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Photo by Steve Johnson Vacationing Nancy Shevokas of Chenoa, Ill., browses the merchandise at the Southern Oregon Historical Society's History Store in the Rogue Valley Mall. History Store follows a trend SOHS gift outlet flourishes at mall BUSINESS CARD Name : Southern Oregon Historical Society's History Store Service : Gift shop specializing in items that reflect Southern Oregon heritage Location : Rogue Valley Mall, Medford Phone number : (541) 744-9129 Owner : Southern Oregon Historical Society General manager : Karalee Newberg Notable : Store supports Society's museums, programs By VICKI GUARINO The Southern Oregon Historical Society has taken local lore and bygone gadgets from museums and community centers and put them in the mall. Following a growing trend among museums around the country, the tax- and donation-supported SOHS has found that retail sales can help pay the bills and expand programs. "In our trade magazines, it's getting more common for museums to have mall stores," says staff member Mary Bauer, who has worked at the SOHS History Store since it opened almost two years ago. The store has expanded to a larger space, and enlarged its product lines. Initially, the mall shop was nothing more than a new location for the society's downtown Medford store. Like that store, the mall shop's wares were narrow in scope and closely linked to the society's collections and museum displays. Since those early days in the mall, Bauer says, the History Store expanded to become a full-fledged gift shop -- featuring toys, crafts, collectibles, miniatures, cards, books and home decor. But everything harkens to a bygone era. And local history is most prominent. At the shelves of Raggedy Ann and Andy dolls, visitors can learn that their creator lived in Ashland. Near the store entry is the video "An Air Minded City," a history of Medford aviation produced in collaboration with local public TV. Nearby on a small table are loose-leaf binders filled with photographs available for duplication. The selection, a plaque tells visitors, is just a small sample from the 750,000-photo collection depicting Southern Oregon history in the SOHS research library in Medford. Also on the table are brochures for SOHS museums and activities. In the process of enlightening shoppers about the region's past, Bauer says, the store has become something of an all-purpose visitors' center. Staff routinely give out information about local shows and directions to interesting sites. Outreach, and informing the public about local history and the historical society, is an important aspect of the mall operation, says SOHS spokeswoman Darlene Turner. The store is giving the historical society a wider audience among both visitors and local residents who might not otherwise learn about the museum in Jacksonville, the center in downtown Medford or community museums in Ashland. "It's cross-marketing," Turner says. "I think it has been a really good move for us." Besides, she adds, "I think it gives a unique flavor to the mall." From time to time the store hosts displays and family activities in the mall lobby. An Oregon Trail exhibit just recently closed. "It's not just a gift shop," says Turner. Inside the store, the biggest sellers are books on local history, maps, fishing items and lodge-style furnishings. "We have a lot of people coming in just for history books," Bauer says. In less than two years, the store has developed some loyal shoppers, says Turner. "What I've heard is it's really a site destination store; they come into the mall to go to the History Store. "I have a hard time passing without shopping there," she said. And as they buy, these shoppers become historical society contributors. The society uses store proceeds to fund other projects, says Turner. "Through the store, we can make some of our other programs stronger," Turner says. Today's Business Index Mail Tribune Copyright � The Mail Tribune 1999, Medford, Oregon USA