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Tuesday, December 5, 2017

Once You Pop, That's Great!

The pace of new releases right now across tabletop categories is such an overloaded blast that it can only be properly depicted by the Whaaargarbl Sprinkler Dog:
We can't keep up with this.  There are not enough gamer dollars out there to ingest all this content.  There is so much that the top gamers in my player community, the guys who jump onto each new game system with top enthusiasm, are tapping out and abandoning ongoing games, and largely shrugging at new ones.  The top fervor I get for new titles on the rack is when the reseller scrappers show up because that title has already sold out online and they know they can flip it at a profit.

I talked about this a few months ago and concluded that despite the content quality being very high right now, we were headed for an analogue of the 1983 video game industry crash.  This bubble was bound to pop.  Well, it's happening.  Maybe people should heed my warnings instead of brushing them off.

The mass market, which pushed so hard to bring about this torrid pace of releases, is learning something the game trade knew all along: by mass market standards, these things don't turn worth a damn.  They're fine for small specialty retail, which can survive and even thrive on a turn figure between 3.2 and 3.8 per annum.  But mass sets a base standard of 12.  If it doesn't turn over monthly, clear the rack.  And the bloodbath has ensued.  Among others:

Barnes and Noble is tapping out.

Gamestop is tapping out.  Maybe.

Walgreens is tapping out.

Target kind of tapped out after their "all these exclusives" plan last year, with Oregon Trail and Dirty Codenames and Machi Koro Nights and so on.  They'll retain Cards Against Humanity (or Prongles or whatever it is now, see also title of this article) and Hasbro mainstream stuff, and a few sacrificial lambs to be able to say they have hobby games.  But they won't really.

Pardon the use of Reddit for links on those; much of the circulating news about those clearances was via social media that is not readily linkable.

The DSG plan to ride all this out?  Lean on our pawnshop business, of course.  Ain't no such thing as a new release when all the merch is used.

I wonder what will happen once the bubble has popped and things contract back to reality.  Will some of these amazing games finally have room to breathe?  Will I get to enjoy like three years of data packs from Android: Netrunner?  Will HeroClix v2.0 with its streamlined rule set finally start gathering momentum again?  And wow, what about Magic: the Gathering, which has had enough content to hold player interest for ten years released in roughly the space of two years?

You know what?  It's going to be miserable and lose a lot of people money, but maybe this is for the best.  Content is eternal and good content will still be around for us to partake of it later.  The mass market is Leviathan, and perhaps that tortuous serpent will finally starve out and seek waters better suited to its gluttony.

Tuesday, November 28, 2017

Four Days of Extremes

Thanksgiving weekend 2017 brought a great high and a troubling low.  I wanted to touch upon a little bit of each.

Black Friday set a new record for us, while not quite hitting the target I had hoped for.  Pretty greedy, right?  Sure, it was the best Black Friday yet, but what have you done for me lately.

At ground level, though, BF's robust sales and great footfall happened despite what we failed to do in preparation.  We really just ran out of time.  With the aftershock move of our Tempe store to Chandler and so much else going on, I didn't spend enough time in advance ordering up targeted inventory for the event, and I didn't have enough time to devise a promotional framework that would better straddle the various departments and reach more products, while still providing healthy returns and not training people to "shop the sale."  A week or so out, I realized I had time to set this much up, and so I wrote it all down and did a bunch of setup myself and delegated the rest.

The promotional "deals" we offered by and large worked. (I'm not a fan of the way "deals" has become a euphemism for "offers" or "sale prices," but that is the apparently the parlance of our time in advertising right now.)  This suggests that given enough time to tie in product groups, simplify, then expand to other groups, then consolidate and simplify, etc, ultimately encompassing a storewide promotion, we should see greater sales still next year.

Small Business Saturday was meh and Whatever Sunday Is Called was decent, outperforming the expectation.  Yesterday was even good, a rare robust Monday thanks to a blast of online sales and higher-than-expected early-day visits.  We expect to see a quieting now, a calm before the storm.  Somewhere around December 9th, the light switch will go on and it will be bananas until Saturday the 23rd, and then from the 26th well into January.

Alas, the holiday weekend was marred by the announcement that the expert and famous cosplayer Christine Sprankle (@Cspranklerun), was departing the Magic community after enduring bullying and harassment by a certain YouTube personality whose name I won't mention and I'll explain why in a moment.  For ease of reference, I will refer to him as Offender.  The specifics of Offender's actions in this matter are well established elsewhere, and I won't revisit them here.

For those of you unfamiliar with the scene and the practice, cosplaying is far more than merely dressing in a costume and schmoozing around.  Expert cosplayers typically create their wardrobe from scratch, or nearly so, and put tremendous time and resources into this process.  The greatest degree of verisimilitude is their triumph and their prestige.  And Cspranklerun is the best in the Magic: the Gathering scene.  The world of MTG provides a rich assortment of characters, and her performances of e.g. Chandra Nalaar, Liliana Vess, Olivia Voldaren, and Archangel Avacyn are the gold standard now.

I have encountered Ms. Sprankle several times at industry events and she has always been friendly and gracious to me and everyone who I've accompanied, and conducts herself as a consummate professional.  Her tormentor, Offender, is someone whom I cannot say the same about.

It's easy to look at Offender and say, oh, he's a typical chauvinist, or a typical alt-right agitator, or a typical bully, or whatever label seems to fit.  But to label him and direct ire toward him or even retaliate against him is to miss the point.  Offender runs a clickbait YouTube channel.  He doesn't have to be right, he doesn't have to be sensible, he doesn't have to make you agree, and he doesn't have to make you disagree.  He only has to make you watch.  He is in the attention prostitution business.

Like Neil Peart famously said, "I don't believe a prostitute is an evil thing."  But recognize what a prostitute is, and what it wants.  A prostitute engages in behavior that elicits compensation from an audience.  Literally, the euphemism of whoring reflects the reality that any given prostitute may not consider any particular behavior off-limits, no matter whether it might be socially questionable, if the result is that the whore gets paid.  If Offender's whoring is for attention, any attention you provide to him is giving him what he wants.  Controversy sells.  Bait draws clicks.  Views draw dollars.  There's no such thing as "bad" publicity.  And this is how Offender stays in "business," as he is a Patreon-based "content creator."  When you tune in, Offender wins.

The best and greatest punishment the community can inflict upon Offender is to ignore him evermore.

Don't watch his videos.  Don't read anything he writes.  Block him on whatever social media you can.  Don't mention him, don't acknowledge him.  Shun him utterly.

Come on, people.  We can do this.

Meanwhile it would probably help if Wizards of the Coast banned him or something.  Lord knows they've banned others for less, in some cases questionably so.  They had not made a statement as of the night before this article went live, but I am reasonably confident they will, and that any delay is/was simply a matter of the appropriate staff needing time to meet and deliberate on the matter.

And then I hope Cspranklerun will return and I hope everyone who enjoys her cosplay performances at the various conventions, events, and tournaments will provide a heartfelt word of appreciation to her.  Even people who know they have friends and allies can feel awfully alone in the moment when a bully or harasser is doing their worst.  I'd like for those on the receiving end of such abuse to have more confidence that the rest of us are there to back them up.  The only way that's going to happen is if we demonstrate it.

Tuesday, November 21, 2017

Seasons Calendar Greetings

So, in addition to the spurts and stops of intense sales activity this time of year, we also have to deal with the effects the calendar has on when our staff works, when our shipments arrive, and when our money moves.  Back in 2012 and 2013, it made for some stressful experiences, but by now I know what's coming and I can plan it pretty far out to ensure business as usual.
The Thanksgiving Holiday week (in the United States) brings with it a Thursday in which nobody at DSG is realistically expected to be open or be working.  Some stores do offer gatherings of a sort, which I think is cool because it reaches that part of their clientele who maybe don't have family (or locally reachable family) with which to spend the holiday.  In our case we just close and give everyone the day off.  Salaried employees have a couple of hours bolted on to other days just to ensure we don't suffer for task completion, but are otherwise on paid vacation for the day; part-timers simply aren't scheduled for that day.

Moreover, the day after Thanksgiving, Black Friday, is a day when many businesses are closed and retail stores are open.  We know on the front end that it's a shopping day, but on the back end we see a variety of on- and off-duty vendors.  The mail does get delivered and banking occurs normally.  Our distributors are mostly closed.  UPS and FedEx deliver but most things we need for that day will be ordered the week before, so that they will arrive in the short week leading into the holiday.

