New Boulder REI set to reopen

Revamped store is bigger, greener and has a large meeting space

Joyzelle Davis, Rocky Mountain News

Published October 4, 2007 at midnight

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BOULDER - Recreational Equipment Inc. will reopen its store here Friday, unveiling a bigger, greener go-to spot for outdoor information and gear.

The REI store is the first of three prototypes the co-op plans nationwide to test new environmentally sensitive building materials as well as concepts like improved dressing room lighting and an interactive kids play area.

Gone, for example, is the rock-climbing wall that greets customers at most REIs. In its place is a 2,000-square-foot community gathering spot, set aside as a meeting space for REI-sponsored classes, nonprofit presentations and outdoor clubs.

The elevated, 80-seat room is intended to highlight the classes and presentations REI has offered for years but few customers were aware of, said Dean Iwata, director of store development.

"The climbing pinnacles were unique 10 years ago, but now they're every place from other outdoor stores to gyms and parks," Iwata said. "So, we asked ourselves, what are we good at? We're good at inspiring and educating people about the outdoors."

As part of that, REI is creating a full-time position of "community resource specialist" who acts as something of a recreational concierge, fielding customer inquiries ranging from the best dog-friendly, fall-color hikes to volunteer opportunities with local nonprofits.

REI's individual staff members have long provided such guidance, said store manager Ali Bennett, so "it feels natural to formalize the position."

The revamped store is also twice as big, moving into the space vacated by neighbor Old Navy, allowing the 28th Street store to offer such new products as snowboards, alpine skis and kayaks as well as to bulk up its existing departments.

The REI store reopens as two other outdoor retailers in recent weeks announced plans to open Boulder outposts. Outdoor clothing manufacturer Patagonia is taking a space on the Pearl Street Mall, marking its second Colorado location after its downtown Denver site. Climbing and yoga clothing maker prAna also selected Pearl Street as one of two sites for its first venture into retail stores.

While REI sells prAna and Patagonia apparel, both REI and the retailers say the presence of the three stores will only increase brand awareness.

"I feel there's still room to grow," said Vickie Achee, Patagonia's retail marketing director. "There's so much interest in pursuing outdoor adventures, and each one of us presents our brands differently."

Patagonia picked Boulder in part because it's home to a growing number of Internet and mail-order customers for its products, Achee said. Boulder, which is a mecca for outdoors enthusiasts, is also home to Boulder institution Neptune Mountaineering as well as Elevation Outfitters and Outdoor Divas.

REI picked Boulder for its prototype because it's "the epicenter of outdoor industry," said Brian Unmacht, REI's senior vice president for sales, store development and logistics. "There are so many leaders and participants. If you're going to try something new, it's a good place to try it."

REI started in 1938 as a basement co-op founded by Seattle mountain-climbing buddies. Today, the co-op has 91 stores nationwide, and last year reported $1.2 billion in sales.

Anyone can shop at REI, but only customers who pay a one-time $15 fee to join the co-op are entitled to a 10 percent annual dividend based on their purchases. Last year, the company paid out $58 million to 3.1 million active members.

REI in the community

• Number of Colorado stores: Seven

• First Colorado store opened: Denver, 1983

• Year REI opened Boulder store: 2002

• Number of Colorado REI members: 549,788

• Number of REI members nationwide: 3.2 million

• Overview of new Boulder store: Store doubles in size to 41,000 square feet and eventually will add another 50 employees, for a total of 125. The building is created with environmentally friendly features such as Solatube skylights to cut electricity usage, floors made from recycled sneakers and decorative panels made from sorghum.

• Boulder store location: 1789 28th St.

davisj@RockyMountainNews.com or 303-954-2514

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