Red Rock Archery: Gaining family members since 1983 |

Red Rock Archery: Gaining family members since 1983

Brittany Markert
Gabe and Sissy Lucero at the counter of their shop — Red Rock Archery, at 3193 Hall Ave. in Grand Junction, Colo.
Brittany Markert / | Free Press

When a customer walks into Red Rock Archery, they are greeted by the smiling faces of owners Gabe and Sissy Lucero, or one of their employees, like Clyde. The usual words right off the bat aren’t “how can I help you?” It’s usually someone cracking a joke or telling a mind-boggling riddle. Even other customers love to chime in on the fun.

“Our service is what brings people in, and we treat everyone like family,” Gabe said.

The Luceros opened Red Rock Archery in 1983; located at 3193 Hall Ave., in Grand Junction­ — it features an archery pro shop and an indoor archery range.

“Everything we sell, we can service here,” Gabe said. “We know our products well.”


Friendly and informed customer service is the reason Red Rock Archery keeps customers flowing through the door; and for 31 years, the Luceros have done whatever it takes to maintain client satisfaction — with bow and other equipment sales.

“On Saturday, a guy comes in and says he needs his bow fixed same day because he was from Craig,” Gabe said. “Another guy chimes in and says, ‘Well I’m from Cortez,’ and another one says, ‘Well I’m from Pagosa Springs.’ They travel from all over to visit us because they know they will get the service they need.”

Plus, Red Rock Archery attracts customers the old-fashioned way — word-of-mouth.

Sissy also has a particular niche in helping around the shop. She’s known as “Fletch” for her skill of fletching — the art of stabilizing arrows with fins and vanes.

And according to Gabe, when a challenging request comes in, his wife often has the answer.

“Sissy comes over and is like ‘give me that,’ and she gets it done fast,” Gabe said.

When a customer purchases a bow from the shop, they receive instruction, too — like how to adjust components and proper form when shooting.

“If you learn on incorrect equipment, introduction to archery will be warped (and) form will be wrong,” Sissy said. “Find the right equipment and everything else will follow.”

That type of service has brought back customers for life.

“(It’s the) best archery shop in town,” Jon Seriani, a loyal customer, said. “Knowing Gabe and what he has done for kids in archery is what keeps me coming back.

“Our future is in the young hunters, and he takes the time to help them.”

The Luceros encourage anyone to try hunting no matter what the age or gender.


Originally from New Mexico, as a young man Gabe worked as part of a field crew, which did seismic analysis. He traveled coast to coast with his job, and in 1974 he transferred to Grand Junction from Wyoming. Gabe walked down Main Street and saw Sissy working at the Cooper Theater — now the Avalon Theatre — and the rest is history. They married in 1978.

Both avid hunters, Sissy and Gabe shared an interest in archery. And all their friends would come to them asking for help and tips. Those same friends encouraged them to open up Red Rock Archery since they were so good at what they did.

They set up shop in 1983 on North Avenue because, at the time, work was scarce in the area.

“We work as a pretty good team,” Gabe added.

After 10 years and multiple break ins, the Luceros decided it was best to close up shop.

But, Sissy’s parents stepped in and said they had an old warehouse to rent. Once Gabe stepped inside, he knew they found Red Rock Archery’s new home base. They ended up moving into the building on Hall Avenue in 1993.

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