 |
|
|
|
In our continuing “Dealer Profile” series,
Musicians Hotline is proud to look at Marc’s
Guitar Shop of Wausau, Wisconsin. Selling
super high-end guitars, Marc’s Guitar Shop is
the epitome of the gearhead’s dream, and is
a constant haven for discriminating players
and collectors looking for investment-grade
instruments. Owner and founder, Marc
Fichtner, sat down with us and discussed
what it’s like running a high-end shop in the
Heartland and what he’s learned so far.
|
Musicians Hotline®:
Marc, you certainly have a very interesting
story to share in your aspirations to
open a high-end guitar store. Tell us
about your background and how you
got your start in this business?
Marc's Guitar Shop:
I started out at a local music store –
Jerry`s Music – while I was in college
studying jazz guitar. After I graduated with
a degree in jazz guitar performance, I
stayed on at Jerry`s. They are a full line
store and really didn’t carry what I was
interested in; it was there that I met Dave
from Dave’s Guitar Shop. I started buying
gear from him and we became friends. 8
years later, I told Dave that I was interested
in doing something different and getting
into selling higher-end guitars. So, in 2002,
my wife LeAnn and I remodeled the first
store as Dave’s in Wausau.
MHL:
As a relatively new higher-end guitar
shop, tell us where, when and how
your dream to open Marc’s Guitar
Shop became reality?
MGS:
In 2004, LeAnn and I remodeled a second
store as Dave’s. This is our current location.
When Dave’s retail focus shifted, we
took the opportunity to acquire the
Wausau store and make it our own. I
started out with 14 guitars and 3 amps,
but we were on our way. Our biggest
problem was cash. It is impossible to get
money out of banks when trying to start
up. Having been in the industry at that
time for about 12
years, I was fortunate
enough
to have several
companies
extend me a line
of credit and we
borrowed money
from family to
get started.
MHL:
Tell us about the
first products
that were
offered at
Marc’s Guitar
Shop?
MGS:
The very first guitar
line that I
went after was
Nik Huber. I had
been trying to get
Dave to take this
line ever since I
met Nik at the
NAMM show in 2002. I fell in love with his
guitars. Bogner Amplifiers were the first
line of amps that we took on.We had
been doing business with PRS, Taylor,
Ibanez, Alvarez, Victoria and Dr. Z for a few
years and they became our staple products.
One of the things that we have
always been known for are our repairs and
this has continued to be a very large part
of our stores’ success.
MHL:
Obviously your goal was to establish a
boutique guitar shop in the heart of
Wisconsin. What was your early vision
for the store and the vibe you were trying
to achieve?
MGS:
When I was in college, I got into high-end
audio at a little shop named Salon One
Audio in a nearby town. It was in a town a
lot smaller than Wausau and had extremely
high-end gear. I asked the owner, Bruce,
how he survived in that area, and he told
me that the magic of being in that area
was that almost every dealership was
open to him and that with the Internet,
being in that area was not an issue. My
early vision was very cloudy; I just knew I
wanted to sell great guitars. When we
redid the second store, we remodeled it to
be very high-end.We also incorporated a
lot of antiques my wife and I are really into.
When we were at our first shop we were
in a building connected to a Greek restaurant.
The smell day after day became very
nauseating, so we started putting out
Glade Apple & Cinnamon PlugIns. When
we moved we didn’t use them anymore
until one day a 15-year-old kid came in and
said that he missed the smell of the old
store. I thought it was pretty cool that a kid
that age even thought about that, so we
started using them again and a lot of customers
have commented on how good the
guitars and cases smell. So, good or bad, it
has become one of our trademarks.
MHL:
Marc’s Guitar Shop represents the finest
in boutique luthiers, amp and pedal
builders, as well as a full line of higherend
accessories. You also represent
many small grass roots builders. Tell us
about the lines you’re currently representing
and why you feel these builders
represent the industry’s finest?
MGS:
After all that we’ve been through, I decided
that I really only want to deal with companies
that are friendly companies. There
are so many companies out there that are
horrible to deal with and life is just too
short. Tom Anderson, Collings, Bourgeois,
Lowden, Nik Huber, Vinetto, D`Pergo,
Melancon and David Thomas McNaught
represent what I feel are the best of the
best. Each one has characteristics that I
feel are awesome. For example, the DTM`s
have the best fret jobs I have ever seen;
the D`Pergos do Fender better than
Fender. Lowden`s are the woodiest sounding
acoustics that I have ever heard.
