Local Automotive Collectibles Store Bucks the Big-Box Trend
N.Y., November 1, 2018 — Award-winning automotive historian and writer
Mark Theobald’s lifelong passion for cars has led him to establish Auto
Antiques, a source for all things automotive in Palmyra, N.Y.
replicas, signs, sales brochures, books and magazines are almost
impossible to find these days," according to Theobald. "I fill the gap
that the closure of numerous big-box stores has left in their wake."
decade ago, Wal-Mart, Target and Toys 'R' Us had aisle upon aisle of
die-cast cars while Borders and Barnes & Noble featured multiple
bookcases full of automotive books and magazines. Today the stores that
remain have all but abandoned the auto enthusiast save for a couple
racks of picked-over Hot Wheels.
Although the big box stores’
automotive inventory vanished, car-lovers didn't. Today's video games
are bringing yet another generation to the car hobby and their parents
and grandparents continue to remain interested in cars. Both young and
old will find what they're looking for at Auto Antiques - and if he
doesn't have it - he'll find it for you.
Located on NY Route 31,
the 2,000-sq.ft store stocks 4,000 new, used and rare books, 50,000
back-date magazines, 200 signs, 10,000 automobile ads and brochures and
well over 5,000 die-cast replicas in all scales and price ranges. While
the emphasis is on trucks and automobiles, he also carries books and
replicas of construction equipment, military vehicles, farm machinery
Included is a spacious coffee bar where people
who enjoy and appreciate automobiles can sit and enjoy a complimentary
cup of coffee with fellow auto aficionados. First-time visitors will
also receive a FREE automotive magazine valued at $3-$6.
shop in Palmyra is not Theobald’s first. Before moving to the Rochester
area this fall, he operated a similar operation in Holland Patent, NY -
and before it a similar shop in Vermont’s Green Mountains.
During a career in the wholesale automobile business Theobald developed coachbuilt.com,
an on-line encyclopedia detailing the history of America’s automotive
body builders, several of which were located in Western, NY. In 2010 at
the Antique Automobile Club of America’s Fall Meet in Hershey,
Pennsylvania, Theobald’s online encyclopedia was awarded the Society of
Automotive Historians’ E.P. Ingersoll Award, which honors the year’s
best presentation of automotive history using media other than print.
Both the website and his various automotive enterprises have been
highlighted within the pages of such leading periodicals as Hemmings
Motor News, Old Cars, Vintage Truck, Apex Magazine and many others.
established the Palmyra shop in order to provide local residents a
place where they can inspect prospective purchases in person, unlike my
competition who sell and display their merchandise exclusively through
the internet. I hope local auto enthusiasts take advantage of the
hands-on buying experience that Auto Antiques offers and trust they’ll
get the same enjoyment from the automotive hobby as I do," says
Starting December 1st, 2018, Auto Antiques will be open
Friday, Saturday & Sunday between 12:00 noon and 6:00 pm or
Monday-Thursday by chance or appointment. The store is located at 610
East Main Street (NY Route 31 at NY Route 21), Palmyra, NY 14522 -
directly across the street from Breen's Market and Rite Aid.
is a historic Erie Canal village located on NY Route 31 between
Syracuse and Rochester. The shop is situated 25 miles southeast of
downtown Rochester, 8 miles north of NYS Thruway exit #43 and 70 miles
west of Syracuse. The store is wheelchair accessible and off-street
parking for 20 cars is available directly in front of the building.
Press contact: Mark Theobald, 315-502-0188, or e-mail him at:
Theobald's previous store was featured on
an episode of Mohawk
Valley Living, a weekly television program broadcast on WKTV
Utica, New York's NBC affiliate. The video is also available for
viewing on YouTube
HERE TO WATCH!
The following article, written by Texas-based
John Sturbin after a visit to our old store in Holland Patent, N.Y.,
appeared in the Wednesday, September 17, 2014 edition of Racin' Today and is used by
Car Culture Lives On In Upstate, N.Y.
by John Sturbin | Senior Writer,
RacinToday.com - Wednesday, September 17
HOLLAND PATENT, N.Y. – For many curious visitors, Mark Theobald’s hobby
shop is the last business they expect to find in this sleepy, Central
New York village.
“It’s a very common response,” said Theobald, owner and curator of
Adirondack Motorbooks & Collectibles. “There’s only a couple of
stores like this in the whole country that have an equal amount of
books, magazines and die-cast.”
