Delaware North this spring completed a comprehensive renovation of the Old Faithful Upper General Store in Yellowstone National Park that was designed to modernize the guest experience while preserving the building’s historic character and connection to the park.
The store, which serves the millions of annual visitors experiencing Old Faithful – the famous geyser that erupts about every 92 minutes to heights of 100-180 feet – and the dozens of other active geysers in the area, is the largest and busiest of the 11 Yellowstone General Stores in the park.
Delaware North Parks and Resorts has operated the stores, which are spread across the 3,471 square miles of the park, for the National Park Service since 2003. A new 15-year contract was secured in 2023 following a competitive bidding process.
The stores feature a wide range of retail, food and beverage products to meet the wants and needs of all park visitors, from gifts and art produced by native tribes and specialty foods made by local artisans to Yellowstone-branded merchandise and outdoor gear from well-known brand names. Delaware North also operates popular quick-service and fast-casual dining outlets at nine of the stores.
Under the new contract, Delaware North is making historic preservation improvements, renovations and advancing environmental sustainability while enhancing the retail experience, expanding food and beverage services and making upgrades to employee housing.
Along with 1872 Pizza Co., a new dining concept that was developed and opened in June at the Canyon Village General Store, the renovation of the Old Faithful Upper General Store was a key project this year for Yellowstone General Stores. The store was originally built in the early 1920s and is recognized as an iconic example of national park rustic architecture.
“Old Faithful is one of the most visited and iconic places in Yellowstone National Park, and the general store plays a huge part in how visitors experience the area,” said Erin Benike, regional general manager for Delaware North at Yellowstone. “After the store’s many years of service in Yellowstone, we thought what better time to reimagine the store to better fit the guest expectations while preserving the historic nature of the park.”
The renovation drew inspiration from the park’s heritage, incorporating design elements such as trailhead signage, picnic-table motifs, cedar shake textures, new lighting and an earthy color palette.
“Our team worked closely with the Yellowstone General Stores team to ensure that everything worked together to enhance the customer journey,” said Wes Trump, the senior director leading the Retail Visual Merchandising & Store Design team.
The store renovation also accommodates the wide assortment of merchandise that Yellowstone visitors seek.
“We strive to feature something within every category that’s made in the United States,” said Cendy Sangermano, director of merchandise for Delaware North Parks and Resorts. “USA merchandise supports U.S. craftsmanship and ties back to the mission of the National Park Service.”
“Guests can expect a whole new experience when entering Old Faithful Upper General Store, with interactive storytelling and engaging with our products,” said Holly Felker, director of operations for the Yellowstone General Stores.
Key Improvements:
Modernized Interior
- Improved lighting throughout the store.
- Modernized retail fixtures and displays.
- Updated signage, support elements and merchandising components to create a cohesive shopping experience.
Thoughtful Design & Visual Merchandising
- Visual merchandising and store design team collaborated to ensure fixtures, signage, accessories and displays work together as a unified environment.
- Designed the space to reflect Yellowstone’s natural landscape and historic architecture.
Sustainability Initiatives
- New fixture package constructed from reusable wood and steel.
- Materials sourced within North America.
- Renovation reflects Delaware North’s focus on responsible stewardship and sustainable business practices within national parks.
Merchandise Enhancements
- Developed store concepts in partnership with the buying team to curate products that align with the Yellowstone experience.
- Expanded emphasis on products made in the United States.
- Highlighted regional and Yellowstone-inspired merchandise, including prominent huckleberry-themed displays.
- Continued offering nationally recognized brands alongside park-specific products.