Cabela's sets Sept. 21 opening in Hoffman Estates

The splashing sound of water cascading down a 26-foot-tall mountain side greets visitors entering the Cabela's in Hoffman Estates.But with the village sinking $18 million into the project, opening Sept. 21, Hoffman Estates would rather hear the constant beep of cash registers driven by the 4 million customers slated to come through annually.The village's investment speaks loudly to the quality of the Cabela's brand name, officials say."We're obviously in heavy demand," said store spokesman John Castillo.On Wednesday, members of the media joined Hoffman Estates Mayor William McLeod and other local officials on a tour of the outdoor retailer. The store is inside the Prairie Stone Business Park off of Route 59 and I-90.Castillo wouldn't release projected sales revenue for Cabela's first Illinois location. However, village officials estimate the store will generate $2 million in annual sales tax revenue for Hoffman Estates -- 2 percent of its $100 million in yearly revenues.It took six and a half months and about 230 workers to complete the 185,000 square-foot building, which cost a little more than $32 million, said project manager Rich Stoffels of Kraus Anderson Construction.Castillo said in terms of size, the store is in the middle compared with the other 21 locations across the country.Cabela's is part of Hoffman Estates' developing entertainment district, which includes the nearby Sears Centre, the upcoming Prairie Creek music theater and a future water park.Decorated with a variety of wild deer, buffalo and other stuffed critters, the mountain -- the store's centerpiece -- is built of fiberglass and steel. A 16,000-gallon aquarium, with fish native to Illinois -- like bass and sunfish -- lies within the mountain.The second floor features an African diorama with a stuffed African elephant and zebra among other animals. Informational plaques littered throughout explain -- for example -- the difference between antlers and horns (antlers are shed, horns are made of bony core.)Castillo called the displays "museum quality," saying it's not uncommon for biology or art class groups to make field trips.More than half of Cabela's customers will drive more than 100 miles to shop the "destination store," and spend an average of 3#189; hours per visit to see these attractions, he added. Cabela's is in the midst of a five-year expansion plan, delving into nontraditional markets near urban centers like the Chicago area. There are even rumblings about moving into the New York City area.Castillo said Cabela's studied market data, including circulation of its catalogs and the number of Cabela's credit card holders to determine where to build its stores.More than 400 employees, half of which have other jobs, have already been hired, said store general manager Rodney Roadcap."For an urban market, our quality has just been outstanding," he said.The store's second floor hosts laser shooting and archery ranges which weren't operating just yet on Wednesday, near the gun and knife displays.Meanwhile, the gun library -- a room made of mahogany -- was slowly taking shape. The room will house antique guns from World War II and other eras -- costing as much as $40,000. Castillo said more than 175,000 items for sale will be available, with an inventory tailored for customers in Illinois. For instance, water-fowl and bow hunting has risen in popularity, so Cabela's Hoffman Estates' branch will focus more on that here than in some other locations.The bow-hunting season starts Oct. 1, but with the holiday shopping season poised to begin soon after. So what's more important to Cabela's?"In the past I would have said hunting, but we see such a holiday business, I don't if I can answer that, frankly," Castillo said.By selling winter coats and stuff for dogs, Cabela's wants to draw more than the hardcore hunter. Food ranging from fudge to beef jerky is also available, and just in time for Octoberfest, diners can munch on venison bratwurst.Castillo said within the first year catalog and Internet sales from nearby consumers usually dip about 15 percent, with customers flocking to the store. However catalog and online sales return to normal levels and continue to climb, Castillo added. Cabela's claims to be the world's largest direct marketer.Hoffman Estates Chamber of Commerce Executive Director Jill Blodgett also took the tour, saying she was "blown away by the Cabela's experience."Her husband has gotten the store catalogs for years."I'm looking forward to my husband leaving a great deal of money there," she said.
SLIDESHOW
512339John Castillo talks about the detail that went into the stuffed animal displays around the store.Mark Welsh | Staff Photographer 512351In some places the new Cabela's looks as much like a natural history museum as a sporting goods store.Mark Welsh | Staff Photographer