Newsworthy for more than the fact that it's Lance Armstrong
The store, scheduled to open in May, is to be called Mellow Johnny's, the Austin American-Statesman reported. The name comes from the nickname for the yellow jersey or maillot jaune worn by the winner of the previous day's stint in the Tour de France.
Armstrong hopes to turn Austin into a city like Portland, Ore., where many residents use bikes routinely for commuting and running errands. Austin already has plans for the Lance Armstrong Bikeway, which will provide a route across the city dedicated to bicycle riders.
"This city is exploding downtown. Are all these people in high rises going to drive everywhere? We have to promote commuting," Armstrong said. "This can be a hub for that."
Mellow Johnny's will also provide bike storage, showers and locker rooms for bike commuters who need a place to wash off and change before work.
I know the district is excited about the bike station, but instead of opening a $2 million bike station with changing rooms and storage and then opening a bike store with it, why not incentivize bike stores to include storage and changing rooms (and even showers as Lance is doing). I'm not sure what it would take (tax breaks, subsidies, etc..) but seems a bike shop would have a natural incentive - increased traffic - and would be willing to take a small loss in the operation in exchange for the increased business. Economically we would only need to find the threshold and might me able to get more bang for our buck.
"There are times I ride in Austin, and I'm afraid of cars," Armstrong said. "Imagine what the beginner cyclist must feel like?
The shop will celebrate the culture of biking, from the historic memorabilia hanging on the walls to a counter where customers can sip coffee and ask questions as they watch bike mechanics at work.
Part of the basement level will include a Carmichael Training Systems facility, where cyclists can do power-based training.
"If you're a commuter, you're just as important to us as the state champion on a road bike," Knaggs said.
"Potentially, more important," Armstrong added