This is not just any site though, the North Dakota-based chain – whose mega-marts size up more closely to stadiums than sporting goods stores, has launched a 250,000sq ft location at Macerich’s Chandler Fashion Center.
In addition to the Ferris Wheel, the store features a saltwater aquarium and a wildlife mountain — as well as sneakers, team sports gear and fishing and hunting equipment.
Opening day on 30 September drew tens of thousands of shoppers to the store, which employs more than 400 associates, according to Macerich.
“Traffic at Chandler Fashion Center was up more than 108 per cent for the day,” said Macerich President Ed Coppola. “Ultimately, Scheels is expected to generate four times what the previous tenant generated and add significant traffic to an already strong centre.”
Scheels started with a hardware and general merchandise store in Moorhead, Minnesota, purchased by Friedrich A. Scheele in 1902. The family-run and employee-owned business focused on farm and home-and-hardware stores until the 1980s, when sporting goods began accounting for half of its receipts. In 1998, CEO Steve D. Scheel decided to transform Scheels sporting goods stores into destinations and opened the chain’s first 100,000sq ft space in Iowa City.
The company’s largest store is a 295,000sq ft location in Sparks, Nevada. The Phoenix Scheels — the chain’s 32nd entertainment-based location — also features a Fuzziwig’s Candy Shop and a Ginna’s Café along with arcade games and sports simulators.
