In 1940 Cecil Caple caught the entrepreneurial bug and decided to build a grocery store near the shores of Lake Tahoe. Although the market had to close while Caple served in the Army for two years, the store prospered in the summer months in the later 1940's. Cecil's market was the quintessential general store selling a bit of anything and everything and hosting the local Post Office. It was not until the 1950's that roads to Lake Tahoe were plowed and winter visitors began to arrive. Cecil's Market & Delicatessen endured, even thrived for 60 years on the corner of Park Avenue and Highway 50.

The new century brought an era of revitalization to the town of South Lake Tahoe. Heavenly Ski area built its gondola to the mountain top of the mountain. Although the original Cecil's Market was demolished by a wrecking ball in 2000, it reopened in 2003 in a distinctive new building. Stateline Brewery shares the building with Cecil's Market, now located between the casinos at Stateline and Heavenly's Gondola.