Aspen, El Jebel City Markets get facelifts
Why now? What’s changing? When will renovations be done?
Ray K. Erku/The Aspen Times
If you have shopped at either the El Jebel and Aspen City Markets recently, you may have noticed a change or two.
That is because both of these stores are currently undergoing renovations.
The main focus for El Jebel’s remodeling is the interior of the store, but the exterior of the store will also undergo changes. This process began in June and is expected to finish in the beginning of October, depending on construction and other factors.
Customers will face a new flow as they enter the store and in areas throughout the space, particularly in the deli section. Sushi will now be located within the deli to bring ready-to-go foods in one place.
“That whole deli experience will be altogether,” said Jessica Trowbridge, division manager of corporate affairs at King Soopers. King Soopers is the parent company of City Market. “Changes like that make the flow make more sense and make it easier for customers to shop the store.”
Roaring Fork Valley resident Renee Higuera agrees that the renovations “will overall improve the flow of traffic that happens within the store,” but the renovations in the meantime are making her shopping experience more difficult.
“As a patron who comes in almost every other day of the week, it’s been challenging to find and know where the products I typically buy are going to be each day during the process,” she said. “Sometimes turns a quick 10 minute shop into a 30-45 minute extravaganza just trying to find simple items.”
Flippy Yeag, another Roaring Fork Valley resident, also noticed some changes in the El Jebel store, but the one item she misses is the “fabulous olive bar.”
Resident Rhonda Anderson agreed with her.
“Oh, I loved that olive bar,” she said.
Trowbridge said that produce is one of the most important items that customers come in for. The El Jebel City Market is expanding its produce section. The wet rack, which is the section that mists vegetables with the occasional manufactured thunderstorm sound, will extend to allow more produce offerings to customers.
There will also be new cases throughout the store where meat, cheese, dairy, seafood, and deli items are stored. The cases will both upgrade the cosmetic features of the store while also making it more energy efficient.
Another cosmetic upgrade to the inside of the store will be floor replacement, a remodel that will emulate several other City Markets. This store has seen an increase in foot traffic, so City Market wants to make sure the floor stays looking nice. The new polished concrete floor will provide a clean slate for this.
Despite these renovations, some customers had grievances with the actual size of the store itself due to the rise in customers.
Shopper Henry Granados said the El Jebel location is too small.
“Both stores feel like they belong to the past,” he said. “The main problem is size. The population of the valley has increased dramatically while both stores remain the same. Gets crowded during peak hours.”
Although the dimensions of the store are not changing, the decor package inside will. This includes fresh wall paint, upgraded signage, different finishes, and new accent lighting.
In addition to interior designs, the store is receiving all new check stands, or the counters where customers check out at. El Jebel will also receive five more self-checkout stands. Three will be traditional self checkout stands, while two will be belted self checkouts, which are being rolled out at various City Market stores.
For belted checkouts, instead of the round rack where customers can spin and bag their own groceries, customers will be able to scan their items and drop them onto the conveyor belt, like on a regular cashier line. This creates more room, which accommodates customers with bigger orders.
“We know our customers love self-checkout,” Trowbridge said.
The bathrooms will also be renovated, additional cart storage will be added to the vestibule area right where customers walk into the store, and new exterior wall lighting outside of the store will be installed.
Trowbridge said that the remodel of the El Jebel City Market has a $4.1 million price tag. This store, as well as Aspen’s store, which began remodeling in June and has no official end date yet, were chosen because every year the company decides which of their stores require updates. El Jebel was chosen because it is an older store. Several other City Market stores are also receiving remodels.
“Anytime that we remodel a store, we consider it an investment,” Trowbridge said. “Because we’re taking money to help make the store better for the community and our associates.”
Resident Darlene Ryan Walsh, however, is not a fan of the inconvenience the construction makes for her shopping experience.
“I am sticking with Costco and Whole Foods until it is finished,” she said.
But Trowbridge said remodeling a grocery store is not a fun process for anyone and that “it can be hard on our customers.”
“We’re moving stuff all the time, and that’s frustrating, and it’s hard on our store teams,” she said. “But it’s always worth the end product when we have a fresh new place to work and shop.”
Regan Mertz can be reached at 970-429-9153 or rmertz@aspentimes.com.
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