Meet the Owner: Dreams Music Showcase

The independent music instrument shop hasn’t gone the way of the cassette tape yet. Not if Alex Kellner has anything to say about it.

The rock club circuit veteran is making a stand against the chain store giants from a colorful little bungalow on Florida Avenue. Opening on Aug. 15, Dreams Music Showcase will embody Kellner’s battle plan: smaller store with a smaller selection also means a smaller mark-up.

“I know musicians are struggling and living paycheck to paycheck,” Kellner said. “If you don’t have $5,000 to buy some signature Les Paul, we’ve done all the homework for people. I’m going to offer quality instruments for three to seven hundred dollars.”

Dreams is all about the meat and potatoes, Kellner said.  Guitars, basses, amps, drums and cymbals, plus related accessories. Look elsewhere for keyboards, band instruments or recording equipment.

Kellner, 53, and his employee Austin Davidson will also offer repair and customizing for guitars and drums. “My pricing on repairs is gonna be like half the price of what it’s going to cost at the corporate stores,” said Kellner.

Dreams Music Showcase
5805 N. Florida Ave.
813-410-7068

Owner: Alex Kellner

High profile clients: Kellner has done custom work for the bassists of Cannibal Corpse and the Outlaws.

Come to shop, jam, hang: Kellner wants customers to use the back porch for demoing instruments, or impromptu jams. “I want this to be a real groovy place for musicians to hang out.”

Playing small, pricing small: Kellner won’t have the buying volume or floor space to stock numerous brands, like the bigger chain stores. Offering lower prices on new instruments will mean specializing in a few labels. A good deal of his stock will also be used and vintage instruments. Kellner enjoys hunting for such items. “Almost like that show American pickers,” he said.

David lost to Goliath: Kellner learned the hard way to not compete with the big chains on their terms. His first shop, King Tone Music on Fowler Avenue, only lasted a few years. “I failed,” he said, “because I was going toe to toe with the corporate stores.”

Names you can trust: Dreams new instrument brand names will include Fender, Godin, Dean, Cort, Music Man and Hohner guitars, Valve Train amps, Ludwig drums, and Sabian cymbals. The used and vintage stock will feature numerous major brands.

Kellner’s heroes: Kellner has been playing the drums since he was 6, when he saw the Beatles perform on the Ed Sullivan Show. Besides Ringo Starr, his favorite drummers include Buddy Rich, Gene Krupa, Ginger Baker, Chico Hamilton and Mitch Mitchell.

Previous gigs: Besides gigging on the rock club circuit for over 20 years, Kellner has also worked as a paramedic and a Sam’s Club manager.

Store hours: Monday through Saturday 11 a.m. to 7 p.m., Sunday noon to 5 p.m.