Joe Pon’s popular San Francisco magic store is right on Ninth Avenue, with a neon sign inside a big window packed with colorful products. The shop is filled with new tricks, apparatus, and books. Despite its name, Pon’s business is famous for the “directions” it provides San Francisco magicians and visiting customers. He’s famous as a “magic mentor,” someone who can provide information or instruction for almost any trick, and make professional suggestions. His enthusiasm is contagious.
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