The Szlag will be hand-made in small numbers, with a carved top and exotic woods. Slog is also working with a New Jersey luthier on a bass of his own design, the Szlag, named for his original family name. Guitar Villa resells vintage Martins, but does not stock new ones. Inc., the legendary Nazareth maker of acoustic guitars. Slog's goals include landing a contract with C.F. "People still want to go to a smaller store where they can talk to somebody who knows what they're talking about." "We become friends with all the customers," Slog said, sitting in his office as an employee and a customer talked guitars in the store behind him. He also believes strong service, from employees who are also players, earns customers' loyalty.
Slog said Guitar Villa offers a broad enough range of products, at competitive prices, to hold its own against bigger stores that show off walls of guitars. Also, national chain Guitar Center has a store in Plymouth Meeting, a half-hour from Quakertown. Other locally owned music stores jostle for the guitar business, as do music e-tailers such as Musician's Friend and Sam Ash. Now, Guitar Villa's main challenges come from outside.
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He solved that problem with the help of a friend, Kirk Schlamp, a financial professional who agreed to take over the books. Slog also didn't know much about bookkeeping or financial management. "I listen to these people whenever we have to make a decision about a product." "Everybody that works here started out as a customer," he said. He now relies on experience, as well as feedback from regular customers. The stores don't carry every brand, but feature a few well-known names, like Korg keyboards and Gretsch drums.įiguring out what to stock was a "trial and error" challenge at first, Slog said. In recent years, Guitar Villa has also expanded into drums and keyboards. I've definitely spent a lot of time in there." "There's always something of interest in there, and the guys who work there are pretty nice. "I always like to go there and see what's come in," said Wolfe, a self-described "compulsive" guitar shopper. But he buys strings and other parts from Guitar Villa, and likes to talk with employees and check out new gear. Wolfe has an endorsement contract with Gibson, and gets guitars straight from the company. Wolfe lives in Bethlehem Township, and has shopped at the nearby store for five years. Shoppers range from aspiring brand-new players to veteran pros such as Todd Wolfe, a blues-rock guitarist well known in the Lehigh Valley and the Northeast. The most expensive guitars hang above the checkout counter, like a $2,200 Gibson B.B. The company stocks lower-end beginners' guitars for less than $200, along with custom-made Gibsons that sell for thousands of dollars.Īt the Bethlehem Township store, rows of starter guitar packs - which include an inexpensive guitar, small amplifier and accessories - line the walls at the front of the store. Both stores carry other brands as well.ĭespite Slog's original vision, Guitar Villa isn't just a high-end or vintage store. The intent is to drive shoppers to both places, Slog said. The stores stock different lines of instruments: Bethlehem Township specializes in Gibson electric guitars, while Quakertown carries Fender electrics. "They drive up in a $40,000 SUV, and they want to buy a quality instrument."
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