Oh, and Veterans Day tends to create a day's unusualness, but since it's a single-day holiday and usually doesn't change much about business activity, I don't have to do very much to "prepare" for it.  It's not an entire weekend, effectively, deeply shared as time off by the majority of American society that does not work in the retail or hospitality sectors or in emergency services.  So there's not a whole lot of accommodation needed.

Thanksgiving's saving grace in terms of preparation (since it already has the great saving grace that the Fri-Sat-Sun frame tends to be pretty good for sales) is that it happens the same way every year.  The dates change but the days stay the same.  The opposite is true of the Christmas holiday, for which the dates stay the same and thus the days change.

This year is an arrangement I love: Christmas Eve on Sunday, Christmas Day on Monday.  For the first time since the store opened in 2012, I feel at liberty to go ahead and close on Christmas Eve and give the entire crew two straight days off.  Saturday the 23rd before that should be a record-breaking sales day, and I will go out of my way to get as much awesome stuff prepped and presented on time for that, but we're usually closed early on Sunday evenings anyway, and every Christmas Eve thus far has seen customer foot traffic taper off dramatically in the evening.  In essence, I don't see us losing much in the way of sales, and the value of having the recharge time for everybody gets much higher.

Best of all, with the Sunday-Monday cadence of this year's Christmas holiday, I don't really have to do any hocus-pocus in terms of ordering, shipping, mailing, banking, or any of that.  And the day after Christmas, Tuesday the 26th, should be a glorious party of youngsters indulging in their greatest material desires, funded by that sweet, sweet Grandma money.  The week before, my orders will go in on Monday and arrive Wednesday and Thursday and our TCGPlayer shipments will go out the same as they ever do.  Aside from what I hope will be overwhelming customer traffic, my crew will not be doing anything unusual mechanically where their schedules are concerned.  After Christmas I can blast in my orders to a rack of distributors who will be fully at battle stations, and have them by the end of the week.  A lot of us get healthy that week, though aside from normal sales I will have a lot of tax preparation to do, activities that need to get paid out and ledgered before the clock strikes zero on the Year of Our Lord Two Thousand Seventeen.

New Year's Eve is also a Sunday and we've always seen customer footfall basically end at rush hour on that day.  Rather than closing for the day, I'm inclined to staff light and keep the 10am-6pm regular hours, with projects on deck and general cleaning and straightening up to occupy the staff time.  New Year's Day is open for business of course and is usually very good.  A lot of people, whether workers or students, are off and ready to play some games.  And we'll be ready for their arrivals.

Whatever you are doing this coming weekend, whether it's with family, friends, or enjoying the solitude, stay safe, stay warm, stay healthy, and have fun!

Tuesday, November 14, 2017

The Tyranny of the Necessary

Thing I am doing: Spot duty putting out daily fires, many of them caused by incomplete infrastructure as a result of the move.
Thing I would rather be doing: Leaving daily operations in the hands of my store managers, knowing the infrastructure was built and the store was at cruising altitude.

Thing I am doing: Physically lugging assets from the closed Tempe location to Chandler.
Thing I would rather be doing: Developing Chandler's infrastructure.

Thing I am doing: Patchwork to keep our Crystal Commerce deployment effective.
Thing I would rather be doing: Moving in-store sales to the Square Retail POS.

Thing I am doing: Triaging video game buys for deployment to the racks.
Thing I would rather be doing: Finishing the new process for shelf proxies and rack layout so that the staff can quickly and easily triage video game buys for deployment to the racks.

Thing I am doing: Swimming through admin every week to navigate and maintenance all the financial moves we made to make the store move happen in one piece.
Thing I would rather be doing: Looking for great new items I can bring in that will amuse and delight the store's visitors.

Thing I am doing: Ongoing buildout iteration and refinement.
Thing I would rather be doing: Ongoing process iteration and refinement.

Thing I am doing: Performing life support on underperforming categories.
Thing I would rather be doing: Developing new revenue streams like cell phone screen replacement, video game console repair, category adds like brick toys and children's games, disc media restoration using our awesome commercial-grade resurfacing machine, and event broadcasting and media compilation.

Thing I am doing: Learning, slowly and inefficiently, how to use the tools to create awesome graphic art assets for the business.
Thing I would rather be doing: Deploying awesome graphic art assets for the business, for uses such as signage, branding media, and wider channels of advertisement.

Thing I am doing: Spending late nights putting in pre-orders on distributor websites and answering emails I was too busy to deal with during the day.
Thing I would rather be doing: Sleeping.

Thing I am doing: Making sure that it continues to be possible for people to play games at the store.
Thing I would rather be doing: Actually playing a game once in a while.

Thing I am doing: Working in the business.
Thing I would rather be doing: Working on the business.

Thing I am doing: Administering a retail business.
Thing I would rather be doing: Writing epic adventure stories.

Thing I am doing: Working long hours to ensure the future of the business.
Thing I would rather be doing: Spending time with my wife and kids.

Tuesday, November 7, 2017


I left an uneaten sandwich on the back table at the store when I closed up.

The console controllers I bought just before closing still have those corroded batteries in them.

I left the door to the refrigerator open at the store when I closed up.

There is a $7,000 order coming in and I only have one person on shift in the morning to process it.

I left my workstation iMac unlocked and all of creation can get into the staff payroll records.

I forgot to sanction the next whatever the hell it is this time in Wizards Event Reporter.

There are new releases streeting tomorrow that I forgot to prepare the pickup invoices for pre-orders.

I left the "OPEN" sign on when I closed.  There are hooligans outside pounding on the door.

I left the door to the safe open at the store when I closed up.

There is a $7,000 autotap going through at midnight and I forgot to move funds from the operating account to the purchasing account.

I left the lights on when I closed up.  There are hooligans outside vandalizing the windows.

Wizards of the Coast just banned the card I bought six playsets of yesterday.  Its market price fell from $38.50 apiece to $2.75 apiece.  Nobody plays it in eternal formats.

There is a $7,000 ceiling job being done at six in the morning tomorrow and I forgot to have someone on site to let the contractors in.

I left the door unlocked at the store when I closed up.

There are hooligans entering my store.

I forgot to arm the alarm when I closed up.

There are hooligans eating my sandwich and drinking my beverages, but they have left the refrigerator door open.

The safe is wide open so hooligans took all my cash.

There are hooligans destroying my store while I sleep.

There are hooligans stoically guarding the storefront while patient, systematic friends of theirs are carefully parsing through my inventory and stealing the most valuable Magic cards and video games that I will have the most difficulty establishing the market value of, while inflicting damage on my fixtures and equipment approximately equal to my insurance deductible, and leaving carefully and quietly so as not to attract police attention.

/rush into den, log in to surveillance system

//there is nothing happening at the store

///all is dark and peaceful

////I sleep well

/////It's a brand new day

//////Time to get in there and make stuff happennnNNNOHMYGOD! That autotap DID try to go through and I didn't move those funds!  AAARGH CARDIAC ARREST

Tuesday, October 31, 2017

Back to One

Happy Halloween everyone!  The end of October also marked the end of my Tempe location, so for the time being, the new store at 3875 West Ray Road in Chandler is the one and only Desert Sky Games.  Our game room is open, it's gigantic, and its capacity is continuing to increase as we bring in equipment and assets from Tempe and deploy out our rack and fixture.

The effort to build a regional empire that I described last year around this time, and then revised, and then revised again, has finally coalesced into the establishment of One Big Hub Store, which was really a prerequisite to the model I wanted moving forward.  Spokes/branches don't work unless a hub serves them, there are underlying logistics that are mostly transparent to the end user but we did not have them in place and could not have them in place for as long as the Tempe location was configured like a hub, but was not situated adequately to do business as a hub.  Now that the far larger Chandler store is unambiguously the one and only company HQ, branch locations may follow for the low price of buildout and equipment.  Look for our first in the spring, unless we decide to hold off a bit longer and lay in reserves.

Note that the business name no longer includes "and Comics."  Comics are still happening here, though.  I've been asked a couple of times whether that meant we had shed the category.  While I think that's coming at some point, it's not happening yet.  "Desert Sky Games and Comics" was just a really cumbersome and inelegant brand representation, and I saw plenty of industry stores doing dependable business in comics without bolting on the word, such as Millennium Games, Madness Games, Nerdvana, et al.  "DSG" needed to stay lean and mean in the market mindspace.

