Guitar Morgue is one of the coolest shops in the United States. And I?m not just saying this because they carry ROCK JIMMIES and FULL-ON CLOTHING, but because they have created a concept store which customers appreciate.
Owner and operators, Ben and Marci Montes have taken a moment to talk to us about Guitar Morgue, horror movies, the music industry and creative ways to solve problems at the shop.
RJ: Hey Guys, Thanks for taking a moment to talk to us. How long have you guys been in business and how did you come up with the concept of the shop?
GM: I started in this business in 1992 working in a local music store. Years later a friend of mine, Roy Burns of Aquarian Drumheads, told me that I should open my own store. It never dawned on me to do that until he put the idea in my head, so in 2002, we opened the music store on Halloween night. We had a big party with local bands, and we hired these guys that perform suspensions? You know, they put hooks in their back and hang themselves from trussing? We also gave out hot-dogs & stuff? We called it the first annual Halloweenie-Roast. The actual concept came about much later. There are about 5 other music stores in the area. They all pretty much sell the same stuff. If you want an electric guitar for $89 or a $69 Acoustic guitar, they'll help you out. We don't sell any of that junk? I mean, who wants to compete with the Wal-Mart Stores? Plus, we're theme oriented, so we sell gear that compliments the store? Monster Cable, Monster Picks, Vampyre Basses and Coffin Cases? and we carry more custom shop gear than any store around here, so these days we lean more toward the high-end market. And that's the concept. We're Guitar Morgue? Instruments "to die" for.
RJ: What age groups are shopping your store?
GM: I'll tell you? All age groups are shopping the store, comparing prices and whatnot. The age groups that are actually BUYING and repeat-buying are the 27-42 year old males. I think it's because most of these customers have got jobs where they can actually afford the instrument of their choice. We carry equipment that I personally wanted when I was younger, but couldn't afford. And you'd be surprised how many people tell me or the staff how long they've wanted a particular instrument that we carry, and they're just now able to afford it. Now I know this alienates the entry level consumer, but I figure there are more than enough places to get an entry level guitar. My wife went to one of those Bed & Bath stores the other day, and told me THEY are carrying guitar packs also. Go figure.
RJ: What makes your shop special? I mean, why are people coming to your shop instead of just buying gear over the net?
GM: Well, we sell gear over the net. Our site is an extension of the shop, and in both instances, what you see is what you get. We're all about Metal, Goth, Horror and such? the "darker" side of Musical Instrument Retail? I love guitars with Blood Splatter? I dig "High-End" amps that knock your d*ck in the dirt? I get off to picks with skulls and stuff on 'em? So, whether you're a Goth kid in Alaska looking on our site, or a Heavy Metal Headbanger that walks in the shop, you'll feel right at home, because we cater to that element, and they appreciate it.
RJ: What products other than musical equipment do you sell and what are the fastest moving products in your shop?
GM: We also sell Energy Drinks and Swag. Let's say a guy comes in last minute, and says he just broke a string during sound-check, and needs a pack of strings for a gig that's about to start. We'll pump him up and sell him an energy drink or two, and a new T-shirt for the gig! So, when he leaves the store he's got a fresh pack of strings, a fresh T-shirt for the gig, and some energy drinks to keep him going! After awhile, it becomes routine, so we'll have all these guys come and wipe us out of strings, drinks and shirts on a Friday afternoon.
RJ: How would you describe your staff?
GM: Freaks. There?s really no other way to put it. We don?t have a high turnover rate? Not like other Music Stores where you see an entire new staff every two weeks, but the same a-hole manager is still there. The Guitar Morgue staff are made up of musicians who take their stuff seriously. Hell, they take their lunch seriously. They do their best to keep the store up to date, and they know how to sell - whether it?s on the phone, in the store, or online. They know that there is plenty of work to do, as with any job. But when the work is done, we know how to party too? They?re the life-blood of the store. I think I treat them pretty well?
RJ: What advice do you guys have for other independent shops out there?
GM: It would be easier for me to write a book on advice, then to spill it all out right here? However, I?ll say this. I was at a restaurant at the Winter ?06 NAMM show. My wife and I were waiting to be seated, and this guy next to me started ranting about how ebay and the internet are ruining his business, and that if something is not done about the internet, he was going to have to close his doors. He was trying to get people to agree with him, and he was saying that NAMM needs to get involved and blah blah blah. I just wanted to eat? The point I?m trying to make is: ?DON?T BE THAT GUY?. If you have a music retail business, you have to be on the internet if you want to compete in the Global Market. We ship instruments out of the country EVERY WEEK without fail. Why? Because we want a piece of that pie. Once you get a taste, you want more.
RJ: www.guitarmorgue.com is one of the coolest sites have seen in a long time, how much business do you get from your web site?
