If you have a curious kid who's interested in magic, you could do a LOT worse than stopping by here. Christmas presents secured, kid happy.

I first met Joe Pon at Misdirections Magic Shop over 20 years ago. Back then, it was also where I saw Eric Anderson and Eugene Burger for the first time--moments that left a lasting impression on my journey in magic. Brick-and-mortar magic shops are increasingly rare, but Misdirections isn't just a place to buy tricks--it's a place to grow as a magician. The real value in supporting Joe isn't only in the products he sells, but in the way he guides you through what to learn and in what sequence. That structure can save you years of trial and error, not to mention a lot of money, because in magic, the order in which you learn things really does matter. If I had one wish, it would be to see more lectures return. In the past, Joe brought in some of the greats of magic--legendary inventors, creators, and consultants to names like David Copperfield and David Blaine. Meeting these minds in person, asking questions, and seeing how they think is invaluable. Live lectures and workshops don't just teach tricks; they help build a stronger, more connected magic community. If you're serious about magic--or even just curious--supporting a shop like Misdirections is supporting the craft itself. Subscribe to Joe's email list to stay updated on events, and if you're in San Francisco, drop by. It's more than a store--it's part of magic history. read more

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You may have said to yourself, when will I have need of a magic shop? I think the answer will surprise you, but it will always be eventually. And fortunately, Misdirections is waiting and ready to serve you. Whether it's more novelty items to more sophisticated magic, they will sure have you what you're looking for. And if you don't see it, ask! They are extremely friendly and knowledge about what they sell and what customers are looking for. read more

I walked in today and was the only customer in the store. I was just browsing at the items as I am a magic lover although, I don't practice myself. I was looking at the books behind the counter, and asked to see a book on hypnotism. The bald employee then said "Are you a beginner or professional? Because these are for professionals only. We sell to David Blaine and David Copperfield here." Excuse me? I am not allowed to look at a book because I'm not a "professional"? Part of magic in general is the curiosity aspect. This man patronized me, squashed my curiosity and excitement all within less than 30 seconds. There was no guidance towards beginners materials, no alternative suggestions. I was ridiculed by a man who is inflating his ego with the talents of others who have probably shopped there one time in the past and now he probably name drops them constantly. I shouldn't have to be Penn or Teller to get a decent customer service experience in this store. Highly do not recommend, especially for beginners or anybody who is just browsing. read more

This is a great store with a terrific selection and helpful staff. When my kid entered a talent show as a magician, with no magic experience at all, we needed help quickly. The gentleman behind the counter had the perfect solution for us. I'll definitely be back if I ever need a magic shop again. read more

The Magical Joe & Melisa have the BEST Magic Shop in the Bay Area! When ever I need to throw a kids party, Misdirection's Magic Shop is the 1st place...I will visit ! All my kids & my neighbor's kids love all his magic tricks. The Magnificent Magician Joe will demonstrate every trick that you are interest in ? ! Amazing services and with tons of selection to choose from. Highly recommend to everybody! read more

Most of the negative reviews are only because they open for limited hours. I came in to look for a gift for my 4 year old nephew who recently took an interest to magic. The store owner, Joe, took the time to perform several magic tricks for me and I settled on "The Magic Coloring Book", which blew my nephew's mind! Can't recommend this store enough...it's a perfect place to find that unique gift...or even take private lessons from Joe himself if you're interested in dabbling into the world of the mystic arts :P read more

Misdirections Magic Shop - Hobby Shops Near Me - San Francisco, California

The owner Joe has a great knowledge of magic and helped me select the best tricks. He always gets in new things, all are amazing.

