Sedona Main Street Program nominates
Sedona Outdoors for AZ Main Street 2007 Best Large Scale Project. This
interior renovation of an existing retail space was completed as a
tenant build-out to accommodate a new store and integrate a new product
line on “Main Street”.
The current family owners and managers
of the Cheers family of stores in Uptown Sedona recognized an
opportunity when a 1516 square foot tenant space became available on
Hwy. 89A (“Main Street”) in Uptown Sedona – even though the area
streetscape was in the midst of construction for ADA compliance and
associated enhancements. They envisioned an outdoor clothing store
featuring alternative products not available from their other stores,
alternative fabrics for functionality and accessory items with more
technical qualities. Their experience on Main Street, with visitors to
Sedona as outdoor enthusiasts, led them to this product niche. They
recognized the potential of this particular retail space with its
immediate proximity to the new EcoTrail, which makes it possible for
people to get from Uptown to Oak Creek in a matter of minutes and
provides pedestrian access to a riparian “wilderness” setting. And so
the project unfolds…
John Davis and Rob Arbogast, the
corporation and store managers, worked on the store design with the
architect – creating Sedona Outdoors as a retail environment that
embraces and reflects the merchandise: it integrates the outdoors with
juniper logs, a red rock wall and a water feature; it highlights high
tech aspects through lighting, color and clean lines; and it features
functionality in display fixtures, counters and cabinetry. Their
family’s teamwork and dedication brought the concept to reality in an
amazingly short timeframe: from demolition through renovation to store
opening in 47 consecutive days! The owners and family worked with the
contractors and laborers in demolition and hauling. They helped frame
walls and install woodwork and then did the entire interior painting
work themselves – all this while managing five existing stores and
making arrangements for the new product line and store opening. Their
hand-on efforts and their wonderful friendships with all the
professionals involved in the renovation made this dramatic
transformation possible at the cost of approximately $92,000. That’s
only about $61 per square foot!
Sedona Outdoors has exceeded initial
expectations of the owners. The store has kept up with their other
stores regardless of the ebb and flow of foot traffic in Uptown. The
owners are happy to report that the same customer who purchases their
high-quality cotton clothing offered at Cheers stores also wants and
buys the high tech outdoor clothing now available at Sedona Outdoors.
They also find joy in giving local residents another reason to shop in
Uptown by providing even more functional and creative items and gifts in
addition to their Life is Good product line. Customer response on all
counts has been excellent, and according to Rob and John “they love the
store and they love the products”.
This renovation has generated vitality
and revenues in addition to enhancing aesthetics. We believe this
project demonstrates the values and effectiveness of local family
businesses and the enormous impact of their reinvestment on our Main
Street district. For all these reasons we nominate Sedona Outdoors for
the 2007 AZ Main Street Best Large Scale Project.