They say you never have a second chance to make a first impression.  In case anyone reading thought that was only a canard, let me tell you, it's proving more and more real every day.  From day one, DSG Chandler's shelf presence was strongest in TCGs, board games, and miniatures.  We have the video games out but not really set up like we want.  RPGs, comics, and other subcategories are only partly set.  Lo and behold, sales of TCGs, board games, and miniatures far and away lead the pack.

I don't think there is a tremendous market difference between Gilbert and Chandler.  What I think is that Gilbert spent 2012 and 2013 sucking at board games, so the customer public knew to disregard us to some extent.  We ramped it up in 2014 and 2015, but in addition to fighting against our own prior poor impression, the board game market itself went into some upheaval during that time, which I've chronicled extensively on this weblog.  In 2016 I was ready to be out of the category, despite being a board game player myself.  I had a category I loved that didn't love me back.

But as of 2017 we saw some of that work begin to bear fruit.  We started to focus on finding key titles and getting in deep in advance, sticking with protected brands, keeping mainstream-accessible low-price titles available, and like such.  In May and June, we ran a moving sale culling everything that wasn't the latest and greatest; we knew the rebuild would bring back anything that was still relevant.  And then with the move to Chandler, we had a chance to fix that brand impression.  The result has been a board game category that consistently finishes in the top 5 every day, rather than almost never doing so.

It isn't the answer to all things, not by a long shot.  Any category whose buyers were truly as fickle as that would not be worth catering to.  What I hoped to do, and appear to have done, was to be positioned as a legitimate source that people will check first, or almost first.  As long as some number of them do so sometimes, that should suffice to drive core sales in the category and present a dependable day-to-day revenue figure.  My responsibility then shifts to ensuring that the back-end economics are not wasteful or broken.

One category at a time, we need to get the stock deployed cogently, the organized play (where applicable) scheduled and running effectively, and then the marketing underway.  The brand impression has to bring people in knowing they will find things that surprise and delight them.  And when that is happening every day, we will know the time has come to resume the branch expansions.

Tuesday, October 24, 2017

September Sun, October Rust

Okay, I've put upon you long enough.  Thank you for reading weeks upon weeks of "DSG's big move" coverage here on The Backstage Pass.  And if you skipped the articles as soon as you saw my increasingly cryptic titles?  You missed all the juicy dirt and gossip, but it's too late to go back and read it all, as I've edited out the best parts.

Time to get back to what's happening in the greater comic and hobby game industry, and rather than spend a few kilowords on a single item, I'm going to do a quick round-up of assorted things that happened in September and October (so far) that caught my incredibly limited spare attention during that time.
Peter Steele, 1962-2010, official mascot of October
September and October have been the blessed Autumn Gothic Relief for game stores everywhere for years now, mostly owing to the arrival of the new Magic Standard environment and a brand-new stand-alone expansion to kick it off.  Not so this year apparently.  The new Magic set, the wildly well-received pirate-and-dinosaur romp "Ixalan," has sold at par for my two stores but I'm being told has seen tepid response for many other retailers.  Some peers and I have been fiddling around with something of a nationwide store closures list.  That list grew noticeably these last six weeks or so, and looks poised to grow further.

What happened?  Reasonable people are observing as we go and trying to draw meaningful conclusions.  It appears to be some combination of booster boxes being available for a few bucks over wholesale on Massdrop and elsewhere, the glut of product that is bringing us seven booster releases in 2017, there being too many stores fighting over a pie that's not growing as fast as the store coverage count, the ordinary time and tide of the market, and whatever other question mark reason you like.  As I've mentioned before here, don't discount the calendar: Stores that opened in boom times in the fall of 2015 and 2016 are now hitting the rent escalator months in their lease, and are only now discovering they left too much money on the table, most of it in the form of discounts to the hardest edge of their customer base.  Their business framework is unsustainable, and they don't have time to fix it before they drop their transmissions at redline.

While I'm not seeing the bottom fall out locally, I am seeing that worrisome overall trend line.  Khans of Tarkir was the most successful product in the history of Desert Sky Games.  Battle for Zendikar started stronger than Khans but cliffed and never got back that level of momentum.  Kaladesh did decent business but was well below that pace, though I also attribute some of that to local competition dumping boxes to gain market share at the time.  Ixalan is a whisker better than Kaladesh was, and in any case is not making us nearly as healthy and happy as Khans did.  These holidays are going to be built on the back of other products, from video games to board games to comics and gifts.

In a world where we didn't raise our own performance ceiling a mile into the sky with a gigantic new facility, I would be moving away from Magic with vigor right now.  It appears many stores that had been built on the Magic economy in the first place are finding that there isn't enough protein elsewhere on their plate to continue.  Where will the bloodbath end?  We shall see.

Last year, Games Workshop made big news by ending its board game license with Fantasy Flight Games.  Some of those titles were among the better sellers for us, including Fury of Dracula and the Conquest LCG.  There were some high-profile games that fell victim to the pre-Asmodee dumping syndrome that typified FFG at the time, such as Relic and Forbidden Stars.  We were sorry to see those all go out of print as there was broad demand by this time last year.

Nottingham had a plan, however.  Perhaps it was Fantasy Flight pushing ever more into miniatures, perhaps it was other reasons, but they apparently wanted to give it a go with a different licensee.  That licensee was just announced, and lo and behold, it's WizKids!  Long known for HeroClix, WizKids's recent success has been most visible for us in the world of Dungeons & Dragons miniatures.  Their prepainted collectible minis had always done well, but their unpainted Nolzur's and Deep Cuts figures have performed off-the-charts great.  That raises the question of why Games Workshop needs WizKids, though, because Gee-dub seems handily able to manufacture plastic figurines.

In the intervening time, something happened that may answer this question.  Zev Schlesinger, namesake of Z-Man Games (now an Asmodee property), joined WizKids to develop board game content.  The ensuing product has been hit-or-miss, with high production values but middling results overall.  It's a similar place to where AEG and Iello have been for a while, and each of them ended up producing some great evergreens amongst the misses.  If we can expect to see the same out of WizKids, the Games Workshop license makes a lot more sense.  Warhammer is a gold-plated license with a devoted following.  A strong board game product in the Warhammer universe should be a cash cow up and down the sales channel.

In the board game world, we're seeing more and more top-tier titles released with a special "brick-and-mortar first" or other similar accommodation to get the game circulating in meatspace before the presumed hordes of online buyers procure it in their usual manner.  (We're assured by knowledgeable folks that these hordes are not as massive as the hordelings believe.)  In any case, mostly the release arrangements are working.  Dark Souls and Mountains of Madness both did well for us.  Clank In Space! is up soon and if it performs anything like its predecessor Clank!, it will be fine.  Meanwhile Codenames Disney busted out of the gate like a dart, very quickly attracting mainstream visits and purchases.  I don't think there is a substantial market difference less than ten miles from my previous spot in Gilbert, where board games perpetually struggled.  I think it has more to do with being able to open with a lot of product already visible and winning some first impressions that we lost last time around by opening as Just a Magic Store (Tm).

Speaking of which, and I won't dwell on Magic much longer in this space: Wizards of the Coast changed Magic's logo drastically for the game's 25th anniversary, and as you might imagine, the masses instantly decided they hated it, as they hate all change.  I like the logo, as it's sharp and modern and stands well off the page or screen.  I've heard a fair bit of agreement from those who have taken the time to give it more than a cursory glance.  The new logo will debut on product packaging with the spring's Dominaria expansion.

The other reason I bring that logo up is that it's the trade dress for Magic Arena, the new digital offering of MTG that is Hasbro's latest attempt to build their own Hearthstone.  And that's an inevitable development, but one I still cannot like.   Hearthstone exists in a world that doesn't need physical retail stores.  Know how we talk about how we're making hay while the sun shines and there's a trend toward hybrid deployments and so on?  Well, Hearthstone is basically designed to monetize players while offering virtually no revenue conduit to any third party they don't have to.  In terms of the FLGS, the only ones that realistically stand any benefit are those that are already far on the cafe end of the spectrum, and that's treacherous space.  A typical small specialty retailer has virtually nothing to gain and general entertainment dollars to lose by supporting Hearthstone and its organized play gimmick, "Fireside Gatherings."  Firesides are a swell thing to have at coffee shops or campus union buildings or what have you, but FLGSes hosting them are toying with peril.  I have been asked multiple times to do so and it's a hard pass, and will remain a hard pass.  If you like Hearthstone, that's fine, go play it.  But it's incompatible with my business, plain and simple, so it's never going to be supported for as long as there's no sustainable monetization structure for us.  And unfortunately, that's where Hasbro wants to take Magic.  And can you blame them?  They'd get to write off the mostly horrible and unprofessional independent retailer channel ever after.

