PEOPLE IN BUSINESS:
Family music store stays in tune

By J.N. SBRANTI
BEE STAFF WRITER
(Published: Wednesday, May 17, 2000)

   On any given day, three generations of Gottschalk's can be found meeting the needs of Modesto musicians in a store that's become a virtual downtown landmark.

   The Gottschalk Music Center is nearing the half-century mark, and the family owned business remains committed to promoting music throughout the region.

   "We cater primarily to school music program participants," said store manager C.K. Gottschalk, 63, whose parents -- Emily and John F. Gottschalk -- opened the Modesto shop in 1951.

   The newly expanded store stocks dozens of instruments, from shinny silver trumpets and golden saxophones to wooden violins and melodic cowbells (a staple in any well-equipped percussion section).

   There are low-cost beginner models, just right for accident-prone youngsters, and fine-quality professional horns for accomplished musicians.

   All types of accessories -- clarinet reeds, electronic tuners, conductor batons and the like -- also are sold, along with a broad selection of sheet music and song books.

   "We have the most print music in stock of any music store from Fresno to Sacramento," C.K said. He should know, since several of the region's other music stores are either owned by or were started by Gottschalk family members.

   The Gottschalks have been tightly linked to the music world since the 1930s.

   "Dad graduated from Michigan State with an agriculture degree, but music was his main desire," recalled C.K., noting how John F. Gottschalk started band programs in several small Michigan communities. "He did kind of like 'The Music Man' did in teaching music in different towns."

   John and Emily also sold musical instruments and supplies from a tiny store in the front room of their Michigan home. During World War II and for a while thereafter, the couple mixed music with flying as they served as civilian flight instructors for the Air Force and private pilots.

   After selling their flight school, the Gottschalks moved to California to open a music store.

   "We came to Modesto in a large part because of (famed Modesto music conductor) Proof Mancini," C.K. recalled. He said Mancini's reputation for musical excellence was well known in small Midwest communities, so Modesto seemed an attractive spot for selling musical instruments.

   The Gottschalks initially opened their music service as part of the Gilbert Roach Piano Co. on J Street in Modesto. A year later, they moved to their current location on Burney Street.

   "Mom was the primary person who ran the music store," C.K. said. He noted how his father ended up directing assorted school bands in this region, including the first group at Davis High School.

   C.K. and his brother, Robert Gottschalk, also became music teachers, but both now run music stores.

   Robert manages the Gottschalk Music Center in Stockton, which he and C.K. jointly own. The Gottschalk Music Center in Merced is owned by C.K.'s oldest son, who also is named John Gottschalk. There is Gottschalk music store in Sacramento, too, but it no longer is family owned.

   Emily Gottschalk, 81, still can be seen at the Modesto store most days, but she has retired from active participation in the business. C.K. and his son, Kenneth Gottschalk, 31, run the place.

   For the most part, C.K. said the store's emphasis has stayed focused on serving band, orchestra and piano students.

   "We've resisted going into the electronic arts, like electric guitars and sound systems," C.K. said.

   Recently, however, the store expanded the music lesson aspect of its business. In 1998, it moved into adjacent floor space and opened five private studios and a small rehearsal hall for group lessons. The spaces are rented out to music teachers for private instruction.

   "We're kind of getting back to our roots," C.K. said.

   He recounted how his parents gave many private lessons during the store's early years.

   "Back in the 1950s, we were really big in the accordion business," C.K. said. "We gave lots of private lessons and had accordion bands, but I've never seen anything die so fast. By the 1960s, nobody wanted to play the accordion."

   Fortunately, that's not the case with traditional band and orchestra instruments, C.K. said: "Right now there's really good support in the area for school music."

   Staff writer J.N. Sbranti can be reached at 578-2196 or jnsbranti@modbee.com.