The biggest thing that all of these companies
have is heart and soul. This is
what I like to call mojo for lack of a better
word; it is when you pick up a guitar
and it just has that feel to it. It has soul.
A lot of people may think this makes no
sense and is stupid, but to the gear whores and tone freaks, it makes perfect
sense. I think the reason they are so
awesome is because the makers pour
their very heart and soul into building
them.When I talk to these guys, you can
just tell that these guitars are an extension
of them. They have true passion
about these instruments. These are not
just commodities to any of us.
I view myself as being like the small builders
that I represent. They, as I do, really believe in
what they do, are very small in comparison
to everything around them and have a tendency
to get lost amongst the big guys.
MHL:
Marc’s also employs a talented, knowledgeable
staff of professional players.
Tell us why your expert customer service
is a trademark at your store?
MGS:
Customer service is the largest part of
what we can offer.With the Internet, there
has to be something that separates you
from everyone else. To me, that is customer
service and product knowledge. I have two
employees that have been with me since
the days of Dave’s – Tom Jordan and Jeff
Sandbom.We all have our areas of expertise.
Tom is the blues slide guitar guy;
Nationals and mid-gain class A amplifiers
are his biggest area of expertise. Jeff is the
metal guy; EMG`s and high-gain amps are
his thing. These two are awesome and
they have to put up with me on a daily
basis. Saints!
MHL:
Marc’s has also been establishing a
strong online presence, as well as promotion
through various guitar shows.
Tell us how this continues to expand
your customer base?
MGS:
Because of my location the Internet is
very important; the guitar shows really
give us a lot more exposure to people
around the country. This helps the hits
to our website.We also try to do some
national advertising in major publications
like yours. This has probably helped more
than anything. Also, with the small
builders, they don’t have that many dealers,
so when someone does a search for
something boutique that we offer, we
many times come up under the search.
|
“One of the things that we have
always been known for are our
repairs and this has continued
to be a very large part of our
stores’ success.”
|
|
| |
MHL:
Tell us about the physical store location
and the spirit you have created in the
retail environment?
MGS:
We are really fortunate to have the location
that we are in.We are located in a very
heavy traffic area and we receive a lot of
walk-in traffic. The atmosphere in our store is
very high-end but yet feels comfortable; a
lot of our customers say that the store is
very inviting.
We are a very
low-pressure
store.We just
try to give you
a pleasant
experience and
the information
you need to let
you make an
informed decision.
We don’t
want the onetime
customer
that leaves and
has buyer`s
remorse
because we
pushed them;
we want the
repeat customers.
MHL:
We are truly in the era of investment
grade gear. Tell us why you feel that
some of the very best instruments are
being built right now?
MGS:
I have had the opportunity to play a lot of
vintage instruments and, as far as fit and
finish, along with the woods used, except
Brazilian Rosewood, I believe they are better
now. These guitars play and sound
incredible. The tops are amazing and the
inlay work is mind-blowing. These are truly
what dreams are made of and some are
almost too beautiful to play – almost. Many
double as true pieces of art – simply amazing.
But beyond that, when you pick them
up, the amazement does not stop there.
From the first note you know that something
magical is going on.
MHL:
Does the store also promote used and
vintage?
MGS:
You know, when I first got started I thought
that vintage would be a large part of what
I do, but it is not.We do see some pieces
come through but it is not like Dave’s or
Chicago Music Exchange, where that’s
their mainstay. It also takes a large backroll
and that is definitely not me. However,
used is a big part of what we do and we
always invite trades.
MHL:
In closing Mark, welcome to the dance.
Tell us what you feel you have learned
in these first years and what you feel
has contributed to your success?
MGS:
I have learned that I have a lot to learn. This
may sound redundant, but I used to think
that I knew more than I did. Every day I
learn more and just try to take it all in.
Passion is what I think has contributed the
most to the success of the store; when
someone calls or comes in, I think they
realize our commitment to what we are
doing. Face it, if we were trying to get rich
we would have picked a different career.
Most people don`t love coming into work
like I do everyday! That`s the best part.
Marc’s Guitar Shop
1801 Sherman Street
Wausau, Wisconsin 54401
715-849-4800
www.marcsguitarshop.com
|
|
|
|
|
|
