Hidden within Irondequoit is The House of Guitars (HOG), the world’s largest guitar store, renowned for its extensive collection of guitars, musical equipment and expansive selection of CDs and records.
The History of HOG
Brothers Bruce and Armand Schaubroeck revolutionized the music store experience in the 60s, resulting in a prosperous business. They started selling guitars out of their mother’s basement in 1964 with one specific audience in mind: young people. Traditional music stores required youth to have a parent present to even be able to look at a guitar. The brothers not only allowed kids to come in and hold the guitars, but also trade them in for something better after purchase.
As business grew, House of Guitars (HOG) moved to a larger location. They expanded their instrument collection to fit fluctuating demands. Armand Schaubroeck recounted hunting down violin bass guitars after Paul McCartney of the Beatles played one.
HOG quickly established connections with national bands due to its collection of vintage guitars. The business built a respectable reputation amongst bands, who in turn frequented HOG for performances and other events. The HOG “wall of fame” includes Metallica, Ozzy Osbourne, Motley Crue, Green Day and many more. Armand Schaubroeck recalled letting heavy metal bands come into the stores, something other record stores wouldn’t do at the time, which set HOG apart.
“All the stores in the early days were nervous over— that their insurance company would dump them, because we’re liable to get things wrecked and they act so wild. They never bring the long hair bands in. The metal bands, they looked at them as too rowdy. But we had all the long hair bands here,” said Armand Schaubroeck.
Today, HOG strives to continue serving the same audience. The store has grown into a labyrinth of music. In the front is their massive collection of guitars, followed by keyboards and amps in the side room. Directly upstairs, they have an expansive collection of drums, and in the back of the building is where the physical music is sold. They have everything from new and used CDs to vinyl records, compiled into a chaotic yet organized mess. The store also has a music school, with certified teachers who can help students get degrees in music.
The ceiling, however, is where the true treasure hangs. Memorabilia from popular bands and solo performers decorates the ceiling. The Beatles’ very first record, back when they were called the Beat Brothers, hangs near signed photos of the group. A pair of Elvis Presley’s suede pants hang above vinyl records. On the back wall of the physical media section is a wall signed by bands and famous musicians who have come through the store.
RIT Students at HOG
HOG has always had a close connection to young people. College students often frequent the store in search of physical music and instruments for their band.
Kayden Miller, a fourth-year Management Information Systems and Audio Engineering double major, is a dedicated customer at HOG.
“I personally love the slightly chaotic nature of the store. I am both a guitar player and an avid vinyl collector, so I could spend hours looking at guitars and instruments upstairs while also spending double that looking through their massive record collection downstairs. Their staff is incredibly knowledgeable and kind, and it makes for an even more valuable experience,” said Miller.
Armand Schaubroeck encourages students to get involved with music because you never know where it could take you. The community HOG has created over the years allows students to truly be involved in music.