Downtown Holland Patent is an equidistant 10 miles north of Utica and
east of Rome in the bucolic Mohawk Valley. Theobald’s store is located
at 9554 Main Street, two lanes of blacktop dotted with similar
mom-n-pop shops after one drives past a gazebo and a small cemetery.
“Thankfully, it’s (his store) on State Route 365, which is kind of the
western gateway to the Adirondack Mountains, so there’s a lot of
traffic between Memorial Day and Labor Day,” Theobald said on a late
summer afternoon. “Unfortunately, very little of it stops. It’s a great
place to live but I’d still rather be in Vermont.”
Theobald and his “SWAG” reluctantly relocated from their former home in
Wells, Vt., in the Green Mountains, after Mark’s wife, Sarah, accepted
a psychiatrist’s position with New York State.
“I didn’t want to move here because I had a great place to stay,” said
Theobald, a 56-year-old native of Rochester. “And she mentioned that
she would buy me a building to put my books and magazines in and then I
could have a proper store. Took her up on the offer. We picked a really
great location to live – not so great business-wise – in Holland
The Theobalds purchased the former Jweid’s Market – built in 1875 as
your basic, full-service country store – nd converted it into a
customer-friendly 2,500-square-foot, wood-paneled shop filled with all
“We bought the building in 2005 and I traveled back-and-forth (to
Vermont) for a couple of years,” Theobald said. “The building was a
total nightmare. It had to be gutted. I did
almost all the work myself and finally got it into shape after four
years. Got everything arranged and opened on Dec. 1, 2010.”
Here are the updated inventory stats:
– 6,500 die-cast replicas ranging in size from Hot Wheels to 1/43,
1/24th and 1/18th-scale NASCAR, NHRA IndyCar, Formula One, Sports Car,
Muscle Car, Sprint Car, TV/movie, farm, military, construction vehicles
and motorcycle replicas. “Most of what I have other than Hot Wheels is
in 1/18th scale…because that’s what sells here,” Theobald said.
– 75,000 back-dated magazines, most sealed in cellophane, as well as
rare/out-of-print advertisements, brochures, photos, posters and DVDs.
“That’s pretty accurate,” Theobald said. “I’ve counted them (the
magazines) a couple of times and the average is 70,000 to 75,000. And
if you look around the room and see all these stacks of cars, if you
pull the cars away there’s stacks of magazines behind them. There’s
wooden book boxes all around the place that have (periodicals).”
– 4,000 new and used hard-cover books. ”That’s dead-on,” Theobald said
of a library that includes hard-to-find biographies (Jim Clark) among
more typical individual marque histories (Corvette, Porsche, etc.)
“They’re strictly categorized and pretty well organized,” Theobald
said. “But the fact is that 90, 95 percent of the people that come into
the store never even look at the books. It just has to do with nobody
reads anymore. I’ve had people come in here and say, ‘What do you do
with these books? Is it a library? Do I need a library card?’ And they
were dead serious. And I said, ‘No, it’s a book store.’ They hadn’t
even been to a book store ever in their life.”
Indeed, watching the world drive by at 30 MPH from his front window
perch has given Theobald plenty of time to contemplate the state of the
collectible industry and its
“Your typical adult male who used to read magazines and books
recreationally – typically they read about cars, hunting and fishing,
military history or sports,” Theobald said. “Those guys now sit at home
and watch TV. And they’ll go on the computer for maybe half-an-hour a
day and think they’ll get all the news and information there is.
“My average customer, you would think it would be little kids. Little
kids are not interested in cars. Once they hit 5-years-old and get
their own iphone and ipad, cars are a done-deal to them, which is sad.
And they’re not the first generation who are not into cars. For the
most part, their parents are not into cars. People come in here all the
time (and remark), ‘Boy, my grandfather would really like this place.’
Or, ‘My father would…’ And these are guys that are 30-35-years-old.
“My average customer in the store is 60 to 65 years old; you wouldn’t
think that, but it’s true. I had children’s toys when I opened up and
they just did not sell. The diehard collectors now buy exclusively on
the internet. Here, you could literally spend hours just researching
stuff. Essentially it’s a research library that people have access to
and the stuff’s for sale.”
Theobald’s NASCAR offerings are highlighted by autographed, limited
die-cast editions of Ford stock cars driven by Fred Lorenzen and A.J.
Foyt Jr., clearly playing to that mid-60s age bracket.
