Stephen Ramirez, the common purpose director at Dick's House of Sport at the Rockingham Mall in Salem, highlights the baseball section of the Salem store.
The rock climbing wall at the Dick’s House of Sport in the Mall at Rockingham Park in Salem.
Jodie Andruskevich/Union Leader
FORGET ABOUT online shopping, the new Dick’s House of Sport at The Mall at Rockingham Park is all about the experience.
Think climbing a multi-sided rock wall, running around a track, swinging a golf club or baseball bat and trying out a pair of skates on synthetic ice. Don’t worry about juggling a soccer ball in the aisle, because a staff member might just point you to a new outdoor turf field to give it a proper test run.
The company spent the past year transforming the space from a traditional Dick’s Sporting Goods store to the company’s 19th House of Sport — just in time for Black Friday. Dick’s previously operated on the top floor of the former Sears before talking over the entire 150,000-square-foot two-story space.
Stephen Ramirez, the common purpose director for Dick’s House of Sport in Salem, talks about the Stanley cup display in the store
Jodie Andruskevich/Union Leader
“We carry a lot more apparel and footwear than a normal Dick’s Sporting Goods,” said Stephen Ramirez, a director at the store. “We really pride ourselves in the product assortment that we carry.”
Mannequins display running gear that actually move like they’re running in the Dick’s House of Sport in Salem.
Jodie Andruskevich/Union Leader
The store is full of about 875 mannequins, which are designed to reflect the actions of an athlete. Two robotic mannequins run in place at what appears to be a pretty decent pace.
Even the fitting rooms are designed to create an experience with an Instagrammable wall featuring the words, “Your Best Self.” The attendant offers fashion advice for those who seek it.
“We want the athlete to want to take selfies,” Ramirez said. “We want the athlete to show off what they have.”
The store seems to bring back a full-service model of yesteryear with employees helping customers try on shoes and pick the perfect socks for their activity of choice. Footwear is a major feature of the second floor, but the “House of Cleats” is on the first floor with 450 cleats and turf designed to test the feel of running and cutting.
A sports field is part of the Dick’s House of Sport in Salem.
Jodie Andruskevich/Union Leader
A 360-degree rock wall with 10 different climbing routes is also on the second floor, where Dick’s offers monthly wall passes for ages six and up. It overlooks the turf field, which features a running track and can be used by local sports teams. Yoga classes will also be scheduled.
“We want people to try things on,” Ramirez said. “We want people to leave game-day ready.”
Stephen Ramirez, the common purpose director at Dick's House of Sport at the Rockingham Mall in Salem, highlights the baseball section of the Salem store.
Jodie Andruskevich/Union Leader
The store offers two service counters, one for golf setups and the other for most other sports like bat gripping, glove steaming, cleat steaming, ice skate sharpening, stringing lacrosse sticks and putting lines on fishing rods. Bike repair, building and tunings are also available.
“I have a few local high school kids who play baseball and work in the baseball section and just love the fact that we are hiring them to talk about baseball with anyone who wants to talk about baseball,” Ramirez said.
A golf simulator allows customers to play courses around the world virtually and a multi-sport cage that is used for training for baseball, lacrosse, field hockey, soccer and ice hockey.
A football helmet signed by NFL great Tom Brady on display in Dick's House of Sport in Salem.
Jodie Andruskevich/Union Leader
Looking for something special this Christmas? A military Patriots helmet signed by former quarterback Tom Brady is selling for $2,799.99.
Maybe you’re looking to hydrate in style with one of those popular Stanley tumblers or Yeti, or Owala, or Hydro Flask. The store has displays throughout the store, including a dedicated “collab” space featuring Stanley with the latest winter holiday offerings.
“I think we should do a game where people guess how many Stanleys are here,” Ramirez joked.
Casino cafe
Over at the Pheasant Lane Mall, ECL Entertainment has announced it will open a 101-seat, full-service, three-meal cafe, Woodlands Cafe, inside the future Nash Casino, which is being built inside the former Sears.
The newly unveiled restaurant concept will serve breakfast, lunch and dinner, and feature a walk-up coffee counter with La Colombe Coffee, according to a news release.
Two other restaurants, including fine dining, will be unveiled at a later date.
ECL is looking to fill 600 to 700 jobs for the entire complex with a career fair set for Dec. 10 at Courtyard by Marriott’s Event Center at 2200 Southwood Drive in Nashua or at an information center in the mall near Target. The Nash Casino is expected to open this winter.
More gambling
Lilac Club Casino is under construction inside the Lilac Mall in Rochester and is also looking to hire workers. It will take over the interior space of the mall between Ocean State Job Lot and Dollar Tree, according to plans submitted to the town.
The venue will include 200-plus gaming machines, table games, poker room, bingo hall and gastropub and bar, which will be “perfect for taking a break from the gaming action, grabbing a bite to eat, chilling with friends, or catching the game,” a Facebook post reads. An outdoor patio will also be constructed at the venue expected to open early next year.
