Chico location of Herreid Music to close after 20 years


CHICO, Calif. - Herreid Music's home page on its website greets visitors with this message: "Since 1962, Herreid Music has been taking care of the North Valley's music supply needs. With stores in Redding and Chico, we are here for you."

But even that local hospitality wasn't enough to keep the music playing. 

"It sucks, this is a great little store. A lot of memories," said Chico Store Manager Lynn Brown. "I think it's the influence of the evil empire, so when you can advertise every two minutes on tv and on the radio, you can get people to come." 

The 'evil empire' to Brown is what most call 'large corporations' like Guitar Center. When they moved into Chico four years ago, Brown said Herreid Music saw an immediate decline in sales.

"See for mom and pops, it will go 'oh I've heard of Guitar Center!' But what do they know of Herried Music, you know, unless they're local and they've shopped here," Brown explained.

Brown said it's corporate versus mom and pop, but aside from that, many people now opt to buy their instruments online too.

"I think it's the age we're going through. I think, just like record stores, I think that's the way of, that's what's gonna happen with brick and mortar music stores," Brown said.

But while they're still here, staff is continuing to help their loyal customers with a smile, encouraging everyone to come visit them before they close for good.

In it's final days, Herreid Music is having an 'everything must go' sale, so everything is discounted, including the best seller in all music stores since 2010, the ukuleles.

"Come down and buy them!" said Brown.

As for this store manager, friends can catch him at a local show, maybe even playing one of his favorites, "The Song for Little Jimmy," that he wrote himself.

He said it's absolutely emotional to be closing the store and the hardest part? "Saying good-bye."

The store on Oroville Avenue in Chico has been open for 20 years. It will close its doors for the last time Saturday January 6 at 6 p.m.

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