Another victim of the changing technological winds gives up the ghost
Video killed the radio star; streaming killed the video store.
So it is with Hastings Entertainment. The company has thrown in the towel and is in the throes of its final liquidation sales. Once upon a time, it was a source for books (at that time printed on paper) and music (at that time recorded in the grooves of vinyl platters). Video (at that time magnetically recorded on half-inch tape) and video games (at that time recorded on various types of electronic media) came later.
I found my first Hastings in the late ’70s, early ’80s in Amarillo, Texas. Rock music blared from speakers, the record section was huge, the book section was enticing, the posters on the wall bright with color. Some of the stores were found in those temples of consumerism, the indoor mall, but others could be found in the old-style strip shopping centers or stand-alone buildings.
When I went back to New Mexico, I found Hastings already had invaded, including a couple of stores in Santa Fe. Once the legality of home viewing of Hollywood movies on rental tapes was confirmed, Friday nights became busy places as individuals, couples and whole families came in looking for a weekend’s entertainment possibilities. Sometimes all copies of the movie they wanted were all gone, setting tempers on edge. A waiting game was sometimes played as employees brought in the returns from the drive-up drop-off bin. That paid off only occasionally, but for some customers, always worth the chance.
I worked one summer at one of the SF Hastings stores. I was assigned the Books section (naturally), and found that the chain practiced what I call the “shallow inventory.” This meant only those books that moved fairly quickly were stocked and if they didn’t, they were out. Even so, the sheer number of books was amazing. Once, the entire staff stayed all night doing a “purge” — the managers called it “inventory” — where we pointed a hand-held electronic device at the UPC code (the store pasted its own code over the publisher’s before the book went on the shelf) and if it beeped, the book was pulled. By daybreak, the aisles were jammed with the new rejects, which soon disappeared from the store, probably as fodder for the pulp mills. Or to return as bargain books to be placed on the special shelves. You could get some pretty good books for little money but of course the authors don’t get a cut of sales. Cheap for you, total loss for them.
Stocking the shelves was the Task That Would Not Die. The guys in receiving would cram wheeled carts with the night’s arrivals and they’d be waiting when I reported for work. Morning, noon or night, those damn carts never seemed to empty. Help a customer find a book, go back to shelving the new ones. Clean up the children’s section — another constant task; kids, you know? — go back to shelving books. Make the four thermoses of coffee in the morning, go back to shelving books. Put away the magazines and books left on the chairs where the customers had been reading and drinking coffee like the place was Starbucks (also just getting going), go back to shelving books. It lasted until it was time to play janitor and vacuum around the Books desk, the last task if you were the closer. During the night, some strange magic would be performed and the stocking carts would appear the next day loaded to the point of collapse again.
The only respite came when I was assigned to a cashier slot. I hated that, I’d rather shelve books than cashier. I’m not a people person, so being pleasant to a long line of customers was a real trial. Most of the customers were video renters, and if late charges showed up their accounts, they could get nasty. Gift certificates — not cards then, paper, another sign of antiquity — took special processing. And the soda companies thought it’d be fun to stick coupons for free drinks on the caps of the plastic bottles, creating another pain for cashiers.
Vinyl records were still the main option for music when I started. There was something zen about standing flipping through the eye-catching art on the sleeves. But, technology changes, as it always does, and new gadgets started rolling in. First it was cassette tapes (eight-track tape cartridges had pretty much withered away), then CDs slowly started to proliferate. (Digital audio tapes, DATs, came and went practically unnoticed.) Vinyl is having its last laugh, though, rising from the dead on wings of audiophile preferences.
On the video side, VHS won the war against Betamax, but soon they were succumbing to DVDs. Tech advances add new capabilities, but the disks seem to be the end of physical media. Streaming is the new paradigm for now, as it is for music and video games. Books still cling to printed life against e-books, but Hastings evidently missed the import of all this streaming and electronic downloading and such. So it has to pay the piper, as it were.
One time my friend and I were waiting our turn to get a Saturday night movie when a woman in the next line freaked because she didn’t want her name entered in the store’s computer. That’s Santa Fe, N.M., folks, and that’s not unusual. She asked if there was a video store that didn’t use computers, and, that again being Santa Fe, of course there was.
