By STEPHA POULIN
BG Independent Correspondent
The virtual world can provide a needed substitution for real-world socialization. Rock ‘Em Sock ‘Em Retro LLC closed its doors last month due to the state’s stay-at-home order, but the business is still selling games thanks to the internet.
Jon Minniear, owner of the store found at 127 S Main St, didn’t always have an online order option, but COVID-19 made it a necessity. But Minniear also worried about keeping in touch with customers — some of whom have become Minniear’s friends. He’s even been invited to a customer’s wedding.
“Keeping your name relevant when people can’t come visit you is very important,” Minniear said. “Without our friends, our customers, we’re not here.”
In order to stay connected to the community, the store is hosting virtual game nights.
Customers and community members alike join multiplayer games like bingo, Mario Kart, Minecraft and Super Smash Brothers Ultimate from the comfort of their homes. Meanwhile, they can voice or text chat with other players on Facebook Live or in the store’s Discord.
Bingo is free-to-play and hosts about 40 to 50 players each night, Minniear said. And it can get competitive — if someone wins bingo a few times in a row, the chat will likely voice their frustration.
“This lady kept winning like five times in a row. She messaged us and said, ‘Sorry I keep winning!’ Apparently her whole family was playing together on the couch and having a game night,” Minniear said.
The store’s survival-mode Minecraft server, which hosts up to 10 players at a time and is also free to play, is dotted with player-made buildings and pathways. Upon joining the server, a giant Rock ‘Em Sock ‘Em logo made out of stone blocks greets players.
Within only a month, Minecrafters have built an in-game world with houses, animal pastures and even a rollercoaster. They’ve also built a “thunderdome” for boxing matches.
Although Minniear prefers retro games, he appreciates how modern games have allowed his business to maintain its presence in the community.
“I’ll probably leave the server up indefinitely. I’m so proud of what’s been created, and it really is such a friendly community,” Minniear said.
Maintaining a well-connected community has been important to Minniear during the pandemic. His wife, Kayla, who usually helps run the store, helped reach out to locally owned businesses to sponsor game nights. Businesses like Qdoba, Almar Lanes, Cookie Jar and Grounds for Thought have all donated gift cards for game night prizes.
“We wanted to find a way to spread the love. Gift cards are a great way to support local businesses,” Minniear said. “They’re still paying rent and other bills even though customers aren’t coming in.”
Minniear plans to open the store to customers on Tuesday, May 12. In the meantime, he’s deep cleaning every product, doorknob and surface and removing items that are frequently rifled through, like stickers.
“I can’t think of a time we’ve closed for more than two days,” Minniear said, noting that since opening in November 2016, the store has only closed for a weekend to move locations.
Rock ‘Em Sock ‘Em didn’t have to lay-off employees, as he and his wife usually maintain operations. But the store will cut its hours to make time for daily cleaning.
“Shop small, shop often — whether it’s us or another store,” Minniear said.
