Much more than sticks, picks and strings

Just Music in Cranbrook expands in a very big way

Lowell Threinen plays one of the many guitars on display at the new location of Just Music. — Dan Williams photo

The sign on the new headquarters of Just Music indicates a recent move for Cranbrook business person Lowell Threinen, but it can’t tell the whole story. When you go from 1,500 square feet to well over 8,000 square feet—there’s a story to tell.

Threinen and partner Bill Heibein opened Just Music in August of 1997 with the intention to sell instruments and to make some extra money teaching music lessons. Keeping customer needs in mind while building and branding the business, Just Music has grown and expanded with the market and Threinen knew that a bigger space was becoming a necessity.

Over the years, Just Music has also become a premier technical provider for live shows. The business has staging, lights and sound equipment—a lot of big-gear items that also require large storage facilities. In order for the business to move to the next level, a literal move into a bigger space had become essential.

“We were looking at some different opportunities and we knew that we had to do something,” said Threinen.

Location, location, location

The main draw for the new building was the location.

“The difference between being modestly successful and being profitable is increasing your presence to the point where people simply know where you are,” Threinen said.

The new home of Just Music fits the bill.

Situated on the main highway strip in Cranbrook between Wendy’s and Tim Hortons in what was formerly the Harley-Davidson premises, Just Music encompasses a consortium of small businesses that have their roots in the original Just Music brand.

Diversity is the key

“When you look at all the facets of what we do, every one of them is linked,” Threinen said. “If you have enough diversity—and that’s the big one, if you have enough diversity—you’ll have enough cash flow.”

The retail side of the business has expanded and all the instruments and accessories are nicely displayed, accessible and easily demonstrated. There are several dedicated teaching rooms, including a space for young bands under the newly created business, School of Rock.

Additionally, Just Music now offers trailer rentals, same-day sign creation, electronic repairs, video production and transfers, DJ services complete with light show capabilities and large video screens, and a recording studio. Included in the same building is a barber shop, and Paws and Claws pet-grooming facility.

A passion for learning and teaching

Along with the move in Cranbrook, Just Music has expanded its brand with a second location in Kimberley; there are plans for a third location in Invermere in the new year. Over the next five years, Threinen is looking at opening eight more satellite stores. He said that he wants parents and children to have access to quality music lessons without the long drives he experienced when he was younger.

“It’s about the kids. There is absolutely no doubt about it,” said Threinen.