A mural with a message: 'Our customers are heroes'

Humans have communicated through visual art for thousands of years, from cave drawings to Renaissance classics and modern expressionism. Visual art is one of many mediums that humans use to tell stories, depict reality and communicate messages.

A new mural, a modern day cave painting, located inside the dining area of the Fort Myer Exchange, just across from the store's Starbucks, on Joint Base Myer-Henderson Hall communicates a message of solidarity and appreciation, according to William Shoffner, general manager of the Exchange.

Soldiers, Sailors, Airmen and Marines "makes a statement on how we feel about all of our customers," said Shoffner, who added that those customers also include Reservists, National Guardsmen, military retirees and family members

"We honor each and every customer wherever they serve," he said.

The mural is composed of four life-size photos depicting Army and Marine life, which also includes a photo of The U.S. Army Band "Pershing's Own," overlaid with the slogan "Our Customers Are Heroes."

Chris Ward, senior public relations manager at the Army and Air Force Exchange Service in Texas, wrote in an email that the slogan's specific wording was chosen because it captures the uniqueness of the customers AAFES serves.

"These are our customers and it is our honor to recognize their service," explained Ward. "We want to show our customers our appreciation; [and] at the same time, we want to remind our associates the uniqueness of those they serve."

Before the mural was installed, the wall was a blank slate, said Shoffner. He said that the mural was an opportunity to do something for the service members and customers who visit and shop at the Exchange.

"[It] was an opportunity to give something back to our customers," he said. "We wanted to capture the essence of the joint base. It is the reason why we have the Marines, the band and the Tomb of the Unknown Soldier [in the mural]. It's kind of tribute to the men and women in the military."

Shoffner said he's received positive feedback from some service members. He said some of them have emailed him inquiring about how they can obtain a couple of the mural's photos that they are in. He also said that then-JBM-HH Commander Col. Mike Henderson, as well as Headquarters and Service Battalion, Headquarters Marine Corps Henderson Hall's Sgt. Maj. Robert Pullen and others have told him that they are impressed with the mural.

"It was a good feeling...and meant a lot," he said.

The new mural and slogan are not exclusive to JBM-HH, Shoffner said. Instead, similar efforts at AAFES exchanges worldwide are part of a broader campaign of customer appreciation. However, each mural will be specific to the military installation in which it is located, said Shoffner. Each mural will express each base's mission and purpose, but the slogan will stay the same, he said.

"The slogan…tells all who come to the Exchange that we recognize the individual sacrifices they make to serve and protect the freedom we enjoy as Americans," said Ward.