What a funny shop..the old-fashioned magic tricks store from the 1990s with silly magic trick toys. I decided to visit today and decided to pay a pack of "fart powder" for $.99. It's got a wall full of magic trick toys and many items and it's pretty neat. The toys are $4-8 mostly. They have all kinds of magic trick items. It was fun to browse and get a small gift. It's for kids and people who like these magic trick toys. Kind of touristy and local. read more

Misdirections Magic Shop - Hobby Shops Near Me - San Francisco, California

I work at the restaurant next door and to be honest I have little to no need for magic supplies. However I did have a sweet little boy and his mom dine with us tonight. As they were walking out the boy says "can I go see my friend?!?!" And mom says "the magic shop is closed honey." That speaks to what a value Misdirections is to the neighborhood. Keep it up! read more

Cons: Since business hours are shorter than before, is so hard to get free tutorial lessons from the owner. I know the owner is busy taking care of his customers. I wish the owner would take a few minutes to go over with his students when they buy something from him. A few magic tricks items are slightly overprice compare to other magic shop. Has a grouchy and impatient mini dobermann dog who barks at people. Pro: A real magic shop with complete tricks in stock. Most famous magicians lecture held here. Just look at each picture frame and individual signature at the wall and above it. read more

My 13-year-old son and I stopped in today because he is interested in learning some card tricks. Joe was so amazing with him and his interest is now through the roof. We got home and he's been practicing ever since. And while this shop has tricks that young people can succeed at, it also has tricks that require a lot more skill. We will be long-time customers for sure. Thank you Joe!! read more

We love Misdirections! We discovered this shop while looking for a way to expose our 13 year old son to Cardistry / card mechanics Our son has had multiple lessons with Joe and declared this HIS "happy place" when we were visiting Disneyworld. What a testament to Joe and his shop. read more

#140/2016 A little bit of magic and silly fun for kids of all ages. We wandered into Misdirections Magic Shop as a treat for my little boy being well-behaved at his nearby dentist. An old-time fortune telling machine like something out of the movie, "Big", greets you at the door and we became engrossed in watching the owner, Joe, perform several clever magic tricks from behind the counter. One wall was chock full of gag gifts and tricks (rubber chicken, anyone?) including some I remember from my childhood like the magic smoking cigarettes (we don't want to encourage that) and the finger chopping gadget. My little boy squealed when he saw a genuine Harry Potter magic wand complete with velvet bag and golden rope ($20). That was a must-buy along with a cool Lego Crazy Action Contraptions set that allows you to make 16 different projects ($21.95). That set has made my little engineer happy for *hours. Yes, prices are a little high but damn, so are San Francisco rents. And there's nothing like the joy of watching a little boy laugh and squeal with the delight of finding a neat toy to buy. Sorry, you just can't get that on Amazon; it's priceless. Support your local business: Misdirections Magic Shop is a lot of fun. read more

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I just love this place. Such great vibes in here. And I have been collecting magic for 69 years, I hate to admit, at 74 I still see new and interesting new things every time I visit this place. And I'm always buying gifts for the grand kids in here. So many fun and unique gifts. I know fir sure I'm going back on my next visit to the city. read more

This is great brick and mortar magic shop, the owner is friendly and informative. He is always willing to talk to you and guide you to the best effects for your skill level. He can get almost in thing in magic that you are looking for. Even if you aren't a magician, stop in to see magic up close, a few minutes of wonder and imagination to rid you of the worries life can bring. I recommend the disappearing scarf, Svengali deck or nickel to penny tricks for beginners. Ball and vase is also a fun trick. read more

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Joe has the highest quality selection of magic tricks and books I've seen in a magic shop. This is truly one of the best magic shops there is. He's very knowledgeable and can help you find magic that is right for you. I'm taking 1:1 magic lessons from him - he's that good! read more

Steer clear of anything UPS related at this place of business. The man working this store is just awful. Unhelpful, unfriendly and just a downright miserable soul. What's your ultimate goal here, dude? If it's to help bring in customers to your shop, you're in need of customer service lessons because I'd rather given my money to Amazon for magic accessories that support a person like this. There is a UPS Store 2 1/2 blocks down the street from the business. Their address is 1032 Irving Street (btw. 11th and 12th Avenue). Do yourself a favor, have your packages delivered to this location instead. I had UPS flag my account so that none of my packages are ever delivered there again. I see I'm not the only person who has had issues with this place over packages. If this person has such an issue with being an access point for UPS, STOP BEING ONE! read more

