Joe Field is the visionary founder of Flying Colors Comics & Other Cool Stuff. Joe has transformed Flying Colors from a humble comic book store into a beloved cultural institution. Joe stops by First Comics News to talk about his journey, exploring the origins of Flying Colors, the challenges and triumphs along the way, and the move of this historic establishment to an all-new location for the future.
First Comics News: What inspired you to open Flying Colors Comics & Other Cool Stuff 36 years ago?
Joe Field: Before opening Flying Colors in 1988, I worked for KJOY-AM Radio in Stockton CA. I did a promotion there to have Marvel Comics recognize Stockton as the Official Birthplace of the Fantastic Four for Marvel’s 25th anniversary in 1986.
The promotion was successful. Stan Lee came to Stockton to deliver the Marvel proclamation and do a signing in Al’s Comic Shop, where I shopped when I lived in Stockton. Stan told me “You did a great job on this, kid!” and ever the salesman, I responded, “Well, if you ever need a PR guy, give me a call.” I was shocked when he called a few months later to ask me to do PR for his wife Joan’s first novel.
From there, I was hired by Bay Area retailers to do promotions and advertising for the convention that would become WonderCon.
In that role, I worked with retailers and saw the fun they were having in their own shops. I decided to make the professional move from radio to comic book retailing and on October 3, 1988, we opened Flying Colors Comics in Concord California.
1st: Can you share some of your most memorable moments from the store’s history?
Joe: Way too many to share just a few! These days, as we’re winding down to the last weeks and months of our original shop, I absolutely love the surprise visits we’ve been getting from our FlyCo Faithful over the previous 35+ years. Every day brings another hit of sweet nostalgia.
1st: What have been the biggest challenges you’ve faced as a comic store owner over the years?
Joe: I got into this business to build a community, and bring lots of happiness through comics… but I’m woefully behind in the technological changes in comics retailing. I’d much rather spend time with customers talking about comics and getting new and returning readers excited about comics, but I wind up spending too much of my time behind a computer crunching numbers and trying to make better guesses about what to order.
1st: What has changed in the comic book industry since you first opened your store?
Joe: The demographics have changed a lot. When we decided on our original location, we felt it was perfect because it’s near four different high schools. In the early days, when 3 PM hit, we knew we’d have a shop full of high school kids here to get their comics and other cool stuff.
These days, most high schoolers get out of class and get on their phones with very few coming to the shop after classes.
In those early days, the average age of a customer was about 22 and it seemed about 90% male. These days, the average age is early 40s and the split is more like 65% male to 35% female.
1st: How did you come up with the name “Flying Colors Comics & Other Cool Stuff”?
Joe: Originally, I wanted to do a combination comic shop with an old-time ’50s soda fountain. I quickly disabused myself of that notion because it would have made my opening costs go up by more than $100K.
I knew that if I was going to get into the business, I was going to make this shop the best one I could. I was hoping to succeed “with flying colors.” Given the plethora of colorful costumed characters that can fly, the name also works in that way.
1st: Can you discuss the community’s role in the success of Flying Colors Comics?
Joe: Comic shops are really dependent on the local community for any long-lasting success. No small business retail shop can make it without dependence on local consumers. So small biz owners need to be good neighbors in return.
1st: Why was the store closing?
Joe: The move of the shop is related to our landlord’s desire to bring in a different business on a much longer-term lease than a shop like Flying Colors can afford. Over the last ten years, our rent here has gone up way faster than the cost of living and it’s clear that the management team here is intent on moving in chain eateries and moving our locally owned small businesses.
1st: Why did you decide to move the store instead of close?
Joe: Things came down to essentially two choices: Find another suitable location in the city of Concord which continues to be supportive of small business… or we could have decided to retire.
Not wanting to give up on the community we’ve built which would leave a lot of comics fans disenfranchised, we are taking the role of continuing our mission to be a happy part of this community.
1st: Can you describe the new location for Flying Colors Comics?
Joe: We haven’t released the address yet. We’ll do that when it’s closer to moving time and when there’s actually something there to see. What I can say is it’s a high-traffic shopping area that will allow us to continue what we do. That means not just serving die-hard comics fans, but also being in a space where we can hopefully create a lot of new readers for comics, no matter the age or interests of the reader.
1st: What improvements or changes can customers expect at the new store?
Joe: We hope everyone will appreciate the thought and care we’re putting into the design of the new shop. There will be elements that will certainly carry on the tradition of what we’ve built over the decades, but hopefully the updated look and feel will appeal to everyone visiting the shop.
1st: How did you choose the new location for Flying Colors Comics?
Joe: My wife Libby and I spent a lot of time going over what made our long-time location work and we spent time looking at so many possible locations. What we found, at least what we hope we’ve found, is a location that will build on our past success and set up Flying Colors for many years ahead, allowing us to continue to serve our community.
