businesses at all stages of their growth .”
Allen said in addition to the store ’ s online presence , another reason for its enduring success is the commitment to serving magicians of all ages and skill levels .
“ We ’ re like a supermarket of magic ,” he said about the shop . With walls lined with tricks , illusions and gags , it is no wonder shoppers can find exactly what they are looking for .
“ We make over 500 items including our magic kits ,” Allen said . “ When somebody comes in , we ask them how much ( magic ) they do so we can sell them something that fits them perfectly .”
With such a large range of products , that means customers can find items that fit their age and skill level . And it keeps them coming back for more .
“ Repeat business is what [ has kept ] us in business for so long ,” Allen said . “ I am on the phone all day long and we literally ship around the world , to Russia , Israel , the Pacific Rim and , of course , domestically .”
While walk-ins are not as important as the online side of the business and conventions , Allen said it is still important . And
recent investments by the city of Daytona Beach to Beach Street can only help bring more small businesses to the downtown area .
“ In the 30 years we ’ ve been here , the empty stores have not changed ,” he said . “ So many of the other stores come and go .” Allen said while the streetscape project and Riverfront Esplanade development are positive signs , there are still issues with the homeless population and parking that need to be addressed .
“ You need to fill up the stores with proper businesses and make it easy for downtown businesses ,” he said . “ We have a certain amount of people that just come here for us , but it ’ s nice to have people that aren ’ t coming here just for us that stop in .”
Aaron London is a reporter and columnist who has covered business and economics for 27 years . He has worked for newspapers in Ohio and Florida and is also an adjunct professor of journalism at Daytona State College .
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