SCHEELS finally makes its way to Denver area, complete with 60-foot Ferris wheel inside store

It’s official: Denver’s finally getting a Ferris wheel inside of a sporting goods store. Because that’s just how SCHEELS rolls.

The employee-owned retailer announced Wednesday that its third Colorado location, a massive 300,000-plus-square-foot flagship store, is coming to Littleton, with a projected opening in 2029. The Littleton City Council voted 6-1 on Tuesday night to approve a significant tax incentive package to lure SCHEELS to the new Mineral Place development at 700 W. Mineral Ave., right along the C-470 corridor. The store will anchor the 68-acre mixed-use project alongside a Costco that’s already committed to the site, and will bring more than 500 jobs to the area. “On behalf of our employee-owners, we could not be more excited to expand our footprint across Colorado’s Front Range,” SCHEELS CEO Matt Hanson said in the announcement.

Now, about that Ferris wheel. If you’ve never been to a SCHEELS, you need to understand something: this is not your average Dick’s Sporting Goods. This is a theme park disguised as a retail store. The Littleton location will feature a 60-foot hubless Ferris wheel right inside the building, the same jaw-dropping attraction found at SCHEELS’ other locations, where rides cost just a buck. And that’s just the appetizer. There’s a 16,000-gallon saltwater aquarium stocked with hundreds of tropical fish, Rollerball bowling lanes (think mini bowling), an arcade shooting gallery, a Wildlife Mountain display and a full-blown arcade. Hungry? Ginna’s Café has you covered. Got a sweet tooth? Fuzziwig’s Candy Factory is loaded with hand-dipped chocolates and old-school candy. And if your kids love LEGOs, there’s an expansive toy shop with a premier LEGO selection.

SCHEELS already has Colorado locations in Johnstown and Colorado Springs, both about an hour from the Denver metro. The city estimates the store will generate $135 million in revenue in its first full year and $200 million by year 10, with Littleton retaining 40 percent of the sales tax revenue under the 30-year incentive deal.

So yes, it’s a sporting goods store. But it’s also the kind of place where you walk in for a pair of hiking boots and walk out three hours later with cotton candy on your shirt, a bowling score to defend and a Ferris wheel selfie on your phone. Welcome to the neighborhood, SCHEELS. Denver’s been waiting.