So, when, exactly, will Minnesota hockey fans get to "Own the Moment"?
The answer is Saturday morning at 9 a.m., when hockey gear company Bauer will hold a grand opening celebration at its new retail store in the Twin Cities.
The store, called "Own the Moment Hockey Experience" (which takes its name from the New Hampshire-based company's slogan, the Star Tribune writes), is just the second in the country, with the first one having opened this past summer in Boston, Massachusetts.
But it's more than just an outlet for a company to slap its brand on something and sell its wares – it's a 33,000-square-foot hockey experience that includes an indoor ice rink where customers can try equipment before they buy it.
Moreover, the Star Tribune says, the store's floor plan is " influenced by the way a hockey player gets dressed — from base layers to breezers to chest protectors to skates," all of which is out for everyone to see – there are no "backrooms," the paper notes.
And Bauer couldn't have picked a better audience for the new superstore. A retail official with the company told the newspaper that since Minnesota is the "biggest hockey market in the U.S.," "we knew we had to come here."
"The Minneapolis area has an incredibly passionate base of hockey players and fans, and we look forward to delivering a hockey retail experience to the area that is unlike anything else that exists today," Bauer’s Executive Vice President Rich Wuerthele said previously.
The store is in the former Hockey Giant retail space on American Blvd.
Founded in 1927, Bauer is credited with developing the "first skate with a blade attached to a boot, forever changing the game of hockey," according to a news release.