Kiss The Sky record store contemplating next incarnation

A “for lease” sign may appear soon in the front window of Kiss The Sky records in downtown Geneva.

But don’t look for a “going-out-of-business” sale anytime soon.

“We need to reinvent the business a little bit,” owner Steve Warrenfeltz said Friday afternoon.

Warrenfeltz said for about six months he has been contemplating changes in how he does business. He gave his landlord a one-year notice back then that he might move out.

He figured it was a courteous thing to do for a landlord he describes as “great,” since he and store co-founder Mike Messerschmidt “were so wishy-washy” about their future.

Given the prime location at Third and State streets, Warrenfeltz figured a business that relies more on passers-by might do better than his store, which he described as more of a “destination” type. He sells new and used vinyl records and CDs, T-shirts, used DVDs, turntables and accessories.

And as he and Messerschmidt approach age 60 in the next few months (“We’re young in our thinking,” Warrenfeltz said), they’ve been thinking about what to do as they approach “toward the end of the road.”

That gave birth to a rumor that the store was closing, he said.

Instead, he said, “there’s a lot of irons in the fire.”

Warrenfeltz would like to find a spot where he could run the store, have live music and serve patrons beer and wine. “We’re like a Cheers bar here,” he said, noting how regular patrons come by to discuss everything, not just their music needs.

Last summer, he and Messerschmidt were kind of discouraged about the future of vinyl and CD sales, given changes in the music industry, such as playing your car stereo via wireless Internet instead of having a CD player or changer. Ford has already stopped offering CD changers in the European versions of its Focus.

But then, sales started to pick up. Especially of vinyl records. “And we started to get excited again,” Warrenfeltz said.

If he can find the right space, Warrenfeltz would like to feature local bands. He’s produced several “Made in Aurora” records featuring local talent. The key is finding one he can afford. To have entertainment in the current space would require installing fire-suppression sprinklers, an expensive proposition.

Warrenfeltz opened the business 15 years ago, in Batavia. He moved it to Geneva five years ago.

The corner

Should Kiss The Sky move out, that could potentially leave Geneva with three empty spots on the corner that is the heart of the downtown.

The old State Bank building at 302 W. State, which used to house the renowned 302 West gourmet restaurant, has been vacant for almost five years.

And come Jan. 28, the Merra-Lee Shops will lock the doors for good.

Tony Stefancic, the listing agent for the 302 West building, said the building is available for sale or lease.

“I have had numerous contracts on it,” he said. “I get people who want to be restaurant owners and have no experience, or people with experience and no money,” who want the owner to foot the bill for their renovations.

Stefancic said there is another lease deal in the works. Investors filed a foreclosure suit last week against the owner, 302 West LLC.

He doesn’t think the location is to blame.

“I think it is one of the best locations in town,” he said. Getting a business to succeed takes “a ton of variables right now,” he said. Location is one, but so are the right concept (“have they changed or adapted to a changing marketplace”), good management, correct pricing, customer service and, of course, the state of the economy.

A good location can’t override a lack of good management and customer service, he said.