Meet Brent Geris of The Magic Apple in Studio City

Today we’d like to introduce you to Brent Geris.

Brent, please share your story with us. How did you get to where you are today?
I went to Cal State Northridge and graduated with a degree in Radio/TV/Film and after working in that business for several years, I need a change. I have ALWAYS loved magic and made the CRAZY decision to open a shop! I opened the shop in August 2003. The Magic Apple opened as a Teacher’s Supply store AND Magic Shop. 18 months later, I donated and had a crazy sale on all the teacher’s supplies (banners, calendars, post it notes, games, projects. etc..) and concentrated on magic tricks! We are now the ONLY shop in the Los Angeles area that is a FULL-SERVICE magic shop! We have everything from a $4 beginner trick for kids, to high-end magic illusions and books! Of course, we also carry a bunch of gags and pranks! I currently work at The Magic Castle, private parties and have been consulting on live productions, TV and film! We also offer private magic lessons for both kids and adults! Whether you need a simple card trick, or an elaborate illusion, The Magic Apple can help you!

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The first 12 months of business was TERRIBLE! I literally spent EVERY SINGLE dollar I had opening the shop and promoting it with Flyers, Ads, mailers and more! I would drive around from school to school dropping off flyers about the educational materials I sold. I also tried to plug the magic classes. I had a lot of support from my wife Elisa and my mom encouraging me throughout the crazy journey. Online magic shops are my biggest competition but there really is NOTHING like coming in to a REAL Brick and Mortar store to see and touch magic and props!

Alright – so let’s talk business. Tell us about The Magic Apple  – what should we know?
The Magic Apple is the ONLY magic store that offers private classes, magic tricks, gags, pranks, consulting and illusion rentals PLUS we have a team of magicians (including myself, the owner Brent Geris) that are available for hire. We have the BEST customer service around and really try to make everyone happy and feel comfortable here at the shop. There are tables and chairs around the shop welcoming magicians and beginners to sit for a while, share stories and magic! There is a lot more to the shop than selling magic! We try to get young magicians and adult beginners interested in magic with books and the classics. It has been great seeing kids grow up and becoming members of The Magic Castle and going to performing professional shows when their first trick was bought here!! Learning magic on YouTube is the ABSOLUTE worst thing a beginner can do! Not only will they see and learn effects that are taught wrong BUT there is the ‘policing’ on YouTube! These knuckleheads on YouTube don’t usually mention who created the trick or where it originated from. You never know who you’ll run in to at the shop! I don’t want to be a name dropper, but we have customers ranging from top name magicians to actors, producers and everything in between!

Is there a characteristic or quality that you feel is essential to success?
I am an honest businessman. If there is a trick that is garbage, or does NOT do what the ad copy or trailer states it does, I’ll either send it back to my supplier or not carry it at all! We really do try to make the customers happy and want them to trust us with their purchases. An online store will sell ANYTHING to ANYONE and some products are either too advanced for a beginner or just simply are not the right fit. We will try and gear someone’s purchase to something they will ACTUALLY perform (or at least something they will like). We get in new products almost DAILY and strive to be the ‘go to’ shop. We ship same day and the personal service you get here is unlike any other place. It is great when we have a new customer or a customer from out of town that is told to visit our shop! We have people from ALL OVER THE GLOBE the visit when they are in Los Angeles!

Pricing:

• Private one on one lessons $75 per hour – includes all materials
• Magic Kits starting at $6.00
• Rental of Illusions starting at $150 a day

Contact Info:

• Address: The Magic Apple
  11390 Ventura Blvd #2
  Studio City, CA 91604
• Website: www.TheMagicApple.com
• Phone: 818-508-9921
• Email: [email protected]
• Instagram: MagicAppleStore
• Facebook: https://www.facebook.com/MagicStoreOnTheSecondFloor
• Twitter: @The_Magic@Apple
• Yelp: https://www.yelp.com/biz/the-magic-apple-studio-city

 

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