“Social media has been a huge part of how we’ve grown as a brand and a company,” Gross said. “We actually had an Instagram account back when it was still primarily a photo editing app before it really became a real social media platform. As we got new guitars into the store, I’d take photos or quick videos, and we started gaining real traction because we were posting cool, unique guitars. Over the years, we’ve shifted from just photos to having a dedicated videographer on staff. Our videos might highlight a specific product or piece of gear, or they might be something a little campy and funny. We have a lot of fun with it. Guitar retail should be fun, and when we have sales or events, those quirky videos are a great way to spread the word. There was never a formal strategy around growing our social following. It grew organically.” Gross said as a result, the dealership gets a lot of people stopping by when in the Pacific Northwest because of its dedication to its social presence. “We get customers and visitors from literally all over the world, and we’ve had people come to Seattle specifically to visit our store,” Gross said. “Whenever we hear that, it’s really gratifying. Social media is also a major sales tool for us — sometimes
we’ll get a great vintage piece or a limited- run item from one of our vendors, post it on Instagram or Facebook, and it’s gone before it even hits the sales floor or the website. It’s a powerful way to connect with our customers and keep the store top of mind.” THE GUITAR SHOPPER OF 2026 With economic strife felt across the country, Gross said the guitar shopper in 2026 looks different than during the COVID era. “Going back to 2020 or 2022, we could go to a vintage guitar show and pick up things we loved knowing we’d have buyers for them im- mediately, but that dynamic has changed. Now, we have to be more selective about what we’re buying and what we’re pricing it at,” he said. “Customers are more discerning about what they’re buying and what they’re paying. So, we’ve leaned in even harder into doing Thunder Road-exclusive runs and designing guitars with the Fender Custom Shop and Gibson Custom Shop — things that aren’t available at Sweet- water or Guitar Center. We’ve also worked on being sharper with our pricing on vintage and used inventory, making sure we’re giving cus- tomers a compelling reason to shop with us.” When it comes to guitar accessories, Gross said a lot of his shoppers are buying pedals to
give their current instruments a different sound. “I feel like we’re in the golden age of pedal companies designing really creative and unique gear,” he said. “When it comes down to it, it’s all about keeping a close eye on trends and staying attentive to what’s moving and what isn’t.” MI Thunder Road Guitars’ Pro Tip: “As an owner, it’s easy to delegate everything — hire a manager or have other people handle things for you. But Thunder Road Guitars has always been a huge part of my daily life and my identity. I’m here just about every day. Be present, get excited about guitar retail- ing and give it your best effort. Showing up every day and figuring out how to put guitars in people’s hands is our whole business.” — Frank Gross, owner
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