“Credibility, Trust, and Mutual Respect”
Hallmarks of Al Worthen’s “Mountain Music”

Imbued with a long time love of music, a respect for tradition, well-earned luthier’s skills, and dedicated to tailoring the choice of an instrument to his customer’s musical goals… it is no wonder that Deering Master Dealer Al Worthen of Mountain Music in Old Forge, New York, has been a successful businessman for over 35 years. “Our first love has always been the Music and the Instruments upon which it is played. Our business is simply our way of support and being part of that world. Our credibility with our customers evolves from that awareness on their part.”

When you buy a banjo, Al says, it “is a lot like getting married…when you go home with your banjo you are destined to spend many hours together and its best if you love the looks, the feel, and the satisfaction you get from the one you choose. We stress the importance of overall quality, workmanship, tone, playability, appearance, and the ongoing support they will receive after their purchase.” He feels that “Deering offers the largest range of domestically manufactured quality banjos in the world today. They have a banjo that will meet the needs of almost any banjo enthusiast.”

Al notes that “if you have the instruments people are looking for and service they need, they are willing to travel to select what they want. …We try to maintain an inventory that will allow customers to see and play the largest number of instruments within their price range -- in one place, at one time, under the same conditions -- as possible.  In addition to stocking lots of different models, we try to have more than one of each model – especially of the more popular banjos in stock for folks to try.  In a way, we see our role as helping to match the person to the instrument.  Having a large inventory including many types and models of banjos increases our ability to satisfy any customer!”

Al has been selling Deering banjos since 1991. “Our success with Deering instruments has been very rewarding—not only do they make fine musical instruments, they are fine human beings. We have dealt with many manufacturers and suppliers over the past 35+ years and the people at Deering are among the most enjoyable, knowledgeable, and personable we have had the opportunity to do business with. … If a music store wants to retail banjos, Deering Banjos is the one company that offers the widest range of instruments---from the entry level Goodtime Banjos, to the traditional Vega instruments, to some of the finest professional level banjos ever manufactured. In addition, Deering offers the best dealer and customer support out there …. My customers know that they can always call Deering Banjos directly and get a friendly, knowledgeable person to help answer their questions – an increasingly rare commodity today!”

Al shared these further reflections on the Deering Banjo Company with us. “A contributing factor to our comfort level as dealers and our ability to be confident in the products we sell comes from our suppliers.  The character of the people we depend on as retailers for our products is almost as important as the quality of the goods they supply us with.  Fortunately, the world of fine traditional musical instruments generally attracts good people. Deering Banjos is a perfect example.  I know they are there to support me as a dealer.  If my customer has a problem, I know that Deering will stand behind everything they produce and will support me in my efforts to keep my customers happy!
Good suppliers will keep dealers posted regarding new products, changes in products or company policies, and generally try to insure we are successful at the retail level.  By keeping in touch with their dealers Deering is aware of our inventory and can anticipate our needs and also can direct customers to our store for the specific instrument they may be interested in.  In addition, good suppliers maintain a listing of dealers on their website, which is becoming increasingly important in today’s world.” This last aspect of the Deering Banjo Company web site has pleased both customer and dealer alike for many years.

The evolution from the 1970 “Banjo Shop” through to the 1980 “Mountain Music” store and into today’s 2006 outstanding set of buildings known as Mountain Music, is a tale of hard work and dedication. Nestled in the beautiful Adirondack Mountains, built on the banks of the Moose River, and located in a village with a population of only 2,000, Al’s current retail facility houses over 40 models of Deering, Vega, and Goodtime banjos (among an overall assortment of 70 banjos) and these share the space with a nice selection of guitars, mandolins, resonator guitars, violins, and other new and used traditional instruments.

At the main retail store they do sales, minor repairs, instrument set-ups, and even have  a studio where they offer lessons and digital recording services for customers who need demos or want to produce their own CD.  In 1999, they renovated the second building, a repair facility, just an eighth of a mile down the road, by installing solid mahogany tongue and groove walls and ceilings…”working in a building with walls made of tonal wood inspires one to strive for excellence—both with your skills as a luthier and as a musician.”  

What makes a store last 35+ years? Al feels that being a part of the world of traditional music has been a key element to his success. “We have loved, played, and been part of the world of bluegrass since its birth in the forties.” The Bluegrass community is a small one so “word of mouth is one of the most powerful means of advertisement. Your reputation is out there and if you don’t treat folks with honesty and respect, you will, not last long with the people who count.” In recent years he has found the internet to be a powerful means of reaching his customers. Their Mountain Music web site provides up-to-date information on his inventory, availability to accessory items, and a News Page where they discuss new products, review CDs, and list events that may be of interest to customers. Placing ads in regional festival programs serves two purposes, “both as a means of advertising our business, but also a way of supporting the cause.” Al feels that “longevity” is an important factor in today’s success. “We have been here for our customers for over three and a half decades. They know they can bring their instruments back any time for check-ups and repairs if necessary. That means a lot to those who share our love of fine instruments.”

Attendance at the yearly IBMA (International Bluegrass Music Association) convention now in Nashville helps him “meet with significant suppliers, see new products, get together with other luthiers, visit with many of his best customers, have an opportunity to gauge the pulse of the industry as a whole, and get to listen to some of the best Bluegrass music on the planet. … Attendance at Bluegrass concerts and festivals is also very important.  It gives you a chance to see your customers doing what they do best – making music.  It also gives you a chance to see what instruments musicians are using and how their instruments stack up to others in real world venues.”

The story of Mountain Music would not be complete without the mention of Al’s lovely wife and partner, Isabella. They met as teenagers over 50 years ago. “She is often the voice of reason in the company and the one person I can always depend on. … In addition, we have a wonderful music teacher, Jim Tracy – a fine Guitarist and great Clawhammer banjo player, who has been with us for over 25 years.  Having an in-house Instructional Program is a vital part of what we do. Besides helping us sell instruments, it helps preserve and propagate the tradition.  We also have been mentoring high school students from our local school who intern with us during the year.  It gives us extra help and also, hopefully, provides the student with an increased appreciation and knowledge of an important part of our heritage.”

Al Worthen, the youngster from Wapanacka, Oklahoma, who fell in love with the banjo in the 1940’s, and learned his luthier craftsmanship from John Greven in New York, has matured into a man who believes he is part of a world community of music lovers. “The purchase of a fine instrument is a big decision and for many it represents a large investment.  Credibility, trust and mutual respect between the sales person and the customer are invaluable in the process!” For 35 + years he has given witness to this philosophy and as a Master Dealer for Deering, he will continue to proclaim it  for many years to come.