But then you meet Craig DeMarco and Eric Seitz, who along with their wives, Kris and Elissa, founded the just-opened bodega, and it all starts to make sense.
The story behind the name is that DeMarco and Seitz were driving around when “Paradise City” came on the radio. Eric started playing air guitar. Kris said, "That’s the name."
“It was random,” says Seitz. “But when you’re playing air guitar it’s really hard to be unhappy. That’s the feeling we wanted in the store.”
Both dudes sport midlife man buns, listen to a lot of music (and constantly compete to name that tune), and even took their own Bill and Ted-esque world tour to Kyoto, San Miguel, and San Francisco in the name of researching convenience stores.
There’s a “Greetings, my excellent friends” vibe when you walk in. If the actual Bill and Ted were to design a convenience store, this mashup of Whole Foods and a corner store would be it. Road trip snacks sit beside gluten-free cauliflower pretzels, organic fountain drinks flow next to Mountain Dew, lottery tickets are sold alongside Dr. Bronner’s soap, and the 48-foot long open cooler includes both Bud Light and canned craft beer - something for every person and price point.
In other words, the whole place feels like an excellent adventure.
Behind every great Bill and Ted is a great woman. In this case, there are two: Kris DeMarco and Elissa Seitz, who collaborated on everything in Air Guitar, especially design and merchandise, and had a hand in picking the store’s many products. Here are 3 they personally use and love:
-Better Booch Kombucha
-Hu Chocolate bars
-Siete Grain-Free Tortilla Chips
-Harmless Harvest Organic Coconut Water
-Camelback Flowershop bouquets
-Homemade Guacamole Kit by Bird Dog Produce
3000 East Ray Road Building 6, Gilbert
5 a.m. to 11 p.m. seven days a week