Rock Star Supply Co.’s busy location, in the
Creative Enterprise Zone at the corner of Raymond and University in Saint Paul, is about to get busier. The educational nonprofit—its dedicated volunteers tutor elementary- and secondary-school children on writing, algebra, and other subjects—is working with San Francisco-based tutoring company
826 National to bring one of that organization’s signature “stores” to the Twin Cities.
Rock Star is currently a lively tutoring workshop that offers “a range of programs, all free of charge…[that] focus on project-based learning, homework help, [and] extra-curricular reading, along with spectacular writing prompts and smaller writing workshops,” according to its website. This summer, Rock Star’s headquarters, as part of 826’s new franchise-style expansion initiative, will be rebranded as the “Mid-Continent Oceanographic Institute.”
What? The name does make sense. Here’s why. In its 10-plus years, 826 National has developed a clever, family-friendly approach to branding. Each tutoring center (it currently has eight, mostly in major Northern cities) doubles as a store with an unmistakable “angle.” For instance, Boston’s “Bigfoot Research Institute” sells cryptozoology books and paraphernalia.
Chicago’s “Boring Store” doubles as a “Spy Supply Store.” (The “boring” part is meant to throw passers-by off the trail.) Seattle’s “Space Travel Supply Company” sells rocket equipment, space suits, and other accessories to “freelance space travelers.” Each store plows its merchandise earnings back into its tutoring operations. So how did the Twin Cities become home to the Mid-Continent Oceanographic Institute?
“We went through an extensive ideation process to arrive at Mid-Continent Oceanographic Institute,” says Jeremy Wang, chair of Rock Star’s Executive Board. “We’re playing off the idea that, to most of the country, we’re a ‘fly-over’ state, hence the Mid-Continent. And while we have a lot of coastline, none of it is oceanic.” Wang’s thrilled at the prospect of opening a “sub shop” that doesn’t sell anything edible.
The expansion also comes with challenges. “Our biggest hurdle is to be financially stable enough to build out the storefront and sustain our current programming,” says Wang, noting that the organization has traditionally relied on donations from individuals and foundations.
Razoo and upcoming Kickstarter campaigns are providing a crucial shot in the arm.
What can kids, parents, and shoppers expect from Mid-Continent Oceanographic Institute, née Rock Star Supply Co.? “I think nearly everyone involved at Rock Star Supply Co. has been inspired by the 826 model,” says Wang. “So we don't really see our programming changing a whole lot as we transition.”
That said, Wang does expect Rock Star to add more writing workshops as the transition date approaches. And there’s the issue of merging educational programming and retail activities. “Unlike other 826 sites, we started without a storefront,” says Wang. “They mostly started their programming at the storefront, then worked their way into schools.”
For now, the folks at Rock Star are working to retain their core mission without neglecting the coming transition. For Wang and the rest of the board, this means seeking help wherever they can find it. “We are always looking for tutors in any subject, especially algebra,” he says, “as we have a whole group of students that comes in for Algebra 2 on Tuesdays.” Rock star math tutors: Take note.
Source: Jeremy Wang
Writer: Brian Martucci