Feature image: Paul Shuffield said local stores like his — Shuffield Music Co. in Arkadelphia, above — can provide invaluable face-to-face interaction. (Photo provided)
Local music stores have become a rare sight since the era of online shopping began, becoming veritable islands to themselves scattered across the state these days (or maybe islands in the stream). Once a staple in any small- to mid-size town, now only a few remain in Arkansas as the industry declines and chain-store giants squeeze out the little guys.
For small businesses, what does it take to survive in today’s music market landscape, and will music lovers soon hear the last note from what used to be a thunderous chorus?
The National Association of Music Merchants releases a yearly snapshot of the industry in its NAMM Global Report.
The 2024 report, published in August with sales data from 32 countries, found that as the U.S. government’s measures against COVID-19 have finally subsided in most states, the sale of school music products have trended upward as school music programs returned to pre-pandemic levels. That said, the findings also spell uncertainty for the industry as a whole.
“The results of this year’s report also show that the sales booms in certain categories experienced during lockdowns have come to an end, with 2023 showing revenue declines across these product segments,” the report states. “However, the inventory imbalances of these categories continue to recover, and like many industries, we are encouraged to see that we’re moving in the direction of more balance and stabilization.”
Paul Shuffield, owner of Shuffield Music Co. in Arkadelphia, said he feels cautiously optimistic about the report, despite it indicating a downward trend overall in the number of small, locally owned shops.
Paul Shuffield
“I’ve seen a lot of stores come and go over the last 16 years,” Shuffield said, “and I’ve had a lot of friends that had stores that are no longer in business. It’s sad to see them go. I hope people will still continue to support their local stores because we’ve got a lot of good things to offer. There’s nothing better than that face-to-face interaction sometimes. That’s something you don’t get in front of the computer screen.”
Shuffield Music Co. in Arkadelphia. (Photo provided)
A lifelong musician, Shuffield started the business in 2008 after years in the nonprofit sector. He chose Arkadelphia because there was not another music store in town and the town has an abundance of musicians. He always aspired to own a music store and initially intended to offer guitar lessons and repairs and sell a few guitars and accessories. The store is now full service, providing everything from that original idea to launching a spin-off business that focuses on live production and equipment installation. Shuffield is sometimes assisted by his three sons and his wife, who recently joined the operation.
His new venture, AV Arkadelphia, provides audio/video installation and rentals to churches, stadiums and other venues. The company helps local organizations add public-address systems, projectors and other necessities and is also available to put on live events. Shuffield said the move was the “next logical step and growth area” for his business and an area where he sees a lot of opportunity for future growth and expansion as clients look to keep up with the latest technology.
“There was a need for that locally,” he said. “It’s really cool that we’ve been able to grow into that and now have a separate business that’s handling a large chunk of that too.”
Meanwhile, 91 miles away in Conway, another small music store is establishing a similar effort.
Palmer Music Co. is building out the growing PA installation portion of its business, actively working with and seeking small churches around central Arkansas in need of sound system upgrades. The business offers live sound services such as rental equipment and sound system installation.
“Our model of transparency and service after the sale has really been key in growing this part of the business,” said owner Preston Palmer.
Palmer Music Co. has a large retail showroom with about 200 guitar hooks on the walls for all the top brands, including Taylor, Martin and Fender. The store also has a full-service instrument repair shop, which is an accredited warranty center for all the major brands. More than 300 students per week attend music lessons at Palmer, Palmer said. The shop also hosts events such as recitals and concerts.
“What sets Palmer Music Co. apart from a big chain … is the personal experience and sense of community we offer,” Palmer said. “When you come to Palmer, you’re not just another customer. We take the time to get to know you, your needs and your goals.”
Palmer said instruments and accessories can be personal, and local shops focus on providing the personal touch.
(Photo provided)
As a teenager, Palmer worked at Jack’s Music in Conway, teaching lessons and making repairs. That is where he learned the ins and outs of the business, he said. Palmer worked there for 15 years before branching out on his own. He started Preston Palmer Studios in 2011 with the simple idea to focus on his passions of music lessons and guitar repairs. The business quickly grew to 160 students and a full staff of teachers and repair techs by 2015.
