Introducing 37°N, a new kind of Scout Shop

I remember the first time I walked into my local Scout Shop, bundled inside the same building that houses the council’s office, after signing up my son as a Tiger Cub Scout many years ago. I don’t remember what exactly I was expecting, but it wasn’t what I got.

“This isn’t just a shop for Scouts,” I thought. “This is an outdoors retailer.”

That’s the whole idea behind 37°North, a newly opened Scout Shop in Miami Lakes, Florida, that is designed to be so much more than a Scout Shop.

Though 37°North, or 37°N for short, serves as the official Scout Shop of the South Florida Council, it is not part of the council’s physical office. Instead, it’s a store that sells apparel and accessories suited for outdoors adventures, and it’s located in a bustling neighborhood surrounded by other shops, restaurants and a hotel.

Yes, there is a section of the store where you can buy everything you need for your Scouting journey, including official Scouting America uniforms, apparel and literature (and there’s even a tablet where parents can sign up their kids for Scouting), but to the average person who walks by, 37°N will simply be a nice place to buy cool stuff.

Engaging with our brand more conveniently

The store is a creation of Scouting America’s Supply Group, in partnership with the South Florida Council.

“In a great example of changing the way we work together, we partnered with Jeff Berger, Scout executive for the South Florida Council, to position the store to support his council needs and create opportunities to give those interested in Scouting a chance to engage with our brand conveniently,” says John Noone, Scouting America Supply Group director of marketing and ecommerce.

In most cases, a person would have to go to their local council office to shop at a Scout Shop, making it unlikely that any non-Scouting family would ever visit one.

37°N is in a location where individuals not associated with Scouting can casually engage with the Scouting brand, whether it’s through products that support their outdoor lifestyle or by talking with store employees about their next camping or hiking location. Additionally, 37°N is intended to introduce those outside of Scouting to Scouting America’s high-adventure bases and family adventure camps.

In many ways, the store is an opportunity to give folks a casual introduction to Scouting and all that it has to offer. The 37°N mission statement says it better than I ever could:

Scouting has always been about getting people outdoors. To explore what awaits them. To discover what lies within them. And that has never changed. 37°North exists to help people escape the indoors by equipping them with resources, education and environmentally responsible gear that’s made to last through every adventure.

Broadening our appeal

37°N is a nod to the 37th parallel north, the circle of latitude that crosses through both Philmont Scout Ranch the Summit Bechtel Family National Scout Reserve near Beckley, West Virginia. Philmont has long been considered one of the pinnacles of Scouting, and the Summit is not only a national high-adventure base but also the location of the National Scout Jamboree.

It also happens to be a catchy, easy-to-remember name for a store.

Though the store has been open for several weeks, the official grand opening is set for this Saturday, an event that will feature interactive activities, giveaways, promotions and just maybe a chance for community members to learn more about Scouting.

“As we look to broaden our appeal to a larger audience with relevant program content, we felt that meeting our potential new customers where they live, work and play seemed like a natural fit to bring this concept to life,” Noone says.

One thing 37°N has in common with other Scout Shops: Every purchase supports Scouting.

Noone says the Supply Group aims to open more 37°N locations in the future. Councils that are interested in learning more should contact their local Supply Group sales representative.

For now, you can keep up with the 37°N brand by following them on Instagram.