Giant Finish Line Opens In Bakersfield!
The new Giant Finish Line store caters to cyclists of all kinds and continues Finish Line’s 33-year history as a mainstay of the Bakersfield cycling community.
BAKERSFIELD, CALIFORNIA – The new Giant Finish Line store held its Grand Opening celebration November 18-19 at the Riverlakes Galleria shopping center in Bakersfield, California. The event featured demos of Liv and Giant bikes, a mountain bike trials performance by Giant ambassador Jeff Lenosky, a raffle of a Momentum city bike, and food from local favorite Salty’s BBQ.
Owned by husband-and-wife duo Alan and Gema Bradley, Finish Line has been a cornerstone of the Bakersfield cycling community for 33 years, opening first as a triathlete-focused business in 1984 before expanding its assortment to all cyclists in 2001.
“In 2007, we partnered with Giant as a Partner Store and have enjoyed the relationship ever since,” says Alan Bradley. “Now, here we are in 2017 opening a second location using the Giant Store format.”
Giant Partner Stores have 80 percent of their bicycle floor space dedicated to Giant brands, while Giant Stores are 100-percent floored with Giant, Liv and Momentum bikes.
The partnership, however, is about more than just percentages. A development team works with the owner early in the design process to create an atmosphere from the ground up. Working together, they determine store layout, paint scheme, lighting, fixtures, marketing plans and more. Giant handles the build out and the result is a shopping environment similar to an upscale shopping mall.
“Giant’s overall concept for the build out has been great,” says Alan. “The store looks amazing and the customers are very impressed. All the merchandise is easy to view and navigate. This allows the customer to stay in the store longer which increases sales.” In fact, Giant Finish Line sold eight bikes on the day of its Grand Opening, a positive indicator of success to come.
In addition to clearly defined areas for Liv and Giant road and mountain bikes, a service area, fit center, and large assortment of meticulously merchandised Liv and Giant helmets, shoes and gear, Giant Finish Line also features one of the best dressing rooms anywhere—featuring a full door, plenty of room, and tasteful full-length mirror and crystal chandelier.
Like its sister location near the campus of California State University Bakersfield, Giant Finish Line touts a “family bicycle shop” approach, carrying everything a cyclist could need, from children’s bikes to the high end women’s road models like the Liv Avail.
Alan is friendly and low-key; easily approachable and eager to share information on local rides and anecdotes from a long career as a bicycle retailer. “Our goal is to further our presence and Giant’s presence in Bakersfield,” he says. “Bakersfield has had tremendous growth in the northwest and is continuing to grow in that direction. We felt this area was right for a bike shop.”
The new 2,300 square foot Giant Finish Line location looks like a winner. Anchored by a Walmart Neighborhood Market, an In-Shape Fitness and various restaurants, the center hums with foot traffic—even mid-day on a rainy Friday.
Alan and his team aren’t relying on location only, however. Finish Line remains committed to community, promoting and administering several 25- and 50-mile charity rides and 5k and 10k charity runs over the past six years. “We’ve sponsored in-house bike clinics of various kinds, and have a weekly women’s ride that leaves from our shop,” says Bradley.
“I can’t be more excited for a retail partner than I am for Alan and Gema Bradley,” says John ‘JT’ Thompson, General Manager of Giant USA. “Their commitment to community, service and cycling energy makes Finish Line a place to be admired and duplicated. Alan and Gema get it. If they get the opportunity to work with a consumer, I’m sure that rider is a customer for life. Shouldn’t we all be that competent! Bakersfield is blessed to have a retailer so committed to the cycling life.”
Tuesday, November 21, 2017