There is a Ferris wheel inside. Let that sink in for a moment. Right there in the middle of a sporting goods store in Sioux Falls, South Dakota, a full-sized, 65-foot Ferris wheel turns slowly above the shopping floor, offering riders a bird’s-eye view of one of the most genuinely surprising retail experiences in the entire country. Scheel’s All Sports is not your average big-box store, and walking through its doors for the first time feels less like a shopping trip and more like discovering a place you wish you had known about years ago.
Located on the east side of Sioux Falls near the Empire Mall on East Empire Place, Scheel’s occupies a cavernous 220,000-square-foot building that somehow manages to feel warm and curated rather than overwhelming. The store is part of an employee-owned chain headquartered in Fargo, and that ownership model shows in the way the place is run — staff members are knowledgeable, genuinely enthusiastic, and not hovering over you trying to make a commission. They just seem to actually love what they sell.
The sporting goods selection itself is extraordinary in its depth. Whether you are outfitting for a fly fishing trip along the Vermillion River, gearing up for a South Dakota pheasant hunt, training for your first 5K, or simply looking for a reliable pair of hiking boots before hitting Palisades, Scheel’s covers it with a seriousness that specialty shops would envy. The hunting and fishing department alone could occupy an hour of your time, and the footwear wall is one of the more impressive in the region.
But it is the experience layered on top of the retail that makes Scheel’s worth a special visit, even if you have no intention of buying a single thing. Alongside that iconic Ferris wheel, there is a massive saltwater aquarium filled with colorful reef fish that draws kids and adults alike. A café inside the store serves up satisfying sandwiches and coffee, which makes it easy to settle in and actually enjoy yourself rather than rush through. There is a wildlife conservation gallery featuring beautifully mounted North American game animals displayed with a level of care you would expect in a museum, not a store.
On weekends, the place buzzes with families and outdoor enthusiasts from across the region, yet it rarely feels chaotic. The layout is logical, the signage is clear, and there is always something to look at even when you are just wandering between departments.
Sioux Falls has no shortage of reasons to visit, but Scheel’s occupies a category entirely its own. It is the kind of place that sounds unlikely when described and then completely delivers once you are standing inside it. Ride the Ferris wheel. Watch the fish. Pick up a new pair of trail runners. You will understand immediately why locals bring out-of-town guests here the same way other cities bring visitors to their landmarks.
