Meet Keith Ulrey: Owner of MIcrogroove (indie record shop in Tampa, FL)

We had the good fortune of connecting with Keith Ulrey and we’ve shared our conversation below.

Hi Keith, what was your thought process behind starting your own business?
I’ve worked in/out of record stores for going on 30+ years. My very first job at 16 years old was working in a mall record store from 1988-1994. My life has always been consumed with music, from listening to playing when I later became a musician. Over the last 30 years it’s grown to engulf my life 100% . I began playing in punk/DIY bands when I was 18 and still play to this day. I began touring the US, as well as putting on/promoting shows in the Tampa Bay area over the years. After 10 years in a office job, I went back to work part time in a Tampa record store for another 4 years or so until that business (sadly) closed. It was at this point, I decided to fully immerse myself and opened my own indie record shop Microgroove in 2011. Nine years later, we’re still here plugging away. It was a combo of wanting to do something I was passionate about while also within my own self interests. So, between owning/running the shop, writing/performing/touring with my own band and running a small DIY record label, my entire life is surrounded by music. I wouldn’t have it any other way. The short answer to your question? Passion.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I started Microgroove 9 years ago, against a lot of people’s advice, as this was when indie record stores were closing/going out of business left and right. I decided to keep investments low in the beginning, focusing on filling the store with inventory and relying 100% on word of mouth, social media, etc. (still do!). I’m proud that we’ve maintained that DIY aesthetic while continuing to has a nice inventory turnover, regular customers and newcomers alike that always find something. I won’t say it was easy, but I went into this venture with a ‘thrifty’ mindset, that definitely helped. We’re small, only 600 square foot, similar to a 2 car garage, so the intimacy adds to our appeal, as well.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Well, I’ll answer as if we’re outside of an ongoing pandemic, ha! I would suggest hitting up Ybor City, Tampa’s entertainment district. There’s lots of bars, restaurants, shops, etc. Night time there gets a little busy with foot traffic, but it can also be fun to walk around during the day. My little neighborhood Seminole Heights has a growing reputation in the Bay Area for it’s up and coming restaurants and craft beer bars/breweries. As far as eating, I would 100% take them El Puerto , an Argentinian restaurant in Ybor City, hands down my favorite place to east in Tampa. Who else deserves some credit and recognition?
My wife and bandmate, Susie.

Instagram: instagram.com/microgroovetampa
Twitter: twitter.com/micro_groove
Facebook: facebook.com/microgroovetampa

Image Credits
all handout