Who owns the shop? Who works there?
My wife, Jessica Colella and myself, James Colella, own Kings. We do the day-to-day stuff and get some help here or there from Steven Mack, David Aleman, Josh Alderete, and Israel Green. I do get some local kids who hang out to mop and take the trash out; got to earn that spot on the couch.
How long have you been in business?
I’ve owned it since May19, 2004. Coming up on ten years soon.
Can you explain how the idea for a store came to be?
I’d have to say it wasn’t an idea as much as an opportunity came up to buy a shop I worked at and I took it. I was only 21 and planned on only having it for maybe four years, but things changed.
What events have you done at the shop in the past few years?
We always have something popping off. Movie nights, Park events, and shop stops. Have had some legends come through. We have a folding table we use for team signings and the guys write and draw on it. One of my favorites is a simple, “Edwin was here” tagged on it by Edwin a while back when the Animal crew hosted an event here.
What changes have you noticed in the scene since the shop opened?
It’s more like the lack of a scene to a big scene. I don’t really like to talk about the shop’s influence; I’d rather have the riders talk and share what Kings is to them. From the young kids to the old guys the scene here has amazing riders.
What does Kings Rideshop offer that mail-order doesn’t?
A shop is real, it belongs to the scene. It’s the place to meet up, catch up, and brush shoulders with legends every now and then. We always have the answer and build a close relationship with our customers.
Strangest experience selling an Animal product:
I’ve got plenty of shop stories, so I don’t think anything is too strange but I got one that comes to mind. Years ago Animal had a pull-over that had zippers from the neck to the armpit, my good friend Roger bought one and would run it unzipped, looked like a bib, and say he was waiting for his ribs. Nothing like some baby backs in the cold!
Why carry Animal?
Animal was created at the right time, for the right purpose, makes products second to none, and supports a staff and team I respect to the fullest. One of the realest brands in an industry that is being saturated with bullshit companies who want what they haven’t earned. Animal doesn’t just make products, they make history.
What’s something you never expected to happen after opening Kings Rideshop?
If I just had to say one thing I didn’t expect, it’d have to be that the first year I opened I sold 1 frame… all year only 1 aftermarket frame. A few months ago Kings did a color collab frame with Cult. We sell frames all the time, if I had to guess I’d bet most of the new riders in our scene don’t ride a stock frame for more than 6 months to a year, and older riders replace their frames every 6 months to a year. I never would of guessed that the scene would grow so strong after that first year.
Any future plans for the shop?
My wife and I are always planning with our team and friends; one thing for sure is we will have a full length video out around Kings Rideshop’s 10 year anniversary.
How many trends have you seen come and go since you have been open?
A lot more than I could count. New hot shit is fancy socks though! I like trends, they help identify the times. People always talk shit about trends but whether you’re on board about it or not, it’s happening so make it work for you.
What is the best thing you gained or witnessed from owning/ starting Kings Rideshop?
Above anything, the best thing I’ve gained is friends; if it wasn’t for my huge group of friends and customers I’ve got to known over the years Kings would be nothing.
If you can have one BMX product that doesn’t exist yet what would it be?
I couldn’t really say one thing, one thing that should not exist is any part with a wedge piece.
Where do you see Kings Rideshop in ten years?
Trying to continue to provide the best BMX retail experience, and as always, making moves.
Location: Palm Desert, CA
Shop address: 73-168 Hwy 111 #101 92260
Hours: Mon- Sat 10am-7pm, Sunday 12pm-5pm
Contact info: 760.568.5464 email@example.com www.kingsrideshop.com