Cowtown Guitars

Cowtown Guitars
Privately held company
Industry Musical instruments
Founded 1990
Headquarters 1009 S. Main Street Las Vegas, Nevada 89101
Key people
 Jesse and Roxie Amoroso, owners
Products Vintage guitars, vintage amps, equipment and accessories
Number of employees
 5
Website www.cowtownguitars.com

Cowtown Guitars is a vintage guitar shop located in Las Vegas, Nevada, owned by husband and wife, Jesse and Roxie Amoroso.[1] The shop is well known for having one of the largest collection of vintage guitars in North America and boasts a client list of celebrities, which includes Carlos Santana and Imagine Dragons.[2][3][4] Owner Jesse Amoroso has appeared several times as the vintage guitar expert on the History Channel's hit reality television series Pawn Stars.[5]

History

Cowtown was opened in 1990 by Mark Chatfield in the Shapter Center strip mall at the corner of Rt. 161 and N. Meadows Blvd on the north side of Columbus, Ohio. The store was operated by Chatfield, who also toured as Bob Seger's guitarist, until he sold the business to longtime employees Jesse and Roxie Amoroso in 2011.[6][7][8]

After owning the store for less than a year, Jesse and Roxie moved Cowtown to a new location located in the arts district of downtown Las Vegas. The shop is now closer to the Gold & Silver Pawn Shop, where Amoroso continues to do appraisals for Pawn Stars.[7] With the success of shows like Pawn Stars, and American Restoration, both of which are filmed in downtown Las Vegas, there have also been rumors of Cowtown Guitars acquiring their own reality television series.[3]

In 2012, Cowtown became the official broker of a 1963 Fender Stratocaster once owned by Jimi Hendrix. Jesse was one of three vintage guitar experts to appraise the guitar, after which was authenticated by the specific modifications made by Hendrix personally, its unusual green pickguard, and a telltale black mark on the inside of the electronics compartment. These details were confirmed by Amoroso along with Hendrix's brother, Leon, who remembered seeing the guitar around the apartment he shared with Jimi in the 1960s. The guitar originally belonged to studio head Henry "Juggy" Murray at Juggy Sound. It is believed that Hendrix used the guitar to record Blues in ¾" and My Friend for a Noel Redding solo album.[9]

In June 2013, Jesse Amoroso and Seymour Duncan authenticate a guitar once owned by Jimi Hendrix.

When Cowtown Guitars relocated in early 2012, guitarist Jake E. Lee agreed to cut the ribbon at the grand reopening ceremony. In June 2013, Jesse and the Stratocaster visited Seymour Duncan who had originally custom wound the pickups for Hendrix in the 1960s. Duncan authenticated the pickups and pickguard.[10]

Owners

Jesse and Roxie Amoroso are musicians who perform together in the Las Vegas based rock band Crazy Chief, and formerly Pigasus and The Loud Pipes. They were married in the home of Roxie's parents on June 6, 2006.[11] Together, they have three children, one of whom is named Gibson Felix after the famous guitar manufacturer.[12][13] Self-proclaimed "soul-mates", The couple have been known to dress similarly in public while together.[13]

In October 2005 Jesse and Roxie opened The Clubhouse, a large rehearsal facility that was run by the couple's production company Revenge Therapy Productions.[14] The 3 story building contained eight rehearsal rooms of varying sizes, with a single large rehearsal room on the top floor equipped with a considerable amount of amenities and a view of the Las Vegas Strip.[14] Epic Records band Mudvayne was a client of The Clubhouse before it eventually closed when a partner of the Amoroso's pulled out.[14][15]

Jesse Amoroso is guitarist of Crazy Chief, formerly of The Loud Pipes, Cyanide Blues, and most recently Pigasus, a band Jesse once described as sounding like "God screaming at the top of his lungs".[16][17] Jesse is also co-owner of Cowtown Guitars with wife Roxie. His main expertise lies in vintage stringed instruments and amplifiers, which he frequently appraises for the reality television series Pawn Stars on the History Channel. When asked by the Las Vegas Sun to comment on his marriage, Jesse said, "It's kind of a blessing and a curse, because you’re in a relationship with someone who's a musician and understands being in a band and stuff, but you also don’t have that voice of reason that some people do."[18] With his long hair, he resembles Andy Azula, the UPS whiteboard spokesperson.[19]

Jennifer "Roxie" Amoroso moved to Las Vegas from Death Valley, CA when she was 18 and began designing costumes for casinos around town before starting a screen printing business.[20][21] She became well known as a live music promoter who has booked for several local venues around Las Vegas, which include Boomers Bar, East Bonanza Theatre, Texas Station Casino's South Padre Lounge, The Roadhouse Casino, Squiggy's Bar, The Las Vegas Country Saloon, and The Clubhouse.[15][22][23] Her colorful personality earned her a reputation among her peers in Las Vegas. In January 2006, Roxie made Las Vegas CityLife's top 5 list of "Women in the Local Music Scene You Definitely Don't Want to Piss Off".[24] Roxie is currently Vice Chair of the Clark County Animal Control Advisory Committee in Las Vegas.[25]

