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Upfront Follow-Up: Daddy’s Junky Music’s Mall Store In December, MMR ran a story on Fred While they haven’t decided if a sea- Bramante’s unique idea to open up a sonal store is going to become a holiday seasonal store to catch the holiday mall tradition, the Bramante’s are optimis- crowd. Bramante was inspired by the Hal- tic. “If it’s something that we feel would loween novelty & costume stores which work for us again in the future, I can’t seem to pop up each year around Septem- see why we wouldn’t do it,” says Candi. ber and thought that a temporary holiday This particular space in the Burlington store just might be what Daddy’s Junky mall store was a former Ritz Camera so Music needed to cash in on the December it had all of the wall slats and everything rush. Fred’s daughter Candi Bramante we needed. We didn’t need to go in and was excited to test out the concept. “This build anything in there. I think that is deﬁnitely a test run for us. The exposure that may have affected our decision on alone — obviously, with that many shop- whether or not to go in there. But, we pers — is quite extraordinary for us and it didn’t have to do anything but ﬁ ll it with will certainly give a lot of visibility to our gear. So we’ll have to see next year if an- company and the store down the street as other space like that becomes available,” well,” said Candi. “We’ll see how it goes explains Candi. and I’ll tell you at the end of December Although Fred does recommend that whether it worked or not,” said Fred. So, other retailers take a look at his approach as promised, here’s the follow-up and the to holiday sales, he told MMR that, “it’s not good word on temporary holiday digs. a snap of the ﬁngers”. Bramante informed First things ﬁrst: was the store a success? “It was interesting,” says Bramante. “We us that stafﬁng could be difﬁcult because mall stores must adhere to mall hours. Sam Ash Donates just did it for two months — November and “The amount of trafﬁc going through — $25G Les Paul December. November was disappointing including a lot of ‘lookers’ is high. So it’s but December was better than we thought. fairly labor intensive but for the month of to Auction If you look at the season, I would have to December, it absolutely worked. It was not Sam Ash Music donated a $25,000 say that that was one of our highlights. So a typical Daddy’s store in the sense that we Gibson Jeff Beck Les Paul to the silent overall, it was worth it.” Candi agrees. “We didn’t have a lot of used gear in the store,” auction beneﬁting Musicares at the kind of went in there with blinders on not says Fred. “It was pretty much a holiday 2010 Person of the Ye
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