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I think its part tapping the market who needs/wants a shop in proximity (might seem invisible that demographic) and part creating a market .. for both scenarios you need a place which seems like a desert.
Of course there is risk involved but then would you do anything else but bikes? I think the best part is you have got the rarest commodity sorted which is the 'vibe'.
amey
Fitz is my fav too. Kinda ideal location. If I could find a spot like that I'd be laughing. East is home but I know its saturated.