Westlake Village, CA (December 17, 2012) – On Friday, November 30, 2012, Guitar Center opened the doors of its new location at 165 Massachusetts Ave., Boston, MA 02115 (between Haviland St & St Germain St). The Massachusetts Ave. store is Guitar Center’s 240th retail location. The new store’s close proximity to the renowned Berklee College of Music provides students, faculty and the surrounding community access to Guitar Center’s vast product selection and specialty instruments. Located also near both the New England and Boston Conservatories, Guitar Center Mass Ave. is the second Boston-area store. The existing Guitar Center on Boylston St. will continue to serve the Fenway area, while the new Mass. Ave. store will cater to customers in the heart of Boston’s Back Bay musical community, set on the pulse of ever-changing music, instrument technology and production trends.
“We are excited to open our doors in the heart of the Berklee College of Music campus,” said Gene Joly, Executive VP of Guitar Center stores. “As a Berklee alum and former member of the Board of Trustees I’m committed to ensuring that our Mass. Ave. location offers products and services that meet the specialized needs of this world-class music community.”
To support the Berklee College of Music, the new Guitar Center location will be offering its BonusCard Program to students. Upon program registration, students will receive up to $20 to spend towards their Guitar Center purchase, as well as 10% savings towards each future purchase. BonusCard rewards can be redeemed by presenting a Berklee student ID and BonusCard at either the Boylston Street or Massachusetts Avenue Guitar Center locations.
In addition to GC Garage – Guitar Center’s on-site repair service – the new Mass Ave. store will also house a full line rental department, catering to the various equipment rental needs of students, local musicians, live music venues, houses of worship, hotels, and the theater district.
Patrons and Berklee College of Music students will also be able to enjoy Guitar Center’s new multi-channel “endless aisle,” which includes multiple combinations of product options to conveniently choose from. Not only does the “endless aisle” include Boston inventory, but it also provides easy access to $400 million in new and used inventory located in hundreds of GC stores and warehouses across the nation. Customers have the ability to combine a variety of in-store, online and phone options to purchase music equipment from anywhere they may be, allowing for a personalized and convenient shopping experience.
Such special programs stretch beyond the new store as Guitar Center offers nationwide programs designed to highlight the nation’s most promising undiscovered talent, support the global music community and provide musicians with opportunities to get their music heard. Guitar Center’s commitment to unsigned artists runs deep with a full calendar year of diverse programs aimed to enable musicians by providing the opportunity and exposure they need to be successful. Area residents will now be able to participate in these ongoing national events from the Mass. Ave. store:
- Guitar Center On-Stage is an annual competition that provides unsigned artists the chance to open for established artists such as Motley Crüe, KISS and Jane’s Addiction.
- Guitar Center Singer-Songwriter is an artist discovery program that aims to find the nation’s best unsigned singer-songwriter. Last year's winner received a career-altering prize package which has included recording 3 songs with accomplished Grammy® Award-winning Producer John Shanks, recording time at Converse Rubber Tracks studio and $10,000 cash.
- Guitar Center's Battle of the Blues is a nationwide amateur guitar skills competition with the goal of finding the next great undiscovered blues guitar player. This year’s winner, Daniel “Boscoe” France, performed alongside Grammy Award-winning Producer Pete Anderson at the Grand Finals in LA, and won an incredible prize package valued at over $50,000.
- Guitar Center’s Drum-Off, entering its 24th year, is the nationwide search for the next great undiscovered drummer. Drummers from across the nation compete in the world’s largest drum competition, vying for thousands of dollars in prizes and the coveted title of Guitar Center’s Drum-Off Champion. The grand prize package is valued at nearly $50,000.
Guitar Center Massachusetts Ave. is open seven days a week. Store hours are 11:00 am – 8:00 pm Monday-Friday; 10:00 am – 7:00 pm Saturday; and noon-6:00 pm Sunday.
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Photo Caption 1: The storefront at the new Guitar Center Massachusetts Ave. store.
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Photo Caption 2: Virtuoso bassist Victor Wooten, performing at the grand opening of Guitar Center’s new Massachusetts Ave. store in Boston.