It had to happen.
From the moment Jeffree Star announced his plans to move to Casper, Wyoming, it was only a matter of time before he started showing his “brand” in the oil town. It started with yaks.
Jeffree Star started a yak farm on his ranch near Hat Six Road, keeping some as pets and using others as meat. He then started selling yak meat to various restaurants and stores in Casper, such as Firerock Steakhouse, Tacos Mexico, Grant Street Grocery and more.
Star was then holding various “pop-ups” at different locations around town but, in his mind, that wasn’t enough.
“It’s funny, because when I first moved here I didn’t plan on yak-ing (yes, that’s one thing), I didn’t plan on living here full time,” Jeffree Star told K2 Radio News. “And then I really fell in love with Wyoming. As I moved to this city and the first year went by, we were like, ‘You know what? We want to do an outlet.’ “
So that’s what Star and his team decided to do.
“We did these popups in our shipment processing center in Evansville and it’s not glamorous,” Star said. “It looks like you’re walking into Saw V. It’s just very basic. It’s a warehouse with coolers. There’s nothing glamorous about it and it’s not Jeffree Star branding.”
Star needed something that encompassed his brand. Of course, in addition to being one of YouTube’s highest paid stars, Star has gone on to make a name for herself through makeup. And he wanted a place where he could sell everything to consumers. But he also wanted to include his other work.
“Long story short, we decided we wanted to grow this yak thing, and how cool would it be to have a real makeup store in Casper?” Star offered. “We know there’s Ulta, and it’s awesome and there’s all kinds of brands; friends of mine, competitors, etc. But there’s nowhere to find really fun, crazy makeup and shiny. I also sell neutral makeup of course, and we have a whole skincare line that works amazingly. So I thought, ‘You know what? Why don’t we try to combine all of these elements and create the ‘Jeffree Star Store’.”
So Star got to work. He paid attention. Star has been living in Casper for two years now, and during those two years he’s been taking notes. He’s seen what works and what doesn’t. He has seen where Casper’s future lies, and in his mind and in the minds of countless others, he is downtown.
Read more: Exclusive: Jeffree Star on Life in Casper, Yaks and Owning Wyoming’s First Electric Hummer
“We started looking,” he said. “We had a few places in mind and had been looking for months. [The Hall on Ash] wasn’t for sale at first, but a few people, including Liz [Becher] were like, ‘Hey, maybe you should reach out about the Hall on Ash.'”
That’s exactly what Star and his team did. They sat down with Liz Becher, the Community Development Manager for the Old Yellowstone neighborhood, and she introduced Star to the right people, built the right relationships, and most importantly, she shared the vision Star wants to bring to downtown Casper. .
“I was lucky enough to meet Jeffree through his banking connections,” Becher said. “He expressed a lot of love for the old quarter of Yellowstone, and he really wanted to have a retail component here. So we all started looking at what properties were available and that was the one he would drop by and look at. he looked at the adjustment. And he looked at several [spaces] here. And then it only remained to make the presentations. The Old Quarter of Yellowstone really is a neighborhood, and everyone was looking and checking and seeing who was walking around. There’s been a lot of support.”
Support includes that of John Huff who, after closing Yellowstone Garage Bar & Grill and The Hall on Ash, ended up selling the space to Jeffree Star, and wished him well.
“What perfect timing,” Becher said. “With John deciding to sell The Hall on Ash, it’s just a great time. he’s creating. He’s got so much energy and it’s great for Casper and it’s great for downtown!”
It’s great for Star too.
News broke a few days ago that Yak Daddy LLC had acquired The Hall on Ash, and people immediately started speculating about the place’s usefulness. What exactly did Jeffree Star have in mind for this Ash Street venue?
“We watched it a lot,” Star said. “I love the open space. There’s so much you can do with it here. I know a lot of people are like, ‘Okay, we think Jeffree bought this building – what is is it going to be?’ So the old Yellowstone neighborhood of Casper will have its first ever makeup and meat retail store! You can come and buy lip gloss and steaks in one building. It will also be a ” Jeffree World” interactive. So it won’t just be a store. You can come here and see Rolls Royces and McLarens from my car collection, there will be things from Jeffree Star Cosmetics photo shoots that people don’t have never been able to see.
Star said that when he shot promotional material for his makeup brand, Jeffree Star Cosmetics, they used “huge sets” that, once filming was done, just sat in a warehouse. Star said he was going to bring them into the room so people could come and see them, take pictures next to them, etc.
“It will be an interactive retail space and it will be just amazing,” Star beamed. “You will be able to buy Jeffree Star cosmetics, Jeffree Star skin products and Star Yak Ranch frozen yak meat. , with hoodies and all sorts of other things.”
Jeffree Star’s introduction to Downtown Casper seems like a heavenly marriage. Over the past 15 years, Downtown Casper has grown exponentially. Star’s retail store is just the next evolution of where downtown Casper used to be and where it is going.
“We rode everywhere,” Star explained. “Most people know that I live across town next to the Hat Six exit, so maybe people thought Second Street would be what we chose. But since I live I’ve been here for two years, I love this place Sherry’s is my favorite breakfast place I love the concerts here at David Street Station, and I love the atmosphere But I think it there’s also a lot of room to grow. I love the way they’re transforming everything. There’s going to be a lot more foot traffic here and they’re transforming the whole neighborhood, and I can’t wait to be a part of that. !”
Jeffree Star on Life in Casper, Yaks, and Owning Wyoming’s First Electric Hummer
Jeffree Star invited K2 Radio News to his ranch to talk about life in Casper, his yak ranch and his electric hummer – the first of its kind in Wyoming.