A unique concept combining running shoes, fitness attire and craft beer now has its foot in the door at Burr Ridge Village Center.
Village officials approved Peak Running occupying the space at 580 Village Center Drive for a site with a “running store” identity, but also with a heavy inventory of fitness/health attire. A small beverage area in the back of the store would provide eight to 10 craft beers on tap, in addition to a few wine products, water and snacks.
Tiffany and Mike Cruickshank said that adding the alcohol component mirrors the initiatives that many larger entities such as Starbucks have added to diversify their sales approach.
The Cruickshanks said that the beer and wine would be a miniscule part of their business. Village approval was contingent, among other factors, on the business having no more than 5 percent of its income from alcohol sales.
“If we have 5 percent of our sales from beer, we are in trouble,” Mike Cruickshank said.
This would be the Cruickshanks’ second Peak Running location. Their store in Downers Grove does not sell alcohol, Tiffany Cruickshank said, because of the limited space in the establishment.
“There will be a bar in the back, but it will be very subtle,” she said. “Most people will not even notice it.”
Four bar stools and a small beverage counter will be at the back of the store. It is intended for running clubs or individuals finishing a run continuing the camaraderie shared during their workout.
Tiffany Cruickshank said she wants mothers with kids in tow after a workout at nearby Lifetime Fitness to be just as comfortable coming into the store for fitness attire as runners talking over a beer after a run.
“It will not be a bar situation by any means,” she said.
Village officials noted that the store, going into open space next to Francesca’s women’s boutique, will adhere to Village Center store hours, which are generally 10 a.m. to 8 p.m. Mondays through Saturdays and 11 a.m. to 6 p.m. Sundays. It will not have the extended hours as other liquor license holders, such as bars and restaurants.
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Village Board members unanimously approved the running store/craft beer proposal Monday. Members of the village’s Plan Commission had split on the issue, recommending approval of the proposal in a 3-2 vote.
Mike Stratis, one of the Plan Commission members to vote against the proposal, felt it opens up a Pandora’s box for the village, leading to other requests for alcohol sales in stores.
“I am concerned that the rest of the stores in Village Center will see this and want to have a hand in it,” Stratis said. “What stops Joseph A. Banks or Sunglass Hut from coming in and saying ‘We want beer and wine too?’ I am struggling with what makes this unique.”
Trustee Guy Franzese said the uniqueness of the store is something that should appeal to residents. He said the village was sold the concept of Village Center having an array of one-of-a-kind stores, but that hasn’t happened.
“I hear comments from residents about the lack of uniqueness at Village Center,” Franzese said. “They say the stores there are the same as Yorktown or Orland, but that they will shop (at Village Center) because it’s closer.”
Kevin Beese is a freelance reporter for Pioneer Press.