New Exchange taking shape

  • Published
  • By Carl Grusnick
  • 377th Air Base Wing Public Affairs
KIRTLAND AFB, N.M. --  Concrete walls pushing up on Pennsylvania Avenue on the East side of Kirtland Air Force are announcing the arrival of the new Base Exchange. Replacing the existing 76,000-square-foot structure from the 1970s, the new building will be 25 percent larger.

According to the Exchange manager, the current store has been renovated a couple times, but has been overtaken by trends in retailing on military bases. "The world has changed since disco was king and this store was built. Army and Air Force Exchange Service store concepts have evolved considerably, as well," said Bob Cooper.

Consistent with the new store layouts at other bases, the facility will have a fresh look. "AAFES has been adopting a new experience for some time, and Kirtland will benefit from what we have learned works best," he said.

Planning began in 2003 for the new store, which incorporated positive retail experiences from new designs in other locations, including merchandising display and layout. Customers will notice the "warehouse-style" feel, with polished concrete floors and exposed overhead structure.

Local customer needs and expectations are also a big part of planning and implementation, said Cooper.

"Every day, we hear from our customers on improvements they would like to see in the store."

Cooper and his managers regularly canvass off-base retailers to gauge local tastes to incorporate into the Exchange facility.

"We really want to be our customers' first choice in shopping."

Inside the store, two key shopping areas will be prominent. A larger "Powerzone" electronics area will be completely new, with enhanced displays allowing customers to get hands-on time before they buy. Another prominent zone will be for the sports-oriented "Be Fit" area, bringing all fitness apparel, equipment and accessories into a single space.

"Be Fit is a good example of how the Exchange is realigning it merchandise offerings more intuitively," says Cooper. While the same products may have been offered in the old store, they were not grouped together to make for shopping ease.

An enhanced food court in the building will be available. Franchises such as Subway, Popeye's Chicken, Charley's Steakery, Domino's Pizza, and Dunkin Donuts have committed to the project. A "Main Street" shopping concept is taking shape, with the inclusion of the military clothing store, alterations, laundry/dry cleaner and the base pharmacy in the new building.

Some offerings currently in the mini-mall will also move to the new store.

"A first for any Exchange will be the location of a full-service optometry center," Cooper said. Also in the facility will be a barber and beauty shop, florist and GNC nutrition outlet.

Exchange and military clothing store access are limited to military ID card holders. Other services and eateries are open to everyone with base access.

The new store is the most recent investment to the base. In October 2011, a new Express convenience store and fuel station opened on the West Side.

Construction for the new Exchange remains on schedule, with completion expected in late spring 2013, with projected opening in June.

Approximately 66 percent of local Exchange profits are returned to local base morale, welfare and recreation activities. In 2011, $515,703 was provided to Kirtland AFB by Exchange shoppers. All funding for the new Exchange construction comes from AAFES, headquartered in Dallas, Texas.

"We offer considerable value to the customer when they shop here, including all purchases being sales tax free," said Cooper.