We got let into the Force Friday party this time!  Small stores had to order blind knowing only that it was a Star Wars license item from Fantasy Flight.  The online brain trust had it narrowed down quickly enough to some sort of The Last Jedi-branded core set for either X-Wing, Destiny, or a new game.  Turns out it was Destiny.  Alas, late in the game the exclusive distributor was made to deliver the game on the day of rather than in advance of Force Friday, so a great many of our customers bought their copies at midnight at Target instead of from us.  But it's a decent product, an evergreen SKU, and one I need to have in stock for as long as Destiny is a thing, so aside from wanting to have cycled through more of it at this point, I'm OK with still having twenty-ish copies on hand.

I believe in the "soft sell" or "soft pitch," and I'm in an industry where most of the customers prefer that approach, so it's a very win-win situation.  My soft pitch is something like, "I've got a lot of really fun stuff and if you want to come check it out, that's cool, and even maybe buy some, that's also cool.  But seriously at least check it out.  I know you probably like at least something in this building as much as I do.  Possibly more."  It helps that I really do like a lot of what I sell, and my staff does also.  People can tell when you are or aren't into a thing.

Though usually I am the pitcher and not the pitch-ee, I do get pitched fairly constantly by vendors of every stripe, whether for products I already carry, products I don't currently carry that someone wishes I would so they could make money, or for business products and services in general.  And almost without variation the vendors who are pitching me are not pitching the soft sell.  There must be some sort of desperation scent in the atmosphere that I don't realize I am giving off, because I'm attracting them all these days, and this is by far the worst slate I've ever seen.

Let's count down the hits!

Third runner-up: 
A reseller of unlicensed comic-themed t-shirts came to the store when I was trying to get some time-sensitive work done off in a corner of the floor.  My manager is taught to screen such arrivals and phone calls, letting them know the owner doesn't take calls or in-store meetings and the best way to reach me was by e-mail.  However, this vendor spotted me and slid past the block, and interrupted my work to make his pitch.  So, colossally bad idea obviously.  At first I suppressed my autism recoil and answered, look, this is something we may look at eventually but we just moved and we're not in a position to add product lines any time soon, so no thanks.  I deliberately walked to a different part of the store and resumed work.  The guy apparently went to reengage and my manager stopped him with a stern "Don't."  Well, he heeded that warning and left his business card and a free sample shirt.  That exercise of good judgment is going to get him a return contact from me.  In 2018.  As opposed to never.

Second runner-up:
An entrepreneur more tone-deaf to today's business realities than most, has been sending a series of emails and messages pitching a Magic newsletter to stores for only $97 per month.  Not a typo.  Ninety-seven dollars.  And oh by the way there's already more community-generated Magic content than the world ever asked for, and in the social media age, a newsletter is quite possibly the most worthless means of delivering such content.  This isn't 1996.  Nobody is going to buy your 'zines, and rage against machines, you flagpole sitta.

First runner-up:
A vendor of statues and figurines called in and my manager mistook the call at first for a customer looking to sell us collectibles.  The caller was sufficiently vague that this was a legit engage on his part.  Anyway, once the guy made it clear he was a vendor, my manager deployed the screen block, explaining that I don't take calls or in-store meetings and he was welcome to e-mail me whatever he had.  The guy suddenly turned furious.  Cursed back at us, "such a bleep-bleeping waste of my time, thanks for nothing" and so on.  And now due to that vendor's discourteous treatment of my employee who was doing precisely what I taught him to do, I will never carry those products.

Most Unwelcome/Unprofessional Pitch:
I was at my desk and the store was busy so I took the call.  "Good evening, Desert Sky Games Chandler?"  A joking-sounded guy replied.  "Desert Sky?  So is this like an airline?"  He sounded a bit sarcastic but I gotta play it straight, I'm in the fun business after all.  "We're a game and comic store."  "So like video games?"  "Those too, but also tabletop games and card games."  "And you're called Desert Sky?"  So now I was getting annoyed, but I'm a pro at this, I kept it straight.  "That's us, what can I do for you?"  His response, naturally: "I need to talk to whoever is in charge of your merchant services and credit card processing..."

I really hope that call was recorded for quality and training purposes.

Tuesday, October 17, 2017


"A deed once done is done forever.  A task returns over and over again.  Some are doers of deeds; others are managers of tasks.  Few can master both." - Some Guy

It's a good thing I have staff who can master tasks, because tasks set my teeth on edge.  I am the quintessential doer of deeds, and naturally there are deeds stacked to the ceiling right now as the move has wrought an onslaught of work that has to be completed once and then stays completed.  It would be nice to spread these deeds out over the months and years to come, but of course that's not the way these things work, and if wishes were fishes, we'd all cast nets.

Since it's down to ceiling lights and then the play area can open, I have a bunch of deliverables upcoming that can't really start yet, much to my irritation.  Meaningful retrieval of assets from Tempe in our preparation to close that location can only happen as quickly as we can rack it in the compressed Chandler front room.  Once the game room does open, it will be a race against time to get the counter fixtures from Tempe so as to build the front counter down the length of the side of the store, since there aren't nearly enough showcases at Chandler to do the entire thing in advance.  I can't really deploy comics at all, aside from new and recent releases.  There isn't a place for them yet.

The top move, then, is to do as much work as possible that stays done after the consolidation of locations and the opening of the entire facility.  Product gondola racks are perfect.  These are being built the same way in every instance, I have the materials to make several more, and I will soon have the floor to deploy them and fill them with games.

I've got a couple hundred gridwall mounts and some eight-foot panels that will mount to the walls in the next week or so, which on one side of the store will accommodate sleeves and backcounter merch, and on the other side of the store will display new and recent issues of comics.  That will stay done as well.  And a ton of gorilla racks that are holding product now will stay built for use in housing additional singles and supplies later.

Got my security/network/AV hub built and situated.  Every workstation that has to exist is at least functional, though that won't finalize until the shipping room gets built, which is much later.  My crew took care of consolidating the gargantuan amount of cleaning and maintenance supplies that Gilbert had built up due to its horribly constrained space largely preventing us from centralizing those supplies in a functional commissary.

There is a lot of virtual work still to do, all the marketing materials and contact updates beyond those weekly distributors and vendors who already had to know and were updated as the move proceeded.  I'll be catching these and updating them for years to come.  Mail forwarding will stop after 90 days or 180 days or whenever it is, so hopefully all the crucial updates will be done by then.

I've been fighting exhaustion so this process has been slower than we wanted, but we'll get there.  It's not like I'm going to be moving the hub location any time soon.  Or ever, from today's outlook at least.

Tuesday, October 10, 2017

Mostly There

We were able to get the front area of the store and one restroom up to code on time to open them to the public, so there's a delightfully spooky passageway between the two zones and it's nicely in keeping with the Halloween season.  Meanwhile, the HVAC is finally fully online throughout the building, and we're down to needing overhead lights, ceiling tiles, and some miscellaneous hardware installation in the closed space, and then it can join the open space.

Construction isn't finished yet.  That's the way of things in commercial property.  It's done when it's done, and not until then.  I've made a habit of magnifying the delay, expense, and logistical difficulty that any construction is going to cause my business, and yet I still manage to undershoot the mark.  It's that bad even when it's better than par for the course.  Stores aren't wrong to seize opportunities to move into "finished" space even when that space is not optimal for the deployment.  The difference extends to more than cost savings, but also time savings.  You get to operate right away in full, with cash flow.

We prepared in advance for the cash flow irregularities we knew would accompany the move, and we did some borrowing in the end, and mostly we've weathered the storm fairly well.  It helped that our TCGPlayer Direct business basically never stopped.  We ran uninterrupted singles sales throughout the move and it wasn't storefront volume but it was a damned sight more than zero.  The Tempe location also stayed open and business as usual.  A store move where you're simply dead in the water for any length of time?  You shut your mouth, nobody needs to hear such horror stories.

The best part is that, when everything is finally open and the transition is long since paid for and our clientele has all found us again (and a huge portion of our clientele made the transition without a hitch), we will get literally years of enjoying the cost savings of a below-market lease rate and enough room to continue to grow operations without climbing up the walls.  It will be a little while before we're freerolling, but if we can reach the lease renewal point and continue in place, the sky is the limit.