1st: What will you miss most about the current location?
Joe: I’ll miss seeing the people who make up this neighborhood. The merchants here at Oak Grove Plaza, the customers who live within walking distance of the plaza visit us every time they visit Trader Joe’s or one of the other merchants here.
1st: How do you plan to commemorate the store’s history at the new location?
Joe: By making some new history!
1st: What are your hopes for the future of Flying Colors Comics at the new location?
Joe: I never got into comics retailing to make millions, but I really hope all of our FlyCo Faithful will migrate with us to the new location. And I hope we can be on sound financial footing so that when the time comes, Libby and I might be able to retire and leave the shop in capable hands to keep it going for years to come.
1st: Will the move impact your inventory or the variety of products you offer?
Joe: Initially, I don’t think there will be much difference at all. We are first and foremost a comic book specialty shop with nearly 90% of our sales coming from new periodical comics, book format comics, and to a lesser extent, back-issue comics.
1st: How have your customers reacted to the news of the move?
Joe: There have been many different reactions from different customers and I think along with them, we’ve all been going through the Five Stages of Grief. At first, there was denial, then anger, and finally, there was acceptance. But more than that, there’s HOPE! There’s something good to be able to say we are not going away… we are hopefully Growing Away!
1st: Can you share any details about the timeline for the move?
Joe: My goal is to be in the shop and fully functional there by the end of the summer. I don’t know if that’ll happen, but that’s what I’m working toward.
1st: What special events or promotions are you planning around the move?
Joe: Our Big Thing right now is asking everyone and anyone to help us complete the build-out of the new shop by joining the Flying Colors Hero Society, our way to do a fundraiser while giving contributors value in return. Details can be found at http://FlyingColorsComics.com
1st: How has the support from the community influenced your decision to stay in Concord?
Joe: The support of the community continues to drive us daily. Having the support of the City of Concord is also important.
1st: What are some of the key factors you considered when planning the move?
Joe: Our main consideration is to keep our FlyCo Faithful together. Does the move allow us to do that? Does the move give us the chance to further our mission? Will the move invigorate our shop, bring some new energy to it, and position it for a hopefully successful run in its new location?
1st: How will the move affect your staff and their roles?
Joe: At this point, our staff will all be with us in the new location and it’s possible we may be able to add to the staff.
1st: What lessons have you learned from running Flying Colors Comics for over three decades?
Joe: That having a comic shop is a balance between being a missionary and a mercenary. We need to be servants of our customers while continuing to manage the business in ways that keep us financially sound.
1st: What advice would you give to someone looking to open a comic book store today?
Joe: The first thing I tell anyone who wants to open a comic shop or anyone wanting to self-publish their own comics is that it’s not my job to tell you your dreams may not be realistic. If you really want to do something, don’t let anyone’s advice stop you. But before you fully engage your heart in it, make sure your brain is fully engaged.
I will say what I’ve said for years: There is room in North America for at least another thousand new comic shops as long as they are put in currently unserved locations.
And here’s some advice I give to all new comic shop owners willing to listen:
“I need you.
I need you to be successful.
No one in this business makes it on their own. We each may have some individual success, but none of that matters if the specialty market doesn’t hold its own. Consider the whole market with every move you make. So keep working hard to make your shop great. Because the success of each retailer leads to a healthier market for all of us.”
1st: How do you balance running a business with your passion for comics as a reader?
Joe: I’ll admit that especially in the last few years, my time for reading comics has dropped in direct correlation to the amount of time needed to run the business end of things. For some of that, I blame the changes in the distribution field. Another part of that is related to me being behind the curve technologically.
1st: What role do you see comic book stores playing in today’s digital age?
Joe: There are some potentially treacherous waters ahead, especially with the ultra-concerning AI becoming more prevalent. I really don’t fear digital, though. Digital comics have had more than 15 years to bring down print and it hasn’t happened.
What’s more of a concern is what’s happening to all media— things are further splintered. The hits are fewer even as content and methods of delivery have grown exponentially. We need BIG hits not just to bring in more readers, but to entice more people to open shops and truly grow the specialty market. As it is now, what used to be called The Direct Market, the comic book specialty market, is now seeming more like a barnacle on the overall book market. I believe comic book publishers (or maybe the corporate execs above the comic book divisions) are taking comic book retailers for granted much of the time.
1st: How do you envision the future of Flying Colors Comics?
Joe: Staying on a mission: Bringing Happiness through Comics for years to come. Look, I’m not getting any younger. I’m 68 and have been in this business going on 40 years including my time before the opening of Flying Colors. But I still love coming to the shop, working to make my own shop better but also trying to move the whole comics market forward in positive ways.
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