This email I received from a regular at the shop. It’s interesting how he hit alot of ideas that we have been kicking around lately.
Hey Dan.
Thanks for the behind-the-scenes tour today. I think you’re really on to something and I had an idea for you. Just to remind you that I do marketing for the corporate headquarters of Lindamood-Bell here in town. I can’t shut the marketing brain off sometimes, and I started thinking about markets that are under-represented in local music shops and online sales: Fine vintage gear. I like the new guitars alright, but I love great used gear. Fine, quality gear from the days when guitars and amps were made by people, not machines.
So here’s my pitch…
You clearly have a passion for vintage amps. I’ve been checking out some your vintage amps in the guitar room and you’ve got some quality stuff. But the kicker is that you know your way around a vintage amp. You know what makes them a classic, what makes them historically significant, why they’re so rare, and you know the difference is between a quality vintage treasure and a piece of 80’s Japanese trash.
I’m willing to bet you’ve got a room full of classic guitars at home as well. Based on what I’ve seen you play, I know you’ve got or had an old brown SG, and I think I saw you play a black beauty Les Paul. Anyhow, you probably have the same appreciation for classic guitars that you do for classic amps.
So you open a division of Grand Central as “Grand Central Vintage: Specializing in Fine, Vintage Guitars & Amps.”
You could start small, like one of the sound booths. That way you could put a lock on the door, and make it so people have to ask someone for permission to go in the room, which will keep the kids from fucking around, and also give it a sense that there is something SPECIAL in there. You could rig up a couple of par 38s or 64s with some colored gels and set up a nicely lit display. Put up a fancy sign over the door that says Grand Central Vintage. Do something nice like hand-carved wood to give it a nice luthiers touch.
Put the word out that you buy and sell vintage gear, specifically the things you like and know well. Electrics and amps, and maybe some old Gibson or Martin acoustics.
Then, on your eBay site, you can start up Grand Central Vintage as a division of Grand Central Music. You can have a nice big banner ad on your home page that will link to a separate page that is similar to your main store page, but has some slightly different colors and maybe even a graphic of the hand-carved sign. It shows that it’s the same, but better. Musician’s Friend did something like that with their premier or custom collection. They sold new stuff, though. You’re specializing in vintage gear.
You can post your vintage gear and use your perfect feedback rating from the store to give you credibility. You’ve been playing and performing all your life, and have been in the music retail business for 14 years. You’ve got a solid reputation, which will help people get over the fear of paying top dollar for rare, vintage gear online. The nice thing is you can invite people to come in and try it out. I would even say something on there like “If you have a friend on or near the Central Coast they can feel free come on in and try it out for you.” You can’t really offer that if you’re some starving musician having to sell your Marshall to pay the rent. Could be a great rig, but it could also be a piece of shit. And once you fork over $100+ to ship it across the country, you’re not usually going to pay $100+ more to ship it back if it sucks.
You’re not marketing to beginners or college kids. Your market is a group of guys like you and me. We’re older, more responsible, come to the realization that we probably aren’t going to tour the world and make millions, but we still like to rock. For some guys it might be a chance to buy back the old Fender amp they had when they were in college that used to sound so amazing and you kick yourself every day that you traded it for a Peavy or had to sell it to pay rent. But now that you’re in your 40s or 50s you can afford to find damn near the exact same year, make and model. You’re willing to kick up $1000 or even $3000 for the exact same piece in perfect working condition.
For me, it’s a 74 blonde Tele with maple fret board and a lipstick neck pick up. That thing was just fun to play. I played it through an old Vox amp with some chorus and it damn near sparkled. I traded it in for an Ibanez RoadStar II because Steve Stevens from Billy Idol’s band played one. I got $150 for the Tele on the trade-in down in LA. That was dumb. Stupid dumb. To buy that Tele back is going to be $4000 – $6000. That’s alot of money, and I’m hesitant to pay that to AssMonkey74222 on ebay. Even though he may have a decent rating, it will never compare to that of an actual music store with 14 years of experience. You’ll back your stuff up, because you know your stuff and you know guys who know their stuff. That’s what I would look for.
So there you go.
Sorry if I rambled on, but I thought it might be worth sharing. If you decide to do it and you become rich and famous off of it, remember me. Always looking for a 74 blonde Tele!
Good luck, regardless. I like your store and I envy what you do. Hang in there.
Mike