I'm afraid that's about as much bloggery as I have ready right now, as the store punchlist is a mile long at this point even without the back-end space open.  So much to do.  We're going to Grand Open in November so it's early bird time right now, and I want this place looking awesome for the big unveiling.  Right now, it does not look awesome.

Tuesday, October 3, 2017

The Price of Open Doors

We made the move.  DSG Gilbert is entirely empty, and DSG Chandler stands in neonatal form, much of its merchandise and racking still not properly deployed on account of the game room still awaiting completion of construction.  As such, we had to do a Phase 1 deployment, to be followed by Phase 2 (completion of everything but the back room), and finally Phase 3 (all done).  As you might imagine, this is frustrating and slow and has built-in redundancy.  But we're open now.

Bottom line, DSG Chandler opened its doors to the public on September 29, 2017.  And there is a world of difference between being open and not being open, in terms of brand strength and optics and logistics, but especially sales.  People are buying things, sales are high for an opening frame, but less than what we'd have seen in place at Gilbert with our established draw.  I'm glad to see as much traffic as we are getting, with another few days still yet to wait for the sign company to move our marquee so people can even see us.

The worst part so far is the loss of sales from where we are not caught up.  Where the item someone wants is packed away in one of the many boxes scattered about the store and attempting to guess its location is laughable, and we have to tell the visitor their money's no good here.

Moving a card-focused shop is easy.  There's not a lot of live inventory on the floor, so if you can get to your singles and packs, you can basically operate.  TCGPlayer orders proceeded uninterrupted all week, so we had that moved and operational very rapidly.  Boxes of cards.  Take down off racks, move, put back up on racks, back in business.  Friday Night Magic drew three pods of drafters and a nice healthy raft of Magic sales.

The same is not true of other product categories, where if it's not merchandised properly on the floor, it's tough to sell anything.  Our regulars have been patient while we dug in boxes for a requested product here and there.  But even today my heart aches at each visitor who walks in, looks around at the almost nothing on the racks, and walks out, because I know we not only missed any sale, but also made a terrible brand impression.  We had a short window to move and that's a consequence I accept.

I should come in late, or early, and do some more setup.  But at my age, I no longer have the physical stamina to keep up with it.  I've moved homes something like ten times.  Moving a store is orders of magnitude worse than moving a home.  There are a lot more items that will only fit into a moving truck, and a lot more heavy or unwieldy items that were designed to be installed securely, safe from public damage, and largely not moved or adjusted in day-to-day use.  I had a staff and payroll and no sales coming in to support them, and insurance and tax issues precluded our use of volunteers, so largely it fell upon our own team to lug all the contents of the Gilbert store into a truck and back out again at Chandler, all by main strength.

By the second day, my back and legs were shot, my hands were cracking (despite gloves), my neck was sore, and each night I was collapsing into bed like a corpse.  I have kids, so of course I had to drive them to school at oh-dark-thirty every day before starting up the entire process again.  I can't remember a week in years when I more fervently needed a mulligan.  None was available.

Two days with the moving truck was barely enough.  Two large loads, each taking the better part of a day to deal with, followed by a day of sending small vehicles full of the remains back and forth ad nauseam while I coordinated with contractors and hurried to prep for what they needed.  Finally a walkthrough, which I only had to postpone once, and then passed.  Thus endeth the glory of Gilbert.  And assembly of the Chandler store ramped up with a vengeance.

Friday, we got our all-clear to open very late in the process but had people in immediately at that point.  There's a spooky and fun lamp-lit pathway through the darkness to the restroom in the back (the one that's up to code; the other needs tile work) and enough seating up front for maybe 32 players at most.  Griffin and Jake built us a batch of grid gondolas and we're starting to populate them, but on Friday it was a race against the clock to be ready for FNM.

Around mid-day Saturday, I hit the wall.  I just collapsed to my desk and could barely move.  I had to stay at the store, though, because our crew was already stretched to the limit in coverage and I was the only person who could run assorted spot logistics.  Moreover, we had to rebuild the store opening and closing procedure to account for the new facility.

It might have been nice to throw a pile of money at the move and just let the concierges do it.  But that wasn't in the cards.  Our budget only went so far.  Wounds heal, sleep renews, and we made it through the weekend.  After Sunday I was a little better rested, after Monday better still.  Even in my elderly decrepitude, recovery abounded.  Plenty of deliverables to muddle through in the weeks ahead, but they seem so much more achievable now with clear heads and strong hearts.

We are open.

Tuesday, September 26, 2017

Who Knew We Had So Much Crap?

I'm writing this before the weekend because 9/25 through 9/27 are going to be utterly busy days and nights with the store move.  I just figured I'd make a few observations from the vantage point of coordinating the final disassembly and dispatch of the Gilbert location's physical assets.

The staff has been diligently packing and delivering merch to the Tempe location.  It took until pretty late in the game before we knew that opening Chandler on 9/29 was highly likely, and we didn't want to create a situation where someone couldn't purchase anything we had, even if it was only a web order or something.  The singles collection can exist anywhere and be serviced so that's not too troublesome, except that it will have to move in one shot straight to Chandler.

Part of the expense of five years running the Gilbert location is the insane sprawl of tools, fixtures, and storage racks.  Far from being able simply to move merchandise and supplies, we end up dismantling entire moving truck loads worth of racking and shelving.  Toolboxes and bins full of equipment.  Hundreds upon hundreds of grid and slat product pegs.  Mailing supplies by the carton.  Desks, tables, and cabinets.  Aaaalllll those tables and chairs.  And merch?  More cards than there are atoms in the universe.
The good news is that oh man, will the Chandler location ever give us more room for all this stuff.  We are excited on top of excited to be able to put things away in a logical fashion, from where they can be used in daily business without making a project out of retrieving key components.  We know at first everything will be a mess at Chandler and we'll struggle to find things in the flood of boxes and bins, but over the course of October we'll construct a place for everything and put everything in its place.

Anyway, by the time this article goes live, our store Facebook feed will no doubt be keeping current with updates.  And now, I'm going to get back to work.

Tuesday, September 19, 2017


Hiring competitive TCG players is a good way to build a staff.

For small stores and owner-operated stores, a point-of-sale system is a waste of money.

It's important to get in the last word when replying to a negative social media review.

Women aren't really serious gamers.

A good use of a store's marketing dollars is paid search engine optimization.

Warhammer alone cannot carry a miniatures selection.

The best deployment for TCG singles at the counter is to keep them in binders so customers can look through them page by page.

Snack and soda sales more than make up for discounts elsewhere.

Make friends with your local flea market dealers and garage flippers, and they will look out for you in return.

If there isn't much enforcement, a store doesn't have to worry about the rules.

Most sales problems at brick-and-mortar retail can be laid at the feet of publishers.

Cash prizes are legal as long as all the players in the event agree on the stakes.

A marquee sign is a waste of money when a banner will do.  Players will find your tournaments on the WPN event locator.

The used video game category is unviable because of digital delivery.

Teams should punt on fourth and short.

The best merchant services companies will call you first.

Your customer base will respect you if you're outspoken about your political beliefs.

Volume outweighs margins regardless of scale.

Rewards points programs and discounts are worth a try, because they are easy to move away from if they don't work out.

Nobody reads comics anymore.

The Reserved List cannot realistically be abolished.

The most important thing for a new store to focus on is event attendance.  Butts in seats.

Tuesday, September 12, 2017

The Arizona Gamer Story, Part 5: Cart

Welcome back to the meandering tale of the Arizona Gamer, my second game store in which I was a minority shareholder and served operationally as "the card guy" and "the organized play guy."

I told the tale of how Jason Barnes started Arizona Gamer as a mall kiosk.  Arizona Mills Mall is located at the epicenter of the metropolis, at the junction of I-10 and US-60 in Tempe, just southeast of Sky Harbor Airport.  It was still the newest mall in town when Jason got started there, so even after moving to a permanent storefront at Mill and Baseline, he intended all along (and I agreed) that it was worth our while to get a mall presence again.  Enter the cart.
That photo is about what our cart looked like, though we had it arranged so that the center was an open surface for a Warhammer 40K demo, and the endcaps had mini-shelves full of TCG booster packs and sleeves.  We kept getting moved around by mall management, so we basically played the role of the Tuatha'an and made our camp where we found it.

