Kensington Video a world class store run by a first class character

If a movie or television show is available on home video, Kensington Video probably stocks it.

With 45,000 titles in its collection, the family owned and operated store just finished celebrating its 25^th year as San Diego’s premier video rental outlet and one of the few remaining mom and pop video stores in the country. “Mom” Winnie and “Pop” Rich Hanford moved to San Diego from St. Louis in 1963 to be near her brother.

“If he lived in Alaska,” Winnie recently joked, “we’d probably be running Anchorage Video.”

Before long the couple opened a Hallmark Greeting Card store at 4067 Adams Ave. In 1984, when the video revolution began transforming living rooms into home theaters, their son Guy suggested that they start renting VHS tapes. At the time Guy was working a stress-filled job as an assistant principal and was desperately in need of something to balance out his life.

“I have always loved movies,” Guy, 60, told SDNN. “So I approached mom and dad and asked if they would consider opening a video section in the front part of the Hallmark store. Initially we used about 15 feet of the store and opened up with around 300 titles, 50 Beta, 250 VHS.”

“You would not believe how small it was,” Winnie, 82, chimed in. “It just kept growing and growing.”

What started as a gift shop soon blossomed into a world class video store run by a first class character. Winnie, a shrewd business woman who owns several prime piece of real estate on Adams Ave., is frequently more entertaining than many of the movies she rents out. Just don’t get in her way, and whatever you do avoid loitering or talking too long with the staff about your favorite movies. She once fired a relative for gabbing with customers. Even blood can’t stand in the way of business.

At a time when the Internet and on-demand downloads have made home video even more conveniently consumable, Kensington Video continues to thrive. So it’s only logical to begin an  interview with Guy and Winnie by talking about the enemy.

Scott Marks: How big a bite has Netflix taken out of your business?

Guy Hanford: It has taken a bit, but it also has forced us to work harder, get better customer service and go deeper into the niches that have always made us survive. I do see Netflix as the evil empire and one of those places that comes into your community without making any contributions…People don’t go to Netflix for the selection, because we can obviously compete with that. They go to them for the price point. You would pay more at Kensington in the long run, but what about convenience? You can rent 10 films at a time and you know that you are supporting a mom and pop store that isn’t going to disappear in two months.

How has Netflix forced you to alter the way in which you rent videos?

Guy: Before Netflix came along we had to respond to the threat of Blockbuster and Hollywood Video. We used to be a one-day rental operation. It was really amazing that people would rent five or six videos and return them the next day. We eventually went to a three-day rental and people loved that. Before Blockbuster started with their no late fees policy, we went to one week. People would ask whether or not we took in a lot of revenue with late fees. When we let people keep them for a week we actually had an increase in late fees because people would forget they had them. We really don’t wish to make money off of late fees. It’s not something we look forward to because it can sometime alienate customers and make them angry. We have some flexibility in that department. You have to in order to establish a rapport and keep them coming back. We tend to be a bit stricter when it comes to new releases. We only charge $2.65 for a new release and do expect it to be back in one day. We want the turnover.

What are the advantages of coming to Kensington Video as opposed to renting on line?

Guy: First of all you are going to get great customer service. You’re going to be waited on by people that really love film and not just the owners, but our employees as well. All they do on line is suggest recommendations that come through a computer. We’re going to do follow up after the sale and make you feel like you’re an important customer, which you are. If there is a problem with the video we’re going to take care of you immediately. We’ll go the extra mile.

And you can browse here. You never know what you’re going to find.

Winnie: I have people come in and ask for my help and I will not suggest anything I haven’t seen.

Who are the four family members who work the store?

Winnie Hanford: Our daughter Pam Sisneros, our son Guy Hanford and my husband Rich Hanford and me.

What do each of you do?

Guy: Mom is the head honcho. She keeps the machinery running smoothly. Pam is the manager and mom’s backup. I order the videos and dad is on call. He’s our fix-it man.

And you are the only one of the four who holds down a day job?

Guy: That is correct. I’ve been a fourth grade school teacher [at Ramona Elementary School] for 38 years.

Do you remember the first video that you bought for the store?

Guy: I think it was “The Onion Field” with James Woods.

Do you purchase every new title that comes out on DVD?

Guy: No. I get the entire listing of the 1,500 titles that comes out every month. I pass through all of the Tai Chi, Yoga and how to lose weight titles. I probably buy the four to seven ‘A’ titles that come out each week. There are also a lot of good ‘B’ titles and I purchase almost every foreign film and documentary that comes out.

Is there one title that no one has rented?

