Fry's invests in Las Vegas

Fry's Electronics can be found at the southern end of the Strip, so it seems only fitting that the company's name is emblazoned on an enormous replica of a slot machine situated above the store's entrance.

Inside, 32 photos, each measuring about 7X7 feet, have been placed on the front and back walls. Each depicts a segment of local history, including views of Fremont Street during the '40s; and portraits of Elvis Presley, Mae West, and members of the Rat Pack basking in Las Vegas lore.

The store, which opened nearly four months ago, immediately made an impact with its decidedly Vegas-flavored shopping experience. While the California-based gadget store features a Vegas theme inside and out, the endless inventory of computer devices, appliances and techno-wizardry signify the store's true trademarks.

Company officials said Las Vegas is a market they had been watching for some time.

"We realized the rapid growth, the dynamics and the vitality of Las Vegas and Clark County," said Manuel Valerio, community relations manager for Fry's. "It was a very logical choice to locate a store there, and make an entry into the state of Nevada where there is a significant population.

"The décor added to the cost of the store, but we felt that it was exciting and fun. It was well worth the expense, because it's meant to last and it's meant to be a conversation piece for the people in the community."

The Las Vegas outlet is one of 22 stores in the retail chain, and the only one in Nevada. Thirteen are in California and the rest are in Texas, Oregon and Arizona.

At 180,000 square feet, the local branch is one of the company's largest, as most of its stores measure about 160,000 square feet. But whether large or larger, each store aims to provide the same shopping experience.

"In Las Vegas or in any of our other markets, we feel that we carry just about every product under our roof," Valerio said. "We can be a one-stop shopping opportunity for an entire family."

Valerio cited items such as computers (either fully assembled or built from scratch by the customer) and their components; appliances such as refrigerators or washers and dryers; and almost anything in the name of home entertainment, which includes audio and video, single components and full-fledged systems, as well as software programs and DVDs.

"We easily have over 100,000 items in stock -- everything from a bag of chips from our snack-food section all the way up to computer chips," he said. "The bottom line is that our inventory is tremendous. Our variety of selection matches our large inventory."

Though the local Fry's appears much the same as the company's other locations, it may retain its unique characteristics over time. Valerio noted the possibility of more air conditioners being sold at the Las Vegas store, and acknowledged that because the city is a haven for tourists, and given the store's location and proximity to the airport, the inventory and product line may be adjusted accordingly.

"We anticipate that visitors in Las Vegas would stop in and make purchases -- obviously, people from great distances won't be buying refrigerators," he said. "But we can see some of the smaller entertainment items like DVDs and CDs, and computer items like PDAs (personal digital assistants) would be purchased because they're small and they can carry them out in their briefcases. We might see the realization of stronger sales in those areas.

"But the Las Vegas store would contain the fullest range of products that we carry throughout our chain."

The store's café holds about 30 people and offers items ranging from sandwiches and smoothies to gourmet coffee.

Valerio said chances for another store in Las Vegas "certainly may be a possibility," if the first store does well. Since its Jan. 17 opening, the response has been positive.

"Our ownership has been very pleased with what we believe to be a great welcome by the Las Vegas community," Valerio said. "We believe it's been evidenced by healthy, robust sales at the store. We're very satisfied with the reception we've received and we think it's been an unqualified success so far."

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