Marketing a community in Mill Creek
As the giant Mill Creek subdivision west of Geneva comes closer to completion, one part of the developer's original vision is coming to fruition: You can buy a gallon of milk without driving to Randall Road.
A grand opening is being held from 3 to 6 p.m. today at Mill Creek Market, a convenience store in the Village Center. Village Center is in the northern half of the subdivision, between Fabyan Parkway and Keslinger Road. Food and wine samples will be handed out, and door prizes will be given away.
Being its own little town was always the goal of the developer, Shodeen Inc. Advertising materials from as early as 1995 announced intentions for an inn, a grocery store and a bank.
Keen on fulfilling that promise, Shodeen opened the market a month ago. It joins a dental practice that opened this spring, and a dry cleaning/alterations store that opened last August. The building also houses the Mill Creek Special Services Area office and has apartments on the second floor.
General manager Corey Hardersen lives in Mill Creek. He has worked for Shodeen Inc. as a banquet captain at several of its inns and restaurants, and as an information technology specialist.
He said the opportunity to work five minutes from his house and the challenge of making the store a success appeal to him.
As convenience stores go, Mill Creek Market is on the more upscale side. No bright overhead fluorescent lights here: A mellow, rustic country store theme, with plenty of wood trim and metal advertising signs, prevails.
And the liquor section isn't just six-packs. You can pick up a bottle of Etude pinot noir at $44.99, some Tanqueray Rampur gin, champagne, even tawny port, as well as imported beers. That's because Hardersen said he knew, from dealing with many Mill Creek residents at places like the Herrington Inn or Riverside Receptions, what they like to drink.
But there are the convenience store staples of bread and milk, some frozen pizzas, fountain drinks, newspapers and coffee. You can also get your garbage stickers and your smokes.
Hardersen said so far, store traffic consists of people buying a cup of coffee on the way to work in the morning, tradesmen buying fresh-made sandwiches and other items for lunch, and the milk-and-bread crowd in the early evening.
"And we have a definite ice cream crowd, between 4:30 and 6:30 p.m.," seeking pints of premium stuff like Ben & Jerry's, he said
They put a few tables and chairs in one corner, unsure if anybody would actually use them. But Hardersen already plans to add more. People chat there over coffee, or have informal Bible studies. The goal is "to take the community and give it some sort of place to bond," he said. "Community contacts are being made because people have a place to go."
Shawn Chung, who owns the Mill Creek Cleaners several doors down, welcomes the market. But he pointed out his business has been good since he opened last year.
"No complaints. People are great," said Chung, who lives in Elgin and has another cleaning store there. "When we opened up, it was good from the beginning."
He noted that it became worth his while to do business there when 2,000 housing units were done.
He also thinks other businesses would do well in the center. He sees people with a lot of cats and dogs, so a pet-oriented business, such as an animal hospital or sitting service, would do well, he said. With Mill Creek's two golf courses, a golf apparel shop might be a good fit.
"We can definitely use a massage and nail salon," Chung said.
"People just don't realize what a good location this is."