Video store changes hands

Sisters Video is under new ownership, and there are some changes in the wind. Juan Sanchez, the new owner, came to the area from a career in the film business in Southern California where he worked in quality control for current releases.

Sanchez's experiences in the film industry made the video store a natural fit.

"In what I did, sometimes I would see a movie a hundred times. When you watch a movie over and over again, you get a real appreciation for what is quality and what is just a screen filler," Sanchez said.

His experiences make Sanchez a great resource when a customer wants a recommendation for a film rental, and he will dispense his opinions candidly when asked.

Sanchez has wanted to relocate to Sisters since visiting here three years ago.

"The first time we were here, we decided that this would be the place we wanted to live. The people are so nice and accepting. There is a certain feeling that is wholesome about Sisters," he said.

The Sanchez family has four children, three of whom are in Sisters schools and one who will enter kindergarten next year. The family's ownership of the video store reflects on the expansion of Hispanic-owned businesses in the area and is the first for Sisters that is outside of the food sector.

Sanchez does not regard himself as being anything special for all that he has accomplished as a Hispanic businessman.

"I think first of all that we are people. We come in different shades, but overall we are all the same on the inside, and people often make too much of a big deal out of it. That is one of the reasons that we like it here. People in Sisters don't think of us as being unusual," he said.

A pragmatic and loyal American, Sanchez served in the Marines in the first Gulf War.

"We wished that we could have finished it (the Iraq war) then, but when the commander in chief pulls the plug and says, 'go home,' that is what you do," said Sanchez.

Sanchez plans to make some changes in the store, but they will be gradual in their evolution.

"I want to expand the film selection to include some of the films that are great films that may not have done well in the box office but yet are still great films. Sisters has an appreciation of those kinds of films. It is not a place that just follows the packs when it comes to what to watch," said Sanchez.

He also will expand the game section.

"I want to bring in more games for the younger set. I plan to put in a gaming section so there is a place for young people to come for an hour or two when they are in town and play a game while their mom is shopping or just to kill some time while waiting for friends," he said.

The move to Sisters has been easy for the family, and they already feel well integrated into the community.

"We already feel like we are a part of Sisters. The O'Herns (the previous owners) made it really easy for us to purchase the video store, and we were probably able to come here a couple of years earlier than we had planned because of their help," he said.