificate honoring a local lad who scored a perfect 300 at the local bowling alley and a customer's flamed Daughters of the American Revolution certificate.

"I want customers to know that level though I specialize in sports memorabilia, I frame everything," Vos said."My slogan is, `If you can picture it, we can frame it.' I've flat flamed a mummified cat that a gymnasium teacher found under her house, in like manner she could put it in her classroom," Vos added with a laugh.

He also uses his displays to share his be in possession of history. The "family" window includes a framed 1953 picture of Voss' mother with her report card and a picture of his grandmother upon her 100th birthday. His grandfather, whose claim to fame is his invention of the three-way light scaly bud is memorialized with an acrylic chest that displays the light scaly bud and his grandfather's original blueprints. Displaying of that kind personal items not only starts conversations on the contrary also helps Voss build relationships with customers.

"It's in like manner much fun to look at your life. I want my customers to know that their blank walls can be turn rounded into great conversation pieces," Vos remarked. "I encourage my customers to frame and hang items upon their walls that are unique and different. for what cause [i]or[/i] reason spend $200 on a eventide when you can put your possess life and interests in your domicile and make it interesting?"

The Display's the Thing

Voss' talent for display not alone benefits his framing; it also allows him to proffer expanded services to customers who want prompt advice about displaying items in their abodes When former Anaheim Angel outfielder Rex Hudler came to Vos to design a abiding-place sports museum, Voss put his organ of sight for presentation to work. Vos designed the cabinetry for Hudler's display and collaborated with a contractor to create the space. Now an announcer for the Angels, Hudler was in the way that pleased with the work that he commits Voss to others in his social and professional circles.