BILOXI, Miss. (WLOX) – The familiar sight of a colossal great white shark is set to make a splash in downtown Biloxi, as the iconic Sharkheads souvenir shop announces a major expansion.
Owner JJ Pierotich is steering his family’s decades-old business into a new era, with plans for a second location directly across from the Hard Rock Casino, promising a “hell yes design” that aims to capture the hearts (and wallets) of tourists.
The new Sharkheads will mirror the original’s distinctive architecture, raised on stilts with parking beneath, and, of course, featuring another attention-grabbing, ferocious-looking Great White shark facade.
Rendering of Sharkheads downtown location.(WLOX)
“It’s gonna be very unique. The best thing we’ve ever done, that’s what we feel like,” Pierotich said with enthusiasm.
The Pierotich family’s souvenir empire began in 1973 with the Lighthouse Gift Shop. JJ’s father then established T-Shirt City, which later became Sharkheads, at its current location in 1977. JJ himself took the helm of Souvenir City in 1985, building a legacy that spans over five decades.
“It’s been wonderful,” he said. “Tourists are happy people. They’re on vacation.”
His adult children and wife Kathy are integral to the ongoing success, continuing the family tradition, he added. Despite the family’s enduring success, Pierotich acknowledges a broader industry challenge.
“Industry wide, our business has been going down since COVID,” he admitted.
In an age of digital shopping, traditional souvenir shops face an uphill battle. However, Pierotich’s strategy for survival and growth is rooted in experience and innovation.
“We manage to keep scratching up the fence because we’re always doing something, we always have new product, and we make sure we’re always changing, and cleaning and painting,” he explained. “I’m real big on that.”
The key, he believes, lies in the tangible excitement a physical store can offer, especially to younger visitors.
“What you have to excite is the children that come by, the little kids and grand kids. And if they’re excited when they walk by, they’re gonna want to come in,” he said. “Adults are gonna come in anyway. It’s just something to do and kill time while at the casino or walking around.”
The decision to expand into downtown Biloxi, a bustling area with casinos and restaurants, is a calculated move.
The decision to expand into downtown Biloxi, a bustling area with casinos and restaurants, is a calculated move. (WLOX)
When questioned about the viability of a souvenir shop in the area, Pierotich confessed, “I have those same thoughts.”
But, he’s confident in the foot traffic.
“There’s people walking around. They all go out and eat at night. There’s some wonderful restaurants down there,” he said. “There’s no way it can miss.”
The project, handled by HanCo Building Corporation out of Hattiesburg, is described as a “turnkey” deal.
Pierotich recently sold property to Treasure Bay Casino, which provided the funding for this ambitious new venture. He also recently built a 9,000 sq. ft warehouse behind Souvenir City to streamline merchandise storage.
While construction might begin as early as July, Pierotich anticipates the new shark will be welcoming shoppers by late 2027 or early 2028.
Before breaking ground, the city’s historic review committee will need to give its approval due to the lot’s proximity to the Biloxi Town Green.
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