One of Westrick's floor displays

Party Animals
Westrick Paper Whooping It Up in Tailgate Industry
March 13, 2007

The emerging tailgate market is providing opportunities up and down the licensed industry, including a company or two that might surprise some. Consider the fortunes of Westrick Paper. In its 50th year of business, supplies for the office, Westrick used to call school and home supplies its bread and butter. According to Jack Lamb, however, that's changing.

"Nearly two decades ago, Westrick moved into strictly licensed product, he explains. "The tailgate and party market has become our fastest growing segment. It also happens to be the most fun.”

Fun, of course, is what tailgating is all about, especially on college campuses. Currently, Westrick has 50 schools in its stable, including Duke, Kentucky, Michigan, Notre Dame and Texas. The company also has a deal with Churchill Downs and the Kentucky Derby. “That license has been a great surprise,” says Lamb. “Those fans are as loyal as any.”

Westrick’s tailgate line includes everything from napkins, plates and cups to party invitations, streamers and temporary tattoos. New this year is a neoprene collapsible can holder and a retractable game day scroll for fans who like to bring signs into the stadium. “We’re experiencing tremendous growth,” says Lamb. “And we’re attracting a wider range of consumers.”

Westrick is also looking to expand its retail base. “Our clients range from the largest to the smallest—Wal-Mart and grocery store chains to college bookstores and the Mom & Pops,” explains Lamb. “The growth of the tailgating market is helping us with sporting goods retailers. They have been taking a much closer look at us.”

An Iowa can holder

One thing that Westrick’s retailer partners seem to appreciate is the company’s many years of experience in licensing. “We can help buyers new to the industry decide what purchases to make and where,” says Lamb. “Merchandising is also a strength. For example, we offer a pre-packed floor display. All you have to do is take off the cover and start selling.”

For Westrick, it sounds like the party is just starting.