"This area and Wisconsin as a whole is full of people who are passionate about the outdoors and who live the Cabela's lifestyle," said Ralph Castner, VP/CEO of Cabela's.
Team officials say Cabela's is a perfect fit in efforts to make the stadium district a year-round attraction.
"You know people are going to come here, also go to the Pro Shop and take a tour of Lambeau Field and go to our Hall of Fame," said Mark Murphy, Packers President and CEO.
The new store will also add 175-full time year round jobs.
The partnership between Cabela's and the Green Bay Packers is a winning economic effort certainly for Ashwaubenon. But that also goes well beyond the stadium district.
"For the City of Green Bay and the surrounding communities, they'll get the city tax dollars. They'll also get the tourism trade toward downtown where things are starting to pop," said Ashwaubenon Village President Mike Aubinger.
The Cabela's project is considered the anchor of the Packers development effort for the district. The team owners much of the property between Highway 41 and Lambeau Field.
Plans have called for a number of retail and hospitality business designed to fit in with Lambeau Field and its attractions.
Cabela's is expected to open next summer, which would coincide with Packers training camp.
But the team also has an eye on community improvements as well.
"You know what do we do with Brown County Arena? Could we put an exhibition hall in there? I think that would be a key move as well," Murphy said.
Sites along Lombardi Avenue will be cleared and businesses brought in only after careful planning and evaluation.
Local 5's Terry Kovarik has the story