![]() ![]() Ideally, people will stop to admire and take photos of and in front of the art works, creating destinations on Lake Street, Smiley said. Smiley is also funding six art installations on the exterior walls of his buildings along Lake Street. Redevelopment of the building is underway, including adding a 1,200-square-foot patio. Smiley seized an opportunity to occupy that space once more. Lake Street became vacant during the pandemic. Unless I can do that, I'm not going to guarantee its success." My concepts work because I'm a connoisseur of my businesses, and I use them every day of my life. "I need to go there and live that lifestyle with that brand, every day. "For a concept to work in my mind, it's got to be right under my nose," Smiley said. Smiley said the business had to be located on Lake Street, or it wouldn't work. In April, Smiley launched his third business, Stalk & Spade, on the same block in Wayzata in a former Starbucks across from the flagship Crisp & Green in a building owned by the same real estate company that leased Smiley the space for Steele Fitness. There were fewer than 10 locations in the Twin Cities in early 2020, but given the popularity of fast-casual dining during the pandemic, along with the convenience of digital ordering, Smiley quickly expanded using a franchise model. "We didn't have the concept figured out, and we didn't even have the name, but I knew this street could produce magic, and I knew if I had a good location, I could come up with something," Smiley said.Ĭrisp & Green has since grown to 100 stores either built or in development in 14 states. The transition would mean a sharp decline in personal income, but Smiley was confident he would build the business, especially given its location. He did double duty while first setting up Crisp & Green, but eventually decided to resign from Snap. Using proceeds from the Steel Fitness sale, Smiley acquired the assets of that Peoples Organic location and the lease. He opened the first location in 2016 in a former People's Organic location near that Steele Fitness on Lake. While still working for Snap, Smiley applied his knowledge in franchising to his next venture, Crisp & Green, a fast-casual restaurant serving salads, grain bowls and smoothies. Under the new umbrella company, Lift Brands, Smiley continued as one of the company's top executives, helping Snap expand to 2,500 locations in almost 30 countries. That same year, he sold his company to Chanhassen-based Snap Fitness and its private equity majority owner. In 2013, Smiley entered an alliance for an Under Armour store to be built next to every Steele Fitness. ![]() The first store sold items from Canadian sports clothing brand Lululemon. After a growing number of clients asked that he sell more athletic wear, he reconfigured the suite to add a full retail store. ![]() He immediately called the number on the sign.įrom that 1,800-square-foot storefront, Smiley battled to relaunch his fitness brand. When he returned to his car, he noticed a "for lease" sign in the window of the building. ![]() Smiley drove to Wayzata that day, parked his car at 714 Lake St. His father told him to visit Lake Minnetonka "and sit by the water and think about what you're going to do." Smiley initially opened Steele Fitness inside the Butler Square building in downtown Minneapolis, but the concept didn't work there.ĭistraught over the direction his new venture, Smiley called his father in search of guidance. He said he first settled on the Lake Street block in 2004 shortly after the former collegiate swimmer launched Steele Fitness, which he eventually expanded to seven locations across the Twin Cities, thousands of clients and nearly 100 employees. Smiley did not disclose the exact value of his companies. Between the restaurants and the office, Smiley has more than 200 employees working in Wayzata, making him one of the city's largest employers. One street north of his restaurants on Mill Street is the corporate office of Steele Brands and roughly 6,000 square feet of occupied space in another building yards away that serves as Crisp & Green's headquarters. It also will serve margaritas, Smiley said.īy spring 2022, Smiley plans to add Paco & Lime locations throughout the Twin Cities, as well as expanding plant-based burger restaurant Stalk & Spade to more locations. It will use both meat and plant-based meats for burritos, bowls, tacos, tostadas, nachos. Paco & Lime is a health-focused concept like Crisp & Green and Stalk & Spade that Smiley said will improve on Chipotle's model of Mexican-themed dishes. ![]()
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