Wunderground owner says key is nurturing customer relationships, not just selling products.
18 Mar 2009
Wednesday, March 18, 2009
Local spotlight
Love of magic spells success for business
Wunderground owner says key is nurturing customer relationships, not just selling products.
Wendy Case / Special to The Detroit News
When Paul Nielsen was 9 years old, his uncle gave him a present that would ignite a lifelong passion.
"He got me a magic set for Christmas," says Nielsen, now 49. "I've been hooked ever since."
Though he would go on to become a Ph.D in computer science and create Soar Technology (an Ann Arbor-based company that develops military modeling software and large-scale simulators), the magic bug never left. When the classic Wunderground Magic Shop came up for sale in 2007, Nielsen leaped on it. "It's one of those things -- some people collect cars, I collect magic," he says. "The opportunity to own the whole shop was exciting."
Nielsen is actually the fourth owner of the business, which began in Ferndale in 1971 as Romig's.
It eventually moved to a sub street-level space in Royal Oak (earning its "subterranean" name) and landed at its present location in Clawson six years ago.
Populated with all manner of fanciful magical accoutrement, the small shop is brimming with big tricks, small tricks, masks, props, books, DVDs and artwork all dedicated to the craft. Mostly a hobby for Nielsen, who sold Soar Technology in 2005, Wunderground affords him the opportunity to interact with others who share his love of magic.
"A business like this has to grow customers," he says. "The challenge is to cultivate and nurture relationships with customers and performers. You're not just selling them a product."
Stan Allen, editor of Magic Magazine, says that the secretive nature of magic makes it a fraternity of sorts.
"Young magicians create a relationship with the person behind the counter -- that's who's going to guide them," says Allen by phone from the magazine's Las Vegas offices. "A magic shop lives and dies on that relationship."
Business-wise, Wunderground is holding steady in 2009, a fact that Nielsen attributes to the enduring appeal and relatively low cost of magic.
"You can buy good tricks for under $10 and enjoy them with your children," says he says, adding that the store's clientele is split equally between amateurs and professionals. "It also increases your dexterity, your creativity and your ability to interact with people."
Additionally, Wunderground offers magic lessons for children and adults, special seasonal events and magicians for hire. But, according to store regular, legendary Detroit area escape artist, Don Viano, the key to Wunderground's success is Nielsen’s dedication to the principals of magic.
"People want to be entertained, not just fooled," says Viano, 80. "When a child comes in and buys a trick from Paul, they are taught, hands-on, how to do the trick, fool their friends and have fun."
For Nielsen, magic represents the ideal antidote for these troubled times. "It gives a sense of wonder and excitement to peoples' everyday lives," he says. "Magic is escapism -- it helps you forget about the problems and think about what could be."
Wendy Case is a Metro Detroit freelance writer.
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More information
Wunderground Magic Shop
Specializing in: magic tricks, props, supplies and learning materials