“In 2016, I had the opportunity to purchase Jack’s Music, the place where it all started for me,” said Palmer. “It felt like a natural fit, and we rebranded the store to Palmer Music Co. Since then, we’ve grown to over 350 students and have continued to offer lessons, performance opportunities, instrument sales and repairs.”
Through all the changes, Palmer said, the mission has remained the same — to help people make music.
Maybe Shuffield and Palmer have found that secret chord that the late Leonard Cohen and Jeff Buckley sang about, allowing them to thrive where others have not. Despite their longevity, there are still challenges in the internet age.
Shuffield said that businesses today live and die by their online presence, and owners have to be willing to pivot quickly.
“You have to be online,” he said. “You have to accept technology, and you have to be open-minded with new technologies.”
Another key to success is catering to the needs of the community.
“We’ve been able to stay open by adapting to the times and really focusing on what our community needs,” Palmer said. “Staying active on social media has also helped us connect with local musicians and keep up with trends.”
In addition to its growing lesson program, Palmer Music Co. has expanded its retail services to include a “broader scope” of instrument sales and repairs plus more opportunities for students to perform.
Palmer said staffing is always a challenge, but he is thankful for the dedicated experts in his employ. One of the company’s biggest challenges is staying on top of retail trends and pacing to keep up with the growth of its lesson program, which is running out of room and instructor availability.
“It definitely poses some challenges,” Palmer said, “but we decided years ago that we were going to keep our eyes forward and focus on our community, our employees and our customers. We lean hard into treating each customer like a rock star when they walk in. That mindset makes the relationship between customer and employee much more than just a guitar purchase.”
Palmer said he plans to continue expanding the retail and lesson offerings slowly and conservatively over time.
“I bet we will be building some new lesson rooms next year, and I bet you will see some new guitar brands on our wall,” he said.
The common thread between Palmer and Shuffield is their convenient location in a college town. Conway, known as the “City of Colleges,” features a major university and two smaller colleges, while Arkadelphia is home to two rival universities across the street from each other, Henderson State University and Ouachita Baptist College. Shuffield makes it a point to get to know the local musicians at both colleges, which bring in students from all over Arkansas and surrounding states.
“It’s great. Every fall, you get a new group of students that pop in, and it’s a good opportunity for us to give them a place where they can get their supplies, rather than having to deal with ordering or waiting until they go back home,” Shuffield said.
He said the two schools have really good musicians, and he is glad to “give them a place that they can come hang out.” His shop focuses more on modern rock setups with guitars, bass guitars, drums and PAs than marching band or orchestral instruments, but he said the shop keeps the basic supplies that those segments need, as well.
“Being in a college town like Conway definitely helps,” Palmer said. “There’s a younger crowd with a passion for music, and we’ve tailored some of our offerings, like production classes and flexible lesson times, to fit their needs.”
Speaking of education, Palmer has begun a push to make music lessons more accessible to families through the Arkansas Education Freedom Account program. His shop is in the process of becoming a service provider for the LEARNS Act, which would allow families who qualify to use their education funds for private music lessons at Palmer Music.
“This is a great opportunity for us to reach even more aspiring musicians in the community,” Palmer said.
With mom-and-pop operations few and far between in the 2020s, Palmer and Shuffield represent the best parts of what made traditional music stores so memorable while also staying up to date on the technology it takes to succeed in business in the modern world.
“There’s still nothing better than somebody coming in, buying their first really good guitar,” Shuffield said. “That’s always a really cool feeling.”
“Instruments can be so personal,” Palmer said. “From the feel of the woods to the vibrations in your chest to the undertones your ear picks out, it is all factored into the formula of a customer’s perfect guitar. Most of those personalized factors, you just can’t get sight unseen. We give our customers a place to come and feel the array of differences between each instrument and find the one that is just right for them.”
