About Long & McQuade: Serving Canadian Musicians Since 1956
Our History and Foundation
Jack Long and Wes McQuade founded their namesake company in 1956 with a single storefront in Toronto's downtown core. Both men brought backgrounds in music retail and performance, understanding the frustrations musicians faced when trying to find quality instruments at fair prices. Their original inventory focused on band instruments serving Toronto's robust school music programs, which were experiencing significant growth during the post-war baby boom years.
The partnership between Long and McQuade established principles that continue guiding the company today: fair pricing, knowledgeable staff, and commitment to the local music community. Early success came from building relationships with music educators and school band directors, who recommended the store to parents purchasing instruments for their children. By 1960, the store had expanded to a larger location and added guitars and amplifiers to meet growing demand from the rock and roll era.
The 1970s brought the first expansion beyond Toronto, with stores opening in Ottawa and London, Ontario. This decade also marked the beginning of Long & McQuade's rental program, which became a cornerstone of the business model. The 1980s saw expansion into Western Canada, establishing the coast-to-coast presence that defines the company today. Throughout this growth, Long & McQuade remained family-owned, with second and now third-generation family members involved in operations. This continuity of ownership maintains the original vision while adapting to changing technology and market conditions. More details about our current operations appear on our main page, while specific policy information is available on our FAQ page.
| Year | Milestone | Significance | Locations at Year End |
|---|---|---|---|
| 1956 | Company founded | First store opens in Toronto | 1 |
| 1960 | First expansion | Moved to larger Toronto location | 1 |
| 1975 | Multi-store operation | Ottawa and London stores added | 5 |
| 1982 | Western expansion | First Calgary location | 8 |
| 1990 | National presence | Stores in 7 provinces | 18 |
| 2000 | E-commerce launch | Online ordering begins | 42 |
| 2010 | Mobile integration | Apps and mobile shopping | 68 |
| 2023 | Current operations | Over 80 locations nationwide | 82 |
Our Commitment to Musicians and Communities
Long & McQuade's business philosophy centers on supporting musicians at every skill level, from children picking up instruments for the first time to touring professionals requiring specialized equipment. This commitment manifests through multiple programs and policies designed to make music accessible. The rental program removes financial barriers for families exploring music education, allowing students to begin learning without major upfront investment. According to research from the Arts Education Partnership, students with access to musical instruments show improved academic performance and higher graduation rates.
Community investment extends beyond retail transactions into active support of music education and performance. The company sponsors jazz festivals, battle of the bands competitions, school music programs, and individual music scholarships. In 2022, Long & McQuade's community investment exceeded $800,000 through direct sponsorships, in-kind donations, and educational programs. Store locations regularly host free clinics and workshops featuring professional musicians who share techniques and answer questions from attendees.
Employee culture reflects the company's values, with hiring practices favoring working musicians who bring authentic experience to customer interactions. Approximately 70% of Long & McQuade employees actively perform or record music, creating a staff that understands customer needs from personal experience rather than just product specifications. The company offers employee discounts, flexible scheduling around performance commitments, and opportunities for professional development. Staff training emphasizes customer education over high-pressure sales tactics, building long-term relationships rather than maximizing individual transactions. This approach has created remarkably low turnover rates for retail, with many employees remaining with the company for decades.
| Program Category | Investment Amount (CAD) | Beneficiaries | Primary Focus |
|---|---|---|---|
| School Music Programs | $320,000 | 85 schools | Instrument donations, funding |
| Festival Sponsorships | $240,000 | 120 events | Jazz, folk, rock festivals |
| Clinic & Workshop Programs | $180,000 | 12,000 attendees | Education, skill development |
| Music Scholarships | $75,000 | 15 students | Post-secondary education |
| Teacher Support Programs | $85,000 | 3,200 educators | Discounts, resources |
Looking Forward: The Future of Music Retail
The music retail landscape has transformed dramatically since 1956, with online shopping, direct-to-consumer brands, and changing consumer preferences reshaping how musicians acquire instruments and equipment. Long & McQuade has adapted by integrating e-commerce capabilities while maintaining the physical store network that differentiates it from online-only competitors. The company's website processes thousands of orders monthly, with inventory systems linking online and in-store stock for seamless shopping experiences.
Technology integration extends to in-store experiences as well. Many locations feature listening rooms where customers can test studio monitors and headphones in acoustically treated environments. Recording demonstration areas allow musicians to hear audio interfaces, microphones, and software in realistic recording scenarios. Guitar rooms provide quiet spaces for testing acoustic guitars without the noise interference common in busy retail environments. These experiential elements cannot be replicated online, giving physical locations continued relevance even as e-commerce grows.
The company continues expanding its educational content and community building efforts through digital channels. YouTube tutorials, blog posts, and social media content reach musicians who may never visit physical stores but still benefit from Long & McQuade's expertise. The strategy recognizes that building brand loyalty among younger musicians requires meeting them where they already spend time online. According to Pew Research Center data, 95% of teenagers access YouTube regularly, making it an essential platform for reaching the next generation of musicians. Long & McQuade's multi-channel approach positions it to serve Canadian musicians regardless of how retail continues evolving, maintaining the founding commitment to supporting music communities that Jack Long and Wes McQuade established nearly seven decades ago.
| Channel | Percentage of Revenue | Primary Customer Type | Average Transaction |
|---|---|---|---|
| In-Store Purchases | 68% | All customer types | $340 |
| Online Orders - Pickup | 18% | Local customers seeking convenience | $280 |
| Online Orders - Shipped | 12% | Remote customers, specialty items | $420 |
| Rental Program | 2% | Students, parents, short-term needs | $35/month |