Welcome to Store Tour, ROBOT 6’s weekly exploration of comics shops, and the people who run them; think of it as the retailer version of Shelf Porn. Each Sunday we feature a different store, and also get to know the person behind the register.
To discover a comic store in your area, visit FindAComicShop.com
This week’s store is Dragon's Lair Comics and Fantasy, 2438 W. Anderson Lane, Suite B-1, in Austin, Texas. We spoke with creative director Megan Ruch.
ROBOT 6: Tell me about the layout of your store. How did you work that out?
Megan Ruch: The feel of our store is very bright and open. People sometimes stop in the entry because it’s much bigger on the inside than it appears to be from the outside. The entire right-hand wall of Dragon’s Lair is covered in graphic novels, which are organized into several sections: Indies, Local & Small Print, GLBT+, Image, Vertigo, DC and Marvel. Our single issues are organized in the same manner on shelves perpendicular to the graphic novels. We have a New Comics wall that is cycled out every Wednesday, and a recent first issues display right next to that which keeps new books out for customers to see for a longer period of time. There is also a Diamond Previews display for upcoming titles. That half of the store also contains our manga section and our award winning Kid’s Lair! Kids have their own graphic novel/game section and new comic wall. It doesn’t stop there: the left side of the store is devoted to board games, miniatures, RPGs, HeroClix and other games. Running through the center of the store is our “boutique” section, where customers can browse for novelties like Harley Quinn robes, blind boxes, Darth Vader cookie jars and superhero pint glasses.
What is your store's secret origin? How did it come to be?
Mild-mannered geek and then-physics major David Wheeler began working as a clerk at Capital Comic Company in 1983. He went on to help out at its successor, Phoenix Books. While still attending UT Austin in 1986, after Phoenix had closed, he decided to open his own store. Consulting with a longtime friend and fellow co-worker, Mandy, they decided upon the name Dragon's Lair Comics & Fantasy while working under the time-tested theory of "Well, that sounds like a cool name!" Though his grades suffered from this decision, the store flourished and is now almost 29 years old. It has grown through four other locations and culminated in our current store, which is over 10,000 square feet.
Why did you decide to get into comics retailing? What in your background do you think made you particularly suited for the retail side of comics?
I love stories. I love that they can take you anywhere you want to go and many places you never dreamed of from the comfort of your own home (or anywhere, really). I think that the writing in the comics industry is currently eclipsing traditional novels in creativity and modernity. Comics are diverse and I truly believe there is something out there for everybody! One of the best parts of my job is introducing people to stories they didn’t know they would love. My background actually has nothing to do with the comics industry; I was going to graduate school for neuroscience when I dropped that and decided to do something I really loved instead. I honestly couldn’t be happier with that decision.
Do you have a philosophy or strategy to retailing?
Our philosophy as a retailer is driven by customer service. We want Dragon’s Lair to be a destination and an experience, not just another store to stop by. We have a lending library where customers of all ages can sign up free of charge to check out different first volumes so they can try out a new series. We have racks of demo games in the back of the store with tables for people to play free of charge as well. These products are so great that sometimes all you need to do is facilitate a good, pressure free introduction to a customer. Little things like this keep people coming back, and we all know how hard it is to stop at the first volume of a great series. Essentially we let people sample everything for free, and they love it and come back for more, whether that’s subsequent volumes, signing up for a subscription, or buying a game and then all its expansions!
What are your current bestsellers?
Saga (Brian K. Vaughn, Fiona Staples) has been at the top for quite some time; it’s a book that really launched Image and indie comics in general to a new level of attention. Image is pretty hot right now. The Marvel Star Wars series have all been selling phenomenally as well. Our top performers so far in 2015 as far as graphic novels go are The Wicked + The Divine, Sunstone, Hawkeye, Ms Marvel, East of West, The Walking Dead, Rat Queens and Sex Criminals.
What is your customer base like? How has it changed over time, if at all?
Our customer base ranges from young to old. Due to us being around since the '80s, many of our customers have grown up here, and now we get to see them bring in their own kids. As I mentioned earlier, we have a great kid’s section and host many kid-friendly events; we even organize camps in the summer. We also have older customers that have been subscribers for 28 years. It’s important to know your customers and their names and stories. We’re also completely open to new customers and people that have no experience in the comics industry. Comics are for everyone!
How do you reach out to new customers? How do you advertise?
Comics can be daunting to begin reading if you’re walking into a store without any prior knowledge of how they’re organized. Just taking the time to explain to new customers how a comic transitions from issues to trade paperbacks is a great thing to do. In-store it all comes down to customer service, being willing to give great recommendations to and be patient with first-timers. New subscribers receive a “welcome pack” with some free first issues when they sign up. We advertise quite a bit through our website dlair.net and social media, including Facebook, Twitter and Instagram! If it’s a really big event such as Free Comic Book Day, we’ll reach out to local news stations and newspapers as well.
