While in Las Vegas, I went on a celebrity marketing field trip to check out the locations of two businesses who were featured on TV shows who have a cult following.
The first stop was Gold and Silver Pawn Shop, home of history channel's hit show "Pawn Stars". Except for the sign on the outside of the building, there was not much recognizable from the TV show. The show does a great job of "staging".
At 10:30 AM on Saturday morning the place was packed. There was a long line to get in. They restrict the number of people in the building to comply with fire codes. I estimate there were 200 people in the store at all times.
In the TV show they buy all kinds of really cool and unusual stuff. I saw very little of it. The largest inventory item was engagement and wedding rings. I suppose that figures in Vegas - get married quick and if it doesn't work out pawn your ring! They had a huge inventory of Pawn Star t-shirts, caps, stickers, and other souvenirs. I was disappointed in the visit, but I'm sure the owners are cashing in.
The second stop on the field trip was The Road Kill Grill, featured on the Food Network's, Diners, Drive-Ins, and Dives. I love BBQ so I was really looking forward to piggin' out. The location is at John Mull's Butcher Shop so all the meat is prepared on location. They even make their own sausage.
In the TV episode it looks like the customers are eating inside. Not the case. Inside they have a small counter area where customers were picking up raw meat and to-go orders. Outside they had an area with small tables for four under misters and tables for 6 under a tent (no misters). It was 102 degrees but I wanted BBQ so the six of us ate under a tent. The hot links were terrific, the pulled pork was good, the brisket was pretty mediocre, and the BBQ sauce just OK. I expected a lot better food after the hype from the Food Network.
When the gal taking orders ask what I wanted to drink, I said, "Do you have beer?" She says, "Free beer." I ask if she meant non alcoholic beer. She said, "No, there's beer in that barrel over there and its free." That's kind of like a good neck rub makes up for a bad haircut.
In common with the pawn shop, there was a long line waiting to buy mediocre BBQ.
Both stops on the field trip were disappointing. The pawn shop did a better job of monetizing their fame through the sales of their owned branded merchandise
The lesson for you and me? Get a reality TV show! The real lesson is that no matter how successful you become, don't disappoint your customers, because fame can be fleeting.