Oh hey Reader!

Every few years, a politician makes headlines going after government swag, trying to ban agencies from spending on branded merch. Meanwhile, some government entities are doing the opposite, and doing it well.

San Antonio is getting into merch, Connecticut Tourism turned sightseeing into a loyalty program, and NYC just gave its decades-old city store a full overhaul, pigeon mascot included.

Here's the thread that runs through all three.

Got a merch idea on the back burner? Hit reply or click the big orange button. I'd love to help you think it through.

New York City's Merch Store Got a Glow-Up

NYC has had an official city merch store for years, but just gave it a full overhaul. The brick-and-mortar at 1 Centre Street was renovated with a fresh, open layout and a new street-level entrance. A redesigned website and new social accounts (@citystorenyc on Instagram and Facebook) followed. And the biggest move: a brand new official mascot named Muni the Pigeon: a "bold, scrappy, and endearing" mascot. He's showing up on beanies and caps. There's also a second outpost at the City Clerk's Marriage Bureau, selling merch that celebrates love and partnership.

Takeaways:

• The mascot gives people something to rally around. Muni the Pigeon works because it's on-brand for New York. Not polished, just a pigeon doing its thing.
• Going where your audience is in the right mindset matters. A marriage bureau location is smart. People are in celebration mode and looking to commemorate something.
• You can refresh a brand without reinventing it. CityStore didn't change what it sells. It changed how it shows up.
• Social media for a merch store keeps the brand visible between purchases.

Connecticut Turned State Pride Into a Loyalty Program

Connecticut's Office of Statewide Marketing & Tourism just launched "Perks & Recreation", a free rewards platform at ctperks.com. Each month, users get a "Rec List" of activities: visit a museum, snap a photo of a local landmark, name your favorite apizza spot. Complete an activity, earn points. Redeem them for Connecticut-branded merch or exclusive experiences, including a behind-the-scenes tour of state government with the Governor. The program is open to residents and visitors alike.

Takeaways:

• Merch as a reward lands differently than merch as a product. When people earn it, they feel more connected to it.
• The program gives people a reason to explore — the merch is almost a byproduct of the real goal, which is driving engagement with the state.
• If you have customers or employees who already love your brand, a points-based rewards program is a low-cost way to deepen that relationship.
• The name "Perks & Recreation" is doing a lot of work. A name that makes people smile lowers the barrier to participation.

San Antonio Wants a Cut

San Antonio is watching gift shops rake in money on city-branded T-shirts, caps, and shot glasses while the city gets nothing. City leaders are looking at launching a merch program to get a cut of those sales. They're also eyeing a simple online store where people could buy made-to-order items like SAPD gear, Fiesta medals, and library swag. No inventory, no storefront headaches. The big dream is a city-run shop inside a new airport terminal opening in 2028.

Takeaways:

• Merch gets people repping your brand and feeling connected. That's a huge win.
• You might have more merch-worthy assets than you think, like logos, team pride, cool local connections. You may not need to start from scratch.
• An online, print-on-demand store is a low-risk way to test what people actually want before spending money on inventory.
• Think about where your audience is most engaged and put your merch there. The airport idea works because travelers are already in "take something home" mode.

Odds & Ends

💼 Corporate Swag Will Never Die via The Hustle

🍇 Lunchables Is Selling A Tiny, Wearable Charcuterie Board via Sporked