Record Stores

It is always refreshing to share a truly good story about a person with a vision achieving bonafide success in the music business — especially when it comes to selling records. Surfing the wave of the resurgent interest in all things vintage vinyl, San Francisco’s Tunnel Records has not only secured its foothold in the Bay Area’s historically rich music ecosystem, but it is steadily taking a leadership role by shining a model light on music-retailing innovation for others to follow.

Opened by founder Ben Wintroub in 2017, Tunnel Records became a fast favorite destination for me, with its fun mix of outstanding rare jazz, soul, and world music LPs offered at realistic prices. Tunnel seemed to ignore the wave of — for lack of a better phrase — sales-gentrification that seems to have taken over a score of music-retailing efforts seemingly everywhere you go, a phenomenon driven at least in part by the continuing rise of web-based marketplaces. Sure, there are justifiably pricey collector’s items to be seen on the walls at Tunnel Records, but, in general, the shop follows its own path — it only sells obscurities online, and it keeps 95% of its inventory for in-store sales only, pricing used records very competitively, and fairly.

The heart and soul driving Tunnel Records is its aforementioned founder Ben Wintroub — a serious music fan, periodic DJ, avid surfer, parent, and all-around super-smart sweetheart of a guy (seen above at left with Toro Y Moi at one of the flagship store’s DJ events). And, almost quite literally, Ben has music in his family bloodlines. From Tunnel’s official site, we learn from the man himself that “my love of music was forged at an early age from my Great Uncle and legendary jazz producer Orrin Keepnews. Although I was surrounded by jazz greats in his presence many times, I was too young to know how fortunate I really was to have this living legend as my west coast ‘grandfather’. Being surrounded by these greats along with shelves and shelves of records must have rubbed off on me though, as I’ve always been a collector and enthusiastic listener of all genres.”

After cutting his music industry teeth in high school working at Wherehouse Records, Ben spent his post-collegiate years in real estate. But his dream for starting a modern intimate music store experience kept calling — and thus, Tunnel Records was born.

Situated on Taraval Street, just a couple of blocks from the Pacific Ocean — where Ben no doubt has surfed! — and across the street from iconic San Francisco bar-club The Riptide (where this writer has performed numerous times with past bands I’ve been in), the flagship Tunnel Records’ periodic playful tagline is appropriately, “The western-most record store on Planet Earth.” (Can’t really challenge that notion — at least not here in San Francisco!)

Today, Tunnel is more than just one store. In the past three years, Ben has opened a fascinating sister shop within the important and recently restored/renovated 4 Star Theater arts cinema on Clement Street. There, in its transformed large lobby area, movie patrons and regular customers alike can easily pick up new and used choice rock, soul, reggae, and (of course) jazz vinyl. They have a great dollar bargain bin as well (in both stores, actually).

The opening of Tunnel’s third, and latest, store opening surprised many — as in, why have a record shop in the heart of San Francisco’s tourist destination, Ghiradelli Square (yes, the historic original home to the famous chocolatier)? Yet, after a moment’s thought, I realized this strategic move was very smart, reaching touring consumers from all over the world who have limited time in the city. It gives them the ability to get some primo San Francisco music memorabilia and choice rare vinyl nuggets, as well as the pick of Tunnel’s many classic and psychedelic-inspired t-shirts, hats, bumper stickers, and other fun merch. Heck, Ben even had an zoetrope-animated Tunnel Records turntable slipmat commissioned by artist Drew Tetz, featuring a San Francisco-appropriate “Surfing Jer” character that you can see in action by clicking here. (I haven’t had a chance to visit Tunnel’s new Ghiradelli store as of yet, but plan to in the near future.)

Recently, Ben and I got to discuss things like Tunnel Records’ success, his strategic growth plan, and the formation of a new record label, in addition to his sharing other insights into what 21st century independent music marketing looks and sounds like. The balance of our conversation appears below. (This interview has been edited for context and clarity.)

Mark Smotroff: Ben, why do you think Tunnel Records has resonated with so many vinyl-loving music fans?
Ben Wintroub: I think any store these days has to have a personality to survive. At my favorite stores, when I walk in, I immediately know I’ll discover something unique, and I hope customers have the same feeling walking into Tunnel. We can never compete with the big online retailers, but by having a smaller, curated selection — and the enthusiasm to share our love of the records we stock — each purchase carries more weight. You remember where you bought the record because of the experience you had in the store.

Smotroff: What are some of your strongest vinyl sellers right now?
Wintroub: We always do very well with obscure jazz, soul, hip-hop, reggae, and international titles long out of print that have just come into repress. Examples of that are Joe Henderson’sPower to the People [on Craft Recordings], Lijadu Sisters’ Horizons Unlimited [on Numero Group], and the recent campaign that’s seen De La Soul’s catalog rereleased on vinyl [on AOI].

Smotroff: Have you always had the vision to create multiple stores right from the start, or did that evolve over time?
Wintroub: It’s evolved over time. In a way, I feel like I’m following the shop more than shaping its journey. I’m always open to opportunities as they arise, and that’s led to the recent expansion. But opening one store was scary enough — I never could have dreamed of three!

