The Grooveyard Effect – Where Music, Memory, and Culture Collide

Back in 1990, it would have been hard to imagine what a small business might look like three decades later. At The Grooveyard Record Store in Penticton, though, the answer is simple; things are not all that different—and that’s exactly why customers love it.

That doesn’t mean that the Grooveyard’s owner, Andrew Jakubeit, has frozen the store in time. While the retro vibe is very much intact, the store blends nostalgia with discovery with a constantly evolving collection of music, T-shirts, posters, and memorabilia. The Main Street locale also remains the same, along with something very important—a passion for music and pop culture.

Born from a deep love of music and the threads that tie pop culture together, the Grooveyard has spent 36 years cultivating a space that feels both familiar and new. The creative approach remains the same, ensuring a fun, funky, and fabulous vibe is on display for whole new generations to fall in love with. With access to more than a million items spanning music, movies, and collectibles, it’s more than a store—it’s an institution of groovy vibes, with something for everyone. They even produce their own fanzine “In the Groove” with helpful tips on vinyl care, edict, plus informative columns and reviews.

A Cultural Hub Built on Music and Memory

“Music has a way of poking at old memories, and just as quickly creating new ones,” Jakubeit says while explaining how his store evolved from a grass-roots vinyl shop into an iconic much-loved sanctuary of cultural treasures. “There is a connection created through music that sticks with you, creating a conduit for memories we might have otherwise forgotten about.” Essentially, having a musical collection and memorabilia that you can touch allows people to connect with the artistic influences they cherish.

What Jakubeit says makes sense; there’s something powerful about holding a record, flipping through artwork, and physically connecting with music through T-shirts and hats. That tactile experience continues to draw people in—and not always for the reasons you might expect.

More Than a Store—A Pilgrimage

For many, a visit to the Grooveyard is about more than finding a specific album. It’s about rediscovering a moment. “We have customers who spend hours here,” Jakubeit says. “They’ll go through the store from start to finish, from new vinyl to used, and end up smiling in the T-shirt and novelty section.”

Some of the clientele are returning after years away, revisiting memories tied to past trips. Others return religiously to browse, letting the experience guide them. In many cases, the goal isn’t to find items—it’s to feel connections.

Where Generations Connect

One of the store’s most unique qualities is its ability to bring generations together. Music, Jakubeit explains, naturally bridges age gaps. It’s not unusual to see a teenager flipping through Pink Floyd or Led Zeppelin while chatting with someone twice their age.

The classic rock that is old to one generation is brand new to another, and those shared interests create an unexpectedly diverse and connected community.

While there are those regulars who enjoy scouring the racks for lost classics or recent arrivals, just as many people come in looking for new music, too. “We have a ton of new music; our collection is always evolving, and we have a steady stream of brand new releases—including rare ones,” Andrew says. Those unique new releases are most common in mid-April, he explains, thanks to International Record Store Day.

The Record Store Day Rush

Record Store Day falls on April 18 in 2026, and the annual event celebrates independent record stores with exclusive, limited-run releases. Grooveyard is among the select shops able to stock these rare pressings—including coloured-vinyl special editions that attract serious collectors.

“It’s the only time of year where we’ve had people line up and even camp outside,” Jakubeit chuckles, recalling the frenzy around limited releases—including multiple colour variants from major artists. Even if you miss the rush, he adds, the store brings in enough inventory to keep the excitement going beyond the day itself. For an idea of what is coming into the store soon, check out their Facebook page.

An Experience Worth Exploring

First-time visitors may find the sheer volume of items overwhelming—but that’s part of the charm. From posters and apparel to CD’s and vinyl, every corner offers something new to discover. For those unsure where to start, the staff are part of the experience. Passionate and knowledgeable, they’re always ready to help guide customers through the collection or share a fascinating anecdote about your favourite artists. To get an idea of the vast collection of clothing, artwork, and, of course, vinyl collections that can be purchased online, check out Grooveyard’s extensive website.

From Records to Turntables

Not set up for vinyl yet? No problem. Grooveyard has that covered, too. Alongside its massive music selection, the store carries a range of turntables for every level of listener—from audiophile setups to beginner-friendly options. There are even all-in-one retro systems, perfect for casual listening at home or on the go, making it easy for anyone to step into the world of vinyl.

Located at 239 Main Street in downtown Penticton, The Grooveyard Record Store continues to do what it has always done best: bring people together through music, memory, and discovery. Whether you’re chasing a rare find or simply browsing for the feeling, it’s a place where groovy is always in style, and the needle never lifts.

Check out what the Grooveyard fans have to say—here is a Google review that sums up Grooveyard nicely:

The Grooveyard is a Penticton classic for a reason. Killer vinyl selection, great prices, and staff who actually know their stuff. I always find something I didn’t come in for. If you love music, this place is mandatory.

-Stephanie Hurst

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