The numbers are worn, but still visible on the door between Dave Knoll and Brian Knoll: 2424. 

It was that door that once opened and closed for 10 years for customers coming and going at Black Sheep Sporting Goods on Fourth Street in Coeur d’Alene 

The building is long gone, but the glass door with stickers like “The Famous Flatfish Strikes Again,” “Kershaw out-cuts them all,” and “Fujinon Binoculars ... Light Years Ahead and Guaranteed for Life,” remains, stored safely for decades. 

“It was my brother’s idea,” Dave Knoll said. 

He chuckled as memories floated to the surface. 

“I threw shoplifters through this door,” Knoll said, smiling. 

The owner of Black Sheep Sporting Goods no longer has to take such matters into his own hands when it comes to security as the business at the Silver Lake Mall prepares to celebrate its 50th anniversary this weekend. 

Food, prizes, games, sales, specials and even a Shetland pony await visitors from Friday to Sunday. 

"Really just a celebration of a longtime local retailer who made it 50 years, which is a rare thing,” said Brian Knoll, who oversees operations. “We have nothing but our customers to thank for all that."

“Fifty years of hard work and sacrifice,” Dave Knoll added.

The Knolls bought the mall just over five years ago, moved their flagship store there, and went about turning the shopping center around. 

They believe they have succeeded. 

There is a sense of optimism and energy at the mall. It is bright and fresh. Vacancies are few. They survived the closures of anchor tenants like Macy’s, JC Penney and Joann Fabrics. 

At the heart of it all is Black Sheep Sporting Goods, the family treasure that has withstood the arrivals of Sportsman’s Warehouse, Cabela's, Costco and Amazon. 

“Everybody came in and tried to knock us off our throne,” Dave Knoll said. “Every time we think we can’t do it, we find a way.” 

Dave Knoll started Black Sheep in 1975 in Coeur d’Alene with $2,000 after leaving the White Elephant store in Spokane, where he worked for a relative. 

They didn't exactly reel in money upon opening.

“The roof leaked and we couldn’t afford to fix it,” Dave Knoll said. 

He recalled product representatives giving little Brian Knoll toys in those early days, but he didn’t get to keep them. 

“I would take it to work and sell it,” Knoll said.

They didn’t have enough money for gas and often bought four tacos for a dollar to feed the family because that was all Dave had in his pocket. 

“A lot of lean years,” Brian Knoll said. “But dad had ambition. He had a dream.” 

Dave Knoll's business model was simple: Lowest prices, best selection, great customer service. 

“That's what we stayed true to," Dave Knoll said. 

Brian Knoll recalled his dad worked seven days a week for more than three decades. He would leave the house at 7 a.m. and return after 8 p.m. 

“Dad always worked extremely hard to make sure we were buying at the lowest possible prices in the country,” he said. 

They moved their store a few times, adding products, services and staff along the way. Their original home was on Fourth Street from 1975 to 1983; then 10 years at 2424 N. Fourth St.; 20 years at 308 Seale Ave., nine years at 3534 Government Way, and finally, the mall and more than 100,000 square feet of camping, fishing and hunting gear, clothing and footwear.

Each change in address took a substantial investment.

“They were all high risk,” Dave Knoll said. 

But they succeeded each time. 

“We faced competition in every one of those years since 1975,” Brian Knoll said. 

He credits locals with being their best customers.

“Black Sheep is that unique animal where you can support local and save money,” he said. 

Black Sheep is more than a retail store. For the Knolls, it’s been a foundation of life.

“It's woven into the fabric of who we are,” Brian Knoll said. 

After five decades, it’s still a passion for Dave Knoll, a fixture at the mall as he greets customers from the seat of his electric bike. 

People ask him why he doesn’t just stay home, rest or travel. The answer is always the same. 

“I’m doing what I like,” he said. “This makes me happy.” 

Brian Knoll, who started working summers at Black Sheep when he was 13 or 14 years old, said competition is even more fierce today. Not only do they go head-to-head with several local outdoors stores, but thousands more online across the country. 

Yet, he is thankful and said it keeps Black Sheep sharp. 

“I think it’s cool to live in an area where people want to support local businesses," Brian Knoll said.

Dave Knoll said he could tell a million stories about Black Sheep, good times and bad, but “no matter what, it was always fun.” 

He recalled a day when a man drove a car into the door of their store, causing significant damage.

Dave didn’t despair.  

Instead, he quickly promoted it.

“We had a guy crash through the store,” he told a caller. “We’ve having a sidewalk sale out front.” 

He loves knowing that thousands of boys and girls over the past 50 years bought their first fishing pole or BB gun at Black Sheep. He also loves knowing that Black Sheep is a key player in the community, known as the place where the locals shop. 

“People remember,” Dave Knoll said. “I hope all of them come back and take a look at what we’ve done.” 

Brian Knoll said the word “proud” comes to mind when he reflects on Black Sheep’s 50th anniversary. 

“Proud to be part of it, proud to be part of this community, proud to call Coeur d’Alene home,” he said. 

Dave Knoll nods in agreement. 

“It’s been a fun journey,” he said. 

While the road ahead may be uncertain with an everchanging retail world, the Knolls remain confident in what they offer at Black Sheep Sporting Goods. 

Brian Knoll said that as long as Black Sheep sticks to what it does best — low prices, great inventory, the best service, evolving to meet customer needs — “We’ve got a fighting chance to keep it going for a long time.” 

    An early Black sheep newspaper ad is part of the display of the store's history at the Silver Lake Mall.
  

    Dave Knoll points to a picture of the original Black Sheep store in Coeur d'Alene.
  

    A customer enters the Black Sheep Sporting Goods store at the Silver Lake Mall on Monday.