Red Robin, Dick's Sporting Goods eye Rib Mountain

RIB MOUNTAIN – A new national sporting goods retailer and casual dining chain may be moving in on Rib Mountain Drive.

Rib Mountain's Plan Commission recommended Wednesday that the town board approve a development plan and rezoning of property for a project that would bring both a Dick's Sporting Goods and Red Robin to the 4600 block of Rib Mountain Drive, according to town records.

The proposed 4,500-square-foot chain restaurant and the 45,000-square-foot sporting goods store would be located at 4600, 4610 and 4650 Rib Mountain Drive, at the site of the present Rib Mountain Travel Center and the building formerly occupied AT&T. Both of these buildings would be torn down for the new restaurant and retailer, according to town records.

Dick's Sporting Goods, based in Coraopolis, Pa., operates more than 500 stores nationwide. In October 2014, Dick's opened its ninth store in Wisconsin at the Valley View Mall in La Crosse.

Known for its gourmet burgers, Greenwood Village, Colo.-based Red Robin also has more than 500 stores in the U.S. and Canada. There are 10 Red Robin restaurants in Wisconsin, with the closest in Eau Claire and Ashwaubenon, according to the company's website.

The potential addition of Dick's Sporting Goods and a Red Robin to Rib Mountain Drive would be the most recent of a series of commercial and retail projects along the highly developed corridor. In the past year, a slew of businesses have set up shop on the roadway, from a HuHot Mongolian Grill to a Dunkin' Donuts to a BioLife Plasma Services, which is slated to open this fall.

Gaylene Rhoden, Rib Mountain town administrator, said the redevelopment of this site and the addition of the two national chains will contribute to the community's attractions.

"This is the type of development you see in the Fox Cities area and it's nice to see it happen in this area," Rhoden said.

For some store owners on Rib Mountain drive, the patrons the two national chains would attract to the corridor is invariably beneficial.

"As a smaller business, anything that can increase the traffic count and customer count that brings people to the area is always a plus for us," said Craig Wolf, owner of Ski's Meat Market at 4516 Rib Mountain Drive.

Still, Wolf said he's worried that the increasing number of national retailers on Rib Mountain Drive — and their expansive signs — will begin to eclipse the signage of smaller businesses, which are struggling to make visitors aware that their stores are located on the drive too.

"It will almost get to the point where the small business with small signage will be inundated or swallowed by the signs from the big-box stores," Wolf said.

The rezoning and general development plan now needs to be approved by the town board at its next meeting on July 7, said Steve Kunst, community development director for Rib Mountain. Moving forward, the projects developers will have to submit a precise implementation plan — which needs to recommended by the Plan Commission and approved by the town board— and then apply for building permits, Kunst said.

Daily Herald Media's calls to Red Robin and Dick's Sporting Goods' were not returned by the time of publication. A spokesperson for the Riiser Energy —who owns the R-Store at the Rib Mountain Travel Center — also denied to comment about the future of the Rib Mountain convenient store.

Going Out Reporter Melanie Lawder can be reached at mlawder@gannett.com or 715-845-0607. Find her on Twitter as @mel_lawder .