It seems as though it is becoming a monthly event in the valley nowadays; a new
bike store opens in some local traditional business district in the process of being remade as a
hipper, friendlier version of the mega-malls. Whereas the last three San Jose based mega-malls have all included the standard Panera and Panda food vendors, smaller historically centered business districts are changing their look with outdoor seating, farmers markets, and (as I mentioned in a
post about downtown Campbell) bike shops.
359 State St. which just happens to be on 389 State St. in the heart of downtown Los Altos, right next to Peet's coffee, a local landmark for cyclists who use Foothill expressway as their own local highway.
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| Jeff in front of Palo Alto Bicycles |
359 State Street is the latest creation of
Jeff Selzer, who many bicycle enthusiasts know around the valley. Jeff is all things bicycle. Bicycle store manager, owner, bike parking fixture manufacturer and tireless bicycle advocate from local Palo Alto issues all the way to the National Bike Summit held in Washington D.C. every year.
Jeff is the General Manger of
Palo Alto Bicycles located right across El Camino Real from Stanford University. He also started
Bike Arc with a partner to provide a unique type of parking solutions in cities. I first met Jeff with his work at the
Silicon Valley Bicycle Coalition where he serves as a board member as one of two bicycle retailers.
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April Economides and Andrew Boone
connect before hearing her presentation
on cycling in Long Beach. |
In the world of bicycle advocacy and retailing Jeff brings a fresh face to the industry. With a tall and lean demeanour, he carries himself like a former road racer. The absence of any silver tinged facial hair and bright green riding ensembles however sets him apart from other advocates. In fact the ever present smile and upbeat attitude clashes with the stereotypical vision of a bike advocate. As we started the interview, it was readily apparent that he sees the ever changing cycling industry from a different perspective.
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Store owner Jeff Selzer
explaining the Bike Arc
rack system to a customer |
While speaking amongst a small group of local activists, Suzanne Ambiel a Los Altos resident asked, "Where's the shop?" Jeff replied enthusiastically, "Don't have one". Now I knew this was going to get interesting; a bike shop without a shop.
Jeff went on to state that the "store" was to entice local residents who wouldn't normally ride but wanted to use a bike for those local errands within a two mile radius from the house. With his many years in the bike business he noticed that most potential customers feel intimidated when talking with shop technicians or (typically) guys in shop shirts and aprons. I guess that's why car dealers always put their repair facilities at the back of the property. Jeff's goal is to make the traditional bike "shop" look more like a bike "store". His goal is to highlight three main products; the beautiful bikes themselves, fashionable as well as quality clothing, and the graceful racks that he sells under the name Bike Arc.
Eventually he may consider moving on to even more utilitarian bikes such as bakfiets and Xtracycles (
bakfiets vs. Xtracycle), but for now traditional bikes fitted with baskets and racks will suffice. With the bright, light, and light interior its as if he took a page out of Paco Underhill's "
What Women Want: The Global Market Turns Female Friendly", or took a couple of pages out of the now ubiquitous Apple store's playbook. The store is open and airy without a hint of bike grease or chain solvent.
I'm looking forward to seeing how the community welcomes Jeff's new store. Stay tuned.
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| A modular Bike Arc rack |
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