Friede News & Updates

Design/Build Transforms An Old Auto Dealership Into An Energy-Efficient Retail Showroom

[fa icon="calendar"] Sep 1, 2016 10:00:00 AM / by Scott G. Truehl

Scott G. Truehl


Success is a good thing, but it comes with its own demands. In the case of Jay’s Power Center in Reedsburg, Wisconsin, the need for expanded space to showcase popular products and expert services led to a renovation project touted today as a boon to the local marketplace.


Friede & Associates was pleased to work with Jay’s Power Center to transform a one-time auto dealership into a larger, more efficient, and vastly more eye-catching retail showroom and service center.

Jay's Power Center carries a diverse product line of recreational and outdoor power equipment, including all terrain vehicles (ATVs), snowmobiles, motorcycles, snow blowers, lawn mowers, boats, and associated work/sporting apparel.

The $1.3 million reconstruction project included a new 9,300-square-foot showroom and a completely renovated 6,000-square-foot service and repair center. Demolition of the former 7,000-square-foot auto showroom kicked off the renovation. That allowed for construction of a spacious pre-engineered metal building with a layout that accommodates display of nearly all of Jay’s products. A black-backed insulation system was chosen and all exposed HVAC ductwork was painted a matching black to focus shoppers' attention on showroom products. Oversized glass entry doors were added to allow for simple and easy movement of products onto and off the showroom floor. [Click here to watch timelapse video of the project]

Jays_Power_03.jpgA highlight of the new two-story entry is a showcase window above the entry where ATVs and motorcycles enjoy dramatic display. In fact, the addition of flood lighting has created an attractive night time billboard for the thousands of auto travelers who pass by the site each night. To support the company’s brand, the building’s design plan featured signage on each of the two front corners. Custom-ordered trim and flashing was also installed to sync with Jay's corporate colors and to provide an aesthetically pleasing accent band on the building’s exterior.

Inside, interior and floor finishes were coordinated with representatives of major product distributors to create sales "pods" for the Slingshot Cycles, Polaris snowmobiles, ATVs, motorcycles, helmets, apparel, and other items. Defined product areas allowed for creation of main walkways and areas with marketing impact.

In tandem with the new showroom, the service center received an extensive makeover. In addition to removal and replacement of the metal wall panels and insulation, the roof work included a new metal structure to eliminate a pre-existing internal drain. Integration of glass and glazing design elements coordinate with the look of the new showroom.

The design/build team of Friede & Associates and ADCI selected Metallic Building Company's pre-engineered systems to ensure that both the new structure and the renovated service facility would be as energy efficient and long-lasting as possible. And since design/build saves significant time and money on a project, we were able to meet our client's needs. 

"Friede & Associates exemplified professionalism with our building project. We put together a very tight construction deadline and they were able to keep all subcontractors on task and met our goals while maintaining the budget we established," noted owner, Jay Mittelstaedt.

Our client wasn't the only one "wowed" by this project—it received two prestigious awards: The 2015 Metallic Building Company Design/Build Excellence Award and The 2015 ABC Projects of Distinction Gold Award.

About Friede:

When you select Friede & Associates, you are buying more than our quality-assured construction services. You also get the performance and reliability of some of the top suppliers and subcontractors in the area. While other contractors may be cutting quality to remain competitive on price, Friede is forging relationships with members of the project team to bring you the best value and highest quality for your investment.

Considering a new construction project? Do you know the 10 essential questions to ask before choosing a contractor? Click below to download this helpful eBook:

10 Essential Questions To Ask Before Choosing A Contractor

Topics: Design/Build, renovation, Reedsburg

Scott G. Truehl

Written by Scott G. Truehl

Executive Vice President & Partner—With more than 30 years of experience in site selection and commercial development, Scott is responsible for assisting clients with not only their project development, but also their site analysis/acquisition, municipal approval and development needs. Scott is an active member and presenter at the international Construction Leadership Network and is a speaker at both national and state contracting conferences on topics including: creating a positive corporate culture; marketing construction services; design-build construction; and working with Realtors and developers. He also routinely participates in “Meet the Generals” programs around the state of Wisconsin and speaks to hundreds of trade contractors each year on how to effectively work with general contractors. For more than three decades, Scott has served the Wisconsin community in various roles: as a city councilman in Madison and Stoughton, as well as on numerous municipal boards, committees and economic development commissions.

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