Industry News A Little Help From His Friends
An industry outsider takes an unconventional path to his own store, and gets help from some of the best in the business
WORDS BY TED GOSLIN I
n the world of car audio, everyone takes a different path to the top. Some start as hobbyists who fall in love with installation car stereos
and turn it into a career. Some grow up in the business, learning the ins and outs of their oldmans’ shop until it becomes time for them to take over. But for some, working on the outside creates a passion- ate longing that stirs the soul. That’s why after 15 years of working for car dealers like Ford and Chevrolet, Jess Hogan de- cided to start his own store and show the car audio world what his version of “the top” looked like. Hogan has been in business for himself for around a year, and is still “building it up,” as he puts it. Hogan started Inception Audio in Tacoma, Wash. after a short stint in the car audio business. He began his love of cars in high school by taking part in the Ford Asset program, which led to full-time work at Ford, then a switch over to Chev- rolet. But the itch for car audio lingered, and as his soul’s passions began to stir, he decided it was time to chase his dreams. “I first opened the doors on the first
WHO’S WHO
of December, 2012. It took about four months longer to set it up after that,” Hogan said. “I’ve had the space since the summer of last year. Putting everything together was a little bit of a feat but Jason Kranitz (2013 Installer of the Year) helped me a lot. He’s a good friend and was probably the biggest help in getting this going. Not to mention all the extra training.” Kranitz hosted Hogan at close to 15
trainings over the past year. Hogan also attended trainings with other industry veterans like Bryan Schmitt of Mobile Solutions and Micah Williams of Sonus Car Audio to learn as much as he could while his young business got its feet wet. “I know Bryan pretty well. He helped
me get set up with a lot of tools I needed in the fab area,” Hogan said. “Setting up the store ended up being a bigger job than I thought it was gonna be. I wanted it to be different than most other shops around. Most shops here deal with low to mid-range jobs. When a customer walks into my place I want them to come in either to look or with the intention of
buying something.” As a Hertz-Audison master dealer, which is Hogan’s primary brand to sell, he likes to keep things focused and simple, much like the look of his shop. “Keeping it simple and clean, but looking high-end, is the look I’ve always wanted for my store,” Hogan said. “When I first thought of opening the store, I went to every store around to see what I want- ed to do different. I wanted it to be an environment that felt high-end and was high-end.”
Despite concerns over the financial hardships most new businesses go through when they open, Hogan was reassured by every retailer and industry expert he spoke to that although it takes time, business will pick up. “That was the one question I asked of
everybody. How long did it take them to get busy?” Hogan said. “Everybody told me it takes between one or two years to get steady busy. I’m doing everything I can with Internet marketing and social net- working. Business is definitely picking up.”
BRENT HUNTER Kingpin Car & Marine Audio Wilsonville, Ore. Years of Industry experience: 20 years Hobbies: Custom vehicles and family What you’re really good at: Earning money
JESS HOGAN Inception Car Audio Tacoma, Wash. Years of Industry experience: On and off for about 15 years Hobbies: Relaxing with my three dogs, building cars
What you’re really good at: Integration but working on improving my fab skills
30 Mobile Electronics January 2014
DON AMANN Unexpected Creations Edison, New Jersey Years of Industry experience: 22 Hobbies: My family! What you’re really good at: Vehicles, audio and being a dad!
RICK ARNOLD Street Smart/Integrated Automotive Solutions Flowood, Mo. Years of Industry experience: 17 Hobbies: Drumming, snowboarding, professional goof ball What you’re really good at: Connecting with people, creating with my hands
BRANDON MARTIN Ocala Car Audio Ocala, Fla. Years of Industry experience: 14 Hobbies: Mountain biking, fishing What you’re really good at: Learning, wiring work, fab work and showing up late
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