For over half a century, the San Francisco Bay Area has resonated with the vibrant sounds of rock music, nurtured by local legends and iconic venues. From the early riffs of The Syndicate of Sound to the chart-topping melodies of Rock and Roll Hall of Famers The Doobie Brothers, a common thread unites these musical pioneers: Guitar Showcase in San Jose. This isn’t just a store; it’s a cornerstone of the local music scene, a place where dreams are amplified.
“This whole area is nothing but musical innovation, and Guitar Showcase has been a launch point for the local music scene,” emphasizes Dan Orloff, co-founder of San Jose Rocks, underscoring the store’s pivotal role in shaping the region’s musical identity.
A vibrant display of electric guitars at Guitar Showcase, a renowned San Jose guitar store.
Founded in 1965 by L.V. “Bud” Eastman, a visionary music studio owner, Guitar Showcase began humbly in a rented duplex in Cambrian Park. Eastman’s vision was simple yet profound: to provide musicians with access to professional-grade instruments. Bob Gonzalez, bassist for The Syndicate of Sound, recalls, “It was great because we could go over and see all of these instruments that the professional guys were playing that we never saw in music stores.” This early access to quality gear was transformative for local musicians.
The business quickly outgrew its initial space, relocating to a house near its current address on Bascom Avenue. Eastman’s deep connection within the guitar community, including his friendship with Leo Fender, was instrumental in the store’s growth. Gonzalez notes, “Bud Eastman was very well known in the guitar community… He was smart enough to leverage the bands in the area, hiring some of us to work there and also give lessons.” Recognizing the burgeoning rock music scene, Eastman pioneered guitar instruction, making Guitar Showcase not just a retail outlet, but a learning hub.
A wide selection of electric guitars and amplifiers at Guitar Showcase, a cornerstone of the San Jose music scene.
Eastman’s entrepreneurial spirit extended beyond retail. In 1967, he founded Guitar Player magazine, a publication that would become a bible for guitarists worldwide. In 1968, he sold Guitar Showcase to Barry Wineroth, who, along with his brother and current owner Gary Wineroth, continued Eastman’s legacy, fostering a welcoming environment for musicians.
Growth necessitated another move in 1974 to a larger two-story building on Bascom Avenue. Guitar Showcase expanded its inventory to encompass a wide range of instruments, recording equipment, and technical gear, solidifying its position as a comprehensive music store. At its height, it even included a swap shop in an adjacent recording studio, catering to every musical need.
David Zimmerman, the director of operations, explains the recent strategic downsizing: “Gary is in his seventies and has been heading toward stepping back a little bit. He sold the larger building, which proved convenient before the pandemic and lockdowns. We brought over the guitars and stuff that is really our specialty and left behind the drums, keyboards and pro audio that weren’t doing as much for us.” This refocus on guitars, their core strength, ensures Guitar Showcase remains a premier destination for guitar enthusiasts.
Today, Guitar Showcase also boasts the Vintage Vault, a treasure trove of classic and collectible guitars. Among its prized possessions are a 1968/69 Gibson J-200 autographed by Pete Townshend of The Who and a visually striking, hand-painted Beatles-themed guitar. These pieces highlight the store’s connection to rock history and its appeal to serious collectors.
A unique, custom-painted Beatles-themed guitar showcased at Guitar Showcase's Vintage Vault.
Eastman’s customer-centric philosophy of providing the right instrument for every musician’s needs and budget remains the guiding principle at Guitar Showcase. Orloff recounts his transformative experience in 1994: “In my mind, that was a Martin guitar which retailed for around $4,000. I only had about $3,000 in the bank and rent to pay, but I decided I was going to make a totally irresponsible purchase and get that guitar.” However, the knowledgeable staff steered him towards a Taylor guitar, a brand then unfamiliar to him. “The Taylor outperformed the Martin and I walked out of there with it for $970 including tax and the case,” Orloff marvels. This anecdote perfectly illustrates Guitar Showcase’s commitment to customer satisfaction over simply making a sale.
Beyond everyday players, Guitar Showcase has attracted music royalty. Tiran Porter, bassist for The Doobie Brothers during their most successful years, is a long-time patron. “I started shopping at Guitar Showcase when they were selling out of the garage,” Porter shares, “and I have been buying from them ever since. The people who work there are experienced and friendly and if you can describe what you want, they can make the best suggestions in the world.” Porter even purchased a Fender Precision Bass from Guitar Showcase in 1974, which he used on the hit single “Takin’ It to the Streets,” cementing the store’s place in rock history.
Close-up of a guitar neck with custom inlay work, highlighting the craftsmanship at Guitar Showcase.
While Guitar Showcase embraces online sales, Zimmerman emphasizes the enduring value of the in-store experience. “Online sales is just not us. It is not our community and it is not what people expect from us. You can come into the store and handle the instruments. Each one is unique. You need to hold them and play them to understand them.” This dedication to hands-on customer service and fostering a community of musicians remains at the heart of Guitar Showcase, ensuring its continued legacy as a vital part of the San Jose music scene for generations to come.
Guitar Showcase: Your Musical Journey Starts Here
Phone: (408) 377-5864
Location: 3058 S Bascom Ave., San Jose CA 95124
Hours: Monday to Saturday 10 a.m. to 6 p.m., Sunday 12-6 p.m.
https://www.guitarshowcase.com/
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What sets them apart: An unparalleled selection of acoustic and electric guitars, vintage finds, and expert, personalized customer service.
