ELMER’S AQUARIUM & PET CENTER in Monroeville, PA, is that rare fish in the independent retailer sea. Founded in 1969 by Elmer Knabe and his wife Catharine, the family-owned business has survived and thrived for more than 56 years. Son Gary Knabe and daughter Karen Lukacsena now operate the 300-plus-aquarium showroom as president and vice-president, respectively. In addition to leading the business, the siblings have more than proved they know how to throw an anniversary party.
The Elmer’s Aquarium & Pet Center anniversary parties are always well attended.
THE IDEA
With so many years in business, Elmer’s Aquarium has a long record of anniversary events featuring Florida fish farmers as well as distributors and manufacturers’ reps giving out samples and prizes. Devoted customers attend the events because the store has built up a history and customers know there will be lots of prizes and fun. Says Lukacsena, “These parties have also featured live Caribbean steel drum bands as well as Oktoberfest bands.
Additionally, we’ve offered informational tropical fish seminars for customers taught by either our staff or a guest speaker.”
The most recent anniversary events were the Grand 50th Anniversary in April 2019 and the slightly smaller 55th Anniversary in April 2024. For those parties, Elmer’s formed a small committee of team members to brainstorm ideas. They looked back on what worked and didn’t work previously. Their main goal: Make it fun for customers and staff, which in turn strengthens brand loyalty and boosts overall and day-of sales.
Manager Steve Zarod (left) gives a tour to Mike of MikeLovesLife Aquatics.
THE EXECUTION
Once the committee finalized their ideas, members shared them with the managers, who figured out logistics. The managers then assigned different staff members to various tasks. These included booking balloon artists, renting a tent for the parking lot, getting refreshments, contacting aquatic fish product manufacturers and distributors to enlist their participation, advertising the events on Instagram, Facebook and YouTube and through email marketing, and creating signage and fun anniversary decor in and for the store, such as anniversary helium balloons, banners and special sales signs.
For the 2024 party, one of the managers reached out MikeLovesLife Aquatics on YouTube (21.6k subscribers) to help promote the event prior to and during with video promos, including a store tour and a behind-the-scenes interview with manager Steve Zarod. The YouTuber (who became a customer then employee) also livestreamed the event.
Gary Knabe (left photo, center) poses with customers and staff at the 2019 party. The balloon sea creatures (right photo) were a hit with customers.
THE RESULTS
With the Grand 50th Anniversary in 2019, the Pittsburgh-area store went all out for the month of April, with two separate events. “A Friday evening event featured fish T-shirt giveaways every half hour and aquarium giveaways every hour,” Lukacsena says. It also included the unique artistry of fish balloon artist Weird Eric, freshly baked cookies and soft drinks, along with a big fish sale for that night only.
On the last Sunday in April, Elmer’s held a Party in the Parking Lot featuring a live local blues/rock band, another balloon artist, and big prize giveaways, including a Fluval Flex 9 Aquarium Kit, donated by the store’s fish manufacturers and distributors.
“Vendors attended and set up booths,” Lukacsena says. “There was a big tropical fish sale that day, too. Staff members dressed in tie-dyed tees and other outfits representative of the year 1969. And, we hired a professional photographer for the event.”
Although the 55th Anniversary event in April 2024 was slightly smaller, it also featured a Saturday Party in the Parking Lot, with several fish manufacturers setting up tables in the party tent. Weird Eric was on hand again to create amazing fish balloon hats, along with prize giveaways happening every half hour from noon until 5 p.m. Tropical fish and tank specials were held throughout the day. The first 48 attendees wearing Elmer’s merchandise (tees, hats or sweatshirts) got a free vintage Elmer’s logo coffee mug or beverage glass. For those who couldn’t make it that day, Elmer’s held a sale offering 10% off tanks, stands and lights throughout April.
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At both the 50th and 55th anniversary events, staff members who worked the event celebrated at a local restaurant immediately after, a thank-you from the store owners.
Lukacsena says, “As far as success and evaluation, the main thing we thought about was did our customers have fun?” The answer was yes, with lots of positive comments received from customers and an excellent turnout for the events, with three registers going, double the staff working and even someone to direct parking.
“It does take planning and preparation to ensure success,” Lukacsena says, “However we think it is worth the effort.”
Karen Lukacsena (left) and Weird Eric.
Do It Yourself: 5 Tips for Planning and Executing an Anniversary Party
- Play to your team’s individual strengths and connections by giving each an event task to execute: For example, an employee reaching out to a social media influencer to promote and attend the event, like an Elmer’s team member did with YouTube aquarist influencer Mike
LovesLife Aquatics.
- Appreciate the team: Follow Elmer’s lead and plan a separate celebration for staff, whether it be a celebratory dinner after the anniversary event or a separate group activity. For the 50th anniversary, Elmer’s catered a picnic at a local park for both current and former staff members and their families, with a steel drum musician and bounce house for children adding to the fun.
- Build your email/text list: Several months before the event, confirm and update customer emails and push to get new ones, so your e-blasts for the event get to the largest number of people.
- Create a brand-aligned photo opportunity at the event: Elmer’s hired an aquarist balloon artist who created unique fish balloon hats for customers and then took photos to post on his social media.
- Go outside for more room: Expand to the parking lot if you need more space for vendors, food and giveaways. Invest in a tent to make it more festive and for cover if the day turns hot or wet. If you do this, make sure you point out with signage where customers can park and hire or assign someone to direct parking.