Guy: “The Worm Eaters.” I rented it once to my knowledge. It’s a schlocky horror film about a guy who eats worms.

Winnie: If I put it out as one of “Winnie’s Recommendations,” I could rent it.

How many customers are there in your database?

Guy: Over the years we’ve accumulated close to 70,000. If they all showed up on one day we’d have to call the riot squad. Believe it or not, we still have a lot of our first 100 members. I think they were mainly Kensington people that came because some of them felt sorry for us. We still charge a $10 membership fee. People are okay with that because they know we take their $10 and turn around and buy a lot of films. We buy a lot of very unusual films that you’re not going to find anywhere else. They are not always going to make their money back, but we don’t seem to worry about that. It’s offset by bringing customers in that will eventually rent other titles.

You never know what’s going to make its money back.

Guy: You never know. People frequently ask if I like every film in the place. I’d have to be [in] psychotherapy for all my different personalities if I did. What I have to do is get in the mindset of somebody that likes a particular type of film. Every month I’ll delve deep into one specific genre. A couple of months ago I got into ballet and dance. I don’t know anything about ballet and dance, but I know how to research. All of a sudden the customers thought I was an expert on the subject.

Does having Landmark’s Ken Cinema next door help to bring in business?

Guy: Oh, gosh yes. It really helps increase our exposure if nothing else. We are really good for each other and the same goes for the Kensington Grill.

This really is a world class video store. How do you compare to some of the other mom and pop video stores across the country?

Guy: Honestly, the only mom and pop video stores that I can think of would be Eddie Brandt’s Saturday Matinee (in Burbank) and Scarecrow Video out of Seattle. Scarecrow was my hallmark of what I wanted to be like someday. The owner once contacted me looking for about 50 titles of which I had 45, but I wouldn’t sell them.

Winnie: We have many people come in from all over the United States. They compliment us all the time by saying “you’re the best.” It’s really nice to hear that. We know we’re on the mark.

Read other movie-related interviews by Scott Marks: Woody Harrelson takes a stand on war, marijuana and ‘The Messenger’ | ‘Paranormal Activity’s’ Oren Peli talks about his boffo bone chiller | Richard Dreyfuss casts his vote for civics and activism, not stardom

On the average, how many videos do both of you take home and watch each week?

Guy: I watch at least three or four a week. Mom watches…

Winnie: …at least fourteen or fifteen a week. Two to three a night.

Don’t you watch any network television?

Winnie: I like Oprah.

Do you ever go to movie theaters?

Winnie: No. I can’t waste my time.

But you have the Ken right next door.

Winnie: I have gone over there. I like documentaries most of all. The high school education that I got was mediocre at best. Now I’m getting a college education from these documentaries. I am learning so much. When customers hear me talk them up they get so excited they wind up taking a stack of documentaries home with them.

How many kids do you have working in your employ at any given time?

Guy: During the week there are two or three; on the weekends all five.

Is film knowledge a prerequisite for employment?

Guy: The biggest prerequisites are knowing how to make change and work with people. We have a good, hard working staff. Our kids walk out of here with a lot more knowledge than they had coming in. Sometimes the movie stuff can be a disadvantage because they want to talk about their favorite movies all day long. We do want to establish a rapport, but we don’t want them talking to a customer for a half hour.

I used to be one of those kibitzers and before Winnie and I became friendly…we are friendly, aren’t we?

Winnie (Laughing): Yes.

Phew! You used to give me a hard time when I’d come in and talk movies with your staff. You have a reputation for being tough. What gives?

Winnie: We have to produce. I’m not going to stay here every night until ten o’clock and do the work I’m paying them to do.
You look like Mrs. Santa Claus. You are one of the sweetest looking women, yet your favorite actor is Charles Bronson. Something doesn’t compute.

Winnie: I love shoot ‘em ups. I just finished watching a bunch of movies about serial killers. I can’t say I like them, but people need to seem them and be aware of what’s out there. They’re not for everyone, so I file them under my unusual picks.

Earlier you were complaining about a movie that was loaded with profanity, yet you like Charles Bronson.

Winnie: Well, he knows more words than the  ”f” word. I like his stories. I like a tough guy. I think that I could play that role.

So you identify with Charles Bronson?

Winnie: I missed my calling. I probably could have been a good prison warden.

Kensington Video is located at 4067 Adams Ave., San Diego. Store hours are Monday through Thursday, noon to 7 p.m.; Friday and Saturday, 10 a.m. to 8 p.m.; Sunday, noon to 6 p.m. (619) 584-7725 or (619) 284-2477; http://members.cox.net/kenvideo

Scott Marks is an SDNN contributor.

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