You seem very active online. How do you feel that supports or supplements your store?
We love engaging our customers on social media! We’re very lucky because we also have two store cats that live in Dragon’s Lair, and cats and the internet are a match made in heaven. Facebook and Instagram are our main means of getting photos of our events out for people to check out, and it’s also a great way to inform a large amount of our customer base about new items, products that we’ve gotten restocked, or delays. Geeks are active online, so it’s natural to advertise and interact with them in that setting.
You have pets at the store. What's that like?
We currently have two cats that live in the store full time. Mai Dez is an incredibly fluffy calico that ran into our last location as a kitten and never left. We just adopted Abby in January after our longtime resident kitty Aswan passed on (she was 18). Abby loves being petted, and she's really got us wrapped around her finger. I'd say they guard the Lair at night but mostly they just cause trouble, climbing up high on comic boxes or sleeping on shelves. The store has a long tradition of keeping animals, and these two aren't the first pets to reside at Dragon's Lair in its history. Our customers love them and so do we! Some people stop by just to see them. Cat breaks are totally acceptable on stressful days. It's one more aspect of Dragon's Lair that makes it special.
What made you start supporting Kickstarter campaigns?
The great products that are being funded through Kickstarter are what really made us pay attention! Dragon’s Lair has also always been active in the community, and we like to support small businesses. Backing an item as a retailer has benefited us greatly in our ability to stock products ahead of other businesses and have hard-to-find items available for our customers. It’s also nice to know that you contributed to a comic or game that your store is selling on a more personal level.
Do you have any events or programming, such as signings?
Dragon’s Lair has events every day of the week! There’s something for everyone, from board game demos to Pathfinder groups and CCG [collectible card game] tournaments. Our comic events focus on 24-Hour Comics Day, Free Comic Book Day, "Webcomic Rampage" and various guest signings. We’ve had some amazing creators in the store, including Greg Pak and Neal Adams. We try to set up a signing around a new release from the guest if possible, but we’re happy to work with people! We also have guests that are popular in geek culture come in, such as George Takei and Felicia Day.
Does your store attend conventions? Does it benefit from them?
We have attended quite a few conventions, especially local ones such as Wizard World Austin and Ikkicon. A couple employees are sent to nab exclusives at SDCC every year as well. Conventions aren’t typically a big money-maker for us; there’s just so much going on and so much novelty for a local store to compete with! We mainly attend to show our support for the community and get our name out there. It can also be a fantastic way to make connections with creators and businesses who may want to come in to the store for a signing or sell some of their merchandise with us.
What do you see as the biggest challenge in the comics industry today that particularly impacts your store?
The biggest challenge that impacts us as a comic store is competing with all other forms of entertainment to keep print comics relevant. Video games especially can be hard to compete with. Our focus is establishing a great place to play games, read or hang out. Customers who come to Dragon’s Lair are also looking for a community of like-minded people to interact with, and we try to facilitate that environment.
Conversely, what is the industry's biggest asset that is helping you be successful?
Comics are being injected into mainstream media right now by Marvel Studios, and it’s been such a benefit. We work with a local theater to bring in cosplayers and comics to promote releases for films such as Age of Ultron or The Winter Soldier. We bring in quite a few new customers just by doing that. The presence of comics on TV is also growing, and shows like The Flash and Arrow have brought in even more newcomers. People want to know more about the characters and their background, so it’s a natural bump for us. The writing in current comics can be quite progressive, and we have subject matter that people of all walks of life can relate to. Those stories help keep us relevant and allow us to appeal to a larger audience.
With all of the people that come through your store, I imagine you must have some great stories. What is the funniest or most memorable moment you've seen in your store?
There are so many good stories! I feel like something happens every week that’s special. A couple days ago I met a gentleman that hadn’t been in the store in over a decade. He was here for Free Comic Book Day and was so excited to see that comics were still around and doing well. It was so much fun talking to him about which comics were popular now. He walked out with Rat Queens and The Wicked + The Divine. When George Takei came to the store, a group of people brought in a giant enterprise made of balloons. Every time a new customer comes in and actually stops in the front door, open-mouthed and wide-eyed, it’s a great feeling.
Anything coming up at Dragon's Lair that is a good excuse for someone to stop by?
Our next huge comic event is "Webcomic Rampage" in October. We’ve held it annually for six years now, and we invite tons of webcomic artists from across the country to come to Dragon’s Lair for a mini convention. Creators such as E.K. Weaver (Epic Adventures of TJ and Amal), Randy Milholland (Something Positive) and Alex Woolfson (Artifice, The Young Protectors) are staples at the event. We also bring in new creators every year and were so proud to have two Eisner nominees join us for last year’s event, one of whom will definitely be back this October. If you’re looking for a big reason to drop by that’s a good one, but honestly nearly every evening of the week we’ll have something happening. The Doubleclicks are having a concert here on May 21. Our website is constantly updated and has all of our events listed!
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