Joe is a REAL magician. This is a place to go if you have a love for magic or have just started. Lots of reviews point to bad customer service and this has never been my experience in all my interactions with Joe. Misdirections is a magic shop, not a magic show. Joe does perform some illusions for customers but at the end of the day asking for performances without buying anything. I wouldn't want to come in to my job and be told to perform all the time. With this being said it's also important to remember there's a magicians code: never reveal your secrets. It's a bit hilarious you have reviews of people asking to have tricks explained to them and them being frustrated by it. Joe is a lovely man with a talent and passion for magic. With all that being said please pay them a visit be respectful and enjoy the mystery! read more

Asked to buy a set of coin shells. They do sell them. When asked what I wanted to do with them my answer that I wanted to perform magic for kids wasn't good enough. I was offered a "beginner trick" instead so I wouldn't give away the secret of this "advanced trick". Which is obviously their right. And it is my right to tell you that you can google coin shell trick to find out how it works. And it is also my right to go online and buy the trick elsewhere. Which I did. And I won't be back inside this store because the interaction made me feel like I was sent back in time 20 years to my middle school years where I wasn't "good enough" to join all sorts of cool kids clubs. read more

Such a fun place! Joe took the time to teach each one of our kids a trick. Reasonably priced tricks and friendly staff! read more

Misdirections Magic Shop - Hobby Shops Near Me - San Francisco, California

This is a fantastic magic shop. Something for all levels of experience. Joe is an excellent magician. He is very friendly and knowledgeable. I appreciate that he wanted to know my level of ability so that he could recommend things that were appropriate to my skill level. They have a great selection and I look forward to returning. read more

Be prepared to bring a resume of magic tricks. While interested in purchasing an advanced magic trick they asked me about my magic history, asking me to name the tricks I know. Since it has been a while since my last set of magic tricks they refused to sell me the trick I was interested in. I have never felt insulted in a buying interaction before. I have also never been asked to present a resume to purchase anything. Unfortunately I will buy this on amazon where it is available without an interview. read more

I dropped off a package for an Amazon return. After a few days, it had yet to show up as a return. I go in to ask him (the owner) and he says "that is between you and UPS". I told him "I gave it to you, you are responsible for it". Then he yelled at me "that is between you and UPS". I said your wife scanned it in I just want you to verify that UPS has it. "That's between you and UPS he yelled. I said, "don't yell at me". I then told him, that the moment I gave him the package he becomes responsible for it. He then said I have no equipment to check. I then felt he was just lying to me to get me out. I lost all trust in that shop. "Misdirection" is the correct name for that place. Shop there at your own risk. read more

