SALT LAKE CITY – Utah First Credit Union is branching out into the retail arena with the grand opening of its ninth branch in American Fork. Built by local architect Horn and Partners, the 4,000-square foot full service facility includes four drive-up lanes, an investment services center, plasma screens, and a kids play area, which is even equipped with Playstation and X-box video games. Features like curved walls, high ceilings and walls of windows, which pour in natural light to the space add to the open retail space designed by Seattle-based Weber Marketing. "This is our first retail branch and we wanted to create more of a sales environment here," said Utah First CU Marketing Director Mark Dubois. "Instead of featuring the traditional teller line we have greeters who welcome each member as they walk in the door and the teller line is tucked in the back so it helps shift the focus from transactional to our service." Dubois says the move to American Fork is part of its strategy to build its presence in southern Utah. "We serve four counties here, yet the only branch was located within one of our SEGs so it was very limited in terms of access," said Dubois. "We took the opportunity to build a free-standing branch in this great business area that includes such stores as Wal-Mart, Target and the hugely popular outdoor/sports store here called Calbealas, while still being surrounded by a lot of residential homes-we couldn't ask for a better location." To spread the word in addition to direct mail and newspaper advertisements, staffers handed out flyers inviting the community to its grand opening celebration. Designed to reinforce the idea of being a fun financial partner for the whole family, the event played up a carnival feel complete with everything from balloons and a putting challenge game, all the way to spending time in a money machine. In addition, hot dog and snowcone vendors and Coca-Cola wagons were on hand to ensure attendees didn't leave hungry. Attendees could also take their chance at spinning a wheel for prizes ranging from Frisbees and candy to gift cards to area businesses. The credit union also teamed up with Enterprise to offer a special $500 discount for the day. Dubois says with some 500 people taking part in the grand opening festivities, the response has been outstanding.