Santa Rosa Plaza - 2004
October 16, 2004

The waiting line for the grand opening of the Santa Rosa Plaza (N. Calif.) Apple store formed slowly, starting at 6 a.m. Participants came in from several different entrances, and formed up with the traditional taped barriers erected by the mall security force. Those waiting didn't have much to look at--the Apple storefront was secured with a roll-down gate, and behind that was a black tarp covering the entire entrance. A white Apple logo and the words, "Opening Soon" were the only suggestion of anything happening--until the Apple employees came to work.

After about 8:30 a.m. there was a constant stream of employees coming outside to take a look at the crowd and talk with those waiting. One employee passed around two large boxes of Krispy Kreme donuts, and at another point two staffers walked the line with an iBook hooked to an iSight, linked back into the store, giving each separate group a view of the other. The two employees even ended up on the second floor of the mall to give those inside an aerial view of the crowd. One Apple employee tried "the wave" a couple of times, but it was tough trying to run the length of even this shorter line.

There were occasional whistles and yells from the employees, who came out to keep the energy level pumped up, since those waiting didn't have anything to look at yet. By 9:45 a.m. there were 97 persons in line, and perhaps another 25-30 arrived by the time the store actually opened. The line represented a rich demographic: older and younger persons, men and women.

As the 10 a.m. hour approached, I could hear employees inside holding their traditional pre-opening round-up, with yelling an clapping. The 10 a.m. hour came and went--and the store didn't open. The crowd grew impatient, and then suddenly I saw the upper left side of the black tarp begin to move. Then the upper corner dropped....and then more of it was pulled down. At the same time the metal security gate began to rise--the store was opening!

Manager Danny came outside, asked the traditional "Are you ready?" question, and then ducked under the slowly rising gate. About 10:10 a.m. the gate went up, and the black covering came down, we could see 20-30 employees inside clapping and yelling. The Apple security guard waited until the gate was fully retracted, and then waved the first 40 persons into the store to visit and inspect the new store and design.

Staffers handed out commemorative T-shirt boxes as visitors entered the store, which has no front windows, glass or other obstructions. It has the accessibility of a garage--you can't help but be attracted inside by the light and design. There was really no "high-fives," yet there was still plenty of excitement among those heading into the store, and anticipation from those left in the waiting line.

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