Anyone who plays music knows the Long & McQuade stores. Their great reputation stems from their long history dating back to 1956 and their passion for music, which has been passed down to following generations.  

Before Steve, Jon and Jeff took on bigger roles in the company, their father, Jack Long, started it all with the opening of his first musical instrument store in downtown Toronto.

Long was a professional trumpet player, working gigs seven nights a week. He didn’t enjoy the nightclub hours and decided to find another alternative. He bought a book on how to start a business and after reading the first chapter, which said the key was to do something you know about, he instantly knew what he should do.  

Already having a degree in music from the University of Toronto, Long decided to open a small music store on Carlton Street. The second floor of the old house was converted into a retail area and music studios, and Jack taught trumpet lessons to make ends meet. Six months later, he took on good friend and drummer Jack McQuade as a partner. They previously had played gigs with each other and now together formed Long & McQuade.

In the following year they opened the original storefront on Yonge Street right at the edge of the Yorkville district. “Yorkville developed into a happening rock and folk music scene and we basically were in the right place at the right time,” says son Jeff Long.  

There was much development for the company during the ‘60s. Jack McQuade sold his interest to Long in order to pursue his busy drum career.  The company also opened another store, this time in Vancouver. It marked the beginning of its expansion across Canada, which has continued over the years. Long & McQuade has grown into a company that employs more than 1,000 staff (the vast majority of whom are musicians) who are scattered throughout the 42 locations.  

The second generation of Longs learned the business from the ground up. When they were still in high school, they would help around the store by sweeping the parking lot, fixing cables and driving the delivery truck.  Steve, Jon and Jeff joined the business full-time in the early ‘80s and have since been involved in the day-to-day operations of the company. “We have a great staff of dedicated musicians that share our goals,” says Jeff Long. “This makes it easy to keep everyone on the same page in looking after our customers.”

Even though Long & McQuade is one of the largest music retailers in North America, they have stayed true to their mandate of helping musicians. Their rental program was initiated in response to customers needing instruments for a particular gig or recording session. The in-store financing was introduced to enable struggling musicians with no credit rating to take an instrument home and make monthly payments. Other policies like the no-hassle return and price guarantee were put in place to make the shopping experience as easy as possible.  That in conjunction with having a huge selection of brands has enabled Long & McQuade to set the standard for music retail in Canada.  

In more recent years they have opened several Music Education Centres, and now give more than 15,000 lessons each week to budding and professional musicians.   

Jack Long summarizes his feelings by saying, “Music has been a big part of my life and my family’s lives. I am proud to have been able to spread the joy of music to as many people as possible.” •

Photo courtesy Long & McQuade