FRISCO “The Bavarian-style building that houses Breeze Ski Rental Shop on Summit Boulevard in Frisco has undergone a radical make-over in the past few months, and shoppers are invited to attend the store’s grand re-opening today for some great locals’ discounts.

The Antlers store has a colorful history, and the building originally was a restaurant and gas station in the early 1970’s, when Dan Sederstrom purchased the property.

Deciding that a convenience store was a more appropriate pairing for a gas station, Sederstrom expanded the business as the county’s population grew.

In 1985, the original building was torn down and a Bavarian-style building ” reminiscent of those found in quaint European ski towns ” took its place.

After realizing his close proximity to the interstate generated a lot of skier traffic, Sederstrom expanded into retail and sporting goods.

But he encountered some difficulty attracting the bigger name brands due to the store’s appearance.

“Top manufactures weren’t so sure they wanted to sell their cutting-edge inventory and products in a gas-station setting,” Sederstrom said, adding that at the time, the store had dedicated 400 square feet of space for outdoor gear. “The gas business was tough, margins were small and competition was fierce… and I just liked retail better.”

Some 30 years after Sederstrom took over ownership, Breeze at Antlers now boasts 10,000 square feet of inventory dedicated to mountain life and living, not to mention a ski- and snowboard-tuning shop.

To celebrate the store’s reopening, Summit County residents are eligible to receive “local’s cards,” which can count towards various discounts and promotions throughout the year.

Locals can look forward to 10 percent off retail purchases, 25 percent off ski and snowboard rentals, and a free ski and snowboard hot waxing available through Dec. 28, just to name a few.

“Our goals is to make Antlers, once again, the ‘go to’ store for Summit County residents, the way it was in previous years,” Breeze regional manager Gary Lisbon said. “Dan Sederstrom started the store more than 30 years ago and developed a great reputation as being the outdoor outfitter for the locals. We’re committed to bringing back the vision, service and comfortable atmosphere that Dan and his wife Monie created.”

The reopening will also feature a special appearance by Olympic silver medalist snowboarder Gretchen Bleiler, who will be competing in this weekend’s Dew Tour at Breckenridge Resort.

Bleiler will be signing autographs at the store starting at 5 p.m. and will be joined by fellow snowboarding “It Girl” Leanne Pelosi and Finnish phenom Eero Niemela.

Ashley Dickson can be reached at (970) 668-4629, or at adickson@summitdaily.com.