In McKinney's Adriatica Village, The Guitar Sanctuary showcases the enduring bond between musicians and their instruments. Since its inception in 2010, the staff of this haven for guitar enthusiasts has been on a mission to redefine the traditional music store experience. From its humble beginnings next to Cavalli’s Pizza to its current location, The Guitar Sanctuary evolved into more than just a retail space; it’s a community hub where music lovers come together to celebrate their shared passion.
With a keen eye for craftsmanship and a dedication to quality, The Guitar Sanctuary curates a selection of instruments that exemplify excellence. Brian Meader, sales manager at The Guitar Sanctuary, says McKinney Mayor George Fuller envisioned a place that pushed against the tide of mass-produced instruments found in typical music stores. Instead, The Guitar Sanctuary exclusively collaborates with builders and firms who share their unwavering commitment to the art of guitar making.
“Our goal is to find people who build the best of the best,” says Brian. “We’re not interested in mass-produced guitars.”
Indeed, the Guitar Sanctuary isn’t the typical guitar shop. Brian states Mayor Fuller designed the store in a way that a custom living room would look. It has leather couches and a big TV. There are short stools all around, inviting customers to sit and try out instruments on the wall. The space boasts Old-World European architecture with a modern, sophisticated style.
“We present the instruments like an art museum would present an art piece,” says Brian. “All guitars are facing you. We do not look like a typical retail store.”
Brian has 25 years of experience in the music retail industry. He began his journey in 1989 at Abbey Music, going from teaching and repair to sales. In 1992, he says he transitioned to Chuck Levin’s Washington Music Center before joining The Guitar Sanctuary in 2011. At The Guitar Sanctuary, Brian oversees all aspects of the retail store, including product sales, order management, website operations and in-store sales. Additionally, he assists in booking music acts at The Sanctuary Music and Events Center.
Brian notes that many clientele consists of individuals from various industries who share a passion for music and want instruments to inspire their playing. "Our customer base includes both collectors and players, ranging from professional musicians who gig regularly to hobbyists, such as those who perform at church or local events, as well as enthusiasts who view guitars as artistic pieces. While many customers are local to the Dallas-Fort Worth area, The Guitar Sanctuary also serves a substantial online clientele across the country," he adds.
“We've become a destination point,” says Brian. “Many people come to Dallas and when here make it a pilgrimage to come and see the store in person.”
The Guitar Sanctuary is a gathering place for musicians of all levels. With its Performance Academy offering private lessons in guitar, vocals, piano, bass and ukulele, the sanctuary caters to beginners and seasoned musicians alike. Managed by Shane Frame, the Performance Academy is committed to providing students with not just musical instruction, but also mentorship and a sense of community.
Shane, a Texan native, says he developed a passion for music from a young age, inspired by his grandfather's musical talents. With supportive parents, he began exploring music at just 9 years old. Throughout his teenage years, Shane performed in church, expanding his skills as a multi-instrumentalist. Over the next two decades, he says he pursued a diverse career in the music industry, spanning various roles in Nashville, including performing, teaching, retail and management.
Shane has been with The Guitar Sanctuary since 2011 and his main role is to build a student base and help mentor the 15 instructors at the Performance Academy. Shane works to ensure each student, regardless of age, and their families, feel the Performance Academy is their sanctuary. He says, "The Performance Academy plays a large role in helping give teenagers positive role models and mentors while helping build confidence and a sense of purpose."
Shane identifies potential instructors among his current students, leveraging his student base to cultivate his instructor roster. He aims to foster a culture at The Guitar Sanctuary that nurtures and develops instructors internally. Several of the instructors at the Performance Academy have been with the institution for at least five years, which he believes is a key element in maintaining the quality of instruction.
Also located inside The Guitar Sanctuary is The Love Life Market. This women's clothing, accessories and gift shop includes a wide range of items, handpicked by McKinney's First Lady Maylee Thomas-Fuller. Purchases made in the store help support the Love Life Foundation in its mission to spread love and compassion to at-risk women and children in the community.
The Guitar Sanctuary is deeply ingrained in the fabric of McKinney’s community. Brian says the store serves as a destination point for musicians and enthusiasts alike, drawing visitors from far and wide to experience its unique atmosphere firsthand.
“In today’s age of online shopping and faceless corporations, places like The Guitar Sanctuary are more important than ever,” states Brian. “We’re not just selling guitars; we’re selling an experience.”
Whether one is a seasoned pro or a curious beginner, visitors to The Guitar Sanctuary step into a world where passion and excellence are at the forefront, a world where music truly comes alive.
ALL THINGS GUITAR: The Guitar Sanctuary retail store is open Tuesdays through Saturdays from 10 a.m. until 6 p.m. at 6633 Virginia Parkway. For specific questions, call 972.540.6420. Visit GuitarSanctuary.com.