Juwer Inspires Teamwork, on and off the Ice

March 1985

Mike Juwer among video displays in his shop.

Historical March 1985 report or notice. Original dates, prices and contacts describe the source period; current availability has not been established.

When he was a teenager, Mike Juwer used to be what some people would call a “rink rat”—one of those people who worked for no money at indoor ice rinks in exchange for free access to the facilities after hours. Back then, he and his buddies would play weekend ice hockey until the wee hours of the morning.

And afterwards he would return home to switch on the late, late, late show that more often than not consisted of some cinematic classic, filmed in black and white. Today most Skinker-DeBaliviere residents recognize Mike Juwer as the cordial, accommodating proprietor of The Movie Shop in the Pershing Arcade.

But what they may not know is that Juwer used to play minor-league Canadian professional hockey, and still coaches two junior league hockey teams in Creve Coeur. “Even when I was a pre-teen I played hockey with senior men’s leagues,” explains Juwer. “And eventually I met the son of the coach for the St. Louis Blues through a hockey tournament.

At the time he was playing for a team in Canada, and his dad sent me up to a suburb of Toronto to play Tier Three, Junior-A hockey for the Dixie Beehives at the Dixieland Arena. “I was a goalie, and usually wore on the average of 73 pounds of equipment. It’s not an easy position to play because it requires a lot of concentration. You have to be disciplined, and you also have to realize that good teamwork is necessary if you, as a team, are going to win.” Back in 1973 and 1974 Juwer indicates that he learned a regimen that has proved valuable in running a successful video business, and inspiring his young hockey afficionados to do their very best on the ice. “Because the position of goalie was one that carried a lot of pressure, I am spending most of my time coaching the goalies on my teams. It’s a hard enough position for an adult to play, but can you imagine the pressure on a nine-year-old with people yelling up in the stands if he makes a mistake? “The biggest part of playing that position is concentration, and that’s where I find that I can be the most helpful.

Many times coaches, who spend many more hours on the ice than I do, don’t have the time for individual attention.

But that position can be incredibly nerve-wracking.” With having to make practice sessions at 5 a.m. on weekends and some evening sessions with the team throughout the week, Juwer estimates that he spends anywhere from 10 to 25 hours on the ice per week. Making a whole hearted effort with his teams has already begun to pay off though because “we’re finding that there’s no competition in St. Louis.

We go to Chicago and Wisconsin and we’re the only team from outside of Chicago in a tournament.

And we took second place. “Hockey teaches you to do your best, discipline, to work with people, how to deal with pressure, and gives everybody a chance to make an effort.

Although I feel that I work just as hard at my business, sometimes in a way it seems even more exhausting.

But I encourage my people to be friendly and helpful, and to know something about the videos you see in the stores. I try to watch at least two videos a night as my ‘homework,’ because I honestly want to know whether it’s good or not. “If you ask me whether a movie is good or not, I want to be able to give you an honest answer.

If I say that something is good all the time, a customer is not going to take my opinion seriously. I would much rather lose $2.50 on a movie rental versus losing that customer all together,” he explains.

Many of Juwer’s employees at his three stores are young people, and as a young person himself, the friendship and cornradery they share is one of the benefits of heading up a successful business, he says.

But making sure the job gets done in a first-class category is a concern that is no different for his off-the-ice team, too, he stresses. Juwer’s Pershing location recently celebrated one extremely successful year in business, and offers a unique delivery service for videos in conjunction with the DeBaliviere Pasta House. Customers may call in their video requests along with their food orders, he explains, and then enjoy spending the evening at home.

His Soulard location that also offers a bookstore will be one-year-old in May, and his store on South Hampton will soon be one month old. Almost needless to say, sleep and a social life have taken less of a priority to the gentleman who says he truly enjoys being his own boss.

But having all those stores to mind, he says, is what really keeps him going.