Independent music store battles new chain music store with
unique offerings
Independent music storeowners have a new business to compete
with in the form of a new Guitar Center located in Gilroy, but many
say they aren’t worried, since chain stores can’t cater to the
personal needs of shoppers.
Independent music store battles new chain music store with unique offerings
Independent music storeowners have a new business to compete with in the form of a new Guitar Center located in Gilroy, but many say they aren’t worried, since chain stores can’t cater to the personal needs of shoppers.
Guitar Center opened its Gilroy location – 6910 Chestnut – on March 30. The Pinnacle attempted to contact management for Guitar Center at their regional offices in Los Angeles on several occasions, but calls were not returned by press time.
One of the independent stores that stand to be affected by Guitar Center’s Gilroy location is the Guitar Gallery in Gilroy. Guitar Gallery sells hand-crafted acoustic guitars made of fine woods, which can sell for as much as $8,000.
Owner Kevin Corcoran has operated the high-end guitar shop for the past five years. He says that he got a lot of curious looks at first when he decided to open in Gilroy, but that people don’t realize that enthusiasts go where the guitars are.
“The way the landscape is, we’ve always been competing with Guitar Center, just in San Jose instead of Gilroy. But we have a different client base,” Corcoran said.
Guitar Gallery draws customers from a 200-mile radius, Corcoran said. The Fifth Street shop offers elements that Corcoran says a chain store, like the Guitar Center, just can’t give its customers. In addition to the variety of acoustic guitars the gallery offers, it also has regular performances by studio musicians. People well known in the music world, such as Henry McCullough, who once played with Paul McCartney’s band, Wings. Additionally Guitar Gallery has two soundproof rooms where people can test out various guitars.
“The ‘other store’ has a wall of sound where people who play electric guitars can plug in and try out the goods, but since all I sell is acoustics, since that’s all I play, the customers here can sample the acoustic guitars without getting blown away from the electrics,” Corcoran said.
Guitar Gallery has merchandise for all acoustic tastes, not just a specific clientele. Its guitars start at $99 and go all the way up to $8,000. It can also place custom orders.
People come in and Corcoran creates special requests. So, for example, if a musician wants a higher-strung guitar or something with the initial specifications altered from how it is shipped from the factory, Corcoran can do this because he does it all the time. He says that chains can’t do that, they sell specific brands you mean specific brands, right? I’m certain guitar center sells more than one brand of guitar of a specific product and don’t really expand much beyond that.
“The chains have a very cookie-cutter feel to them. They’re limited in what they sell. Taylor makes 80 models of guitar, but the Guitar Center maybe sells 12 of those. Martin is the same way – they have 120 different models and Guitar Center sells like 20 of them,” Corcoran said.
He has the luxury of stocking independent brands that the big stores wouldn’t take a risk on, brands like the Santa Cruz Guitar Company and McPherson, based out of Sparta, Wis. Corcoran was McPherson’s No. 1 dealer in the United States last year.
The other thing the chain music stores can’t really do is support their clientele after the initial sales are made.
“The other guys don’t do repairs, adjustments and modifications, we support the guys throughout the life of the guitar. If it needs new strings a year or so down the line, my customers bring it back in and I re-string it for them, free of charge. I don’t charge for the modifications.”
Additionally, independent stores can offer lessons. Corcoran says that he has six teachers operating out of his shop and has had up to 70 students at times.
“The chains don’t develop their customer base like the independents do. If kids didn’t learn to play music, they wouldn’t grow up to buy guitars,” Corcoran said.
Corcoran is selling his shop this year, but not because of the competition.
“Having a business is a full-time commitment. It really consumes you. I’m ready for something else,” he said. However, he’s had interest from several long-time customers to buy the shop and continue it in the same fashion that he’s run it. “I think it’s good that they have [Guitar Center] locally, it’s good for the local musicians,” Corcoran said.
Hollister Music is another store that could potentially be impacted by Guitar Center as well, but manager Amanda Van Veen isn’t too concerned either. She recognizes that guitar sales could be impacted, but there will be less of an impact on small accessories and the other shop doesn’t do rentals or lessons.
“I think it’s a good thing for the consumers, but not for the small stores,” Van Veen said. “But we were competing with them when they were in San Jose, people will drive all the way up there to save $20, but we’ve got a lot of loyal customers.”
