The fact that the east side of Times Square between 45th and 46th streets is dominated by a Virgin Megastore wouldn't have seemed at all strange 10 or 15 years ago. Those were the days when record stores (as they used to be called!) like Virgin, Tower, and HMV were ubiquitous in New York and in other major cities around the country. But for various reasons, including the popularity of downloading and other alternative methods for acquiring music, Tower, HMV, and most similar chains are long gone.

So, why is Virgin still with us? Says Dee McLaughlin, Vice President of Marketing for Virgin Entertainment Group, North America, "We believe the key to our success has been our diversification strategy, which has allowed Virgin Megastores to become a lifestyle entertainment retailer rather than solely a music retailer. We now offer a deep catalog of product to our customers in several categories including DVDs, video games, fashion and accessories, books, and personal electronics, as well as music. We also offer a fun and entertaining place to shop, browse and catch live in-store performances by today's top artists.” Indeed, one of the most exciting such events in recent years was an in-store performance by the super-talented cast of the Broadway hit Spring Awakening.

Among its initiatives to survive and thrive, the company has launched a new retail website VirginMega.com, and a social media online newsroom, VirginMegaMashup.com, with a bulletin board and a popular blog that covers the entertainment and fashion industries and “dishes” about upcoming artist events. Says McLaughlin, “We pride ourselves in staying relevant to the current marketplace by offering products and services that are enjoyed and appreciated by our customers. We will continue to bring hot, new products to our customers in a fun, entertaining retail environment.”

One of the best features of the Times Square store is the bank of listening stations located just inside the main entrance, with various albums ranked by number according to their sales volume that week. Given the store's location, right in the heart of the theater district, it's not surprising that Broadway show recordings are among the most popular items here. As you can see from the photo at right, the #1 and #2 spots were recently held by the cast albums of Mamma Mia! and Wicked.

What's it like for the Virgin staff to do business in the heart of Times Square? “It's the most exciting and vibrant location in the world to have a store,” says McLaughlin. “The Virgin Megastore clientele is a melting pot of international tourists, U.S. tourists, locals who either work or live in the Times Square vicinity, and avid Broadway fans picking up cast recordings to remember their trip to the theatre. Where else can you get a CD at 2:00 in the morning?”

For more information, visit VirginMega.com.

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