by Doug Radunich

STAFF WRITER

In an age when big-box stores dominate and many niche retailers struggle, one Tooele guitar shop is surviving by providing a more personal, one-on-one relationship to its customers within a smaller, more independent atmosphere.

After almost nine years of business, Guitars and More on North Main Street is one of the few independent stores supplying musical instruments and lessons in the city. The shop is owned by Adam Ohlwiler, a resident of Herriman, who first opened the business in Tooele's downtown back in November 1999.

Ohlwiler said he has watched his store grow from a smaller, somewhat hidden business downtown, to a well-known choice place for musical instruments with a loyal customer base, which he says consists of everyone from teenagers to elderly folks.

"Here we also have lower prices and a free lifetime warranty with our guitars, so we're constantly staying alive and flourishing as an independent business," Ohlwiler said. "Some people may still commute to Salt Lake because they feel they need to go to a big music superstore, so I wish more people knew they could shop right here in their own town."

Ohlwiler, who has been playing the guitar since he was 13, decided to open his store after teaching students in the area through the now-defunct music store Guitar West, which moved from Kearns to Tooele. In addition to teaching, he had also spent much time repairing instruments for people throughout the Salt Lake Valley.

"After Guitar West folded, I felt I had enough students out in Tooele who could support a new music store with supplies and lessons," he said. "I started the store with a bunch of used gear and a little bit of new stuff, $2,000 from my parents, and $1,400 of my own cash. After our grand opening we probably didn't sell anything for about a week, but things picked up shortly after that."

The first Guitars and More location was situated downtown on South Main Street where EnergySolutions is located now. Six years ago, Ohlwiler moved the shop to the north end of town at 1218 N. Main St.

"Our first location on South Main was around 500 square feet, with about 100 guitars, three or four drumsets, and few PA (Public Address) systems included," he said. "A year later we moved to our second location in the back of the same building, where we had around 200 to 300 guitars and a good drum and PA selection. In 2002, we moved to our North Main location, primarily because it was across from Wal-Mart and on a busy road with lots of cars, and also because the air conditioner didn't work in the previous location. We also now have two other guitar teachers and one drum teacher who teach lessons here."

Guitars and More sells new electric and acoustic guitars, basses, drums, microphones, digital pianos, harmonicas, recorders, amplifiers, songbooks, and different types of gear and accessories -- all of which Ohlwiler buys directly from manufacturers. The store also provides minor instrument repairs and will occasionally accept a used instrument for sale or trade.

Ohlwiler also said that teaching is by far his favorite aspect of running a local, independent music store.

"I love teaching and helping students understand how the guitar works, and it's so fulfilling when you can see a student of yours just wail on it," he said. "It's cool to see them write their own music and find their own voice in a way. It's also great to explain music theory to them and be able to teach them how to solo, how to write music and lyrics in a band, and other things like that."

In addition to the Tooele location, Ohlwiler runs another Guitars and More store in West Jordan, which opened around 2002 as well.

For the future, Ohlwiler said he plans to open up even more stores in the Salt Lake area.

"I have plans for a couple more stores because I want to let more people have the same experience I've had with music," he said.

dougrad@tooeletranscript.com