Smoke and burning odor at sporting goods store

As discussed during the dispatch call, dispatchers report a possible fire inside a room at a sporting goods store near South M-76 in West Branch, with a strong burning smell and minor visible smoke. Fire crews respond, and later radio traffic suggests the apparent smoke may be coming from an air conditioning vent. A separate fire alarm is reported at a residence on North City Limits Road, with no smoke or flames seen by the caller.