Wilbur’ s is known for its clean interior, tidying up throughout the day and reguarly bringing in professional cleaners.
tion of liquor stores in the late 90s and early 00s. Across the country, beverage alcohol retailers turned away from the dark, sketchy, grungy spots of the past, and became bright, clean, family-friendly environments.
“ We had quite a shift in the 2000s,” Mat recalls.“ We were one of the first liquor stores with a website.”
Achieving the balance at Wilbur’ s between warm and homey while also filling 24,000 square feet is a constant effort.
“ Our staff is cleaning throughout the day, all the little things,” Mat explains.“ We also have a cleaning crew come in two to three times a week. We’ re not as great at that, so I like having a professional handle that. We have a floor here that’ s 20 years old, and it’ s starting to show it’ s age. How can we keep that and the rest of the store popping?”
“ This October, we’ ve been in our location here for 21 years,” he adds.“ There are signs of wear and tear. We try to replace the front of the store every two to three years. We clean the ductwork. We would start looking old and tired if we didn’ t do all this.”
In theory, relocating to a newer, more modern space would seem attractive for Mat and his team. But the favorable reality of their location— between two huge chain grocery stores— makes moving an unappealing decision.
“ The truth is, there’ s nowhere in the state like us,” Mat says, describing their advantageous spot.“ Fort Collins is also a college town, so we have a great labor pool. It’ s not a realistic option to relocate.”
Adding to the beneficial setting, a nearby Big Box store that was empty is now being renovated into apartments. While the active construction site will likely cause short-term headaches for Wilbur’ s, in the long run, the extra foot traffic will be a boon.
COLLEGE TOWN
Fort Collins is home to Colorado State University( CSU), among other colleges. About 62,000 students are enrolled
18 Beverage Dynamics • Winter 2025 www. beveragedynamics. com