Ardmore’s Viva Video is a blast from the past
By Marcelo Jauregui
Monday: Dec. 7, 2015: 11:00 a.m.-3:00 p.m.
Mere seconds have passed from the official store-opening time, and a customer has already pulled up in front of the back entrance of Ardmore’s Viva Video: The Last Picture Store.
Following right behind her is a man and child. Both walk briskly. The man’s shoulder-length hair is visible from a distance. He holds his son’s hand, pulling him along towards the store.
The woman hands Miguel Gomez an encased DVD before driving away. Gomez opens up the store and walks inside with his five-and-a-half year old son, Ash. Ash stays at the store with his father Mondays, Wednesdays, and Fridays from 11 a.m. to 12:40 p.m. when he gets dropped off at Kindergarten.
Ash runs around the store yelling excitedly about the large pile of movies that were
Miguel Gomez of Viva Video
dropped off overnight. Gomez plugs in an auxiliary chord into his 4th generation iPod classic. Rock music immediately erupts from speakers around the store. Gomez helps Ash bring in the returned movies onto the counter.
“Oh, this one looks pretty cool,” says Ash.
“What’s that one?”
A huge smile runs over Gomez’s face. “How did you read that? Did you sound that one out? That’s the longest words you’ve ever sounded out, Ash!”
Ash takes me on a tour around the store. The store is somewhat divided into three spaces: one facing the parking lot, one facing the counter (this would be the middle of the store), and one facing Lancaster Avenue. The first space contains the DVDs on sale; the second, new releases; the third, everything else. The movies people ordered are in shelves behind the counter. Movie posters run throughout the store. Behind the counter are rankings written up on white boards and chalkboards: “Best Reviewed New Releases,” “Last Week’s Top Rentals.”
Salsa music is now playing as Ash shows me around. The first place he takes me to is the horror section. “I never watched this one, but my favorite one is probably The Evil Dead because my name is Ash.” Ash is the name of the main character of that film. Ash then leads me to the kids’ section. “I’m here a lot,” says Ash. He pulls out a few of his favorites: Garfield, Charlie Brown, G-Force. Ash points to a Harry Potter movie, questioning why it was in the kids section. We then start to talk about Harry Potter. “I have two of the books, but I didn’t read them because I don’t like books with no pictures,” states Ash.
We walk back to the counter. Before arriving, Ash quickly turns around and says, “Oh, one more thing, there are 14,000 movies here!”
Gomez chuckles. “I didn’t know he knew how many movies we had. He is correct.”
“You told me!”
“I know Ash! You have such a good memory, much better than mine.”
Ash goes to color near the back entrance. Gomez rushes over to the phone and answers. On the other line is a representative from The Ardmore Initiative, a business development bureau that provided Gomez with a job creation grant when he opened Viva Video.
Three years later, and Gomez is still keeping the place running. He is at the store Mondays, Wednesdays, Thursdays, and Fridays from 11 a.m. to 5 p.m., Saturdays from 11 a.m. to 2 p.m., and Sundays from 2 p.m. to 10.p.m. The store is open from 11a.m. to 10 p.m. every day. When Gomez is not working, his two partners in crime, Dan and Bryan, are at the store.