AAFES vice commander

Brig. Gen. Fran Hendricks, Army and Air Force Exchange Service vice commander, was full of smiles and praise as he toured every inch of Tinker’s Base Exchange during his April 8 stop here. He surprised several employees with a coin for their excellent work and thanked shoppers with discount cards while describing the sweeping improvements scheduled for the store. Walking in the garden center with the general are, from right, Dawn Gumaer, area department manager; Bettye Golson, BX general manager; and Gregory Templeton, sales and merchandice manager. (Air Force photo by Margo Wright)

AAFES vice commander visits Tinker, discusses base exchange renovation

Published April 23, 2010
By Brandice J. Armstrong
Tinker Public Affairs

TINKER AIR FORCE BASE, Okla. -- Tinker is making history ... again. Army and Air Force Exchange Service has selected Tinker's main store to be the first of its facilities to undergo a "major new branding image upgrade."

Brig. Gen. Francis "Fran" Hendricks, AAFES vice commander, who visited the Base Exchange from Dallas April 8 said it's a big deal.

Set to begin in May, the renovation is scheduled to finish Sept. 17. Upon completion, the facility, will debut an overhauled interior and a solar-powered light-emitting diode, or LED, sign displaying its rebranded name and logo, "X" for "Exchange."

"This is about the shopping experience," General Hendricks said. "We're looking for a lifelong connection with our patrons from the first time they put on a uniform or marry and become a dependent. We're going to be with them."

The redesigned interior will feature a "V" layout leading customers to one of three sections -- home, life or style. Additionally, the general said there will be new floors, walls and fixtures. During the renovation, General Hendricks said crews will work three shifts, 24 hours-a-day.

"This is as close as we can get to building a brand-new store," General Hendricks said.

The general said AAFES leadership chose Tinker to kick-off the major-image-upgrade project because it was due for a renovation and its proximity to the Dallas headquarters. As the project gets underway, AAFES leadership can easily check on the progress and make changes accordingly.

"There will be many opportunities for patrons to provide feedback as changes start occurring," General Hendricks said. "If we've gotten the concept right, we'll roll it out to other places. Their feedback is very important."

When finished, the new store will feature the brands offered prior to the renovation, some of which will have been rebranded. It will additionally offer furniture by a well-known name brand, which it doesn't have now.

AAFES, the 39th largest retail company in the United States, employs more than 43,000 civilians worldwide and has revenue of more than $10 billion annually.

"The difference between us and a downtown retailer is if half the city deployed or went away, they would close up shop and leave," the general said. "'We go where you go,' our motto, means we'll be there with you when you're downrange and we're also going to be here with your family back home."