UP was correct, soft public opening. Grand opening tomorrow.
The store is well stocked with a standard layout. I found the two items that I wanted: a tractor air/liquid tire pressure gauge and Liquid Wrench penetrating oil. At checkout I was given an "up to $100" scratch card; I got $5 off. Also a free Tractor Supply hat.
I also stopped at the nearby True Value feed/hardware store. They don't think that their business will be hurt much as their product line is mostly differrent.