The store is called D-Vegas and it caters to those who like alternative apparel and skateboarding. Owners say it's been a dream of theirs to open a store like this and make an impact on the community.
Skateboarding is something some believe is destructive, and a general hazard to society.
"It was seen as such a bad thing, that it would actually bring kids down a wrong path."
But that's something the owners of this new store are trying to change.
"You see kids the total opposite where it's like they say out of trouble and they stay away from partying and that type of thing to skate," says owner Chase Carter.
"Skateboarding just keeps me occupied when I'm not at home with my son," says skater Nicholas Hord of Danville.
The biggest draw is the mini ramp. It's a place for skaters to "get away."
"Everything goes blank, you just skate."
"It's a nice release. It's the same thing with like music. That's why skateboarding is weird it falls in that art and yet athletic category," says Carter.
Without D-Vegas skaters don't have many places to go. Which is why owners want to help revive the area.
"I hope to bring young people downtown you know that star utilizing some of the other businesses that are around here."
It will take time they are banning together to change a community and others' perceptions.
The store organizes "Go Skateboarding Days." There are discounts in store and then they head over to the skate park together to have some fun.