The part I wasn't privy to was that November and December were triple rent months, wiping out most of our profit on the cart.  We had no point-of-sale apparatus back in those times, so the benefits of load-balancing were essentially absent.  Our employees who worked the cart were sometimes on the ball but sometimes absolutely not.  The mall environment is a weird microcosm and is not entirely unlike what I imagine it would be like to work at a theme park.

You know what?  I'm already tired of reminiscing about the cart.  I'm not even going to stay on topic for the rest of this article.  I thought the cart would hold up for a full-length article because anyone who was part of the Arizona Gamer inside circle back then remembers the cart so prominently.  It was this really unusual way to run a game store, or an advert for a game store, or kind of a convention booth that never closed?  I'm not even sure what the hell it was.  I kind of want to try it now, except that like everything else, it doesn't rate a spot on my priority list, which is utterly dominated by the store move until I have no damned idea when.  Hopefully soon.

If you want to make sure you have every good idea on the planet, just be busy enough with an overwhelming deliverable that you have no time to allocate to anything new.  Inspiration will spring forth.  A geyser of profitable ideas has been flooding in basically all year, starting right about when I finalized DSG's previous lease with the existing landlord and concluded that renewal was simply off the table in any realistic way.

I really, really want to punch the person responsible for the abortive attempt to build out the Chandler suite before we got to it.  Every day is a new adventure in discovery.  Oh that floor covering?  It's actually stucco and is proving hideously difficult to remove.  The drop ceiling above the restrooms?  No, they didn't dismantle it, they just cut all the beams flush at the edges.  Tile glue?  Oh, don't we wish.  No, they used tar, because of course they did.  There's Cat5e run everywhere that we don't need any and never will.  I'm fully ready to discover a chupacabra nest somewhere under the electrical panel.  (Which was a hideous mess and cost us almost four figures in labor to have our electrician fully refit.)  It's like that movie The Money Pit, except without the charm of Tom Hanks and Shelley Long in their prime.

Concurrent with this insane behind-schedule buildout, I'm going to have to assemble the store while contractors continue work, and aim to get all our ducks in a row quickly enough to avoid downtime.  If you asked me today what the odds are, I'd say 50/50 at best that we close Gilbert and open Chandler without skipping a beat.  And this is a ton of up-front expense that doesn't go toward inventory or other stuff we use to generate revenue... no, it's just a sunk cost that amortizes out over five years.

It's enough to make a guy want to abandon the entire plan and just open a mall cart.

Tuesday, September 5, 2017

Muddle Through Somehow

Twice in the past week, I've had days where by whatever combination of fatigue, stress, focus, or other factors, I was not effective to the standard I expect of myself.  I did not punch my weight class as an owner.  And as a result of these days, there was some effect on revenue, though it's speculative how much.

At a lot of jobs, including those I've held in the past, if you're just not dialed in, you can dog it for a shift and maybe have nothing happen, or you can get into a heap of trouble with the boss if he or she is observant and sees that you aren't participating.

It's a little different now.  My boss(1) is the ownership group, and my boss(2) is the consumer public. So basically I answer to nobody, but I also answer to everybody, which means there's really nowhere to hide.

Moreover, the consequences could be immediate or could occur on a delayed blast, and it might not be obvious to me which has occurred.  If I slip up and upset a customer and they put an item down and leave without buying it, well, that's pretty obvious cause and effect.  It is rare for the consequences to be on such evident display, however.  More often when I've run low-octane, what I've done is slowed down the process of advancing infrastructure projects that multiply revenue, and therefore I have slowed the process of the compounding revenue from those vectors.  The process of getting all of a store's singles listed on TCGPlayer, for example, provides an almost logarithmic ROI.  Any time I slow down the process of fueling that engine, I lose both speed and acceleration.  An hour spent out-of-sorts on Wednesday the 11th might end up making a $50 revenue shortfall on Friday the 27th, or it might make a $500 revenue shortfall.  Both are within normal parameters.  For one hour of me being off-task.  It's the kind of thing that haunts you at night.  Fear is a motivator.

The good news when you run your own business is this: It works both ways.  Going the extra yard and working it harder and cleaner can erase a multitude of sins and make up lost ground.

There are more days when I am running sharp than running dull, so in the aggregate I offset to the positive, I am fairly certain.  The ongoing challenge is digging out of a sub-par session.

One very simple answer is to work more.  It's not a universal sovereign but it works more often than it doesn't.  Within the limits of avoiding physical burnout, pulling an evening shift or going in earlier in a morning can provide an opportunity to focus well in the quiet of the hour.  I am rarely upset to have "gone in for a little longer" on any given day... it's true that I gave up a chance to log an hour or two in the catharsis of Ori, but I always end up creating value within the business and that makes me happier.

When I'm having focus issues due to digestive or blood sugar or protein problems, an unfortunate reality for post-bariatrics like me, I like to revert to tasks I know will generate income, but are solved processes, no judgment required.  Lately this has been parsing through the loose video games and creating proxy cases for them so they can be shopped more effectively.  Sometimes it's as simple as sorting cards.  That task is the great equalizer and nobody in the organization should consider it beneath them to do it.

What not to do when trying to banish the drag-a-lags is buying.  Buying is where my money is made or lost, and the judgment in setting pre-orders and other procurement is so absolutely vital to the health of the enterprise that I dare not engage in it when I am not cold and crisp.  Secondarily, any other judgment-heavy activity such as personnel reviews or tax planning is right out.

The stakes are high, and I'm manipulating live wires, which means I can make high-voltage moves, but also get shocked hard.  Would I trade this for a nice secure desk where I no longer controlled my own destiny?  Well, it would have to be a hell of a paycheck.  So until we're speaking in those kind of figures, I'm going to stick with the capitalism plan.

Tuesday, August 29, 2017

Please Stand By For Departure

This stage was the worst last time around, and it's the worst this time as well.  We have our lease finalized, construction is underway, our opening is held up solely by however long it takes everything to get ready, and yet we can't start assembling the store in earnest until the contractors are done.  Fortunately, the external services are done.  Power is on, water is on, cable turns on in a few days so our internet pipe will go live, et cetera.

And the contractors are moving quickly, as far as contractors go!  Yet I'm here bouncing up and down, looking in on the store every morning and night, tracking every inch of progress and planning for how soon I can start the ball rolling on the next deliverables.

For example, I have a fairly significant amount of material stowed at Tempe, at Gilbert, and in my garage at home, that simply needs to be staged so we can get to using it later.  But that all can't be moved to Chandler until the floor is done, and the floor is pending completion of drywall, which is pending completion of other construction elements that are higher-priority.  We're basically getting a great deal on the buildout, and that means that as anxious as I am, I put a sock in it and let the builders do their thing and do my best to stay out from underfoot.

My commercial-grade disc resurfacer should arrive later this week, so I can finally dive into the several hundred game discs that could be in stock this very moment if they weren't scratched up.  The unit is even compatible with Gamecube minidiscs, blu-ray discs, and double-layered discs.  I'm reasonably excited to get it on deck.  Where will I set it up?  Lord, who knows.  There isn't any room in the store to put anything right now.  There will be, once I move some things to Chandler.  But that's pending the floor, which is pending the other construction, and so on...

We're overdue for some floor expansion for event seating, because Friday Night Magics and even some of the normal weeknights have seen every table full.  I can make that room once I dispatch furniture that isn't going to have a connected event on the calendar until after the move.  I can do that once the floor is ready, and you know where we go from here.

Card operations are the least changed.  They don't take a ton of room right now relative to the sales they generate, so I'm going to do the rest of the work "around" the staff's continued administration of that retail activity.  Miniatures is much more cumbersome but we have nothing happening on deck except product throughput until the move, so at least it will be as compressed as it can be.  Comics?  We have a lot of work to do with those at Chandler.

This is going to be the most cost-efficient move ever achieved.  From completion of base construction, after which we can work while the low-voltage guys and the HVAC guys do their thing, I am going to be smurfing van-loads of material from all of the existing business component locations to the Chandler suite. Day by day, a few times each day if needed, I'm just going lug what needs lugging.  Doesn't get any less expensive than that.  Maybe I'll even sweat off a few pounds.

Once the alarm has conveyed, we'll get the new safe bolted to the floor and start moving valuables over.  Around that time is when I actually get a moving truck and take the oversized gear from Gilbert at least; there will likely be a day of closure while we move "the head of the robot" without detaching it from its power supply.  The oversized stuff from Tempe that isn't staying in Tempe can come in the same truck rental.  It's fortunate that Gilbert has a whole pile of cash register terminals up and running, because I can just split them up and have them working in both locations at the same time.  That overlap is going to end up being one of the saving graces.  My own workstation will shift over right about then.

