I love this store. It has everything you need to explore the outdoors. We rode our bikes from East Madison to take advantage of a sale going on. It was a Sunday and the store was somewhat empty. We were both asked if we needed help once during the hour and a half we were there. Not necessarily a bad thing, but having a lot of experience shopping at REI in other cities, we were a little surprised. We found what we needed and left.
The store is reliable and dependable. Most of the staff know what they're talking about when it comes to any questions about merchandise. If they don't have something in the store, they'll order it and ship it to you for free. That's a bonus.