Ed Komski said his store's Xtreme experience is for people who just want to have fun. And off-road racers can even find high-performance racing fuel at the location. "Our target market is anyone buying gas, but especially those who typically carry drums of racing fuel in the back of their trucks," Komski said. "This is a much more convenient and safer [image-nocss] option." Racers can even call ahead to have special racing fuel orders ready for them.
Xtreme is also using the branding of Monster Energy, which found the concept "right on target" for its demographic. This is reportedly the first time Monster has taken on a project of this proportion concerning in-store signage and involvement with a particular retail location. The pumps and all of the graphics around the store feature Monster-sponsored athletes, while plasma screens play extreme sports for customers. Monster-sponsored gear can also be found among the coffee, drinks and food available at the store. (The Xtreme collaboration marks the first time Monster shirts, hats and more will be sold in a store.)
Komski plans on Xtreme being a one-stop shop for all off-road gear, and anything someone might need while having fun in the desert. The store also will feature Oakley, One Industries, Sledneck & Troy Lee brands. Additionally, Komski is seeking other partnerships, similar to the one with Monster, to provide major brand-name gear, motorcycles and other racing toys that would benefit his target market.
For campers, there are RV services, H2O, dump, propane, and easy access. Komski said, "We're looking for large RV supplies to add to the planned travel center like a camping world." An onsite repair facility is planned, as well.
As a finishing touch with a bit of nostalgia, Komski also was able to secure the last "76" ball in the state for the center's sign.
The new Xtreme store's grand opening is scheduled for December 5.
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