California’s oldest brick-and-mortar magic shop has vanished and reappeared twice already this year.
In early 2024, Zucchini’s Tricks and Things moved from 711 Cannery Row, Suite H in Monterey, where it had been located for nearly half of its 45-year history, to across the street at 660 Cannery Row, Suite 119.
Owner Will Roberts says he’s thankful for the opportunity Cannery Row Company gave him for the spot. But, operating a magic shop in the age of online retail behemoths such as Amazon proved difficult.
Zucchini’s has now undergone another transformation: It recently opened inside Oscar’s Playground, 685 Cannery Row, third floor, which Roberts says is the perfect fit and marks the reunion of two Cannery Row institutions.
In 1979, Bryan Whitehead opened Zucchini’s in Oscar Hossenfelder’s Edgewater Packing Company on Cannery Row in Monterey, an amusement center which housed a carousel, arcade and shops. In the early 2000s, the shop moved to the Monterey Canning Company.
Oscar’s Playground, located across the Rec Trail from the Edgewater Packing Company building, is named after Oscar Hossenfelder.
“I’m thrilled to partner with Christina and Barry [Riddoch], the visionaries behind Oscar’s Playground, to bring Zucchini’s Tricks and Things back to Cannery Row,” Roberts said. “This collaboration isn’t just about reviving a magic shop; it’s about preserving the spirit of a place where families and friends can create memories together. We’re blending history with modern fun, making sure that the legacy of Cannery Row continues to enchant everyone who visits.”
Roberts, whose 45-year acting career included a role as General George C. Marshall in Christopher Nolan’s 2023 film Oppenheimer, says Zucchini’s move adds to the synergy of interactive establishments on that block of Cannery Row, which features recently opened attractions such as Treasure Hunt: The Ride and Tipsy Putt, as well as Oscar’s Playground and an under-construction simulated theater ride in the former Edgewater building.
Adding to those offerings, Zucchini’s organizes frequent ghost tours of Cannery Row and Old Monterey. Roberts also spends time with customers to teach them the tricks they purchased at Zucchini’s, something that is important to him.
“I got into magic when I walked into Zucchini’s 45 years ago,” says Roberts, who worked at the store as a teenager. “It helped build my self-esteem, it helped build my confidence. It’s been a tremendous ride, and I want to instill that in people as well.”
For information, visit zucchinismagicshop.com.