Magic|GAF,
I'm looking to open a storefront in town and was wondering if any of you guys had any tips for me. The money is already there, but what product should I buy for a good turnaround. How are box prices at your stores? What is your average attendance for FNM and so forth?
Any help would be appreciated. I used to play when the game first came out and got out after the Urza block. I rejoined for a short stint during the Lorwyn block, and played some some pre-releases during the Innistrad block.
Here's a rundown of my experience dealing with Magic and non-magic (non-collectible) gaming from a organizer's end.
Magic:
Try to get to
Advanced (or Advanced+) level as quickly as possible. If you have the sort of traffic you think you do, this shouldn't be too hard. Getting a direct sales account can also help a bit on costs. Most distributors will charge about 7~10% more than Wizards Direct on sealed product (a lot of them will match Wizards Direct pricing on pre-release product and throw in bonuses on top of that, though, so usually it makes more sense to get pre-release material from a distributor).
Be consistent with your event schedule from week-to-week. If events are at the same time each week (even if they're not necessarily the same event type) customers become conditioned to just showing up at that time, no matter what may be going on.
Prize support will make a big difference in what sorts of players show up to your events. We use different prize structure based on the event type and Rules Enforcement Level of events. Generally, flatter prize pools will encourage more casual players to show up, while steeper pools bring in the more competitive players. For any event, we also allow participants (and judges) to take store credit at a fixed rate instead of product. it helps a lot, because the more competitive players typically don't want packs. They can use their store credit on singles or (more commonly) towards entry fees for future events. In a crowded market it helps to keep players coming back to your store over he other guys.
It's also important to have rules posted clearly about general behavior guidelines as well as trading policy. We used to not worry too much about players buying and selling direct to each other for cash, but recently decided to disallow it in the store since we suspected it was cutting into our singles sales. (Or singles sales have grown nearly 5 fold since then, so it was having a much larger effect than we thought it was).
During events, clocks and round timers are also pretty important. We typically have a screen setup with the countdown clock in Wizards Event Reporter. The local players are used to it, but it's surprising how many of the grinders that show up for premier events are taken off guard by actually being able to peek at the round timer whenever they want instead of having to ask a judge.
As far as FNM attendance goes, we typically get between 12 and 24 on a normal week. When the college kids are on break we'll usually get more; typically in the high 20's to mid 30's. We do draft for FNM, except for every once-in-a-while when we do 2HG sealed.
It's also very important to have an online presence. Your website and/or Facebook page is a must. Even if you can't do e-commerce, just having things like an event list and an official trade-in policy posted and easily accessible encourages people to come into your store. There are a lot of facebook groups out who's sole purpose is for advertising magic events for specific regions. They're surprisingly popular and helpful, especially among the more competitive players.
Singles are super-annoying to deal with, but typically worth the hassle. Make sure you have a nice, well-lit display case. Depending on your crowd, you'll want to keep different things in good supply. EDH and Modern staples are usually sure bets in our area, but I imagine it changes from market to market. Get to know your player base and go from them. A good way to get the ball rolling on singles is to pick up a few card lots online. make sure to keep an eye on prices, especially during the weekends of big events. When people see a card getting a lot of play at the bigger tournaments, prices tend to spike fairly quickly.
MTGStocks is a good way to keep up on the trends. On a typical week, I'll update Standard pricing once or twice a week and non-standard pricing once a week by checking mtgstocks. On an event weekend, I'll typically update prices each morning of that weekend and the following Monday morning.
As far as sealed product is concerned, you obviously want to keep anything that's currently in standard in stock and anything else that's current. For older product, you very much need some familiarity with the sets. No one is going to want Fallen Empires packs, for example. Know the popular sets and keep them in stock if you can. If you have enough stock, lots of the more enfranchised players will be excited to draft them, even if it costs more than a typical draft.
In my experience, it's a good idea to stay away from Event Decks. Newer players are typically more interested in Intro packs since they're cheaper and come with booster packs. More experienced players aren't interested in them because they need a lot of work to be made viable and they'd rather just spend that money on singles for their own deck. Clash packs (and Duel Decks) are a little better, because they have appeal to the newer, kitchen table players. They're two decks all ready to go, so they can play with their friends even if their friends don't have decks of their own.
General Gaming:
We're had a lot of success with
Meetup in terms of attracting people to non-Magic gaming events. There is a charge for it, but it's been more than worth it for us. We do a board game night every week and typically get 12 to 20 people showing up regularly. About 10 to 15 of those are people who found out about us on meetup or are friends of those people. Likewise, we have a number of regular customers who run RPG campaigns weekly and we post about it on meetup and people show up. Right now there's a few D&D campaigns going on (ranging form 2nd edition to 5th) and a Shadowrun campaign is about to start. We're also growing a sizable group of people that come in to play the X-Wing miniatures game. The best part is, other than the official board game night, it's all run by regular customers, so it doesn't take any extra manpower on our end.
As far as collectible games go (other than Magic), WarHammer is really popular for us. Like I said before, X-Wing is picking up in popularity. We tried Malifaux but couldn't get it to take off. DiceMasters did have a bunch of people interested in it when it first hit, but the availability issues completely killed any momentum it once had. There's a growing number of people interested in
Infinity, so we're going to bringing that in later this week and seeing how it works out.
For traditional board games, things like Dominion, Catan, Munchkin and other staple games are fine to always stock. For anything else, knowing the game (and ideally demoing it) are key to actually selling them to anyone that doesn't do their own research. A lot of publishers offer cheap (or free) demo copies of their games through distributors. Some of them require you to buy a certain number of sales copies to get the demo copy. We offer a discount to anyone who buys a game during board game night. If a game is sitting on the shelf too long, don't be afraid to liquidate it in-store and/or online.
Black Diamond Games has a very informative blog on running a games store. I'd suggest digging through their archives if you have the time.