Today we’d like to introduce you to Alex Sinclair.
Alex, can you briefly walk us through your story – how you started and how you got to where you are today.
After I graduated from Pitzer College in 2010, I utilized my knowledge of computers to get my first full time job which was as an entry level Systems Engineer for a small IT firm. It was a “being dropped in the swimming pool at the deep end” kind of job, as I was immediately sent out to a number of regular commercial clients to troubleshoot computer problems of one kind or another. I knew that I really liked helping people based on various summer volunteer jobs I had had, and this came into play here as well. I quickly learned how to calm people down who were frantic because their computer was not working, and I really enjoyed working in various offices each day. I quickly picked up on office dynamics in a variety of locations, and I had a lot of ideas about business management from being an employee in the IT company. It was a great learning experience for me on several levels. After that I did some post-production entry level work for a film company, which also was interesting but did not pull me to go in that direction. I did some computer consulting and started spending more and more time at Westwood Music Center which my parents had long been involved in. I started doing more and more there, assisting the manager in a multitude of things including setting up and running an E-Bay site for the store. My parents had bought into the store with a partner, Rebecca Rothstein, in 2010 and in 2015 Rebecca asked me whether I would be interested in running the store, as the then-manager was leaving. I was flattered but also apprehensive as I really felt I didn’t know anything about how to run a business, buy stock, and manage a group of employees, with all that implies. But I decided to go for it.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
The first year was an incredibly bumpy road! I felt like I had no idea what I was doing, and worried constantly about how the store was doing. My dad, Nigel Sinclair, who is a Producer and business man, gave me guidance, and my mom, Pat Sinclair, who had just retired from running a nonprofit she had founded ten years earlier, helped out in the store with lots of practical issues. The store needed a lot of reorganizing, the stock was depleted, and morale was a bit low among the staff. We quickly implemented a number of changes as I had a year of hands-on white-knuckle learning. We got the store spruced up, I learned all about inventory both through getting advice and trial and error, we got our bookkeeping sorted out so that we could have credible weekly reports, and slowly built up an incredible staff of people who are multi-talented and who love the store. One of the big challenges was to think about how to have a successful bricks and mortar business in an online economy. I realized that with all my new responsibilities as manager I could no longer be responsible for Facebook posts and ongoing other social media. A new staff position was added, that of Media Manager, responsible for all social media and online marketing. And of course, we hired a millennial! Evelyn Danciger has been a huge asset to the store. Mark Bookin is the sales guru who everyone knows, a fixture at Westwood Music for decades and incredibly knowledgeable about the business and sales. We hired another sales person, Gianni Garofalo, who is a talented musician, bringing his expertise and enthusiasm to the sales department. Our repairs department is headed by David Rutchinski, also a talented musician and long-time luthier, and we are extremely fortunate to have two amazing outside luthiers, Pavel Maslowiec and Eli Gabrieloff so that we can handle any and all repairs that come into the shop. Our lessons department is headed by Jonah Rivera, another longtime Westwood Music employee, who works with students of every age and level and is much in demand.
So let’s switch gears a bit and go into the Westwood Music story. Tell us more about the business.
As manager of Westwood Music, I ensure that I have the right products in stock for the sales team. We specialize in Acoustic Guitars primarily, but also have a good selection of Electric Guitars & Amplifiers – We have been building up the electric business by stocking new lines like Reverend Guitars & G&L’s USA line. I am most proud of the team I have here at Westwood Music; they are a dedicated tight nit group that cares a lot about the store and ensuring our customers are happy, which is one of the qualities of Westwood Music that sets us apart from our big box competitors. Our specialty is new & used Acoustics, specifically Martins & Collings. We often have a good variety of vintage Martins brought in on consignment by our long-time customers.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Along with the people I’ve already mentioned, all of whom have helped and supported me immensely, I am grateful to Fred Walecki whose father founded Westwood Music 70 years ago, and who ran the store from the 1960’s through the 1990’s as the happening guitar store for all the famous California rock and folk bands. Fred has very graciously mentored me and encouraged me. And as I have sought advice from people like Dan Gulino at Martin Guitars and Angela Wade & Steve McCreary at Collings Guitars, they have been very supportive and eager to help make Westwood Music even more successful. I thank Rebecca Rothstein for encouraging me to take this job, and to my family for all their help and love. And a big hug to my girlfriend, Julia Mac, who has encouraged me always and last but not least, my dog Stella, our store mascot, whose unconditional love and support make me smile every day.
Contact Info:
- Address: 1627 Westwood Blvd., Los Angeles, CA 90024
- Website: www.westwoodmusic.com
- Phone: 310-478-4251
- Email: [email protected]
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