According to a report this week out of Austin the YETI company will soon open its first flagship store in one of that city’s busiest and most-popular shopping districts.

The Austin American-Statesman reported that the Austin-based brand known for its heavy-duty drinking tumblers and ice chests will soon open up a store featuring all things YETI at 220 South Congress.

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The company has had a busy 2016, filing documents over the summer for an initial public offering of stock and announcing that it is planning for a brand-new company headquarters.

The shop near the corner of South Congress and Barton Springs Road should be open by Spring 2017. The company will be taking over a historic building, reusing the old and making it new again.

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The Statesman noted that YETI brass want the store to host small concerts, movie screenings, and community events in addition to selling its products.

“The YETI flagship will be a destination for locals and tourists to celebrate our collective passion for the wild, and our roots here in Austin,” Corey Maynard, YETI vice president for marketing, said in a statement.

The company was co-founded by Austin-area brothers Roy Seiders and Ryan Seiders in 2006. The brothers said that the coolers that they were using just couldn’t handle their own outdoor adventures so they decided to make some of their own. YETI coolers are designed in Austin, but the production takes place across the globe, including Iowa, Wisconsin, the Philippines and China.