Greenvilleonline.com
March 7, 2007

Michelin on Main a symbol of 'international' Greenville
Tire maker’s new shop called ‘icon’

By Jenny Munro
BUSINESS WRITER
jmunro@greenvillenews.com

Michelin on Main, the retail and heritage venue announced Wednesday, will bring unique retail opportunities to Main Street Greenville, according to Mayor Knox White.

Although Michelin has been in the Upstate for more than 30 years, the store will connect Michelin North America even more to Greenville, said Michael Fanning, vice president of corporate communications.

"This is our home," he said. Over the years, the tire maker has spent more than $2 billion in operations and more than $2 billion in research and development in the Upstate and South Carolina. It also has had a "fairly robust community presence," he said, and this project is "going to be a hands-on way for the community to interact with Michelin."

White said the city needs unique retail experiences, what he called "destination retail."

Although residential development has been strong, "retail is the toughest to bring to downtown," he said. "But it's beginning to happen." Main Street already has some of that with Mast General Store and O.P. Taylor's toy store.

Michelin on Main, in RiverPlace development across from Falls Park, will sell thousands of collectibles from artwork and jewelry to crystal and die-cast models, as well as other Michelin-branded merchandise. The venue, which will also create interactive heritage displays and hold special events in the 2,600-square-
foot space, fits into the destination retail niche, White said. Michelin, one of the first international companies to have a presence in Greenville, also is playing up the city's international character with the store, he said.

"This is an icon, a symbol of Greenville as an international community," he said.

Ben Haskew, president of the Greater Greenville Chamber of Commerce, agreed. "Doesn't it make you proud? A worldwide brand is saying Main Street in Greenville is vibrant and important," he said.

The venue will be "very interactive and very moveable," said Steve Hunt, vice president of maps and guides for Michelin North America. He said the versatile space will be used for retail, for heritage displays and for charity events, receptions, school trips and other activities.

"The possibilities are virtually endless," he said. A main feature of the space will be a 700-square-foot circular mezzanine of translucent glass, he said.

Also, a structure designed like a tire tread will hang from the ceiling. Tracer lights will be used to highlight the structure. Displays, such as a car or part of the space shuttle, also could be hung from the ceiling through the open center of the mezzanine.

Bob Hughes, who presented the keys to the space to Bibendum, also known as the Michelin Man, said RiverPlace is designed in such a way that the floors can support such weight without additional structural work.

Fanning said the company had considered a downtown project for some time, but it really didn't come together until officials saw the RiverPlace location that takes advantage of "the evolutionary growth of Greenville pushing toward the West End." "The location is where Greenville's past began," said Hughes, adding that RiverPlace incorporates bits of that past such as flooring from old buildings. "But this is really
about Greenville's future."

Haskew said he believes Michelin on Main will become a destination, drawing people
downtown.

"I think it's something that adds to the ideas of Greenville being a destination," said Bill Patterson, who retired from Michelin eight years ago. "As soon as I saw this, I saw the possibilities. It will bring something real exciting to Greenville."