Behind the Counter
Another month, and another column. This month I want to talk about how "The Retail Operation" has changed over the years. In 1986 when I started my first game store, First Empire Games, in Anchorage, Alaska - retail was new to me, and fairly easy to succeed at.
I went to a mall which was having occupancy problems, rented a 220 square foot space, and bought a sign. We handed out flyers on campus and on the Army and Air Force bases near Anchorage, and we were off and running. Since there were only two stores in the are that did games, and neither of them were doing much, we took off fast. We took out a wall, and absorbed the store next door, adding another 600 square feet.
When I sold the store in 1990 I had a monthly mailing newsletter with over 5000 addresses on it, and a wondrous inventory of games, both new and used.
At that time, Pool of Radiance for the Commodore-64 (I think?) Was just released, and doing well - and the internet was not something people shopped on.
Today, things are far different. First, the popularity of RPGs has created the MMORPG, and online gaming has become 10-times more popular than tabletop gaming. 10 million subscribers to World of Warcraft can't be wrong. The popularity of Warhammer, Magic, D&D, White Wolf games and others have spawned movies, other MMORPGs, conventions, comic books, novels, other merchandise - and a move of those popular games (and many others) into places like Walden Books, Barnes & Nobles, and other mass market outlets. Of course eBay has changed things too.
Where once a store like mine, in Anchorage, could open in an out of the way place - and be a destination for gamers who would drive to get their "fix" today that is no longer the case. Rare is the gamer who has to go out of their way to find the games they want - after all, you can shop online 24/7/365, bid on eBay, shop the publishers directly, or find most of your gaming needs at your local B&N store. (Not begrudging B&N their success, they are actually MY favorite store, with Best Buy being #2).
As such, I have had to change the way we do things. Several times. For a time we were a mainstream hobby store with games. We have since morphed into an Entertainment Store - where you can buy movies, music, video games, and other games and entertainment stuff (like used books).
Where we used to have a couple thousand blisters of Games Workshop and Battletech figures - we now have several thousand Music CDs. Where our gaming tables were are our DVD selection (about 3500 movies!). The 500-boxed games we used to stock has been displaced by our used comics bins, and used novels. And, where we used to keep our magic singles we now stock VHS tapes.
Our store has changed so much, our name had to change - to Titan Games & Music. It may have to change again to "Titan Games, Music & Entertainment".
When our old games customers (all three of them) ask why we quit selling so many games, I have to have a sad conversation with them. Because while their perception is that we have quit selling games (their kind of games) the truth is we sell MORE games now than we did any year except "the YEAR OF THE PIKACHU". We actually sold more games in 2007 than in 2000 - though the games we now sell include the top sellers in the board game, war game, family game, miniatures collectible games, and other categories - including used video games.
In reality - we didn't quit SELLING the other games, people quit BUYING them from us. Why would or should we stock $50,000.00 worth of Games Workshop figures to capture $25,000 a year in sales. In retail terms, that is less than ½ of a turn (a good turn rate is 3 to 8, depending on the merchandise - and a rate less than 2 is not worth messing with, usually). We can stock $5,000 worth of Music CDs and get a turn rate of 4, with no work or effort.
See, in my opinion, we didn't quit selling games - we started selling what our customers wanted to buy from us.
Today is the 5th anniversary of my mother's death. I find myself in a melancholy mood - missing my mother, my not-too-misspent youth, and ....... that game store in Anchorage, Alaska - First Empire Games. Sitting at my computer listening to "Somewhere Over The Rainbow" by IZ (Israel Kamakawiwo`ole) and maybe shedding a tear or two. (Give this a listen, if you're of the mood: http://www.youtube.com/watch?v=brRsRTTp1Pw&feature=related .)
I was here, in my store, the afternoon after my mother died. I guess I didn't know what else to do, being in a little bit of shock. The doctor said my mother had 18 months, but 9 days later she was gone. I had two customers come in and hug me that day in 2003 - Wayne (who I see far to seldom), and Nick Antes (who I later hired, and still miss having around here).
Sitting at my desk today, working with my youngest daughter - both of us a bit of a mess today - I still love my mother. And, I love this store. I don't consider my efforts here wasted, or in vain. And, maybe we don't sell exactly what I would like to sell - most of what we now stock is just "stuff" to me. But, I still value my customers.
- DJ - a great customer who comes in occasionally. Brett and Brian - twins I can't tell apart usually, in their 30's, with wives and kids.
- Dennis who calls daily with his orders.
- Some of the girls from Heart Beats (a bar I frequent)
- Little Round - my tattoo guy who buys video games here.
- Paul - the health inspector who once closed my favorite restaurant, LOL.
- Eric and Mel - they used to live across the street.
- Jeremiah, who is not a bullfrog
- Some cat named Kalamazoo
- SFC Wiers, a local Army guy.
- Joe, my best comic book customer
- And, hundreds of others.
Anyway. I love owning my own store. I don't mind the hours, the work, the uncertainty that comes with it. I love my lil store, and the smile on my kids faces when they get their paychecks every week, and knowing they have a sense of accomplishment in helping to build Titan Games & Music with me.
Chances are, you are likewise loved by a retailer somewhere - in your local store. I like a good deal, too. I often shop on eBay for stuff I cannot find. But, a little later today, I am going to run out to Barnes & Noble, get a Vinti Mocha with an extra shot, and buy me a CD by Israel Kamakawiwo`ole if they have it, and order it if they don't.
Maybe after that I will stop by Discount Hobby - the other game store in town, and say hi to my competitor - Steve Allen. A good guy, whom I've known for 30 years or so.
Next month, I will try to write to you folks about my renovation - new carpet, wall and electrical work, and such in converting 1200 square feet of so of office space into retail space.
Check out my blog, at: http://blog.myspace.com/index.cfm?fuseaction=blog.view&friendID=144800508&blogID=334418674
Marcus King
Titan Games & Music
637 Capital Ave SW
Battle Creek, MI 49015
