Richfield, Wis. Cabela's set to open September 22, 2006

Destination superstore expects to lure 4 million visitors,

becoming one of Wisconsin's top tourist attractions

RICHFIELD, Wis. (July 2006) -- Cabela's®, known as the World's Foremost Outfitter® of hunting, fishing and outdoor gear, will open its newest destination retail store in Richfield, Wis., Friday, September 22, 2006.

Four million people are expected to visit the Richfield store annually, making it one of the largest tourist attractions in the state. Extraordinary in design and showcasing thousands of products from its world-famous catalog, a customer's average length of stay is a remarkable 3 1/2 hours, with half of the visitors coming from outside of 100 miles.

The 165,000-square-foot, large-format superstore is being built on a 60-acre site in Washington County, generally described as the triangle formed by the intersections of U.S. Highway 41, U.S. Highway 45 and State Highway 145 in the towns of Richfield and Polk. Plans call for approximately 20 acres of the 60-acre site to be developed by additional businesses that could include hotels, restaurants, complementary retail stores or other travel and tourism-related businesses.

The Richfield location is the second Cabela's destination retail store in Wisconsin. The company operates a smaller retail store and massive distribution center in Prairie du Chien, Wis.

"The Badger state is a recreational outdoor wonderland. Those who are fortunate to live and work in Wisconsin and the region are passionate about hunting, fishing, camping and outdoor activities," said Dennis Highby, Cabela's president and CEO. "We could not be more excited to bring Cabela's to Richfield and to the greater Milwaukee area, which is enjoying substantial retail and commercial growth."

The Wisconsin DNR says sport fishing alone is a $2.3 billion dollar industry that supports more than 26,000 jobs in Wisconsin and generates $100 million in state tax revenue.

The Richfield, Wis., store will be built in Cabela's trademark style that evokes the feeling of the outdoors. Cabela's stores are known as top-notch educational and entertainment attractions.

The general contractor is Minneapolis-based Kraus-Anderson Construction Company, one of the country's top commercial general contractors and construction managers.

Equivalent to about three football fields in size, Cabela's is much more than a retail store, it's an experience. Cabela's provides unique attractions for every member of the family including:

'¢ More than 400 animals in extensive museum-quality dioramas, including an African scene, which re-create animals in action in their native habitats;

'¢ The Cabela's hallmark, two-story Conservation Mountain, complete with running waterfalls and stream, a trout pond and wild game displays in their distinctive habitats;

'¢ Huge 40,000-gallon, walk-through aquarium, stocked with freshwater fish, including those native to the region;

'¢ 8,000-square-foot wildlife museum with an extensive collection of trophy mounts;

'¢ Hundreds of wild game trophies displayed in an exceptional showroom.

'¢ Other highlights include a boat showroom and maintenance shop, laser arcade, furniture department, gun library, restaurant, general store, fly fishing shop, bargain cave and gift shop.

Store manager Scott Foley will hire up to 400 employees to carry on the company's tradition of excellent customer service. Cabela's employees, most of whom are expected to come from the area surrounding the Richfield store, are famous for living the outdoor lifestyle and having intimate knowledge of outdoor products. Visitors will find hunting, fishing, camping, hiking, boating and wildlife watching gear, as well as outdoor clothing and outdoors-styled gifts and furnishings (

Store Hours will be Monday — Saturday, 8:00 a.m. - 9:00 p.m., and 10 a.m. — 6 p.m. on Sunday. The store address is: One Cabela Way, Richfield, Wis., 53076.

About Cabela's Inc.

Cabela's Incorporated (, headquartered in Sidney, Neb., is the nation's largest direct marketer and a leading specialty retailer of hunting, fishing, camping and related outdoor merchandise. Since the company's founding in 1961, Cabela's has grown to become one of the most well-known outdoor recreation brands in the United States and has long been recognized as the World's Foremost Outfitter?.

Through Cabela's established direct business and its growing number of destination retail stores, it offers a wide and distinctive selection of high-quality outdoor products at competitive prices while providing superior customer service. Cabela's also issues the Cabela's Club? VISA credit card through which it offers a related customer loyalty rewards program as a vehicle for strengthening its customer relationships.

Cabela's Richfield store will be the company's 17th retail location in a line of famous destination stores. The company this year will open retail stores in Glendale, Ariz.; Boise,

Idaho; and La Vista, Neb. Cabela's has announced plans to open stores in 2007 in Wheat Ridge, Colo.; East Hartford, Conn.; Adairsville, Ga.; Hoffman Estates, Ill.; Gonzales, La.; Hazelwood, Mo; Reno, Nev., and East Rutherford, N.J. A Montreal, Quebec, store is scheduled for early 2008.

Cabela's operates retail stores in Kansas City, Kan.; Dundee, Mich.; Rogers, Owatonna and East Grand Forks, Minn.; Sidney and Kearney, Neb.; Hamburg, Pa.; Mitchell, S.D.; Fort Worth and Buda, Texas; Lehi, Utah; Prairie du Chien, Wis.; and Wheeling, W.Va.

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