Without completely bombing out payroll, there's going to be at some point a mass conveyance of main work over to Chandler, including online shipping operations, while some hardy souls stand vigil at Gilbert over the remainder of our business there until we close the site.  The rest of the crew will then cease work at Gilbert and begin assembly of Chandler in situ, while we're already soft-opened for business.  The fortunate thing is that we have all the space in the world to work with, and that helps mitigate the labor load.  Stuff can just wait backstage while a crew member stages the public space elements fixture by fixture.  Worst case scenario, a customer wants a product that isn't merchandised yet, our point-of-sale software should tell us that we have it, and we fetch from whichever stack or rack of boxes it's sitting in.  I don't see that happening much, though.  Everything has a price tag on it and it will all ring up in the system, so even if we have to just have tables full of merch until they're situated on fixtures, people can still shop the goods.  Which I guess means it won't sit backstage.  You can see the quandaries I'm up against... I could start sorting this all out, but can't move just yet.

I'm relishing every opportunity to complete any prep that conveys over to Chandler.  I finished building some video game product gondolas that are going to be taken over exactly as they are.  That's time spent now and saved later.  I've made huge progress on the numeric-index video game stock that puts the games back out where they can be shopped, an overdue change from having them all behind the counter.  Couldn't do that until I worked on the racks.  Couldn't do the racks until I was able to clear a few things from Gilbert to my garage.  It's like Tetris being played on three screens at once.  But we're getting there.  The video game stock project is gonna take a lot longer and won't even be fully complete when we move, but once finished it will be an amazingly shoppable layout that we saw fully in action at Wii Play Games in Las Vegas and knew we had to mimic here.

Other prep that is going to stay with us includes updating the branding and graphics, a process I've been working on myself now that we have our logo fixed.  Still have the playmats, sleeves, and so forth to order; new employee uniform shirts, window vinyls, general signage, and this ties into advertising, which we're going to be doing a lot more of once the move is done.  I've stalwartly refused to spend more than a modicum to get people to visit DSG Gilbert, because I'm just going to have to redirect them.  But once the grill is all fired up, metaphorically, on Ray Road, I want everyone and their brother to know to come play games with us.

This new location has been in the works for literally over a year and I wish we could have moved over sooner, but that's water under the bridge now.  We had an ownership composition change last summer, and another at the top of the year, that both led the company to a better position than it had.  Given that and improving process and execution since then, it's just as well we are moving now, because we are doing a better job of it.  But let me tell you, the day it's over and we're up and going full blast with our long-term home, it's going to be celebration time for the DSG organization.  We're going to be relieved and recuperating and happy.  And then, with the 2017 holiday shopping season on deck, the next level of real work will begin!

Tuesday, August 22, 2017

The Arizona Gamer Story, Part 4: Destiny

Resuming now The Arizona Gamer Story with Part 4, we arrive in May 1999 when business had picked up reasonably well, Pokemon petrodollars were flowing in acceptable quantities, and I was still for the time being a subtenant and not a shareholder in Arizona Gamer Inc.

Magic: the Gathering prerelease tournaments at the time were not held in every store, and there were few stores in any case.  Tournament organizers were subcontracted by WOTC to conduct the events at hotels, college gathering halls, convention centers, and like such.  There would be one prerelease for an entire region.

For Arizona, Ray Powers' Monastery Productions ran prereleases as far back as Exodus, which was at a hotel.  Urza's Saga was at a church auditorium, and Urza's Legacy, though memory fails me, I want to say was at Arizona State University's Memorial Union building.  Funny story about that, somehow several years later ASU still claimed that Ray had an outstanding room rental invoice with them, and Ray sent me on a mission to get the payment put in and confirmed.  "The lady in charge of the rooms can't be reasoned with," Ray warned me. "She is a destroyer of worlds.  Our pleas fall silent before her."  I went to meet this fearsome overlord... and it turned out she was the mom of one of my longest-time friends, and was perfectly delightful to deal with.

Some other reason prevented Ray from finding adequate bookings for the Urza's Destiny prerelease.  It was June 1999, nothing Google-riffic comes up as an event of consequence taking attention at the time in metro Phoenix, but in any case he needed a site.  And although Ray didn't typically give any one dealer exclusive access to the event... this time around, I had a site available for him, for free.  Chocolate, meet peanut butter.
Thus it was that Arizona Gamer hosted the Urza's Destiny prerelease for all of Phoenix, and it was my first experience on the facility side of large event management.

As I've mentioned before, Arizona Gamer at the time could seat maybe 60 players for cards, and had a dozen or so Warhammer tables.  This would not do for a Magic prerelease projected to attract 200 players to a single-flight all-day affair.  I went in search of table rental, and at last managed to scrounge some up.  They delivered a day or two in advance and the tables were just godawful, so we had to use tablecloths and hope nobody got themselves a death splinter.  Table setup left the room grossly beyond fire code limitations and crushed so tightly I knew the air conditioner was going to surrender and flee by noon on the day of.

In preparation for this watershed promotional opportunity, I ordered as much Magic product as I could get my hands on, some woefully small amount of boxes of the available expansions and some woefully small amount of sleeves.  There was no such thing (essentially) as a playmat at that time, nor as a deck box.  RRRRRRIP went the shuffle, at sealed events.  I posted on Usenet about the event, Ray did his own promotion, Wizards of the Coast's web locators of the time pointed people to us, and sure enough, just under 200 players turned out, the effective entire player base for Magic in Arizona at the time.

I have made my peace with the shortcomings of that prerelease from Arizona Gamer's side.  I sold out of every shred of Magic product we had, which was a good thing except there was far too little of it, which made us look like amateur hour compared to Jester's Court, Game Depot, and Arizona Collector's Paradise.  It was crowded.  The event in terms of organization and judging went fine -- Ray and his crew saw to that, and I served in the judge array as well.  We had multiple miniatures players show up and throw tantrums that there were no Warhammer tables available for the day.  They had been warned for at least a week in advance.  Most of them knew and planned around it, but there's always that guy.

A few weeks before this time, I applied for advancement as a DCI judge from level 2 to level 3.  I actually failed the test.  The reality was that although my rules knowledge was current, I needed more time running larger events.  Ray Powers and Dan Gray administered my test and broke the bad news to me, and at the time I was completely crushed.  But by the end of the year, I realized a bit more of the meta-work involved in judging, and they granted me a retry that I passed.  The experience of coordinating to host/stage the Urza's Destiny prerelease at a time when stores simply didn't do such things, surely helped bolster my skill set for that.

I maintain that today's experienced level 2 judges are actually better judges than I was as a level 3.  There is far superior communication now, the rules are better defined and better troubleshot, methods of cheating and misuse of rules are far better understood, and players know more what to expect.

Nevertheless, working as a level 3 judge was something of an epiphany for 25-year-old me at the time, because although I realized like everyone does that there are professions where you basically "get paid to know stuff or understand systems" -- from medicine to accounting to the sciences to law -- none of them seemed attainable to me.  I was inspired by judging to return to college and pursue a career in law.  I got half of that right.  I should have gone with accounting or the sciences.  But understanding how the law works has still served me well, such as in helping DSG navigate litigation and reach a beneficial result.

Destiny is a capricious thing, and experiences that may or may not loom large at the time have a way of informing significant decisions later.  I had cut my teeth in small retail at Radio Shack in 1994-1995, after spending much of my early employment years working in larger retail settings that sucked, or in office settings that sucked.  That led to operating Wizard's Tower and then Arizona Gamer, and a flurry of other related endeavors that in turn became my present-day career as the administrator of DSG LLC.  Meanwhile, becoming a professional tournament judge led to my completing college and literally earning a professional graduate degree.  I spent over seven years as an administrative legal analyst with the Arizona Department of Health Services, from 2007 to 2014.  I am disappointed at how that ended, but I am happy for having been able to work with extremely excellent people while I was there.  Two life threads that developed under the influence of one another, and ultimately formed a braid.

I did not meet with any success in my attempt to become a millionaire rock star, but if you want to have a chuckle and enjoy some sweet tunes, here is a link to my final performance of 2004 at Alice Cooperstown in Phoenix.  Ah, what might have been.

Sunday, August 13, 2017

DSG Chandler FAQ

So how was your week?  Ours was pretty awesome.

