LEHI — Despite what you may have heard, workers at the new Cabela's in Lehi did not fill the store's 45,000-gallon aquarium system with drool from outdoor enthusiasts who have been looking forward to the store's grand opening with all the excitement of a 5-year-old on Christmas Eve.
Though they probably could have.
The aquarium system, which consists of two tanks supported by a state-of-the-art filtration system, is just one of the attractions Cabela's spokesman John Castillo said will attract a projected 4 million visitors per year to the store.
"Traditional retail stores measure profitability in terms of dollars per foot, but as you walk through our store, and I say this tongue in cheek, you'll see a lot of 'wasted space,' " Castillo said. "We try to make it an enjoyable, educational experience, and hopefully we'll sell you something, too."
Castillo said one of the store's primary goals is to sell products, but along with that, the company also hopes to convert people into outdoor enthusiasts.
"What we really want to do is get people excited about the outdoors," he said. "We think being outdoors is a great way for people to step back from the rush of life."
Castillo hosted a media tour Wednesday of the Lehi Cabela's store, set to open Aug. 25. Most of the attractions are in place, as is most of the stock. The landscaping still has to be finished, and there are some minor touch-ups left inside the building, but Castillo said the store is on schedule to open on the scheduled date.
Local species of fish, such as trout, bass and sunfish, will be placed in the aquarium in the coming days, and Castillo said Cabela's is working with the state wildlife officials to get game fish in the tanks. Cabela's retains a full-time biologist to maintain the tanks and the fish in them, and computer-touch screens will provide information on the types of fish in the aquarium.
The public will also be invited to feedings.
"If you ever see a couple gallons of minnows poured into these tanks, it's a neat thing to see," Castillo said. "The fish really tear into them."
But the aquarium is just one of many attractions designed to hold the attention of guests for an extended period of time. Castillo said the average visit to a Cabela's store lasts four and a half hours.
The dominant display, the store's centerpiece is the 30-foot Conservation Mountain. The display is a re-creation of a mountainland ecosystem, complete with life-size, mounted animals collected by Cabela's and donated by local taxidermists.
There's also a gun museum, an archery lane for tuning bows, and for thrifty shoppers, the Bargain Cave.
But Castillo is quick to point out that although Cabela's focuses on hunting, fishing and camping supplies, the store tries to offer something for everyone.
"We cater to the entire family," he said. "We have casual apparel as well. Everything I'm wearing, I bought at Cabela's, and I don't look like I'm going on safari."
Upstairs, the store has a home furnishings department, toys, and outdoor-themed video games. There's a general store that features homemade fudge and a restaurant with exotic cuisine like ostrich sandwiches and venison bratwurst, as well as traditional favorites like cheeseburgers and fries.
"Conservative estimates are that we'll have four million visitors our first year," Castillo said. "Half of those will have driven more than 100 miles to be here, so it will definitely impact restaurants in the area, gas stations, and other retail stores."
The 175,000 square foot store has 350 employees at present, but Castillo said they hope to have 400 before opening. Most of the employees — 95 percent — are local hires, while many of those who were brought in from other stores are Utah natives.
E-mail: jtwitchell@desnews.com