Retailer L.L. Bean is taking the brand experience outside of its stores with plans to develop a 700-acre outdoor adventure center in Freeport ME about a mile from its flagship store. The company acknowledged preliminary plans after the Portland Press Herald obtained a confidential document to hotel development companies describing the project.
Plans call for a national recreation destination where visitors can hike bike fish or go kayaking as well as enjoy a meal and stay the night experiencing the L.L. Bean brand and its product offerings in an authentic setting.
In the memo the company described the “overarching” goal of the theme park is “to expand our relationship with customers enhance the customer experience and draw more customers to L.L. Bean’s flagship store in Freeport Maine for a fuller experience of the brand.”
The memo stated the company envisions a “family-friendly outdoor adventure attraction with lodging amenities under something similar to a theme park operating model.”
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