Todd Waller, principal of Lee & Associates, the developer of the Walmart-anchored retail spaces in Black River Falls (BRF), said there are still vacant spaces available in the building located at 609 STH 54.

“There are two vacant spaces. They are 1,200 square feet each or 2,400 combined,” Waller commented. “We would love to get them filled.”

Prospective businesses would join the cell phone company Cell.Plus (a U.S. Cellular authorized agent) and Tricor Insurance Company, both who have already taken residence in the building. Papa Murphy’s Pizza has also been a confirmed business that will share space in the newly developed building.

Waller also confirmed O’Reilly Auto Parts will be coming to BRF. The auto-parts store will be located at 320 E Main Street in the previous Tricor Insurance location. Waller explained that O’Reilly Auto Parts is expected to be open sometime in the spring of 2018.

Originally published in the Nov. 15, 2017 edition of the Banner Journal

 By Lori Jayne Carlson


Tricor Insurance and Cell.Plus are now moved in at the mini-mall near Walmart in Black River Falls. Papa Murphy’s will be the third addition to the new development later this year.


Cell.Plus and Tricor Insurance have recently moved into their new location in the mini-mall near Walmart in Black River Falls, with a Papa Murphy’s to be the third business in the new development by the end of the year.

BRF Capital LLC/TDW Brokerage, LLC broke ground on the 7,000-square foot property at the beginning of the year with the hope of attracting four to five businesses to open up a storefront at the location.

So far for Cell.Plus, an authorized agent for U.S. Cellular, the move has been a good one.

“It is great to have more room. Traffic has actually been really steady,” Cell.Plus store manager Nancy Stevens said. “Even though we were in the old building for almost 20 years, some people didn’t know it had been there, so business has been great here.”

Stevens said that customers and employees will also be more comfortable in the new location.

“In our old location, we only had two desks, here we have five. It is a lot more comfortable not only for our workers, but for the customers having more places to sit,” Stevens said.

Cell.Plus was the first to move into the new property, officially opening the doors to their new location last week.

Tricor Insurance is expected to make the move Friday.

“We are excited about the move. We have good traffic along Hwy. 54 where we are right now, but I think it will be even better traffic when we move up to the new location,” Howard Gomer, Tricor Insurance health insurance agent in Black River Falls, said.

The idea of a new space is what excites those at Tricor Insurance.

“I think everybody is going to be excited to move into a new building. For us, it will be the opportunity to have a little bit smaller space, but still a new building,” Gomer said.

Jeff Olson, the owner of a Papa Murphy’s franchise in Sparta, confirmed Wednesday that he will be opening a Papa Murphy’s in the mini-mall, making it the third business in that location.

Olson hopes to start construction in the next week and has a target date of Dec. 29 to be open.

“I think it should go pretty smooth,” Olson said. “We are a family-run type of business even though it is a franchise.”

Black River Falls administrator Brad Chown is excited about the new development and its future, “We are hoping for them to be able to fill the space that is available.”