(Jeff Beach – North Dakota Monitor) – Steve D. Scheel was described Tuesday as a man who created opportunities for his employees, joy for his customers and pushed wild ideas onto his business associates — all to great success.
“I do remember the looks l got from board members across the table when I brought up the idea of the two-level store in Iowa City, or a Ferris wheel in Omaha or an aquarium in Reno, or a candy Fuzziwig’s shop in Springfield, Illinois,” Scheel said, standing in front of the Ferris wheel at the Fargo flagship store. “Looking back, it took me far too long to understand the importance of entertainment and attractions in retail.”
Scheel, who transformed Scheels from a local hardware and general store to the operator of the world’s largest sporting goods stores, was honored Tuesday as the 50th recipient of the Rough Rider Award, North Dakota’s highest honor.
The transformation snowballed when Steve Scheel went against the advice of his father, Fred.
In 1980, Steve Scheel dropped the hardware from the store to focus solely on outdoors merchandise at the Sioux Falls, South Dakota, store he was managing.
“Steve took all the hammers and nails, washing machines and cake decorations and he threw them out the door,” Matt Hanson, chief executive office of Scheels said Tuesday. “It worked and we’re all very fortunate that it worked. Steve had the vision.”
Scheels now operates the 25 largest sporting goods stores in the world, with the largest being more than 330,000 square feet in Boise, Idaho, and Dallas.
Scheel, now board chair emeritus for Scheels, recalled moving the corporate office from Billings, Montana, to Fargo in 1989. He was one of two people in the corporate office at the time.
Today, there are 467 associates on the Fargo headquarters campus. There are 34 stores in 16 states and more than 13,000 employees.
Scheels transformed into an employee-owned business. “I believe our owners are the key,” Scheel said, after his portrait was unveiled.
Hanson, the CEO, started as a part-time cashier in Mankato, Minnesota.
“It’s nearly impossible to sum up what Steve has done in his nearly 50-plus years at Scheels,” Hanson said. “But I think it’s best summed up in three areas: Steve’s vision, Steve’s leadership, Steve’s philanthropy.”
North Dakota Gov. Doug Burgum said the legacy of Scheels can be seen across the state, supporting institutions across the state like the University of Mary in Bismarck and the Theodore Roosevelt Presidential Library in Medora, supporting youth sports and promoting outdoor recreation.
He said Scheels has provided careers that made the American dream possible for employees.
“You’ve created the American dream for thousands,” Burgum said.
The Theodore Roosevelt Rough Rider Award recognizes current and former North Dakotans who have been influenced by the state in achieving national recognition in their fields.
The ceremony’s emcee was Monsignor James Shea, president of the University of Mary, who noted Scheel’s Christian upbringing in Fargo.
Shea said the Ferris wheels and candy shops in Scheels stores are a reflection of the joy in Steve Scheel.
“Steve loves giving,” She said. “He is a man of joy, unfettered by selfish concern, and that is a man worth honoring in the way in which we do it this day.”
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