DATE: Thursday, September 18, 1997          TAG: 9709180319

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY MIKE ABRAMS, STAFF WRITER 

DATELINE: VIRGINIA BEACH                    LENGTH:   74 lines

NEW SHOP HAS LEARNING IN STORE PUBLIC BROADCASTING JOINS PRIVATE ENTERPRISE AT BEACH MALL.

You can buy a Robotix space copter, a fuzzy Elmo, glowy stars, a supersonic listening device, a ``Riverdance'' video or products to ease childbirth.

And the more you spend at the new WHRO Store of Knowledge in Lynnhaven Mall, the better off the Hampton Roads public television station will be.

Consider it the donation you always meant to give.

The 3,800-square-foot store opened Wednesday. Within five minutes, the place held more customers than surrounding shops combined.

Patrons were welcomed to the nation's 40th Store of Knowledge outlet by a juggling employee, flying foam ``bullets'' and sound effects from Star Wars playing on a big-screen TV.

``It looks like a fun store,'' said Ron Neale of Norfolk as he examined assorted games. ``I hope they do well.''

Store of Knowledge Inc., based in southern California, runs a for-profit retail business. It seeks partnerships with regional, nonprofit public television stations. The stations offer their call letters and promotional power in exchange for 1 percent sales royalties and 15 percent ownership of the store.

For example, if a typical outlet in the chain does $2.2 million in annual sales, the TV station gets $22,000, explained Store of Knowledge president Laura Wynne.

``It's exciting,'' WHRO president and general manager John Morison said as he toured the store Wednesday. ``It's an interesting venture - a logical one for us.''

His station spends roughly $7.7 million annually. About 9 percent comes from the federal government, about 19 percent from the state and about 47 percent from community donations and local sponsorships.

The rest comes from entrepreneurial ventures, such as renting transmission tower access to wireless companies and the partnership with Store of Knowledge.

WHRO also stands to gain if the retail company follows through with its plans to go public with its stock. If that happens, the stations could own part of the company - not just a percentage of their own stores.

``We've lent our name,'' Morison said. ``They've taken the risk.''

The first Store of Knowledge opened three years ago in Glendale, Calif. Since then, the company has relied upon strong word-of-mouth in the public television industry in order to expand.

The company intends to open 10 more locations by the end of November.

Local affiliates have been the key to success, said Wynne, also the company's chief operating officer.

``It's not some big company from California coming in to open a store,'' she said. ``It's the WHRO Store of Knowledge.''

The sales space is packed with more than 5,000 items, from magnets and solar systems to computer chess boards and Lamaze materials. Items range from $1.50 edible bubbles to a $399 telescope.

Jeff Frizzell, the store's general manager, is backed by a staff of 30 employees, and he expects to have 65 mostly part-time workers by the holiday shopping season.

Teachers get a 10 percent discount. WHRO members, nearly 25,000 strong, also will receive discount coupons in station mailings.

If you aren't a member, you can use an in-store phone to sign up.

Though the store is open for business, an Oct. 5 grand opening party will feature PBS star Arthur the Aardvark.

Provided the shop performs well, other outlets could open in Norfolk and on the Peninsula.

Wednesday morning's shoppers seemed happy enough.

``I like it,'' said Tracy Clough, whose 4-year-old daughter, April, latched onto a toy gun and ran around shooting sales people and other customers.

``I've always liked science stores,'' the Beach resident said. ``We'll be in this store for a long time.'' ILLUSTRATION: Color photo by Philip Holman

Debi Feinman of Virginia Beach and her son Ben take a toy... KEYWORDS: PUBLIC TELEVISION

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