Opening of new Apple store sparks excitement

Opening of new Apple store sparks excitement


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On Wednesday, Aug. 10, the stock market closed with Apple being the most valuable company in the world, beating out Exxon Mobile. With this much success and the ever-growing popularity of its products here in Utah, it’s no wonder Apple has finally decided to open another retail store in the Salt Lake Valley. The new store opened Saturday, Aug. 13, at Fashion Place Mall. This mall was an obvious choice for the location of a second Apple retail store as the mall has become a popular shopping center. The new store will help relieve heavy consumer demand from the first Utah Apple store at The Gateway and will help serve consumers in the southern half of the Salt Lake Valley.

The Gateway Apple store in downtown Salt Lake opened in November 2005 and quickly became very popular, being visited by thousands of excited consumers each month. There is no doubt the new Fashion Place store will see the same success and will be visited by thousands for new product launches, product testing and everyday computer and device purchases.

As an Apple enthusiast, I had to be there for the grand opening of the Fashion Place store. When I showed up a half hour before the 10 a.m. opening, there were already hundreds of people waiting in line. While we waited, Apple employees walked around talking to customers and gave out high-fives to anyone within arm’s reach. The excitement of the employees helped build the anticipation of the opening. The doors opened at 10 a.m. sharp, and people began to flood in like moths to a flame. Two lines of animated Apple employees ran up the middle aisle, all of whom were clapping, cheering and chanting, “Fashion Place, Fashion Place” as we walked into the store.

This was my first Apple store opening experience, and I must say, Apple does it right. No other retailer can evoke this much excitement and energy from opening a new store that will house the same products that can be purchased at any local Best Buy. People drove in from all over the valley, some even passing by the Gateway store just to be a part of the grand opening. The Fashion Place store is larger than the Gateway store and will be able to accommodate more visitors due to the ample amount of test devices and employees available.

As with any Apple retail store, the Fashion Place store will be home to the same customer services such as the Genius Bar, software learning workshops and one-on-one personal setups of any new computer or device. Apple customer service has received high marks in both quality and customer satisfaction. This tradition will continue with the Fashion Place store as it already has well-trained employees ready to personally assist each customer.

If you are visiting Fashion Place Mall in the near future, be sure to stop by the new Apple store. It is located on the west side of the mall in front of Nordstrom and is easily accessible from the entrance east of the Cheesecake Factory. As Apple fever continues to spread through Utah, it’s only a matter of time before another retail store is announced. It will also be interesting to see which store will be more crowded for the release of the upcoming iPhone 5, rumored to arrive this fall.

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Michael Halloran

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