THE MAGIC FLUTE

50th Anniversary Fact Sheet: Key Milestones

San Rafael, California

Key Milestones

1976 — Michael Mitchell purchases B&G Music next to Lococo’s in Terra Linda, laying the foundation for what would become The Magic Flute.

1978 — The store relocates to Northgate One.

1980 — A young Christian Dean applies for a job at the store—the beginning of a lifelong relationship with The Magic Flute.

1992 — Mitchell acquires Ye Olde Music Shoppe from Linda Paplow, expanding the store's offering of sheet music.

2010 — Christian Dean and Tamara Osheroff purchase The Magic Flute from Michael Mitchell.

2011 — The Magic Flute closes on a Sunday for the first time in its history so the entire staff could attend the wedding of longtime employees Mike “The Fiend” and Marilyn Creamer.

2020 — The store launches its Music Lessons Program, along with two annual community fundraising events: the Restring-a-Thon and the Holiday Education Fundraiser.

To date, these efforts have raised over $18,000 with donations to: Sweet Relief Musicians Fund, Believe Music Heals, Arts+ Bayside MLK, Performing Stars of Marin, Bay Area Music Project and Rise! Up 94965 Foundation.

2023 — The Magic Flute introduces 2nd Saturday Open Mic Nights, giving local musicians a regular stage to perform.

2024 — Lucas Holmes joins the staff as the store's first second-generation employee, son of former Store Manager Tom Holmes.

2025 — The Magic Flute produces its first Pop & Rock Academy for kids.

2026 — The store receives special recognition at NAMM (National Association of Music Manufacturers) for 50 years in business, produces its first Adult Rock Band, marking 50 years with a new opportunity for grown-up musicians to play together, and is named Best Musical Instrument Store in the Pacific Sun’s Best of Marin 2026.

Growing the Business

Since taking ownership in 2010, Christian Dean and Tamara Osheroff have made significant improvements to the business infrastructure, organization and service offering. The 4,000 square foot space contains a retail showroom, two office spaces, a full-service repair shop, and two bathrooms. Since 2010, they’ve added four music studios (nine total) and a stage with professional sound and lighting from which to host student showcases, Open Mic nights, and other community performances.

Behind the Scenes

On the operations side, Dean and Osheroff have implemented an integrated point-of-sale software platform that handles in-house and e-commerce sales, orders, rentals, repairs, and accounting. Additional systems include a voice-over-internet phone system with 10 phone lines, an e-commerce website for sales and rentals (TheMagicFlute.com), a web-based lessons booking and management platform, a customer texting and internal messaging platform, and dedicated business and staff email addresses.

Building the Brand

Dean and Osheroff have also brought a formal marketing approach to The Magic Flute, implementing a dedicated marketing effort to promote the store's brand, products, and events. That effort includes promotional and social media calendars, a defined brand platform, digital and print media campaigns, and professional photography and video content—all helping The Magic Flute reach new generations of musicians while staying connected to its longtime community.

Expanding Services

The Magic Flute's repair shop is the only full-service repair shop in Marin County, running three working benches and a dedicated storage area with a team of five specialized technicians covering brass, woodwind, orchestral strings, fretted instruments, keyboards, percussion, and electronics. The Magic Flute has earned hundreds of five-star reviews on Google and Facebook, with customers consistently praising the quality of the work, the team's helpfulness, and estimates and turnaround times that meet or exceed expectations.

Growing the Music Lessons Program

Launched in 2020, The Magic Flute's Music Lessons Program was built to meet growing demand for accessible, high-quality music education in Marin County. The program introduced a self-service booking platform featuring teacher bios and real-time scheduling, a free trial lesson for every new student, clear and transparent pricing, and strong program management and communication that keep students and families informed at every step. Since its launch, the program has grown and maintains more than 400 active subscribers and earned hundreds of five-star reviews, reflecting the strength of The Magic Flute's teaching staff and the ease of the booking experience.

About The Magic Flute

Founded in 1976, The Magic Flute is a family-owned, independent music store in San Rafael, California, offering instrument sales, music lessons, and repair services. Now in its 50th year, the store remains a gathering place for musicians of all ages and skill levels throughout Marin County fostering a vibrant community of music lovers.

Media Contact

Tamara Osheroff
The Magic Flute
415-302-4191
tamara@themagicflute.com
182 Northgate One, San Rafael, CA 94903
TheMagicFlute.com