"Lance Armstrong on a Tall Bike" has kind of a ring to it. I like it.
Also like the concept of the store, and whatever negative connotations people are eager to promote, his name has a lot of recognition power. Most of the roadies I know (and ride with in summer months) either refuse to commute or do so only under the fairest of fair weather conditions. This sort of thing ought to help.
I wish some of the old 7-eleven riders - or even Lemond - had done something like it years ago... but maybe the timing wasn't right.