Spicer’s Music Wins 2026 NAMM Retailer of the Year

When Spicer’s Music was named NAMM’s 2026 Retailer of the Year, the recognition felt less like a single milestone and more like the natural result of a vision grounded in service, relationships and an ardent belief in the power of music to change lives.

Since opening its doors in 2012, Spicer’s Music has grown into far more than a retail store. It has become a gathering place where musicians of all ages and abilities find encouragement, connection and inspiration. Founder Tim Spicer never intended to simply sell instruments — he set out to build something personal. 

“Music has always been about connection for our family,” Tim reflected. “We believed Auburn deserved a music store rooted in integrity, community and long-term relationships. From day one, our goal was simple: serve people well, build lasting relationships, and create a place where musicians at every level felt welcome.”

That clarity of purpose continues to guide the organization today. While many businesses cogitate over formulas for growth, Spicer’s success has flowed from a remarkably straightforward philosophy — take care of people first, and everything else will follow. 

“Our growth has come from empowering our staff to lead,” Tim explained. “If our team believes in what we’re building and shows up each day with integrity, knowledge and a willingness to make a difference, momentum becomes natural.”

That momentum is visible not only in the store’s expansion but in the culture that surrounds it. Chief Operating Officer Jonathan Hendrix views the NAMM honor as a reflection of years of thoughtful effort. 

“Winning the NAMM Retailer of the Year award is both an incredible honor and a meaningful milestone for our entire team,” Jonathan said. “Being recognized alongside peers we deeply respect reinforces our commitment to excellence and validates the culture we’ve worked hard to build.” 

What began as a vision has evolved into a thriving operation grounded in relationships and a relentless focus on customer experience. Yet perhaps the most remarkable aspect of Spicer’s Music is how naturally the business has grown into a true community center — something NAMM members across the country continually strive to create.

Over time, the store expanded beyond retail and private lessons to include rentals, production services and immersive programs designed to help musicians step confidently into performance. Rock Club, for example, gives both youth and adult musicians the opportunity to experience the thrill of playing live — often for the very first time. Some of the store’s most meaningful initiatives have emerged directly from the creativity of its team members. 

One shining example is The She Collective (SHECO), founded by Assistant Manager Jessie Osborne. What began as a deeply personal idea has become a powerful movement supporting female musicians throughout the region.

Jessie’s own musical journey started later than many. When she picked up the guitar in 2020, she quickly realized how transformative the experience could be. 

“Learning guitar completely altered the trajectory of my life,” Jessie shared. “I wanted other women to ask themselves, ‘What could happen if I started making music?’ SHECO creates opportunities through events and workshops so women can see that it’s never too late — and yes, you can do this.” 

Beyond skill-building, SHECO addresses something many musicians experience but rarely talk about: isolation. While Auburn and Opelika are rich with talent, artists often move within separate circles. 

“SHECO provides a space to come together and realize just how many incredible women in music are right here in our community,” Jessie said. Her involvement with NAMM — and the national initiatives that uplift women in the industry — inspired her to bridge what she saw as a gap between large-scale movements and local accessibility. 

“Many women may never find themselves in those national rooms,” she explained. “So we wanted to bring that sense of connection right to our doorstep.” The program reflects the same ardent spirit that defines the store itself — one that prioritizes belonging, empowerment and education.

Yet if awards recognize excellence, stories reveal heart.

For Tim, one moment stands above many. A shy young student began lessons at Spicer’s and later attended a summer camp. After performing in his first concert, something remarkable happened. His mother shared that watching her son stand under the lights — confident, energized, transformed — completely changed how he saw himself. He returned to lessons like a different child, filled with self-esteem. Today, that once-timid student is a college graduate, newly married, and building a bright future. 

“Knowing we played even a small role in shaping his confidence is incredibly meaningful,” Tim said. “It motivates us to continue creating opportunities for as many students as possible.”

Stories like these illuminate why Spicer’s Music resonates so deeply within its community. The store does more than provide instruments — it helps people discover their voices. Jonathan believes this people-first approach has been essential to the company’s growth. 

“What began as a vision has evolved into something intentional yet wonderfully unexpected,” he said. “We owe so much to the support of our community. I’m proud of how far we’ve come and even more excited about the momentum ahead.”

Through it all, the heart of Spicer’s has remained unchanged.

“We still exist to serve people through music,” Tim affirmed. “It’s about building confidence, creating belonging, encouraging a lifelong love of music, and making sure everyone who walks through our doors feels valued.”

At its core, NAMM has always celebrated businesses that strengthen not only the music products industry, but the communities they serve. Spicer’s Music stands as a powerful reminder that the most successful dealers are often those who lead with purpose and invest deeply in people. Awards may honor achievement, but legacy is built through impact — lesson by lesson, performance by performance, life by life.

And if the story of Spicer’s Music tells us anything, it is this: when a store becomes a place where people feel seen, encouraged and inspired, it becomes more than a business.

It becomes part of the soundtrack of a community.

The 2026 NAMM Retail Awards Category Winners

Here’s the full list of NAMM’s Retail Awards winners recognized at The 2026 NAMM Show:

2026 Retailer of the Year — Spicer’s Music | Auburn, Alabama
Best Community Retail Store — Turramurra Music | New South Wales, Australia
Best Store Design — Swee Lee |  SE Asia
Best Online Engagement — ProAudioStar | Brooklyn, New York
Best Customer Service — Chuck Levin’s Washington Music Center | Wheaton, Maryland
Music Makes a Difference Award — Spicer's Music | Auburn, Alabama
Best Marketing and Sales Promotion — Zuhal Music | Istanbul, Turkey
Innovation Award — Zeswitz Music | Reading, Pennsylvania
Best Omnichannel Retail Operation — Five Star Guitars | Beaverton, Oregon
Best Music Lesson Program  — Shiloh Music Center | Mt. Juliet, Tennessee

Visit our NAMM Retail Awards page to learn about the program and apply, or view the 2026 Top 100 Retailers.

About the Author

Dan Del Fiorentino is the music historian for NAMM, leading the industry’s Oral History Program. Del Fiorentino began this project in March 2000, following his tenure as the first curator of The NAMM Foundation’s Museum of Making Music. Since then, the collection of video interviews has expanded to over 5,500, covering nearly every segment of the music products industry. Passionate about history, Del Fiorentino conducted his first interviews for his radio station program in the San Francisco Bay Area at just 16 years old.