CREDIT: MELANIE ANDERSON
The lines at the Merchandise Store operated by Skate Canada at the Budweiser Gardens during the World Figure Skating Championship were long and deep.

“We missed the first flight, and we might miss part of the second.”

Long-time figure skating fan Jackie spent the opening of the March 14 Ladies Short Program at the World Figure Skating Championship in line for the Merchandise Store.

Walking around Budweiser Gardens in the first two days of the world championship, it was obvious that Jackie wasn't the only one frustrated by the lineups.

The line for the Merchandise Store operated by Skate Canada was consistently lengthy throughout the first few days of the competition.

“We've been waiting here since 9:45 a.m.,” said figure skating mom Michelle at 11 a.m. on March 14.

“That's a long time, I mean I'd rather be watching the event right now. We waited while it was opening and this is one little tiny shop for all these people and the other one doesn't open 'til noon outside,” she said.

According to Skate Canada's director of events, Jackie Stell- Buckingham, “The reaction we had to our merchandise boutique at this event was more than we ever had before ... we were pleasantly surprised and perhaps a little bit unprepared for the response we did get.”

Alison was at the end of line and was trying to have a better experience than her friend. “I had a friend, and it took them two hours: they had to get in line for an hour and then they had to get in line to pay for an hour,” she said.

In anticipation of its popularity, Skate Canada sold their merchandise online prior to the event.

“Because we had done that, we thought a lot of people would have bought their merchandise in advance so they could wear it to the event and wouldn't necessarily be as interested in shopping at the merchandise counter,” said Stell-Buckingham.

In an attempt to rectify the problem, Skate Canada opened a second shop inside Bud Gardens, on the other side of the concourse.

“It went much better after that,” confirmed Stell-Buckingham.

But some attendees continued to find shopping for merchandise difficult on the evening of March 14 during the Ice Dance Short program.

Fan Al Kanters was visiting from Cincinnati, Ohio, and was frustrated with the operation, “I'm just disappointed that whoever put this together doesn't know anything about retail sales — it's crazy!”

“You make people line up to buy souvenirs that they want to buy in a small little venue like this? They could sell 10 times as much product if they knew anything about merchandising,” he added.

Stell-Buckingham said that the rush at the beginning may have been caused by fans worried about not getting the product they desired.

“I think people were concerned that the products might run out or we might run out of certain sizes. On the first day we spent a fair amount of time educating the people in line that in fact we had a relationship with our supplier that enables us to re-order, even on-site. We were prepared to deal with any shortages, and we did do that, but people wouldn't necessarily assume that, and that may have caused some of the heavy interest on the first day.”

Attendees and others who didn't manage to get their hands on merchandise can check out Skate Canada's online store at shopping.skatecanada.ca.