News

Scheels, PlayNetwork create multimedia experience store

October 5, 2008

REDMOND, Wash. — PlayNetwork announced that Scheels, experts in "all-sports superstore" retailing, leveraged the company to provide custom music, digital signage and systems integration for its newest location at the Legends at Sparks Marina complex in Sparks, Nev. Scheels' new 295,000 square-foot destination store opened to the public September 27. Scheels selected PlayNetwork for its experience in delivering compelling, high-impact audio and video entertainment media to many of today's hottest brands.

SLIDESHOW: View photos of the new Scheels experience

PlayNetwork's in-house music, video media and systems teams have partnered with Scheels to create a sight and sound experience that clearly evokes the Scheels brand. Visitors to the newest Scheels store will be greeted by an amazing display of brand and lifestyle video footage displayed across 36 40-inch high-definition LCD monitors mounted on four giant columns. Throughout the store, 39 channels of Scheels programming is broadcast to more than 100 42-inch plasma TVs.

Grandma Ginna's, Scheels' own restaurant and fudge shop on premise, displays food fare via 40- and 50-inch digital menu boards. In-store audio is comprised of eight unique, customized music programs featuring a broad range of audio entertainment, from iconic hits to fashion retail. The music programs can be easily routed and managed to 13 zones within the store via touchpanel technology.

The Scheels Sparks location will showcase the world's largest selection of sports, sportswear, and footwear under one roof. Special attractions include a customer tram; eight lifelike bronze sculptures; two 16,000-gallon aquariums; a 35-foot-tall, 800 square-foot Wildlife Mountain; a 65-foot, 16 car operating Ferris wheel; a home décor and gift lodge; and shooting galleries and simulators for everything from golf to soccer to hockey.

"Scheels has always stood for sports and the active lifestyle, but our newest location is truly a shopping adventure unlike anything Reno Sparks-area retail customers have ever experienced," said Jason Loney, vice president of store development for Scheels. "PlayNetwork's vast experience in creating highly engaging retail environments made them the most compelling partner for this project. Throughout the entire process, from early concepts to install, they have made it their business to understand our brand culture; their ability to translate that brand into music and visual elements that enhance the overall experience has been instrumental in creating a one-of-a-kind shopping destination."