We reached our fifth anniversary on Thursday, August 10th.  Hard to believe.  Back in 2012 when we first opened the doors, that date seemed like the impossibly distant future.  But it's here and now we have a new lease in Chandler that doesn't come up for renewal until 2022 and we'll all be Eloi and Morlocks by then.

It happened that our lease finalization occurred just in time for me to make the big announcement revealing the exact location right on the store's anniversary.  I broadcasted a Facebook live video showing the new suite prior to construction, and we had a flood of happy responses and a handful of questions there and in the store afterward.  Thus, this article to respond.
First things first: the new address is 3875 W Ray Rd Ste 7, Chandler, AZ 85226.  It is in the McRay Plaza at the southeast corner of McClintock Drive and Ray Road.

From the north, east, or south, or anywhere north of the US-60, by far the easiest approach is to take the Ray Road exit from the Loop 101 Price freeway, proceed almost one mile west, and turn left into the McRay Plaza.  If you see the bowling alley, you're in right place.

From the west, it depends precisely where you are.  Ahwatukee and all southwesterly approaches are best served to use the McClintock Drive exit off the Loop 202 San Tan freeway.  Proceed two miles north and turn right into the plaza at Ray.  The remainder of approaches from south of the US-60 freeway but northwest of the store, well, you're going to be so close it hardly matters; just take the surface streets.

The new location will open sometime in late September.  The Gilbert location will close in late September as its lease is expiring.  The MTG Ixalan Prerelease will either be the first big event in Chandler or the last big event in Gilbert.  The PPTQ on September 30th will be in Chandler.
Now that the housekeeping is out of the way, here are some Frequently Asked Questions!

Q: Why Chandler?
A: Because Chandler is great!  But seriously, it's already the community we serve to some extent, because our Gilbert location was literally across the street from Chandler's city limits.  I first moved to Chandler in 1995 so I am deeply familiar with the city.  We don't choose a business location based on where we live, which is why DSG started in Gilbert, but this time around the circumstances aligned.

Q: But what I mean is why not stay in Gilbert?
A: We really did explore many options that would have kept us closer, but this is the one that worked out the best.  And Gilbert has not seen the last of DSG.  We have already been approached by developers in the San Tan Village Mall Center plazas about property becoming available late next year.  Branch location, anyone?  Meanwhile, the Chandler location is so easy to reach from the freeway, and so many of our customers already lived west of us along the San Tan 202 corridor, that this represented no real change in distance for most folks.  Even those living to our south or southeast have easy freeway access to the new store.  But we know there are some players in our community who live northeast of the Gilbert store and the new location is basically directly worse for them.  We're really sorry about that.
Q: Why didn't you renew in the current plaza?
A: We tried!  That would have been by far the least expensive option in the short term.  Our landlord was accommodating and gracious and we worked with them for quite a while starting early in 2016 to try to reach a renewal.  The reality was, there was not a suite in our plaza that had the right combination of size, accessibility, shape, and price that we needed, and we could not expand in place because we were blocked on both sides.  So unfortunately we had to look elsewhere.

Q: What other sites did you look at?
A: Commercial real estate is a limited market.  There just isn't that much inventory of available space at any given time, and a lot of what is available is empty for a reason.  We got as far as lease negotiations with seven different locations over the course of more than a year.  The McRay location was the fifth one we contacted, and since they worked with us in earnest the entire time and made it clear they wanted us there, the sixth and seventh options were dismissed fairly quickly when they didn't show that same level of engagement with us.  Among those locations investigated were two great spots that were excluded out by Gamestop, including a great space on Gilbert Road and Germann Road two miles south of the store that I actually showed a photo in an earlier article here.  We also worked on a group of suites on McQueen and Pecos (two plazas) where we couldn't reach a deal.  Other plazas didn't return our calls or once it was clear we were not a Starbucks or a Verizon, they weren't interested.  The retailpocalypse is partly the fault of unrealistic landlords who still think they can rent space like it's 2004.  Fortunately, not all landlords are like that.

Q: Is the new location what you wanted then, or just the last space standing?
A: We really do think McRay is the home run we were after.  Let's go down the list:

  • It's enormous, triple the size of Gilbert and double the size of Tempe.
  • And it's going to get bigger because we have first dibs on adjacencies.
  • The price is right.
  • Great area demographics, family homes and schools in every direction.
  • Abundant parking, which had been a problem at both existing locations.
  • Close to the freeway, one of my key criteria.
  • Close to the Chandler Fashion Center Mall, a strong shopping attraction.
  • A reasonable cost to build it to our specifications, e.g. no kitchen to dismantle.
  • Configuration highly compatible with being our shipping and warehousing hub.  And,
  • With this lease, we have the exclusive plaza rights for basically every product category we sell.

Q: What about DSG Tempe?
A: I may as well address the elephant in the room.  You probably noticed DSG Chandler is conveniently situated more or less right between DSG Tempe and DSG Gilbert.  That was a lucky happenstance.  DSG Tempe's lease is almost over.  We are not going to be leaving the ASU area of Tempe, but the current DSG Tempe site (Tempe Comics) will likely close in a few months.  Our new Chandler landlord owns another plaza near ASU.  He is working out another lease for us as a branch location.  So in all likelihood that will be the new location for DSG Tempe, and we're tracking early 2018 for that to resolve out.  We'll reveal that location when it's finalized.  This does not impact the Superstition Springs plan one way or the other.

Q: Okay, I suppose Chandler's going to be pretty good.  What's in it for me?
A: Glad you asked.  I'm going to take a few paragraphs here just to give you a taste of what's to come and what we have in the works for the near future:

- Magic.  Every major format on the calendar, multiple formats each night and for FNM, gigantic PPTQs with big prizes, the return of major TCGPlayer and Star City events, and Chandler will be the central hub for the combined Magic singles inventory of both Gilbert and Tempe.  In other words, it will be paradise.  Additional great offers from time to time will be announced first to our Facebook MTG group, "DSG Magic: the Gathering Lounge."  Join today!

- Pokemon, Destiny, Final Fantasy, Dragon Ball Super, other TCGs.  Chandler is going to support essentially every major TCG.  We still have no plans to run Yugioh events but the product will be stocked.  Singles are going to be supported for most or all TCGs.  In-store pickup for TCGPlayer orders and DSG website orders will be supported.  We will be buying singles at the best rates in town, just as we do now.

- Video games.  This will be the single biggest growth area at Chandler.  Not only have we been pumping non-stop resources into growing our video game inventory, including very generous buy pricing across the board on top titles, but our DSG Vintage Arcade will be returning!  Pinball and classic arcade games and fighting games and much more!

- Warhammer / Tabletop miniature wargames.  This will be one of the most visible upgrades.  The "Megatables" plan we discussed in our "DSG Wargames" Facebook group (Join today!) is going to happen!  We will also have enough room to stock deep into all of Games Workshop, lots of Battlefoam, all of X-Wing, and much more.  We will also start buying used minis again shortly after we're underway.

- Board games.  Our used board game buy-sell-trade program has been a great success and will continue at Chandler.  With room to grow, the board game stock will get much bigger.  We will continue to run and will be adding organized play from the likes of Fantasy Flight, CMON, AEG, Renegade, and more.  And best of all, we are going to have room for open play for tabletop games in general on Friday nights, rather than players being crowded out by Friday Night Magic!

- Role-playing games.  Much like with board games, Friday night D&D at DSG will finally be a reality, and we know a lot of you have been asking for this.  Bear with us as we find a way to situate tables so that there is some separation between the multiple player groups.  Early on this will likely be achieved with grid dividers or rope-and-stanchion.  Down the line, especially once we add an adjacent suite, actual separate rooms.

- Comics.  It will be nice to have room at last to feature our entire stock of comics.  There are some awesome comic stores in Arizona and we don't have quite their level of deep stock stored away, but we have a lot, and we know many of you have been waiting for this.

- Coffee.  OK, this is for the future, not the present.  We deliberately took a location where there would be an option down the road for us to add a coffee bar.  If this happens we will open early in the morning.

- New categories!  In the months to come you will see us break some new ground.  We're going to go deeper into modeling, deeper into collectible toys and memorabilia, and much more.  We can't wait to show you firsthand what the future of DSG Chandler will be like!

Any other questions, hit us up.  Thank you for celebrating our anniversary and expansion.  Thank you for being a part of our past, present and future.  Desert Sky Games.  New Worlds Await.