Over the past 20 years, customer-service-oriented, brick-and-mortar outdoor specialty retailers have been disappearing at an alarming rate. Fortunately, Millcreek, Utah, has preserved one of the largest and most diverse concentrations of independently owned outdoor specialty shops in the state—and maybe even the world. Along a half-mile stretch of 3300 South from 2800 East to 3200 East, you’ll find an impressive lineup of shops catering to nearly every action sport imaginable. Locals affectionately call this “Shred Row.”
For outdoor enthusiasts, Shred Row is a unique shopping destination where virtually anything you need for adventure sports—whether skiing, snowboarding, climbing, or skateboarding—is at your fingertips. The shops here have created a “one-stop shop” for the community and beyond, rivaling the convenience of any big-box retailer with their depth of expertise and passion for the sports they specialize in.
Shred Row’s ecosystem is a blend of longtime local retailers, small specialty shops, and a big-box anchor, including:
- REI: The resident big-box store for outdoor gear and apparel
- IME: Specializing in climbing and pack rafting gear
- Ski ‘N See: Focused on skis and snowboards
- Milosport: A staple for skateboards and snowboards
- Salty Peaks Snowboard Shop: Featuring snowboards, skateboards, and the Utah Snowboard Museum, home to the world’s largest public display of vintage snowboards
- Daleboot: Custom ski boot fitting and manufacturing, with 55 years of expertise
- Level 9: Offering skis, bikes, and rentals
- Lone Pine Gear Exchange: Skis, bikes, and gear consignment
This collective hub provides a high level of expertise, service, and community engagement. Nearby fixtures like the Momentum Climbing Gym and the Utah Avalanche Forecast Center, located in the Lone Pine building, enhance Shred Row’s offerings. Salty Peaks, with over 1,000 vintage snowboards on display, also serves as a museum of snowboarding history, preserving the legacy of the sport for future generations.
What makes Shred Row truly unique is the level of personalized service. Unlike big-box stores or online retailers where customer service may be an afterthought, these shops are all about hands-on help. The staff are experts who live and breathe the activities they support. Many are active outdoor enthusiasts themselves, ready to share firsthand knowledge. From custom boot fitting at Daleboot to technical guidance on climbing gear at IME, Shred Row retailers are passionate about their craft.
For those who crave real human interaction, Shred Row is a treasure trove. These are shops where you can have a conversation, ask questions, and get advice from people who know more than Google. They also offer online shopping for convenience, but when it comes to fitting gear like boots and helmets or testing equipment, there’s no substitute for an in-person experience.
One of the standout features of Shred Row is its commitment to accessibility. Many shops offer rentals and demos on the equipment they sell, making it an excellent resource for beginners. Some, like Lone Pine and Salty Peaks, even work with adaptive sports and foundations like Make-A-Wish to help people with disabilities enjoy snow sports.
Shred Row shops also support a “reuse and recycle” ethos, selling high-quality used and refurbished gear year-round. Lone Pine, Milosport, L9, IME, and Salty Peaks all offer consignment and used gear sales, giving outdoor enthusiasts the chance to find high-quality items without breaking the bank.
The level of repair and maintenance services available on Shred Row is a major draw. Salty Peaks, for example, specializes in snowboard binding parts, including hard-to-find vintage items for restoration projects. Lone Pine, L9, Milosport, and REI offer top-notch repair services for skis and snowboards. From hand tuning to heat molding boots, the repair services on Shred Row are endless. Many shops even offer on-the-spot repairs and will let you observe the process, with staff ready to explain the work they’re doing.
Scott from IME describes Shred Row as “the gateway to the Wasatch,” with easy access from I-80 and I-215. Mike from Daleboot calls it “where the city meets the mountains.” Cal Egbert from Milosport highlights the area’s “locally owned and operated” atmosphere, emphasizing that, with the exception of REI, all Shred Row retailers are locally owned and contribute to the community’s tax base.
The long history of the shops on Shred Row has made this stretch of road a cultural hub for the Utah snowboarding and skiing communities. Daleboot, for example, has been a leader in custom ski boot fitting since the 1960s, with several patents that continue to influence ski boot design. In the mid-1980s, Milosport was founded by Dimitrije Milovich, a pioneer of snowboard design with his Winterstick brand. His designs, which were produced in Millcreek, helped shape the snowboards we see today, influencing everything from shape to functionality. Salty Peaks, Utah’s first snowboard-only shop, opened in 1987 and pioneered the “shop team” concept, fostering a community of local athletes who went on to national and international success.
Shred Row has grown into more than just a shopping destination; it’s a center for events and culture. Community contests, movie premieres, and outdoor events keep the area vibrant, attracting snowboarding and skiing fans from across the Wasatch Front. Many of these events are organized or sponsored by Shred Row retailers, who continuously give back to the community. In October, Dennis from Salty Peaks, who doubles as a snowboard historian and curator of the Utah Snowboard Museum, expanded the Brighton Center Resort Snowboard Museum, featuring pro snowboard models from riders who got their start on the slopes of Utah.
Ben Johnson from Lone Pine has been a forward-thinking advocate for expanding Shred Row’s influence, with future plans for community spaces and even a brewery to make Shred Row a complete experience for locals and visitors. Johnson, along with Jason from Ski ‘N See, both credit the snowboard shops for making the area a prime location for new outdoor retail ventures.
Shred Row also attracts top retail talent, which brings an even higher level of service. Scott from IME emphasizes that experienced staff are crucial when selling technical gear, especially for activities like canyoneering where safety is paramount. Dennis from Salty Peaks notes the dedication to employee training, transforming new hires into snowboard experts in 90 days. This culture of expertise and training has helped make Shred Row a springboard for industry leaders.
Shopping on Shred Row is more than a transaction—it’s an experience. As Dennis from Salty Peaks points out, the “human-to-human experience” is something online retailers can’t replicate. Supporting these local businesses is like supporting the soul of Millcreek. Shred Row stands as a reminder of the value in shopping local.
Whether you’re a skier, climber, snowboarder, or mountain biker, East Millcreek’s Shred Row offers top-quality gear, repair services, and expert guidance for outdoor adventures year-round.