I grew up not celebrating Halloween. I have never been trick-or-treating. Never. Being Welsh - my parents just never celebrated the holiday and my mom was not a fan of the "creepier" side of Halloween: ie- witches, skeletons, etc. Come Halloween - when all of the kids would go parading in school in their homemade outfits - my mom would pull my siblings and I out of school and we would do "our own form of Halloween" - which involved going to some cheesy romance movie or the like. I got some flack for it, but luckily classmates were just too bewildered by the whole thing - to really give it much thought. Halloween night was always the worst though. My mom would shut off all of our lights - we'd camp out in front of the "loaned" TV (another long story - but I mostly grew up without TV as well) while my mom would scribble a note on the door. "No candy here. Sorry, we don't celebrate Halloween." Tragic stuff. So come college - my first Halloween from home - I of course dressed up. I paired up with my my fellow redhead twin (this girl who looked crazily similar to me), who lived down the hall and we dressed up as angels. I was the good angel. I wore white wings, and a white nightdress. My friend was the bad angel. Crooked halo, short black dress, and black wings. People confused us for each other all night. There was a sense of liberation - dressing up that night. Something magical about it. I have dressed up every Halloween since. (though still have yet to go trick or treating) Talking to my mom on the phone today I reminded her that it was Halloween and that I was trying to figure out my plans. She asked if I was going to dress up. I told her I was still trying to finalize my costume. Her thick drawl of a Welsh accent poured through the phone - with a slight smile in her voice. "To think of all of those years I spent pulling you guys out of school on Halloween and each year since - I see pictures of your brother and you - always dressed up in some crazy outfit for Halloween. Why don't you go as something lovely - like an angel? Or a Saint?....Yeah go as a Saint Jessica." The Saint idea was not happening - but I liked the idea of being an angel again. A testimony to my first Halloween. And also a small tribute to my mom (who has definitely mellowed out since her anti Halloween days) While the masses were all sweating it out at Mendels, Piedmont Boutique, Costumes on Haight, and American Apparel (I have to admit I did wait my turn at American Apparel as well today) - I strolled down to Misdirections Magic Shop and picked up a pair of wings and a halo for $5.99. Haight Street was a zoo today - but adorable Inner Sunset had it all - and there was no wait. My halo will be proudly parading around town tonight. read more

My brother recently told me a funny joke. A man eating in a Chinese restaurant says "this chicken is rubbery". The proprietor happily retorts "thank you very much" (use chinese accent). Misdirections magic shop is your go to spot for just such comedic gems. As a matter of fact, they have an entire section of one wall dedicated to posters featuring a cartoonish asian man saying all kinds of hilarious things in broken english. I'm not a magician, but we thought my ten year old nephew might be interested. It's a small store. To my eye, almost all the items are cheaply made. Plastic crap and the like. But for all I know that's par for toys for kids. The standout at this store is the guy working the counter (owner?). I saw him take time with almost every kid in there. Showing them how the magic tricks worked and imploring them not to tell anybody the secret. All of this done with what seemed like genuine enthusiasm. My nephew ended up buying a set of trick dice and trick cards. After some practice with the owner my nephew gleefully showed his magic to me and his dad, his grandparents and whoever would bite. If you're in need of some fake dog crap, stink bombs, or the like, this place probably doesn't have the finest quality stuff but is worth a look if you're in the neighborhood. read more

Misdirections Magic Shop - Stuff - Hobby Shops Near Me - San Francisco, California

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The best magic shop in the nation, hands down. I've been to a LOT of magic shops, especially back in the day when I used to play with the stuff a lot. I've visited shops everywhere from Vegas all the way to Florida, and not one can even touch Misdirections. The owner Joe is knowledgeable, friendly, and a helluva character. From some of the comments I've seen here, he comes off as a bit of a braggart, but if that's the case, I think he totally deserves all the credit he gets. If you're shopping for gags or pranks, the selection is fairly well stocked. You've got your standard joy buzzers, whoopie cushions, masks, etc. However, if you're shopping for magic tricks, oh boy. That's a different story. Misdirections has got to be THE most well stocked brick-and-mortar place I have EVER visited. Collect rare, out-of-print books? Misdirections. Plans for a hard-to-find illusion Misdirections. Need balloons, juggling clubs, contact juggling balls, mouth coils, flash paper, cards (EVERY color?!), special coins, gimmicks, flowers, glasses, silks, wands, confetti, confetti launchers, DVDs, manuals teaching every sleight known to man? You guessed it-- MISDIRECTIONS. If you've gone online shopping for magic at any point in your life and seen something you want, no matter what site it is, Joe can get it for you-- and you won't have to pay S&H for it either. Just straight retail heaven. Shop there a lot? Get a yearly membership and enjoy a discount and Misdirections-Cult-Member t-shirt. Bottom-line: Misdirections is magic for EVERYONE. read more

