In an era where music retailers, even giants, are facing unprecedented challenges, a guitar store nestled in the small town of Lincolnton is not just surviving, but thriving. Guitar Wishes, owned by Gastonia native Roger Calhoun, has become a beacon of success in the music industry, capturing the attention of musicians worldwide. But what’s the secret behind its remarkable ascent to becoming a top global music retailer? Calhoun believes it’s all about prioritizing the customer experience and, quite literally, making guitar wishes come true.
Since opening its doors in downtown Lincolnton in 2017, Guitar Wishes has been a haven for musicians of all levels, offering a wide array of instruments from acoustic and electric guitars to bass guitars and ukuleles, along with amplifiers and essential accessories. Remarkably, within just a year, by 2018, the National Association of Music Merchants (NAMM) recognized Guitar Wishes as one of the top 100 music product dealers globally. This accolade was reaffirmed in 2019 at NAMM’s Top 100 Dealer Awards, solidifying their position on the world stage.
Alt text: Guitar Wishes store interior showcasing a wide selection of guitars on display, emphasizing the variety and inviting atmosphere for musicians.
Katie Cook, CMT correspondent and host of NAMM’s 2019 Top 100 Dealer Awards, aptly noted the dynamic nature of the music products industry, stating, “Just like the recording industry, the music products industry can also be competitive and ever-changing. There are no guarantees. Yet those who rise to the top have learned to work hard, stay focused and capitalize on their unique strengths.” Guitar Wishes embodies this sentiment, carving out a successful niche even as industry giants falter.
The struggles of major retailers like Guitar Center, which recently filed for Chapter 11 bankruptcy despite a surge in guitar sales nationwide, highlight the precarious landscape of music retail. Yet, at Guitar Wishes, it’s business as usual, albeit with a consistently high standard of customer care. Even pre-pandemic, the store maintained rigorous instrument cleaning practices and a comfortable, uncrowded shopping environment.
This commitment to customer experience is clearly paying off. Guitar Wishes has seen sales growth year-over-year, attracting a diverse clientele from local enthusiasts to international professionals. “We’re on target to sell 5,000 [guitars] this year. Last year we sold around 3,200,” Calhoun proudly states, indicating a significant upward trend.
Step inside Guitar Wishes, and you’ll be greeted by an impressive inventory of 700 to 800 instruments. From affordable starter guitars priced around $60 to high-end models reaching $5,000, the store caters to all budgets and aspirations. Located on the ground floor of a former dance studio on East Main Street, the space is thoughtfully laid out to encourage exploration. Adding another dimension to their offerings, Calhoun also operates The Sound Factory Studios directly above the retail space, providing musicians with a professional recording facility.
More Than Just a Transaction: Building a Music Community
Guitar Wishes’ success extends beyond mere retail transactions; it’s about fostering a genuine connection with the community and nurturing a love for music. Calhoun emphasizes the importance of local engagement as the bedrock of their national recognition.
It’s not uncommon for curious passersby, including children with their families, to wander into Guitar Wishes, simply drawn by the allure of a guitar store. Calhoun and his team warmly welcome everyone, regardless of their musical background. A defining aspect of the Guitar Wishes experience is their open-door policy when it comes to handling instruments. Even the most exquisite, high-value guitars are readily accessible to anyone who expresses interest.
“Nothing is off limits. If you want to come in and play, we want you to leave happy whether you buy a guitar or not,” Calhoun explains. “We’ve got one in a glass case here. If a kid comes in and says, ‘man, I’d love to play that,’ we’ll get the key out and hand it to him… it’s special.” This philosophy transforms a simple store visit into a memorable and inspiring experience, potentially sparking a lifelong passion for music.
To further encourage musical pursuits within their community, Guitar Wishes offers a complimentary guitar lesson with every stringed instrument purchase. These lessons, typically valued at $40 per hour, are another testament to their commitment to making music accessible. “We’re not trying to sell the music industry. We’re trying to physically sell the lifestyle,” Calhoun elaborates. “It’s something to relieve stress. Especially with the current times, it’s just a good way to unplug the stress.” Guitar Wishes positions playing guitar not just as a hobby but as a positive lifestyle choice.
Alt text: Roger Calhoun, owner of Guitar Wishes, pictured inside his store, showcasing his passion for guitars and commitment to customer service in the music retail industry.
Expanding Reach Through Online Engagement
Guitar Wishes’ influence extends beyond its physical location through its thriving YouTube channel. Launched three years ago, the channel has become a popular online destination for exclusive interviews with renowned musicians and celebrities. Lee Burnette, Calhoun’s business partner, spearheads this initiative and has secured interviews with members of iconic bands like Led Zeppelin, Lynyrd Skynyrd, and Dave Matthews Band.
“We did a couple, and then it just snowballed. All of sudden, people out in California wanted to be part of it,” Burnette recounts, highlighting the organic growth of their online presence. These interviews not only provide valuable content for guitar enthusiasts but also elevate Guitar Wishes’ brand visibility on a global scale, attracting customers and further solidifying their reputation. Burnette also expresses aspirations to interview artists like Steve Martin and The Avett Brothers, indicating ongoing efforts to expand their reach and content.
Whether it’s a child’s first encounter with a dream guitar or a seasoned musician like Scott Avett seeking a new instrument, Guitar Wishes strives to create an inclusive and welcoming environment for everyone. Calhoun’s philosophy is simple yet profound: “I treat everyone like they just had a hit song. I think it’s important. Even if they don’t have a hit song, they might five years from now. You never know.” This approach, centered on respect, accessibility, and genuine passion for music, is the heart of Guitar Wishes’ success story, proving that in a competitive market, authentic customer connection and a touch of small-town charm can resonate globally.
