This is the first appearance of Storybrooke in the third season.
The writing on Pandora's Box around the red gemstone is in Greek, and it can be translated as "I operate with this." Indeed, when the box is being used, the gemstone rises from it.
At 16:12, Ariel says "Look at this stuff" when talking about Rumplestiltskin's shop. This is a reference to The Little Mermaid (1989) when Ariel sings "Part of Your World."