March 7, 2007
Facility is a first for tire maker
It will be interactive, hold events
By Jenny MunroBUSINESS WRITER
jmunro@greenvillenews.com
Greenville-based Michelin North America wants a presence downtown.
So the company is creating Michelin on Main in the RiverPlace development across the street from Falls Park, said Jeffrey Jacobs, director of Michelin Identity Merchandise.
A first of its kind for the company, the venue will offer Michelin-branded merchandise, such as watches, maps and guides, as well as interactive displays of Michelin’s heritage. It also will hold events and offer tire advice.
“Our primary goal with Michelin on Main is to help us connect even more closely with the community, Michelin families and our consumers,” said Jim Micali, chairman and president of Michelin North America.
Michelin employs more than 8,000 South Carolina workers and has had a presence in the Upstate since 1975.
“With this public space in the exceptionally vital and growing downtown, we now will be able to interact with our community and with visitors to Greenville in a direct, meaningful way,” he said.
Michelin Group also operates a boutique merchandise store in Paris an two in Clermon-Ferrand. But they don’t include heritage or events sectors.
“We want to make this a world-class experience,” said Jacobs.
"It's another great addition for retail. That's a priority," said
Greenville Mayor Knox White. "But it's more,
educational as well as retail. It will be another must-see destination."
Chris Stone, executive director of the Greenville Convention and Visitors Bureau, said, "I think the uniqueness of their shop will add flavor and generate local interest. It's something people won't see anywhere else."
Bob Hughes, RiverPlace developer, said, Michelin on Main "adds to the excitement of downtown. I can't wait. We want RiverPlace to be a gathering place" and this project should add to that.
Construction of the interior of the 2,600-square-foot store, with 24-foot ceilings, is expected to begin in weeks with the facility to open in midsummer, Jacobs said, adding the schedule is "very aggressive."
Michelin officials said they were not yet able to release the investment, but it is "significant."
Part of the "wow factor," Jacobs said, is a planned 700-square-foot glass mezzanine suspended from the ceiling. People will be able to walk up on the mezzanine and look out the glass windows fronting the store or down through the opaque glass floor.
Also in the project's plans are interactive games, information kiosks and a Michelin Man character with a camera so visitors can take their picture with him.
"There's no question that people have an affinity for the Michelin Man," he said.
Also, Michelin on Main will explain the heritage of Michelin with interactive
displays,
Jacobs said.
"There's a really interesting story there and they're bringing it to the street," Stone said.
The store will be built in modules, and "we can reconfigure everything" there,
Jacobs
said.
Michelin on Main also expects to hold various events in the store. For
example, Michelin workers who carve tire treads could demonstrate their
craft and then visitors could do some carving on their own. Or youngsters
could create the Michelin Man in clay for display at the store. Perhaps
during the USA Pro Cycling Championships (road race and time trials in
Greenville, Michelin on Main could highlight the company's start as a maker
of bicycle tires.
Also, special events could include field trips for students, space for mobility and sustainability exhibits and receptions.
"This gives Michelin a real presence in downtown Greenville," Hughes
said. "I expect
this to be bold."
Although staffing plans are not complete, Michelin on Main will create some jobs, Jacobs said. Hiring could begin in the early summer, and some employees could be Michelin retirees who already have knowledge of Michelin and its philosophy.
Michelin currently is negotiating with an architect and a general contractor
although it
has preliminary plans and has conducted a feasibility study, he said.