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The Magician's New Trick
By Carly Matson
Published: Tuesday, March 23, 2010
Updated: Tuesday, March 23, 2010
Christine Ciarcia
Shantaram Jones, owner of Hutchin's Grocery and Liquors, shows of his magic skills and stock of product.
Arcata's most popular magician and affable owner of Hutchins Grocery & Liquor, Shantaram Jones, is back in full business.
The year 2009 was economically and emotionally difficult for the 28-year-old entrepreneur. Jones said he was too young and foolish with his money through out the past few years, and the careless spending habits he ignored finally caught up to him.
Though the shop was never officially closed down, in the summer their business hours started to shorten and at times they had no booze, beer, or cigarettes in stock. Biology major Amy Thorson used to be a regular at Hutchins until its downfall. She wasn't totally shocked since she noticed product dwindling throughout last summer. While peering at the naked shelves where bottles once stood, Thorson thought, “Isn't this a liquor store?”
So what went wrong? With Bill Gates serving as Jones' inspiration, he began his small business venture at the age of 24. Taking all of his savings from stock market investments and money earned while working five jobs, Jones purchased Hutchins in 2006. However, managing money was one aspect of the business he struggled with. Over the years his hard work ethic began to dissolve, resulting in spending more money than he was making. Sports cars, electronics, and slot machines were his weaknesses. Additionally he donated thousands of dollars to organizations like CASA and the Humboldt Literacy Project, and performed free magic shows and workshops. He thought the more he gave to others, the more he'd get in return.
Eventually, his store lacked an immense amount of merchandise and Jones had no desire to perform magic. This took a toll on employees Shawn Green and Josh McMakin. Both had their hours cut and struggled to pay their bills. Thankfully, with the turn around, they are remaining at Hutchins. They now receive regular hours and support Jones' business 100 percent.
His father, Terry Jones, described what happened best." A business is like a garden; in order to have it grow you must give it care, attention, work and time. If you avoid any or all these necessary elements you will not have a prosperous garden, but rather a useless patch of land," said Terry Jones. After years of parental advice, Terry Jones feels his words have finally gotten through to his son. His son's unnecessary spending habits are revamping into conscious money management. Neighboring business owner of Hey Juan's Burritos, Stormy McMakin, said she's happy about the Hutchins revival. “Us north-towners stick together,” she said.
Green, who works at both Hutchins and Hey Juan's, said this bond comes from working in small proximity throughout the years. “If one business falls, it's hard for others to keep going because less people walk around the area,” said Green. With help from friends and loved ones both Jones and his store are transforming back to their normal, yet improved state. Just a convenient hop, skip and a jump over the HSU footbridge to G Street, Hutchins' shelves and fridges are once again filled with booze, beer and beverages while their walls are restocked with food and household goods.
Jones is also concentrating on his other love of magic. Since the age of nine, Jones has been fascinated with it. He's spent much of his life studying the craft of performing card tricks and illusions, steering away from the "overdone" linking rings and foam ball magic spoofs. Whether entertaining audiences or teaching children the maneuvers of a marvel, Jones plans to devote a lot more of his time to his talent. With Jones's eyes directly focused on business and his deepest apologies to customers he may have let down, the new year brings a fresh new outlook and work ethic.