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30th Street Guitars

Opening Hours
Today: 11am–6pm
234 West 27th Street
30th Street Guitars 1 Music and Instruments Chelsea

As a kid, Matt loved to tear guitars apart and rebuild them. He is one of the lucky few that never had to grow up; now he does so professionally, at his own shop, and calls it "repair." 30th Street Guitars sells used and vintage guitars, from beginner level to upper-echelon. Most are electric, but a few are acoustic, and there are a few basses hoping to find new owners, as well. Matt's expertise means that he repairs and "does a lot of fretwork" with guitars, banjos, and basses. But recently it also led him to design his own line of guitars. "Basically," he told us, "I took everything I know about old guitars - playability, what goes into them - and put that into a guitar. The result is guitars that look old, and sound old, but play like new." The customers meandering through the store seemed to agree. Asked what he likes most about his job, Matt responded that his store is "like a bar without the alcohol. People come in, talk, commiserate."

In November of 2015, 30th Street Guitars moved from West 30th to its current location. With his loyal clientele and recognizable branding, Matt decided not to change the name of his shop, though he realizes it can be confusing. He loves his friendly new neighborhood. “It is the safest street in Manhattan,” he explained, mainly due to the high security provided by FIT.

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More Music and Instruments nearby

Lost Gem
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Jazz Record Center

Nestled up on the eighth floor and without any sign to indicate its existence to passersby on the street, the Jazz Record Shop is certainly not easy to find. But Fred Cohen’s collection of music and memorabilia has a cult of clientele who come from around the world to see it with their own eyes. During my visit, Fred’s wife​, Bobbie, helped customers navigate the CDs, DVDs, posters, books, and records while he led me to a quiet corner for our “heart to heart. ”While growing up in Boston (Dorchester, West Roxbury, then Jamaica Plain), music was a peripheral part of Fred’s life. “My mother had a lovely voice, she sang in a chorus in Pittsburgh and there were records of show-tunes around the house, ” he reminisced. “We did have a piano but my sister was always the pianist. It wasn’t until my aunt took me to the Boston Jazz Festival that I was exposed to music that really blew me away. ”Still, Fred never expected that jazz would become his life’s passion. After college, he took a job with Odyssey House in New York as a drug rehabilitation counselor. “This was 1969 through 1982, and after eleven years I was burned out. I didn’t know what to do. I figured I could live for a year off of my savings, and it helped that Bobbie was making good money as a textile designer at the time. That’s when I got the call from Jolly Roger. ”Jolly Roger was a jazz record store on Columbus Avenue that Fred often frequented. The owner was looking for a new person to take over the business and offered the opportunity to Fred. “I really didn’t think it was a good idea, ” he recalled. “In my previous job, I was traveling to conferences and centers across the United States. The idea of sitting at a desk waiting on people​ - ​​that did not sound like me. But Bobbie said we should at least take a look. The shop was incredibly narrow, like a railroad flat, and you could barely turn around with all the record racks in there. ” Fred paused a moment and shook his head before picking up the story once more. “But at the back there was this window and you could see this tree. And on this tree were two crooning morning doves. Bobbie took it as a sign. We opened on April 1st 1983, moved to the ​West 26th ​location in​ 1992, and, well, we are still here today. ” As the years went by, Fred broadened his musical interests, schmoozed with fellow collectors, and listened carefully to his customers. Today, Fred is the one who does most of the teaching, and by all accounts he is an expert in identifying and appraising jazz memorabilia. He literally wrote the book on collecting Blue Note records to help fellow enthusiasts identify original pressings. And it turns out, according to Fred, ​ that sitting behind a desk is not​ so bad. “Selling CDs is a boring experience but LPs are a different story. Each one has such a vast technical, social, musical, and cultural history that I could spend a day talking about each aspect. ” Fred led me over to a closet called the “vault” to show me some of his personal items that are not for sale. Perhaps the most impressive was a Charlie Parker LP “Bird Blows the Blues” that Dial records offered exclusively via a mail-in order coupon in the June 3, 1949 issue of Downbeat M​agazine. Fred has not only the record (of which only about ​fifty were sold), but the magazine issue and the coupon, too. When I inquired about the value of the Charlie Parker material, he told me they are worth five to ten thousand dollars, but he doesn’t plan to part with them any time soon, if ever. To Fred they are priceless. Eventually, Fred and Bobbie plan to step away from their business. What that will mean for The Jazz Record Center, they are not sure. “To be honest, ​ it’s a little scary to think about, ” Fred said. “I do want it to live on. In one form or another, I’d love for it to survive. ”

