Issue link: http://www.e-digitaleditions.com/i/819918
Monterey Shop Features Tie Dye and Psychedelic Ar t B Y M I C H A E L C H AT F I E L D M onterey is famous for many reasons, but to music fans it will always be known as the home of the first large-scale out- door rock-and-roll event, the 1967 Monterey International Pop Music Festival. So, what better city to open a business that trades in collectible rock memorabilia? Antiques collector and dealer Larry Chavez thought it was a good idea too. After retiring from his job with the City of Santa Ana, he and his wife were strolling down Alvarado Street in Monterey while on vacation. "I saw this vacant storefront, thinking it would be a great spot," Chavez says. "I submitted a pro- posal and was quickly approved." Within months, the Chavezes sold their Orange County home, moved nor th and opened the Monterey Rock and Roll Experience. The walls are lined with vintage concert posters, signed rock star photographs and memorabilia (including uber-rare original art work by Doors front man Jim Morrison) plus rare vinyl records and vintage clothing. "I try to find unusual, one-of-a-kind items," Chavez says. He succeeds: a visit to his shop is like entering a time machine to 1967. The Monterey Rock and Roll Experience is located at 380 Alvarado Street, Monterey. Call 831/373-7625 for hours and information. SHORTCUTS BUSINESS Larry Chavez opened the Monterey Rock and Roll Experience on Alvarado Street in Monterey. The shop sells rare rock-and-roll memorabilia, photos and clothing. 72 C A R M E L M A G A Z I N E • S P R I N G / S U M M E R 2 0 1 7 Photo: Kelli Uldall