"buy something or GTFO" So I'm a veteran in card magic and manipulation but new to mainstream books/stores. Most of my knowledge has been accrued watching videos and discussing with friends. Now if you're like me and you've used online sources, each trick is about five to ten bucks. In the store each book is between $50-200. So you really have to pick your books carefully unless you're willing to drop a couple G's on one afternoon. Bad start. The shopowner Joe was visibly annoyed upon hearing I used online content, and as I was checking out books and soliciting his advice on what are good materials to learn from, he said verbatim "I'm not here to talk. Buy something or leave." This caught me off guard as I thought it was pretty obvious I intended to buy something that day anyway. And even if I wasn't TODAY, a good environment to hang out and talk in would lead me to keep returning and buying more. So instead of buying the books there, I went home and bought them online from an online seller or the magician directly. The great Darwin Ortiz recounted that as a child, the first magic store he ever went to, the person managed to be so unwelcoming he nearly quit magic. I wonder if that was this store. If you're a new magician good luck... read more

Love this shop! I used to go here as a kid and was so excited to take my own kids here when visiting SF since there's no magic shop like this anywhere else. Joe, the magician owner, was so great and even taught my 5 year old a magic trick that he could do, and my son's been practicing and wants to go back to learn more. This is a must-see place if you're around the GG Park or Inner Sunset! read more

I needed a magic trick for a friend's party. The man there not only sold me the trick, but showed me how to do it. He was nice and helpful. I would definitely visit them again. read more

Joe is one of the coolest store owner that I know. I use to go to the shop a lot when I was younger and he was always very nice to me. Now I take my younger son, who is 12 and is very interested in magic there. Given that my son is a smart alec kid and have learned a lot from Youtube, he would always breakdown the trick before Joe finishes. Joe lectured him on the "code" in magic and my son grew to have respect for him. Beside that...Joe really took the time to explain which tricks are good to start with and slowly move up. Yes, the cost is more expensive than online, but with a person there answering every question you have and to get the item immediately, what is a few dollars more? I don't get the feeling of Joe pushing the expensive stuff, but selling what is appropriate and what is easy to learn. He really cares about the trait and it also shows during when he demonstrates and breaking down the trait. He even introduced Jay Alexander to my son on the day we were there! My son loves that place and the smile that I see when he leave the shop is more than enough for me. read more

Terrible service! The man who owns the shop is always very rude anytime I am there and I would not recommend this place to anyone. The only reason I have ever had to come here is to pick up packages that UPS/Amazon can't deliver into our house. This magic shop is an access point but their hours are 11-6:00pm leaving no time for people with full time jobs time to get their packages. I have to get work off early just to make it in time and the owner makes you feel terrible if you arrive even 1 minute after 6:00pm. I'm just amazed that someone who is getting paid to be an access point for mail literally can't wait for you to get off work and take the bus home even when you call explaining the issue. Once you do get inside to pick up your package, it is as if you are a burden to the man that owns it. I absolutely hate coming into this place and would recommend UPS/Amazon etc to find another access point. I am not sure what is wrong with the owner or what happened in his life to make him treat people so cruel but I sure hope he reads this and will start treating everyone he meets kind and fair. You will Be happier once you do! Shame on you. read more

You know, maybe it's my fault. I hear the words "magic shop" and I think that suddenly I'm going to enter the magic shop from Pee Wee's Big Adventure. By all rationale there should be trick gum, boomerang bow ties, giant inflatable heads, and x-ray specks. How could ANY magic shop on Earth possibly compete with that one? It can't. It won't. Misdirections didn't. Instead they had a few Adams magic tricks, silly spray, and edible underwear. It looks more like a miniature party store, and came across more like a big let down. You see, I only have one dream in life, and that's to be a stage magician just like my hero GOB Bluth: http://www.hulu.com/watch/1208/arrested-development-office-magic Misdirections merely sells gag gifts, unusual party supplies, and magic tricks. Tricks? No self-respecting magician would do "tricks". The word is "illusions!" As GOB himself said (in the middle of performing at a children's party), "a trick is something a whore does for money...or cocaine." Walking out, I was so disappointed that I felt like someone had stolen my bike...and hid it in the basement of the Alamo. read more