(That store was called Video Library, and Hastings reportedly opened a second store in SF with the express purpose of running them out of business. Didn’t work; they’re still renting VHS tapes and DVDs and still keeping track of them on file cards filled out with pencil. The locally owned bookstore, Collected Works, also has out-lasted Hastings. The record store, alas, didn’t.)
When Santa Fe raised the minimum wage, Hastings retaliated by closing one store (the one I had worked at, but I’d long since left). That left the one in the DeVargas Mall Center, which needed a viable store badly at the time as malls themselves were being rattled by changes in shopping habits. It wasn’t the only video store in town, but the Friday and Saturday crowds made it seem so.
In their heyday, the stores became nodes for pop culture. Comic books became a staple, and the stores stocked theme merchandise, everything from bobble-head dolls to clothing to posters to kids toys. Some electronics, too; headphones, portable players, that sort of thing. The last time I saw a Hasting store, the shelves were jammed, the music loud, the lights flashing. What they looked like the day before the bankruptcy was announced I don’t know.
The other cultural phenomenon Hasting rode for a while was the rise of the “speculation genres” — science fiction, fantasy, horror — into the mainstream of popular culture. The revolution in special effects in movies made possible by computers helped spark this boom. It was necessary. Harry Potter had jolted popular culture with a huge blast of storytelling magic. Seeing the movie version with the old special effect methods would have made them laughingstocks. Suddenly stories that had been around for years — Lord of the Rings, Chronicles of Narnia, Beowulf — became fodder for the new tech in the new movies. Along with that was the realization that books for children and young adults held some great source material for Hollywood producers eager to get a share of the disposable income the new generations of entertainment-savvy youngsters had rattling in their pockets.
I asked George R.R. Martin during a signing in the DeVargas store why he, having spent time in Hollywood working on TV shows, thought the old, venerable tales like Lord of the Rings had to be made into movies. He gestured around at the store with its mass of merchandise and said something like “it’s kind of obvious, isn’t it?” Uh, yeah, I said, but beyond money, isn’t just reading books good enough any more? We did agree that visual storytelling pulled in more people to the material than just books could, and perhaps some of them then would turn to the original sources, which was a good thing. Thus was Hasting’s mission defined: To be a conduit for fans to get access to their favorite stories be it videos, CDs, books, video games or music.
(This conversation likely took place around the time of the publication of A Game of Thrones, the first book in the Song of Ice and Fire series. Yes, it was possible to have a conversation with George at a signing because not many people showed up that day. Not like now, when such an event would cause eager fans to form a line that would go out the door, up the highway and into the next county. Plus, at that time, he had no desire to make a movie or TV series out of his tale. Ha, ha, ha, how quickly things change, right?.)
I don’t mean to suggest that Hastings was a haven for all that was cool and hip. It was a corporate operation that looked upon all that merchandise with a cold eye for profits, not cultural milestones. The stores looked pretty much the same inside wherever they were. The music playing on the sound system generally was top-forty, with only an occasional foray into something cutting-edge. (And when that happened, it was quite noticeable.) The trailers playing on the monitors above the cashier stations were for that week’s new movies, but if you wanted something more esoteric — small independent, foreign, cult, obscure — your best bet was to hit one of the local video stores. Same with the books. Same with the games. Same with the music.
The shutdown of the chain signifies the end of another American cultural touchstone, like the passing of the malt shops of the ’50s or the malls of the ’70s, and ’80s. And while Gen-Xers and Millennials might look upon this as just another Baby Boomer lamenting the passing of his childhood, it could be worse — this could be about head shops with their psychedelic posters, background sitar music, albums (vinyl, of course) with bands like Jefferson Airplane, Moby Grape, Canned Heat, Jimi Hendrix and such filling the racks, all in a haze of incense (and perhaps something, shall we say, more pungent). So count your lucky stars.
So long, Hastings, you were a bright and noisy source for home entertainment and the occasional community hang-out for a while. Now, if you’ll excuse me, I need to buy some stuff from Amazon.com.
Terry England 