Peter Heid enjoyed his career playing with many of the dance bands of the 1930s and 1940s in his hometown of Appleton, Wisconsin. After the war, he used his love of music to open a small store, Heid Music, in the heart of downtown Appleton. The store continued to grow over the years as Peter found specific product niches and sales techniques. However, he always looked for ways to increase the store’s relevance to the music community around them. In fact, at the time of our interview, Peter, at age 89, was reviewing ways the store could expand its string department.
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