Lost Gem
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Rogue Music Store

In 1983, the world was a very different place. That is obvious, maybe, but for the younger members of the Sideways team this reminder can be an important exercise in perspective. When Rogue Music opened, the Internet was not yet up-and-running and hip-hop had yet to really arrive as a cultural force. Fast-forward to the present and, of course, the Internet is omnipresent, inescapable, and rap is more mainstream than ever. Rogue, throughout it all, has maintained a steady approach. They sell a host of related music items – instruments, soundboards, mixers, speakers, amps – and offer repairs for dysfunctional equipment. The store is a haven for everything musical. We walked in and were pleasantly surprised by the placid noodlings of a salesman, Clay, playing a guitar melody for all the store to hear. The whole staff are musicians, each with an artistic side to match the professional knowhow. Engineer Brent McGlocklin, for example, played in Bailter Space, and was “huge in New Zealand. ” A fun twist: Rogue was instrumental in supplying early hip-hop artists with their gadgets. There is a wall full of mixers, synthesizers and samplers straight out of the golden era of hip-hop. Rogue has retained its appeal over the years. “People like to come and touch gear instead of buying it off the Internet, ” reasoned Clay. The air is thick with the contentment of people being exactly where they want to be. Plus, Clay explained that customers  “can save a lot of money buying second-hand, and we offer a free month guarantee. If anything goes wrong, we can fix it. ” Elegant and honest, this philosophy is what has kept Rogue relevant.

More places on 27th Street

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Nobel Printing Inc.

“By accident, ” answered Olga Blanco when I asked her how she got her start in the printing business. Her husband started Nobel Printing in 1979, and Olga took over a short while later when he became ill. “I learned and I kept going, ” she smiled, remembering a time when the business was new to her. She, in turn, has taught her son, who works for a printing company in Florida. Olga shared with me that when her son's business decided to use the traditional printing press in an effort to distinguish themselves from others, his knowledge of the machine lead to a promotion. “No one else knows how to use these, ” she gushed, “so they increased his pay. ”Originally from Columbia, Olga journeyed to the States in 1969 at the age of seventeen. Since living here, she has seen a lot of changes, many of which have had an negative impact on her custom printing company. “Everything is digital these days, ” she rationalized, "And everyone thinks they are a designer. ” With so many people in possession of a computer and the means to make their own digital copies, her fears are not unwarranted. Topped off with rising rents, Olga is not sure her business will operate for longer than a few more years. Indeed, she has seen many others pushed out of the neighborhood for similar reasons. “The real estate business is hungry for money, ” she said, shaking her head. Despite the obstacles, Olga remains quite confident in the product, itself. She happily deals solely in custom printing, taking on any job no matter the size and “creating something beautiful. ” When I visited in the summer of 2016, Olga was working on a wedding order of 2000 invites and could not conceal her passion for the project. She showed me her early drafts, pulling out the quality card stock and brushing her fingertips over a soft design that depicted a tree just in bloom. There is no replacement for “that human touch. ”

Lost Gem
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Between the Bread

Jon Eisen is not only one of the partners of Between the Bread and its director of strategic growth, but he is also heir to one of the pioneers of the venture, which has delivered sandwiches to office workers since 1979. Ricky Eisen, Jon’s mother and the company’s president - who was born on the outskirts of Tel Aviv - decided to use large-scale catering to bring healthy meals to her clients in a more efficient way. Jon claims that the result was the first catering company in New York City. Ricky’s idea to use only healthy and local ingredients proved to be a pivotal moment in the way catering to corporate clients is done today. In 2013, Ricky put her son in charge of the retail and café side of the business, which up until that point had been secondary to catering. Recognizing the recent popular trend of eating healthy and local, Jon quickly began streamlining the production process, including installing digital cash registers to track customer orders. This lead to a doubling of revenue. His success prompted Ricky to name him partner in 2015. Despite these changes, the core of the business is still the same: using organic, fresh, and seasonal to serve “high quality meals. ” And to hear it from Jon and the head of brand strategy, Victoria Rolandelli, this core seems to resonate well with customers. Between the Bread opened two more locations in October 2015 and has plans to have a total of twelve locations throughout the city. Located in the Chelsea Terminal Warehouse, the 27th Street Between the Bread is in a massive space that was previously an unloading station for trains. In the not-too-distant future, once Hudson Yards is complete, it is Jon's hope that they will become the "new Chelsea Market. "