Crazy Chief's Roxie Amoroso performing live

Staff

Crazy Chief

Along with the Amorosos, Crazy Chief includes members of previous notable bands, prompting the press to refer to them as a local "super group".[27] Singer Drew Johnson also fronts Mojo Rising, a Doors cover band, while drummer Dan Conway performed on tour with Warrant and rhythm guitarist Nick Thompson performed in Dirty Somethings, which became known as Red Feather shortly before disbanding.[28][29]

In November 2012, Las Vegas CityLife announced plans for Black Camaro's Brian Garth to move out of Chrome Werewolf, his studio of two years, and into the Amoroso's house to record Crazy Chief's debut album.[30]

Events

a rock star cuts a ribbon at a ceremony.
Guitarist Jake E. Lee cuts the ribbon at Cowtown's grand reopening ceremony in Las Vegas in 2012.

When Cowtown Guitars relocated in early 2012, guitarist Jake E. Lee agreed to cut the ribbon at the grand reopening ceremony.

On June 1, 2012, Cowtown participated in the monthly First Friday event held in the arts district of Las Vegas. The event featured Echopark guitars by internationally renowned guitar builder Gabriel Currie. The hand crafted guitars were made famous by artists such as Jakob Dylan, Brad Whitford, and Joe Perry of Aerosmith, and Jonny "2 Bags" Wickersham of Social Distortion.The success of this event spurred the idea of bringing in more guitar makers to future events as owner Jesse Amoroso tells a reporter for Symphony Park, "It was great to have Gabriel here in person for a meet and greet, and we’re excited to continue hosting new guests at Cowtown every First Friday.”[31]

On December 7, 2012, Cowtown hosted an event to celebrate the premiere of their episode of Sailor Jerry's Hold Fast artist documentary series. According to Las Vegas Weekly, the project seeks out “individuals and businesses who have dedicated themselves to mastering their field and then fearlessly pursued its innovation like Norman 'Sailor Jerry' Collins did with tattooing.” The event featured Las Vegas' Pick Your Poison Bake Shop, Studio 21 Tattoo, and Cowtown Guitars. Cowtown also served as the donation center for used bicycles at this event.[32]

Exile Boutique

On June 6th 2014 Roxie and Jesse teamed up with friend Michael Mack to open a vintage clothing and accessory boutique in the suite next to Cowtown.[33] Exile On Main Street borrows its name from the Rolling Stones album of the same name, and is a pun on its location on Main St. in Las Vegas. The opening night event was sponsored by Sailor Jerry Rum with musical guest Jonny “2 Bags” Wickersham of socal punk bands Social Distortion and U.S. Bombs performing a live set.[34]

Philanthropy

In January 2011, a friend inspired Roxie to host a fundraising event of which the proceeds would go towards building a well in Africa. Amoroso said in an interview, “It only takes $2,000 to build a well that will [provide] 900 people—900 babies, mothers, fathers, sisters and brothers—with water...So, I was like, Hey...I want to build a well.” Along with the help of her sister at Northwest Nazarene University, the event helped Amoroso raise a total of $2500 toward the Compassion for Africa organization.[35]

In August 2011, Cowtown teamed up with Title I Hope and Outback Steakhouse for a food and hygiene products drive to benefit the Vegas Valley's homeless youth. Jesse was featured in an interview on Las Vegas' Channel 8 news promoting the cause.[8]

In a partnership between shop owners in the 18b Las Vegas Arts District Neighborhood Association and Autism Community Trust, In June 2012, Jesse appeared on Las Vegas Channel 13's Morning Blend in an interview with Donnie Osmond to promote Guitars For Autism, a charity that benefits children with autism. Cowtown serves as a drop off location for both guitar and cash donations for the charity. When asked in the interview how Cowtown became involved in the charity, Jesse tells Osmond, "It's something we're passionate about at the shop, we have a lot of friends with kids who have autism."

Roxie later told the Las Vegas Business Press, "we're determined to collect 100 guitars...Whether we have to use guitars from my husband's collection or raise money to purchase additional guitars, we'll get them."[36]

