I recall visiting the Silver Lake Mall years ago.

It wasn’t great. Empty storefronts. Too quiet. Seemed lifeless. And worst of all, it lacked customers. It seemed headed where many malls have gone before it.

And then, David and Barbara Knoll, the owners of Black Sheep Sporting Goods, bought it in 2021. With son Brian acting as general manager, they instilled spirit and life. Added businesses. Filled spaces. And best of all, they attracted customers. 

Visit the mall today. This Christmas season has been among their best. Good crowds. Music. Decorations. Santa. Special performances. Holiday cheer in the air. Dave Knoll is a mall fixture, buzzing around by wheel power. Brian is just as visible, hustling from store to store, checking on things. Top-selling gifts include Black Sheep gift cards, drinkware items from Yeti, Stanley and Hydroflask; knives, blankets and flannel shirts and jackets.  

The transformation of the mall has been nothing short of amazing and for some, even surprising. But not the Knolls. They knew better.

Still, in a world where shoppers can sit home and hop online, visit a quaint and cozy downtown or stop at a number of big-box retailers and small shops, how did the Knolls do it?

Dave, a showman at heart whose nametag says "Mall Daddy," lets Brian explain: It's not rocket science, but it's not easy, either.

He said Black Sheep has re-invested nearly all of its profits over its 49-year history back into its ever-growing inventory.

"When the opportunity to purchase the mall came about, we jumped at the opportunity in large part to be able to more adequately display and sell product that would largely have to be stored in a warehouse due to lack of retail floor space,” he said. 

They filled the empty mall storefronts with dedicated branded showrooms featuring top names like Carhartt, Ariat, Wrangler, The North Face, Columbia, Yeti, Under Armour, 5.11, Life is Good and others, creating a large selection of all things outdoors in the Inland Northwest.  

The mall, anchored by Black Sheep’s 100,000-square-foot home, employs around 100 people. Macy's continues to be a mainstay, as does JoAnn Fabric and Crafts. Planet Fitness is strong.

The Knolls' goal was to create a family-friendly environment with great service, and they are confident they have succeeded. 

“We are trying to provide for our customers an endless aisle experience with the brands that we have partnered with,” Brian Knoll said. “Similar to shopping online in terms of selection, but with us you are able to touch, feel and try things on."

He said things have even turned out better than hoped and 2024 sales have exceeded expectations.

“Although we have not finished building out our complete vision, Black Sheep is on track to experience double-digit percentage growth from last year,” he said. 

The Knolls know they must keep working hard, and plan to do so. Their goal for 2025 is to build on what they have while adding new brands and products. They are focused on bringing in additional lines for women and children.

They are well aware challenges await. 

“Many of the retail stores that we grew to love have gone away due to dramatic changes in the world of retail,” Brian Knoll said. “We believe that Black Sheep has been able to withstand these changes by positioning itself as the leader in three categories: price, selection and service. We have renewed our focus on that foundation and now we have added the word 'experience' to our mission. We want to give people a reason to put down the laptop and get up off of the couch. We want to bring back the entertainment experience to brick-and-mortar retail.” 

Can you imagine a world with no brick-and-mortar retail store?

“Very few people want that to become a reality,” Brian Knoll said. 

The mall’s success shouldn’t surprise anyone, not when considering the Knolls' history and the growth of Black Sheep. It goes beyond business sense. They have a way about them that puts people at ease. They are smart, dedicated and they love their community. 

Merry Christmas to the Knolls and their team at Silver Lake Mall, where they're making magic happen.

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Bill Buley is assistant managing editor of The Press. He can be reached at [email protected].