Westward expansion continues for Gander Mountain

Outdoor specialty retailer Gander Mountain remains on a path for national expansion with its recently opened store in El Paso giving the operator of 160 units its westernmost presence.

Most of St. Paul, Minn.-based Gander Mountain’s stores are concentrated in the upper Midwest and Mid-Atlantic state, but recent years have seen a steady incursion into new markets in the south and West. Prior to the opening of the 61,000-sq.-ft. El Paso location on May 26, Gander Mountain’s westernmost market was Denver where it operates two stores.

"Gander Mountain stocks thousands of products and we're excited to bring our legendary customer service to El Paso to serve outdoors enthusiasts," said Gander Mountain president and COO Mike Owens.

With virtually no brand awareness in the market, the retailer drew attention to itself with a four day series of activities and celebrity appearances Thursday, May 28 through Sunday, May 31.

For example, legendary Dallas Cowboy tight end and three time Super Bowl champion Jay Novacek made an appearance as did Hall of Fame running back Earl Campbell. Other celebrity appearances included Travis "T-Bone" Turner, host of Michael Waddell’s Bone Collector on the Outdoor Channel and Chase Landry and Bruce Mitchell, stars of the History Channel's hit series Swamp People.

The retailer also sought to generate traffic and incite sales by offering the first 1,000 customers through the door on Thursday through Sunday will receive a free scratch-off card with varying prize amounts.

Every card was a winner, with prizes including gift cards valued up to $100 and coupons for up to 50% off, shirts, hats and sunglasses. Customers were also given an opportunity to register for a chance to win a $500 Columbia Shopping Spree or Go Pro Hero 4 Silver.