Tourism campaign to highlight antiques stores

The Connecticut Office of Tourism will soon be adding a new element to its “Still Revolutionary” marketing campaign: a chance for tourists to step into a time machine and experience history. How? Through its antiques stores.

During the recently adjourned legislative session, General Assembly members voted to enhance the state”™s Antiques Trail, appropriating about $10,000 to install signs along highways and create an online directory of the state”™s stores.

A costumer inspects a drawing at the Connecticut Antiques Center in Stamford.

“It fits well into the Still Revolutionary campaign and branding,” Randy Fiveash, director of the Office of Tourism, said. “It harkens back to what Connecticut stands for from a historical standpoint, although the Still Revolutionary campaign isn”™t just about history. It”™s what we are, what we have been and will be in the future.”

This summer, the Office of Tourism plans to research the state”™s antique stores to generate more information about annual sales, number of establishments and economic impact. By October, signage should be installed along the highways and the beginnings of an online directory launched.

Established about four years ago, the Antiques Trail originally centered around the Town of Woodbury, which is known for its high concentration of classic Americana farm antiques. The trail will now extend across Connecticut to provide some unity and support for the rest of the state”™s stores.

“Travelers now want experiences,” Fiveash said. “When they come to Connecticut they”™re looking for a unique experience and having an antiques trail will help accomplish that.”

David Johnson, a store manager of the Connecticut Antiques Center in Stamford, said he was excited to hear about the trail, likening what the Napa Valley wine trail is for California to what the Antiques Trail could be for Connecticut.

“That”™s what Connecticut is kind of known for, is antiques,” Johnson said. “There”™s no doubt this would cement the image.”

More than two-thirds of the customers visiting the Connecticut Antiques Center come from out of state, with half of them driving up from New York City, Johnson said. He even has customers coming from as far away as China and Europe to see what Connecticut has to offer.

“It”™s already a tourist destination,” Johnson, whose wife owns the store, said. “And I don”™t want people to only stop in antique stores. I want them to stop into restaurants, stay overnight””enjoy everything Connecticut has to offer.”

Johnson said Connecticut holds the highest concentration of antiques stores in New England. In Stamford alone, he estimates the city”™s antiques stores generate at least $10 million a year. The area is best known for its chandeliers and midcentury, modern and art deco collections.

At the Connecticut Antiques Center, artwork can range in price from $400 to as much as $200,000 for a painting from an artist with works hanging in the White House. Meanwhile, jewelry can cost between $2 and $50,000.

The average customer that walks through his door spends about $580, Johnson said. Business is brisk and the store is in the process of moving to a new, larger location on Harvard Avenue, he said.

“We try to be an entertainment factor,” Johnson said. “If you can put a smile on someone”™s face, you”™re doing it right. That”™s what an antique is supposed to do and that”™s what the Connecticut antiques stores are really all about.”