>>>
this morning on leonard's look
mike leonard
takes us on a trip down
memory lane
to an old school inci school institution that's still
going strong
.
>> reporter:
behold this grand entrance to another era. this battered back door portal to a time when shop keepers serviced what they sold, when telephones were answered by humans, and when paperwork was done on paper. some of it kept on spikes, some in time-worn cardboard file boxes, and some -- my goodness, what a curious way to keep and sort phone numbers.
>>
it works!
>> reporter:
just as well today as it did 80 years ago when jim and john first opened the wilmette
bicycle shop
. their sons al, jim and larry now run the business in the same fashion out of the same very old-fashioned freestanding destination store. the type of retail establishment that wasn't supposed to make it in this
internet shopping
big box
age.
>>
that's correct, yeah. on paper this should not work.
>> reporter:
not only is it working it's thriving. the funky back door repair room entranceway, a glowing, unpretentious signal that this place is not only about selling stuff.
>>
we gain trust that way.
>> reporter:
some people come just for advice. some for a small favor.
>>
thanks!
>> reporter:
some to reminisce about their days as one of the hundreds and hundreds of
young boys
and girls who worked their way through school in a shop that taught them how to work with people. really work with people. a lesson not often emphasized in newer, bigger stores.
>>
the
personal service
, you can't beat.
>>
it's all about service. customers are number one.
>> reporter:
yes, this bicycle and sports shop is cramped and crowded but nobody's complaining.
>>
it's easier for me. there are always people to help you.
>> reporter:
sure, the low ceiling in the basement, bicycle showroom calls for awkward crouching but --
>>
i don't mind. the information and service you get makes it worth it.
>> reporter:
as for the supposed hassle of climbing the creaky stores to the second floor attic stock room, nobody seems hassled.
>>
no. it's terrific.
>>
i love it. i go up there all the time just to do it.
>>
you live with what you have at times, keep the costs down.
>> reporter:
they have made efforts to address some of the building's cosmetic issues, but even in that regard when it comes to change they don't like to rush things.
>>
until last year we had 100-year-old wallpaper going up the stairs. we finally decided to paint it. seriously.
>>
why change if it works?
>> reporter:
now if only more places worked this way.
>>
such a throwback.
>> reporter:
this doorway into the past, a pleasantly disorienting sight for a newcomer stepping inside.
>>
people say, ooh, it's the wrong entrance. no, no. that's our best entrance.
>> reporter:
for "today,"
mike leonard
, nbc news, wilmette, illinois.
>>
as we were watching that each of us said, i know a store like that.
>>
my town is full of them.
mom and pop
shops. it's great. i love supporting them.
>>
too often people think of progress and think, okay, we're doing well we have to move into a bigger location, spanking new. it loses something.
>>
it absolutely does. it's a throwback.
>>
a monument to organization. i bet if you asked the owners where anything is they could find it in five seconds. amazing.
>>
pretty cool. like your
dressing room
. cluttered but you can still find stuff. we had a place in connecticut, bruce park sports that was in a tiny space. they got bigger. still cool.
>>
it's steiner
sports in new york
.
>>
good old fashioned
hardware stores
. up next, the difference between
