It’s a Tuesday afternoon and business at Bill’s Bullpen is booming. Not five minutes has gone by without a phone call or customer walking into the tiny store to look through comic racks.
Looking around the small store, one can see traces of old downtown Hollister in the old letter peg board hanging on the wall, in the display cases used to showcase their products, and most importantly, in the customer service.
Owner, Bill Mifsud, doesn’t miss a beat in greeting each customer. And he knows all of them by name.
“I try to go the extra mile when people come in,” he said, which he means almost literally.
He recalled the time when a lady came into his store 10 years ago with a long “want list” of comic books.
“I took her list, ran with it, called her in two days and said ‘I found all your books.’ She said, ‘All of them?’ I guess other people blew her off,” he recalled.
It’s lucky for Mifsud, too—that lady later became his wife.
This dedication to customer service is a rarity these days. Especially now, as many small downtown businesses have succumbed to the growing number of chain stores entering Hollister.
Bill’s Bullpen, however, has continued to thrive in downtown Hollister for nearly three decades. On December 1 of this year, the store will celebrate 30 years in operation.
It all started in 1987, when Earthquake Cards and Comics was selling its store. Mifsud’s father, Bill Sr., was recovering from a heart attack and taking time off from work. Bill Jr. was working for Channel 11 in San Jose and with his contract just ending, he wasn’t sure if he should continue. A lot of soul searching went into whether or not they should take over the business.
“I didn’t know anything about business; I didn’t major in business,” Mifsud said.
Ultimately, the decision was made. He and his dad, Bill Sr., who passed away in 2012, were chosen out of 25 other offers to take over the business.
“And here we are 30 years later,” Mifsud said.
Bill’s Bullpen was originally located at the now grassy plot on San Benito Street. After the Loma Prieta Earthquake in October of 1989, the whole 400 block was red-tagged, Mifsud said. Bill’s Bullpen then moved to its current location on 4th Street.
After five years at its current location, Mifsud and his father decided to open a second Bill’s Bullpen on the 500 block of Tres Pinos Rd., next to Larry’s Liquors. It was open from 1994 to 2005.
Though it was profitable for 11 years, Mifsud said the rent had changed and it was no longer a good deal.
“I don’t realize it’s been 30 years until people come back who have moved out of Hollister and say, ‘Hollister has changed so much, it’s good to see you’re still here,’ he said.
“When you hear all that, you’re like, ‘wow, maybe I’m doing something right.’”
The business was recognized as San Benito County Chamber of Commerce & Visitor’s Bureau 2015 Retail Business of the Year.
One can only assume the award comes from the dedication that Mifsud puts into his store. He said he’s “married to his job.”
The store is open 7 days a week and he makes sure he is always there, even when other employees are able to run it.
“If you’re here all the time as an owner, you will listen to what people want. That’s how you eventually grow. If you’re not here, an employee may not be hearing the same things you’re hearing,” he said.
Bill’s Bullpen continues to deem itself a “Family Friend Hobby Store,” and Mifsud attributes its success to changing with the times and paying attention to fads.
“We had to diversify the store. We had to listen to customers and figure out what they wanted,” he said.
The comic book store is not only known for its comic books, but also for sports novelties like baseball cards, hats, t-shirts, and posters as well as fads like fidget spinners and Pokemon cards.
“Some of these other stores probably have their money into just comics,” he said. “There’s not a lot of stores that have comics and sports teams.”
Many similar stores in the area have opened and closed, said Mifsud, and because of this many of Bill’s Bullpen’s customers come from Gilroy, Los Banos, Prunedale and Morgan Hill. Mifsud has subscription files behind the counter for those customers who can’t make it into the store when their comic arrives.
“My job is to pull their comics for them and then they’ll come out at the end of the month and pick them all up,” he said.
The store also does a lot of trading of comics and sportscards. Mifsud offers 50 cents on the dollar and also offers store credit of 70 percent on trade-ins.
For any items that Mifsud feels can be successfully sold out of the area, such as out-of-state sports cards, he will sell on eBay.
The most valuable item in the store? An original 1981 Incredible Hulk comic book, featuring the first appearance of the Wolverine. Encased in plexiglass, it’s offered at $999, although Mifsud said that not a lot of people realize it’s for sale.
The store also holds two yearly events for the public to enjoy. The nationwide “Free Comic Book Day,” held on the first Saturday of May is a hit with locals and customers and is where people can meet and take pictures with their favorite comic book characters and receive a free comic book. Nearly 2,000 comic books were given out at the last event.
Coming up is “Halloween Comic Fest,” held the Saturday before Halloween. This year it will be on October 28.
“It’s still fun,” Mifsud said, of running the store.
“I tell people, I’ve been doing the same stuff over and over but it’s still a fun job. If you don’t like what you’re doing then you probably shouldn’t be doing it.”
Visit Bill’s Bullpen at 207 4th Street, Hollister, or call 831-636-1180.
Store hours are 11a.m.-8p.m. Monday through Friday, 10a.m.-8p.m. Saturday and 11a.m.-7p.m. on Sunday.