are these reviews real? I stopped in for some basic magic props/supplies needed by real performers, stuff that's basically show consumables, and his price was double what I've seen elsewhere and online. he seemed unfamiliar with the goods, as well. customer service was fine, but no pro would pay gouge level prices. I didn't see much in the way of real tricks, either, a few sets of dusty rings and some mothy looking feather flowers. there's a ton of ultra shoddy joke merchandise for kids on the wall, the cheapest Chinese-made plastic knockoffs of what you used to buy in the back of a comic book for 99 cents. I want to support local merchants and the performing community but I regret having gone out of my way and hunted for parking for the privilege of paying double. I find it very hard to believe this is a shop for actual magicians or performers. And on a performers budget, I feel I just got royally ripped off. read more

Not impressed with this service. UPS should not deliver here. Store wasn't open on time and owner seemed annoyed at people waiting outside. Asked if a package had arrived and owner didn't even check if it had arrived just told me it wasn't there. I tried to show him the online tracking confirmation and he didn't even look at it and just dismissed me. I wouldn't recommend this store based on the service. And UPS should stop using it too read more

If I were allowed to give less than 1 star, I would, but I can't... If you aren't a magician, or don't have money to spend there, then don't even bother walking in expecting good service from the guy named, "Joe." I have gotten better service from the coworker lady whom I think is Joe's wife? She is helping everyone as quickly and conveniently as possible as Joe keeps blabbing away to one single customer for 30 minutes. I had a question for Joe, and this isn't the first time. I usually have to wait at least a half hour to well over an hour. Sometimes, I don't even bother and just walk out. Many customers walk in and check the place out, but they dont get service cause Joe just doesn't bother cutting his conversation short. All in all, I see that his shop is open for the magic for his liking and the money he gets, never for the satisfaction of the customers. Don't believe me? Walk in and look for yourself. I'll report my opinion, you guys decide. Overall, I'm ordering my supplies online now. read more

I've been a professional "full time" Magician for over 8 years and Misdirections Magic shop is the only place I shop for magic. Owner, Joe Pon has been my mentor over the past 13 years. He respects the magic and won't just sell anything to anyone. He makes sure the person is at the level that is appropriate for the effect. That's why he started me out with the simplest effects first and slowly built my skill level over time. Not only has Joe contributed to me, there are so many ways that Joe's shop contributes to the magic community. He holds a semi-annual Stage Competition as well as a Close-up Competition. He also sponsors monthly lectures from the biggest names in magic from all over the world. This is how we grow. Magic is one of the greatest gifts that has come in to my life and if Joe didn't have his shop, it wouldn't be in my life at all. Now I make my living performing close-up magic, stage magic and a comedy instant costume change act with 4 dress changes, because of the encouragement I've received at Misdirections. On a more delicate note. There was a young man in our magic community who was a WONDERFUL magician, but also had a rough side. He once said, "If I didn't have Joe's shop I'd be getting into a lot more trouble." In the end this young man stopped coming to the shop and met with a violent end at the age of 19 while fleeing a police officer. I remember that Joe did all he could to give this young man an alternative. He would drive him to evening magic shows and encourage him to come around to the shop to get coaching. This was a painful loss for our magic community and hardest on Joe. For all the young men and women who do not grow in the art of magic, there are 100's more who do. When you walk into Misdirections you won't be greeted with a patronizing plastic smile like at Safeway. Joe is matter of fact and standing guard at the doorway of the precious secrets of magic. San Francisco is lucky to have him. They say, "life will give up it's secrets if you look hard enough." There are untold of wonders at Misdirections Magic shop, but they aren't always apparent to the naked eye. Stick around and you will DEFINITELY see some magic. read more