GM: A lot. We get great feedback from those who visit the site. If they're not calling to place an order, they will call or email just to tell us how cool they think the site is. We're in the middle of re-vamping the site, so it will feature a lot more interactive stuff. As far as a percentage of sales it generates, I really don't know and frankly, I don't care. I read all these interviews where a Music Retail store owner in Ohio will say: "The internet constitutes 36.9% of our gross sales, and has increased 40% over the last quarter". To me, that's just something I'll let the accountant figure out. We just sell gear and keep a watch out for the latest thing?
RJ: What new products out there do we need to know about?
GM: RockJimmies, DUH! I?m an accessory freak, so RockJimmies is right up our ally. Pigtronix has some of the coolest pedals I?ve seen in awhile. I saw a demo at the ?06 Summer NAMM by them and I swear I felt like I was having some sort of Pink Floyd Acid Flashback. Electro Harmonics has the new METAL MUFF Distortion Pedal which totally kicks ass, DDrum has some awesome out of the ordinary wood Drum Kits, Sony has this new recording device? man I could go on for an hour? Oh, Bernie Rico Jr, you know, the son of the Late Bernie Rico (B.C. Rich) has a new line of Custom USA Guitars that are off the hook. That guy is a friend of mine from way back, and he?s building some of the best quality guitars around. He?ll make us ANYTHING we want. We got blood-stained guitars with razor blades in the finish, awesome one of a kind custom models with the most awesome finishes?Custom Inlays? you name it! This guy is gonna be bigger than B.C. Rich ever was. You need to check that guy out.
RJ: I met you guys at the Summer NAMM show. Do you guys go to both shows every year? What do you think about the NAMM shows?
GM: NAMM is a vacation to us. We go to both shows every year, but we take different people every year. Lots of entertainment. 4-day hangover. Crappy food. Kerry King. What more do you want?
RJ: What guitar lines are people asking about mostly at your shop?
GM: Rico Jr. Guitars, ESP, Jackson, Daisy Rock, Takamine? stuff like that. No one comes in here asking for a Fender. They know we?ll throw them out of the store.
RJ: What companies do you like to work with?
GM: Now more than ever, it?s important to establish a good relationship with the companies you deal with. One of my favorite companies to work with is Warwick Basses. I?ve had a great relationship with those guys way before I was a store owner. They?ve always treated me, as well as the company with respect, they have the best basses in the world, and Janis (in accounting) is a doll. ESP Guitars, Krank Amplifiers, Coffin Cases, Bernie Rico Jr. Guitars, DR Strings, EMG Pickups, and Monster Cable are some of the best companies we like to work with. I?m sure I left some out? sorry!
RJ: What do you think the music stores are going to look like in 10 years?
GM: I don?t know. I like to think in the ?now?. You know, like the song goes? ?whatever will be, will be.? I like to think about the future, but the way the world is, none of us might be alive in ten years. Who?s to say?
RJ: Let?s talk about horror movies for a minute. What?s your top 10?
GM: Boy, the questions are getting harder as we go along. Let's see? I guess I should mention that when I was a kid, maybe 12 or 13 years old, my Father rented me a video called "Faces of Death" which totally freaked me and my friends out. It wasn't really a horror film, but at that time it was the scariest thing I'd ever seen! Since then my collection has grown a bit? Here are some of our fav's!
10. The Exorcist
9. Rosemary's Baby
8. Nekromantic 1&2 (Gotta see them both!)
7. The Burning Moon
6. Cannibal Holocaust
5. Laboratory of the Devil
4. Texas Chainsaw (Original)
3. Traces of Death (Boxed Set!)
2. Hellraiser Part II
1. SALO: 120 Days of Sodom
RJ: What about music, what?s your top 10 favorite records?
GM:10. Theatre of Pain, Motley Crue
9. Sonic Temple; The Cult
8. Nothing's Shocking; Jane's Addiction
7. The War of Art; American Head Charge
6. Violator; Depeche Mode
5. Pretty Hate Machine; Nine Inch Nails
4. Divine Intervention; Slayer
3. Dark Side of the Moon; Pink Floyd
2. Disintegration; The Cure
1. Bloody Kisses; Type O Negative
RJ: How do you guys advertise?
GM: We run local ads. We have our website of course. We?re on ebay. We just put up a new sign, and it?s right off the freeway, so we get a lot of curious people walking in the store? If you see a sign with a Skull & Guitars logo and the words ?GUITAR MORGUE? wouldn?t curiosity get the better of you? We get many a kid coming in here just to look? Usually their parents are out waiting in the car. Sometimes Grandparents come in with their Grandkids. Their average stay in the store is about 24 seconds.
RJ: What drives your business?
GM: That?s easy? Customers. Period.
RJ: What advice do you give the people who are starting out playing an instrument?
GM: When buying an instrument, buy from a legitimate store. Buying an instrument where you can pick up a foot massager, dog food, and a box of tampons is NOT where I would recommend picking up a guitar, much less a harmonica.
RJ: What advice do you give other stores out there?
GM: Paul Gilbert once told me? ?If you put in the work, the reward will be there? Just MAKE SURE you put in the work?.
RJ: Thanks Guys!
GM: No, thank you!
