Urban Meets Sport Chalet at the Corner of FIGat7th Sleek new Sport Chalet store opens its doors in Downtown L.A.; onsite Expert Center to host 52 weeks of educational clinics for local community
LOS ANGELES, July 1, 2013 /PRNewswire/ -- Angeleno hipsters, commuters and tourists can now say they have one thing in common and that's where to find their inner athlete. Sport Chalet, Inc., a specialty sporting goods retailer, is providing the bustling urban community of downtown Los Angeles with an innovative new store located at FIGat7th. The modern store layout, designed by Gensler, introduces the Expert Center, a hub in the center of the store designed to host classes and clinics that encourage customers of all experience levels to discover something new and embrace an active lifestyle.
From highlighting the hottest trends to offering the community's most in-demand sports gear, the new Sport Chalet will ensure downtown Angelenos are equipped to pursue their favorite sport or outdoor activity. Kicking-off the grand opening, Sport Chalet will host 52 weeks of consecutive in-store clinics that will allow sports enthusiasts to take part in classes, such as cycling, training, hiking and scuba, with experienced and professionally trained expert staff members.
"We did the research and found that the downtown Los Angeles community in particular is underserved today. There's a critical need for a community-oriented retailer that can provide an opportunity for residents, commuters and tourists to try, learn and experience their preferred sport at ease," said Craig Levra, Chairman and Chief Executive Officer of Sport Chalet. "The new store location at FIGat7th provides customers who are both well-educated and experienced in their sports of choice, or who have an innate need to try something new, with the right gear and resources to get in the game."
The design team at Gensler worked hand in hand with Sport Chalet to reinvigorate Sport Chalet's retail identity as the urban resource for sporting gear, advice and support from the Experts. The new layout also includes flexible fixtures and modules that allow for the store to be transformed overnight. Unlike the existing Sport Chalet one-stop-shop format encompassing 42,000 square feet, this 27,000 square feet store will carry targeted sporting equipment, including cycling, training, scuba and running gear. Consumers will also be able to order from all of Sport Chalet's offerings through iPad systems located throughout the store.
"The store design emphasizes both aesthetics and function," said Joshua Breeden, the project architect at Gensler. "We wanted to create a space that highlights what Sport Chalet offers above any other specialty sporting goods retailer -- Expert positioning and knowledge. With this in mind, we designed the Expert Center -- a landmark location within the store -- to facilitate customer interaction with the Experts on any topic ranging from bike repair to the best surfing spots in the area. The audio-visual capabilities, reconfigurable seating and display elements in this area also allow the Experts to conduct a wide range of instructional and hands-on events throughout the year."
Sport Chalet's impact on the revitalization of Los Angeles is designed to bring additional jobs to the community and provide recreational area that members of the community feel comfortable learning and pursuing their favorite sport. The 68 Experts, currently staffed at FIGat7th, will continue to grow during peak seasons to host additional educational sessions for a variety of sports. In anticipation of the tourist traction, seven foreign language speaking experts who are fluent in English, Spanish, Korean, Mandarin, Vietnamese and Hindi will also be on staff to assist shoppers. FIGat7th will also have the robust rental equipment program for which Sport Chalet is known, in order to continue to provide an easy way for consumers to arrive at their destinations ready to play. The store is located on the ground floor with direct access to the street and parking lot to ensure convenient flow of product into and out of the store.
About Sport Chalet
Sport Chalet (Nasdaq: SPCHA, SPCHB) is a premier, full service specialty sporting goods retailer featuring the industry's top sports brands in apparel, footwear, and sports equipment. Founded in 1959 by Norbert Olberz, the company has 53 stores in Arizona, California, Nevada and Utah; an online store at www.sportchalet.com; a Team Sales division; and offers more than 50 specialty services for the sports enthusiast, including online same day delivery, climbing, backcountry skiing, ski mountaineering, avalanche education, and mountain trekking instruction, car rack installation, snowboard and ski rental and repair, Scuba training and certification, Scuba boat charters, team sales, gait analysis, baseball/softball glove steaming and lacing, racquet stringing, and bicycle tune-up and repair at its store locations. For more information, visit Sport Chalet at www.sportchalet.com.
Gensler is a leading global design firm with 43 offices and 3,500 employees worldwide. Gensler helps clients succeed by focusing on the needs of the people they serve, whether they are employees, customers, sports fans, students, passengers or guests. Founded in 1965, Gensler has deep expertise in design and architecture across 20 practices, including commercial office buildings, professional services, retail, aviation, planning and urban design, entertainment and hospitality, sports stadia and education facilities. The firm also holds practices focusing on brand strategy, environmental graphic design, mission-critical facilities, and has recently invested in consulting for real estate workplace and sustainable design. For more information, visit Gensler at www.gensler.com.
In the heart of Downtown Los Angeles, the newly minted FIGat7th stands as a shopping and dining oasis with a decidedly Southern California flavor. Enhanced with Brookfield's $40 million makeover, this open-air destination offers a contemporary urban retail experience for Downtown's professional, visitor and growing residential populace. Anchored by one of the nation's first City Target stores, FIGat7th boasts more than 330,000 square feet of retail and public space, including the TASTE FIGat7th culinary collection. This chef-driven dining concept features the gourmet sandwiches of Mendocino Farms, Sprinkles Cupcakes, Paul Shoemaker's Juicy Lucy Burger Bar, Oleego by Parks BBQ, Indus by Saffron from Bhupender Singh, George's Greek Grill and The MELT. Other dining options set to open as part of the collection include Loteria from Jimmy Shaw, Pazzo Gelato, The Pizza Studio and Flying Pig. FIGat7th also offers indoor and outdoor seating for more than 500 dining guests, terraces, green space and casual cafe-style dining. Additional amenities include complimentary WiFi, seasonal Arts and Events programming, chef demonstrations and branded events. New retail concepts continue to open at the center, starting with a new, urban format Sport Chalet, as well as a flagship restaurant from City Tavern, and a crop of contemporary fashion and product retailers later this year. To learn more about FIGat7th, please visit figat7th.com, or follow us on Facebook, Twitter and Instagram.
SOURCE Sport Chalet