How Guitar Shows Work — A Dealer's Perspective, Part 1

My First Show: San Rafael, 1996

Thirty years in, guitar shows are still where I learn the most about this business. Here's how I got hooked.

The annual guitar show in San Rafael, CA has been going on for decades. I set up my first guitar show booth there back in 1996. My mind was blown! I had only been in the business for a couple years at that point, and I knew I liked old guitars and amps, but I didn't have a very good idea of what was happening in the business outside my town of Chico, CA. I came home from that fateful weekend and realized that there was a much bigger forum for my business – it fundamentally changed my professional trajectory.

Learning the Hard Way

It took me a few years to really get to know other dealers. I know now that my approach during my first handful of shows was a contributing factor in my feeling that I remained on the outside of the group of regulars. I was there to raise cash. My shop was new, growing quickly – it was cash-hungry, and so was I. I didn't really have a grasp of pricing. I was unorganized and a bit overwhelmed.

My booth must have had an aura of desperation that was palpable to those with more experience. I let a lot of stuff go way too cheap.

It was also clear to me right away that I had a lot to learn about how to buy and trade things in. Guitars and amps that came my way would often knock me out, and I'd fall in love before I caught issues. My eye for originality needed work. It was a challenging endeavor in those early days of the internet, but I dug in. It helped that the work involved stuff that I was fascinated with.

Where the Real Education Happens

My deep dive into the business made me realize that the shows were where I was learning the most. The intense amount of activity during the three days was key. There was nowhere else to get exposure to pricing, to see transactions happen in real time, to get a feel for what gear was hot and what was not.

Building a Show Circuit

I quickly began to add shows to my calendar. There were two shows per year in San Rafael back then, and I started going to the two-per-year in Southern California. I then added Arlington and Dallas, then Philadelphia. Three years ago, I added the Nashville show in neighboring Franklin, Tennessee, which I think is the best show in the country these days. I hit some smaller, regional, one-day shows here and there at random when traveling to visit family or friends.

Small Shows vs. Big Shows

The small, local shows are fun and easy-going. Most people at these smaller events know each other, the vibe is more personal and casual. Some of the bigger shows have been going on for years and years. They've taken on their own gravity, pulling buyers and attendees from around the country and the world. They're a bit more intense, but there's a lot more to see and do.

Why More Players Should Go

Whether small or large, guitar shows seem to me to be a great way for anyone interested in guitars to spend a day. One thing has puzzled me since I first attended the Northern California show. Customers I had first met in my old shop back in the mid-90s – the serious players and collectors – had never been to this show, despite knowing that it was happening twice per year just a couple hour's drive from home. I have poked them when they've asked me, "how was the show?", and give them a hard time about being willing to drive two or three hours to go to a guitar shop but never to what I call the "roving guitar museum."

San Rafael: My Favorite Weekend

Speaking of the San Rafael show – it really is the prime example of the point I am making here. We bring a huge load of inventory. All my employees come with me. It's a party atmosphere at this show with my family, my staff, and the many good friends we have in and around the Bay Area all hanging out in the booth. It is one of my favorite weekends of the year.

A Way of Life

I have made many life-long friends at shows – dealers and attendees alike – people I never would have met had I not stumbled into this endeavor. I've done business with rockstars and sold young people their first guitars. I've seen legendary shop owners grow their businesses and eventually go on to retire. This spring I brought my son to Nashville with me and had a great time sharing my experience with him, introducing him to my friends over guitar deals and great meals, and seeing some of the sights.

So that is how and why guitar shows have become a way of life for me and a key part of my business. I hope it inspires you to head to the next one near you.

In my next installment I'll get into how the shows actually work.