Awards

Pawn Stars episodes

References

  1. ↑ is of Portuguese descent. www.vintageguitar.com/7891/cowtown-guitars-under-new-ownership/ "Cowtown Guitars Under New Ownership". Vintage Guitar Magazine. July 7, 2011. Retrieved 2012-04-30.
  2. ↑ "Santana Gets Spiritually Horny Making Shape Shifter". Premiere Guitar. May 2012. Retrieved 2012-07-26.
  3. ↑ 3.0 3.1 "Downtown L.V. bustling with ‘Pawn Stars,’ ‘Rick's Restorations,’ ‘Count's Kustoms’". Las Vegas Sun. May 8, 2011. Retrieved 2012-05-08.
  4. ↑ "Guitar Town". Vegas Seven. October 6, 2011. Retrieved 2012-04-30.
  5. ↑ "Meet The Pawn Stars> Expert> Jesse Amoroso". History.com. Retrieved 2012-04-30.
  6. ↑ "Six-strings, Stevie Nicks shams and satanic metal". Vegas Seven. July 7, 2011. Retrieved 2012-04-30.
  7. ↑ 7.0 7.1 "Axis of axes: Vintage guitar seller Cowtown thrives in new spot". Las Vegas Business Press. April 16, 2012. Retrieved 2012-04-30.
  8. ↑ 8.0 8.1 "Cowtown Guitars teams up with Title I Hope and It's Sugar to help homeless youth". Punks in Vegas. August 1, 2011. Retrieved 2012-07-26.
  9. ↑ Meeker, Ward (March 2013). "Legendary Connection? The Unique Story of A ’63 Fender Strat.". Vintage Guitar Magazine, p. 34.
  10. ↑ "Jimi Hendrix’s 1963 Strat Visits Seymour Duncan". Seymore Duncan. 2013-06-20. Retrieved 2013-06-25.
  11. ↑ "News and Notes". Las Vegas CityLife. June 22, 2006. Retrieved 2012-08-04.
  12. ↑ "Fear and Lounging". Las Vegas CityLife. August 21, 2008. Retrieved 2012-04-30.
  13. ↑ 13.0 13.1 "Roxie and Jessie Amoroso: Bandmates in Pigasus and parents of three". Vegas Seven. April 28, 2011. Retrieved 2012-04-30.
  14. ↑ 14.0 14.1 14.2 "If the kids are united: Biz-savvy punks unveil The Clubhouse". Las Vegas CityLife. November 3, 2005. Retrieved 2012-08-04.
  15. ↑ 15.0 15.1 "Book'em, Roxie". Las Vegas Weekly. June 5, 2008. Retrieved 2012-04-30.
  16. ↑ "Pigasus rocker says band sounds like 'God screaming'". Las Vegas Review Journal. October 1, 2009. Retrieved 2012-08-19.
  17. ↑ "Double decade: The Double Down turns 20, and its past and present performers look back fondly on the dive bar’s most memorable music moments". Las Vegas CityLife. November 21, 2012. Retrieved 2012-11-21.
  18. ↑ "Love in the limelight: Las Vegas couples talk romance on Valentine’s Day". Las Vegas Sun. February 14, 2011. Retrieved 2012-08-04.
  19. ↑ http://img337.imageshack.us/img337/2037/articleimgwhiteboardjun.jpg
  20. ↑ "The New Main Street". What's On. October 28, 2014. Retrieved 2014-10-28.
  21. ↑ "The Fifth Annual Local Music Issue". Las Vegas CityLife. June 25, 2003. Retrieved 2012-08-04.
  22. ↑ "Bringing rock to the country". Las Vegas Weekly. June 9, 2010. Retrieved 2012-08-04.
  23. ↑ "Roxie music". Las Vegas CityLife. June 9, 2009. Retrieved 2012-08-04.
  24. ↑ "The List Issue". Las Vegas CityLife. January 19, 2006. Retrieved 2012-08-04.
  25. ↑ "Animal Control: Animal Advisory Committee". Clark County, Nevada. Retrieved December 17, 2012.
  26. ↑ "James Gang Rides Again" (Pawn Stars Episode 5.27); "The Last Samurai" (Pawn Stars Episode 6.7)
  27. ↑ "Neon Reverb report: Crazy Chief's live debut". Las Vegas Weekly. September 13, 2012. Retrieved 2012-11-01.
  28. ↑ "Local band upstages headliner". Musicdetector Websites. 2009. Retrieved 2012-11-01.
  29. ↑ "Jani Lane's Warrant". Las Vegas CityLife. September 13, 2012. Retrieved 2012-11-01.
  30. ↑ "The Wolf closes". Las Vegas CityLife. January 19, 2006. Retrieved 2012-08-04.
  31. ↑ "Cowtown Guitars moves to the arts district". Symphony Park. May 30, 2012. Retrieved 2012-06-06.
  32. ↑ "Sailor Jerry's 'Hold Fast' series features innovative Las Vegans". Las Vegas Weekly. December 7, 2012. Retrieved 2012-12-07.
  33. ↑ "Luxe vintage meets fresh new threads at Exile on Main Street". Las Vegas Weekly. 2014-05-30. Retrieved 2014-06-12.
  34. ↑ "Cowtown Guitars Owners Bring Rocker Chic to Main Street". DTLV. 2014-05-29. Retrieved 2014-06-12.
  35. ↑ "LVCS, Roxie Amoroso raise money to aid Africa". Las Vegas Weekly. January 5, 2011. Retrieved 2012-07-26.
  36. ↑ "Collection attuned to cause: Cowtown collecting guitars to use as art in fundraiser". Las Vegas Business Press. June 25, 2012. Retrieved 2012-07-26.
  37. ↑ "Best Music Shop". Vegas Seven. July 26, 2012. Retrieved 2012-07-26.
  38. ↑ "Make Your Own Category (and pick the winner)". Las Vegas Weekly. June 28, 2012. Retrieved 2012-07-26.
  39. ↑ "No Shoes, No Shirt, No Service" (Pawn Stars Episode 7.30)

External links