published December 11, 2006 12:15 am

The Stracks moved here from Atlanta two years ago and opened The Asheville Aquarium, a fish store that "doesn't really look like a fish store," Dave Strack, 39, said.

The front of the store includes comfy seating near three reef aquariums, where customers can relax and admire flashy fish. Behind the seating area are 70 more tanks filled with freshwater and saltwater fish, corals, and other sea life for customers to peruse.

"We put a lot of effort into our display area and presentation," Dave Strack said. "We want to make it clear that you're coming into a place where people know what they're talking about."

The business has done so well since opening that the Stracks are about to double the size of their store. The expansion will provide space for pond fish and pond supplies, such as koi goldfish and pond plants, as well as more room for dry goods.

"We really cater to people who know fish, though we like to help people who are just starting out," he added. "A lot of times people think they want a freshwater tank, but when they see our tropical fish, they end up buying a saltwater system."

The Stracks say they work to keep their prices competitive with the "big box" stores, and are running a perpetual 50 percent off freshwater fish.

At least half of the store's sales consist of items like live rock, frozen fish food, and premixed, filtered saltwater. The live rock sells for $4.29 for 50 pounds or more and is a hot item, Strack said.

The Stracks also plan to put a 575-gallon mini-reef aquarium up as a display at either Asheville Mall or Asheville Regional Airport.

John Burton, surgical assistant to Dr. Charles DePaolo, can testify to the soothing qualities of fish-watching. When DePaolo refused to put a television set in his waiting room, Burton suggested a reef aquarium from Asheville Aquarium.

"The patients love it," Burton said. "They sit and stare at it and find it really relaxing."

The Aquarium has "great stock and really take care of their fish," said Burton. "Their policy is no fish leaves the store until it's eaten and is swimming well."

Belinda Strack, 44, said, "We never sell a fish that might have a problem." In fact, the store maintains hospital tanks for sick fish that need to be separated from corals, which suffer if exposed to medication.

The Asheville Aquarium is part of the Habitattitude program sponsored by the U.S. Fish and Wildlife Service, which promotes responsible pet ownership. They buy fish only from vendors certified by the Marine Aquarium Council, which requires collectors not to overfish or damage reefs.

In addition to sales, store staff provides maintenance services. Twice per month cleaning and water testing runs from about $150 to $200 depending on the size and complexity of the tank.

They maintain one of The Health Adventure's saltwater tanks and have been helping Melissa Cook, animal care coordinator, convert another tank to brackish water (half fresh and half salt).

"They've been so helpful with advice and incredibly professional," Cook said. "I was moving some fish and couldn't catch one, so I called and they sent someone right away to help. It saved both me and the fish lots of stress."