“I still have a decent selection of 1/24th scale NASCARs and a lot of
sprint cars and NHRA stuff,” Theobald said. “But in the past two years
my NASCAR sales have almost become non-existent. When I opened up it
(NASCAR) was still pretty popular. I opened up right after the big
economic downturn of 2008-2009. And lo-and-behold there were some
NASCAR dealers going out of business. Didn’t occur to me at the
time…why are these guys going out of business?”
Adirondack Motorbooks & Collectibles is open year-round, seven days
a week, from noon to 6 p.m. “I probably close maybe six or seven days
all year long,” said Theobald, who began his collecting adventure with
a selection of Gibson guitars. “I’m not a morning person because I was
in the nightclub business for 20 years. I was a musician and also a
sound engineer. My day, I got up at noon and stayed up until 4 or 5
(a.m.) Those were my normal hours for 20 years and it really gets
ingrained in you.”
In reality, the fact that the store isn’t all that busy fits neatly
into Theobald’s alternative automotive interest. “Having all these
books and magazines gives me access to information, which started me
writing about coach-building,” Theobald said. “In my spare time, I’m a
coach-building historian. I have a website, coachbuilt.com, which I’ve
been working on for 15 years.
“I have 1,200 coach-builders listed on the site and I spend almost the
entire winter working on the coach-builders. I’m the only one that’s
documented America’s coach-builders – these are the firms that made
automobile and truck bodies, ambulances, hearses, etc.”
In 2010 the Antique Automobile Club of America awarded Theobald’s
website the Society of Automotive Historians’ E.P. Ingersoll Award,
honoring that year’s best
presentation of automotive history using media other than print. The
site and store also have been highlighted within the pages of leading
periodicals like “Hemmings Motor News” and “Old Cars.”
Theobald said he always has been interested in specialty automobiles.
“I loved ambulances and hearses when I was a little kid,” Theobald
said. “There was an ambulance/hearse dealer probably five miles from
the house. So whenever my grandparents took me to go somewhere I made
them drive by there.
“And I actually bought an ambulance when I turned 16. I had a paper
route from when I was 11, so I had money. Unbeknownst to my father, I
went and put a downpayment on a gorgeous, 1963 Pontiac ambulance that
was in beautiful shape. It was like $1,200 and I needed insurance cards
and stuff. I had the money to buy the rest. I went home and told my dad
and was all excited. He said, ‘Well, you can buy the ambulance. But
you’re going to have to go live in that somewhere else. The choice is
yours.’ I was 16 and as badly as I wanted it, the guy gave me my money
back and said, ‘This happens more often than you would think.’^”
Theobald studied broadcast journalism at Syracuse University for one
year before transferring to the State University of New York at
Brockport for another year. “I was a musician (jazz guitar) but also
was interested in the technical side, the engineering side,” said
Theobald, whose two-decade career in the music industry was built
around installing sound and lighting systems in large nightclubs.
“If you ever go to a big concert, the guy in the middle of the audience
with the sound board _ that’s what I used to do,” Theobald said of his
stint as a sound engineer. “I got out of the sound business because I
started feeling too old. I was almost 40 and all the people I’m working
for were 20-years-old. Are they going to listen to an old guy? So I
sold the sound equipment and put that money into used cars.”
Working for an auto wholesaler gave Mark the opportunity to attend and
participate in auctions. “I did that as a part-time job for the next
10-12 years until I got married and my wife got an opportunity in the
Eastern part of New York,” Theobald said. “It turns out her parents
lived not very far away so that’s why I ended up in Vermont. It was my
father-in-law’s house but he wasn’t there much. I got out of the car
business when I moved there.”
Theobald said the only hobby store he knows of similar to his is
located in Burbank, Calif. “They do a drum-up business because people
think Jay Leno is going to come there,” Theobald said. “And he does go
there occasionally. They have a Cars ‘n Coffee-type crowd; there’s a
lot of wealthy car guys in Southern California.
“Upstate New York…this is probably one of the worst places you could
have a store like this. The local economy is horrible, and it gets
worse every year. Unfortunately, the store doesn’t make any money. It’s
currently breaking even and that doesn’t count paying me. So it runs at
my wife’s leisure, actually. She works and I keep the store and it
keeps me busy.
“I’m committed to doing this until I die, providing my wife is into it.
But if she decides tomorrow she wants to move to Hawaii, I’ll move to
Meantime, Theobald can be contacted via phone at 315-502-0188 or email
John Sturbin | Senior Writer,
– John Sturbin can be reached at firstname.lastname@example.org