Smotroff: It was a brilliant move to open another shop on the other side of Golden Gate Park, as locals know that it’s an entirely different marketplace over there. That said, how did the 4 Star Theater affiliation come about? [Its exterior is shown above, and interior below.]
Wintroub: At the time, my future on Taraval was uncertain due to ongoing lease negotiations, and I reached out to a longtime customer, Adam Bergeron [the owner of CinemaSF, which operates the 4 Star Theater]. It was his initial idea, to be honest. We went back and forth a bit on the vision, but we’re both very much aligned from the start. After getting to know the entire team there better, it seemed like something I had to do.

Smotroff: The 4 Star affiliation goes beyond “just” the record store there. I’ve noticed that you are actively involved in co-sponsoring live music events in the venue as well. How has that been going, and what have some of your favorite shows been so far?
Wintroub: That is my favorite part of the affiliation. The shop has grown to include many amazing musicians, friends of musicians, and people in the music business as friends. Prior to the new shop, we would occasionally get asked for recommendations on smaller rooms that bands could play in San Francisco. It was a natural step to be able to book some of these acts into the already great schedule the theater puts forth.

We’ve had some great gigs, but my favorites have been a two-night run with Tommy Guerrero for last year’s Noise Pop Festival, Robyn Hitchcock playing a set of Syd Barrett tunes promoted by (((folkYEAH!))), and most recently — the biggest production I’ve ever put forth — a two-night run with Bucla pioneer Suzanne Ciani.

Smotroff: Taking things a step further, tell us how the new store at Ghiradelli Square came about, and how it is doing so far.
Wintroub: The marketing team at the square became aware of us, and actually reached out. It took a long time for me to come around to the idea, but I figured the opportunity to open a shop at such an iconic location might not come around again, so I’d be foolish not to jump at it. The holiday season was great. I’m hoping we can have similar success in the upcoming summer!

Smotroff: Do you see any significant differences in what is selling best in the different stores?
Wintroub: Very much. The original store on Taraval gears more towards “Rare Groove,” and obscure sounds. Over time, I’ve learned as much from my customers as they’ve learned from me. The 4 Star location seems to have a more indie, local-minded crowd eager to support the types of bands that play the theater. I’m still getting to know the clientele at Ghirardelli [exterior shown below], but so far, it’s a much more center-leaning crowd that enjoys the staples of rock, jazz, and hip-hop.

Smotroff: The Tunnel site tells us a bit about your childhood and you being raised under the influence of your great uncle Orrin Keepnews, but can you tell us more about how that influenced your passion for music, and jazz in particular? Who are some of your favorite artists? What are some of your favorite albums?
Wintroub: I didn’t realize how fortunate I was to get a musical education from such a legend until he passed [in 2015, at age 91]. We had such a great relationship, and only sparingly spoke of music. So many questions I wished I would have asked! Most of our conversations centered around the San Francisco Giants and our shared love of baseball, and we attended dozens of games together.

However, all these conversations were done with music playing in the background, surrounded by piles of records and pictures of musical greats on the walls. I was indirectly, directly given a musical education by osmosis. Stories of Bill Evans, Joe Henderson, Sonny Rollins, and McCoy Tyner were always told — and many, I can’t repeat! Getting to personally meet many of these artists through [Orrin] made music so much more visceral and real. It really was an amazing entry into this world.

My favorite artists he worked with are, of course, those I already mentioned, as well as Bobby Hutcherson and Johnny Lytle. I’m a huge fan of late ’60s and ’70s jazz, and I love that period that includes records on both Riverside and Milestone.

Smotroff: Tunnel has co-released its first album on its own label — Jack Erin Brown’s Door 154. Have you always dreamed of starting a record label, or is this just a toe-in-the-water experiment?
Wintroub: It’s another one of those “How could I pass this up?” moments. Jack is a longtime employee and friend. When he played me the demos, I was truly floored, and felt the material needed to be released. My good friends at Nudie Records — a local Half Moon Bay, California, label — and I have a long open dialogue about artists and projects, and they agreed to help with production and co-release it with me. We have another project in the works, and are open to exploring working further together as opportunities arise.

Smotroff: What are some of your favorite vinyl releases of the past year?
Wintroub: My favorite new record is Peel Dream Magazine’s Rose Main Reading Room [on Topshelf]. It’s a beautifully recorded album and reminds me of vintage Stereolab at its finest. I’ve also loved getting to know the catalog of modern jazz/experimental artists Misha Panfilov, and, in addition, Numero Group has knocked it out of the park with their own reissues and compilations over the last year.

Smotroff: Finally, what are you most excited about musically for 2025?
Wintroub: I love the reissue series currently being done by Studio One records. It’s some of the greatest reggae ever made, and mostly out of print for decades. The Blue Note Classic series has announced some amazing jazz funk titles, and I’m equally excited to see what titles will be announced for Craft Recordings’ Jazz Dispensary series.

Thanks again, Ben, for that great conversation — and for making Tunnel Records such an inspiring place to shop for great music here in San Francisco! If any of the AP faithful out there reading this get to come visit our “City by the Bay” — or, of course, if you’re a local! — be sure to add any/all Tunnel Records locations to the top of your list whenever you’re out and about and looking for vinyl around town.

For more about Tunnel Records, go here.

Author bio: Mark Smotroff is an avid vinyl collector who has also worked in marketing communications for decades. He has reviewed music for AudiophileReview.com, among others, and you can see more of his impressive C.V. at LinkedIn.