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Fleet Farm

West Bend, WI

Scope of Work

At over 199,000 square feet, the $26 million retail development doubled the size of the existing store it replaced with a newly designed retail store, lumber and materials yard, convenience store, and car wash. This additional space has allowed for expanded merchandise and service offerings including thousands more products, garden center, and automotive services. The convenience store and gas station features 7,162 square feet of additional retail space for consumers and an 18-fuel pump, 9-island gas station, with an adjacent two-bay car wash.

The new prototype design features eye-catching, large-scale interior graphics and a simplified and more ordered department fixture plan that allows customer visibility throughout the interior footprint. Checkout counters were illuminated with natural daylight to create a more pleasant shopping experience and encourage customers to interact with salespeople.

With less labor available for retail service positions, Fleet Farm installed interactive, self-serve kiosks to assist with customer education and sales. Departments were designed to feature the legacy retailers that were long term Fleet Farm partners. Online order store pickup also boosts the company’s customer experience strategy.

A pre-engineered structure was selected to utilize recyclable steel materials and speed up the construction process. The simplified building shell draws focus to the store’s main entrance through bold design features, and colorful materials that reflect Fleet Farm’s branding. Due to the depth of the building, the HVAC units were set on the roof top by helicopter. All 26 air handling units were set in only 55 minutes.

The 74 acre site consisted of mostly agricultural fields and wooded area, and required extensive earthwork and site construction to preserve three protected natural wetlands and control new storm water loads. Over 350,000 cubic yards of excavation was moved for this project. Two new controlled intersections were added to the adjacent State highway to direct traffic to the development. A hydronic snowmelt system keeps the sidewalks free of snow and ice in this northern climate, improving customer’s safety and eliminating winter maintenance labor.

Constructed in just under 12 months, the construction management project was bid out in multiple packages and phases in order to accelerate the project start to meet the clients schedule requirements, while final design and municipal and state plan approvals were being completed.

Unique Features

  • One of the first Fleet Farm stores constructed of this design
  • Pre-engineered metal building by Butler Manufacturing
  • Interactive, self-serve kiosks featured throughout the store
  • Site includes retail store, gas station/convenience store, and car wash


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Project Details

  • AREA
    199,162 Total sq. ft.

    $26 million
    12 month construction period

    Fleet Farm

    Crabtree, Rohrbaugh & Associates

    Honorable Mention - Commercial Construction & Renovation