Sheels to be ‘Disneyland’ of sporting-goods stores

JOHNSTOWN — Colorado always has been considered an outdoorsy state, and thus has attracted some of the largest outdoor retailers in the nation.

Along with Sportsman’s Warehouse, Sports Authority and Dick’s Sporting Goods — and, farther south, Cabela’s, Gander Mountain and Bass Pro Shops — Northern Colorado soon have its first Scheels, a cross between a sporting-goods store and an entertainment destination.

It will be the “Disneyland of sporting-goods stores,” Scheels chairman Steve D. Scheel said at a recent groundbreaking for the store in Johnstown.

Scheels opened its first store in 1902 in Sabin, Minn., and its first all-sports store in Grand Forks, N.D., in 1989, Scheel said.

The company plans to open a 250,000-square-foot store in Johnstown on Sept. 30, 2017, and Scheel said fans of the retailer will get a big surprise when that location opens since it will include new entertainment concepts that haven’t been done anywhere else in the country.

The Johnstown location will be in the 2534 development, at the interchange of Interstate 25 and U.S. Highway 34. The store will be built by Lincoln, Neb.-based Sampson Construction, which has built 16 Scheels stores around the Midwest and West. Developer for the project is Carson Development Inc. of Overland Park, Kan.

Allen Schlup, developer of Johnstown Plaza, part of the 2534 project, said he is “confident we have found the perfect location and town for our project to call home. We are excited to bring a new tenant mix to the area, and the addition of Scheels to our development is great news for Johnstown, the surrounding communities and the shopping center.”

The Johnstown Scheels flagship store will include sports, fashion and footwear and highlight sports such as biking, running, golfing, camping, hunting and fishing. It will feature hunting and fishing shops, a 16,000-gallon aquarium, a wildlife mountain and shooting galleries. It also will have a 65-foot, 16-car Ferris wheel, photo opportunities and laser shooting simulators.

Customers also will be able to test their skills at golf, soccer, hockey, baseball, football and basketball in sports simulators.

When asked who their major competition is, Scheel said that “Scheels does not focus on the competition. Instead, we put our energies into providing high-level product education for our associates at our Scheels Universities. We have very high expectations of everyone on the sales floor for delivering an outstanding customer experience.”

Scheel said his company is “constantly seeking the very best brands and products, so all gear companies are possible partners,” although he would not say if he has struck any partnerships with Colorado-based companies. “We love products made in the U.S.A.,” he said.

The Johnstown Scheels will employ around 400 people and also will include a deli and fudge shop, Ginna’s Café, which will serve soups and sandwiches, Starbucks coffee and specialty drinks, homemade fudge and gelato.

“Scheels invests heavily in people, and it is our people that instill our culture and maintain our success,” Scheel said. “It has evolved over our 114 years.”

Hoovers lists Scheels’ biggest competitors as Walmart and Sports Authority, but what is the ultimate goal of the company as it expands out from the Midwest?

“Our goal is to be the best retailer in the U.S.A. in the eyes and minds of our customers and associates,” Scheel said.

He attributes some of the upcoming Colorado store surprises to the ideas and talents of his employees.

“Once again, our people are always seeking ways to improve the stores,” he said, “so new concepts including entertainment come from them.”

Scheels is headquartered in Fargo, N.D. It started as a hardware store but began adding sporting goods to the mix in 1954. As interest grew, the retailer added additional lines of business, including athletic shoes and clothing.

As of 2015, Scheels had 26 stores in 11 states, including Illinois, Iowa, Kansas, Minnesota, Montana, Nebraska, Nevada, North Dakota, South Dakota, Utah and Wisconsin.

Scheel is the great grandson of Scheels’ founder Frederick Scheel. Steve M. Scheel, the company’s chief executive, is Frederick’s great-great grandson.

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