Valkyrie Musarra, COO of Bowlin Travel Centers, joins the podcast to share the fascinating history of Bowlin, their merchandising strategy, and how they create an immersive "treasure hunt" experience that keeps customers exploring their stores. Founded by Musarra's grandparents in 1912, Bowlin Travel Centers are much more than your typical truck stop. With ten locations spanning I-10 and I-40 in New Mexico and Arizona, Bowlin customers stop for everything from t-shirts and keychains all the way to more expensive handmade native american jewelry and pottery at this Southwest standout. With special guest: Valkyrie Musarra, Chief Operating Officer and Executive Vice President, Bowlin Travel Centers Inc Hosted by: Amy Toner, Executive Director, NATSO Foundation and Darren Schulte, Vice President, Membership, NATSO

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