The service was so rude, that my friend put her items down on the counter after the owner would not show us something in the case and walked out. We were shocked at the way we were treated in this store. I want to give it five stars for the products they carry because it's truly amazing. However, once inside I was immediately told to put my coffee down. When I asked if I could leave it on the counter, the woman said no, I have to leave it outside on the sidewalk. That was such a turn off to happy browsing on a Saturday afternoon that I put back the $22 item I was going to buy to support local. My friend picked up some items and when we got to the register, the woman said she could not ring us up. She said the man had to ring us up. The man had been on the phone for the whole 20 minutes we had been in there. She called him over and he made a big deal about coming over to ring us up while he was on the phone. When he did come over, I asked to see something in the case (I wanted to purchase it) and said "oh I used to have this when I was a kid!" He said, "that's only for people who have a skill level, I'm not going to show it to you". He stayed on the phone. My friend and I looked at each other truly in shock. We could not believe we came to spend money in this store and were being treated this way. I said, "ok I just wanted to see it but never mind" and my friend threw her items on the counter without purchasing them and we left. I know it sounds like we may have done something or instigated this kind of treatment but we did nothing. I don't know who Joe is that everyone mentions being helpful. This was an Asian couple and it was a Saturday afternoon. I have lived here for three years now and this was the worst experience I have had at a store in San Francisco since I moved here :( read more

My husband loves this shop and always buys some new illusions. Joe, the owner is an excellent magician and does extremely entertaining demonstrations of his vast array of "tricks". He is a wonderful, personable guy we love to visit and do business with. read more

Misdirections Magic Shop - Hobby Shops Near Me - San Francisco, California

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This seems like the perfect day in April to shower some praise on San Francisco's prized and precious Misdirections Magic Shop. This is just the sort of unique, unmistakable, very memorable San Francisco business that I like to support. A place of its own kind, absolutely incomparable to anything else around. For those of you who do not know, Joe, the owner, is a renowned magician who has trained such famous magicians as David Copperfield, David Blaine, Criss Angel and Alex Ramon. He is serious about preserving the art of "magic". To address the comments of one Yelp reviewer upset that he wouldn't sell her a certain trick, in his defense, the reason he doesn't do this is two-fold: For one, he simply doesn't want you to walk out of the shop disappointed because you bought something mismatched with your skill level that you won't enjoy or can't use. He's kind of like a stern but caring teacher who has your best interests in mind but gives you some 'tough love' in trying to help you. For two, he's dealing on a daily basis with the conflict between being a magic salesman and a magician at the same time. He has a vested interest in preserving the mystery and, well "magic" of magic. As he puts it: "Yes, there's a fine line. I'm here to protect the tricks too. I find what level you're on before I sell you a trick. Just like if you are into martial arts, if you are a white belt, I'm not going to just tell you how to break a board right away." In essence, he is willing to forego a sale in order to preserve the long-handed-down traditions of magic. He's putting the art of magic first and the money second. How many businesses can you say *that* about? That's totally admirable in my book, and just the sort of business I love supporting. Having said that, my experience is that every time I've been at Misdirections, Joe is there showing people magic tricks and guiding them toward just the right gift or toy. I took my 11-year-old nephew in there and he was mesmerized and had a GREAT time laughing with Joe. I daresay my nephew seemed to have a little more respect for Joe even, precisely *because* he took the magic so seriously. And when I brought in my fully-grown adult sister, Joe found the right trick for her too. He knows his stuff and he is happy to accommodate by performing the tricks himself so you can see the full effect. So my advice is to go knowing what you're dealing with. This is not one of those junky Fisherman's Wharf magic shops for tourists who just want to buy trinkets. Yes, he does have that stuff available too - and plenty of it (to the person who complained that they were plastic - well, hey, they *are* cheap gag gifts after all - how much money are you willing to spend on a one-time gag?). But that's secondary to his interest in being a serious magic supplier and preserver of the art form itself. For the secrets and knowledge, he's a wonderful resource - he just wants you to show your respect and interest before he lets you in on anything. He just wants you to earn it. Makes it all the more fun that way. read more