Craig DeMarco, Kris DeMarco, Elissa Seitz, Eric Seitz.

September 13, 2021

Experience AZ

Air Guitar opens in Gilbert, aims to make convenience stores cool again

Born from the belief that a grab-and-go stop could be a meaningful part of your day, not just something on the way, Air Guitar is set to revitalize the stale corner store concept as it opens today in Gilbert.

Housed on the northwest corner of Higley and Ray roads (right next door to Epicenter at Agritopia), Air Guitar pairs heathy grab and go items with premium beer and wine and exceptional coffee and tea, all served up by an enhanced food and beverage-trained staff. Led by renowned restaurateurs and co-founders of Upward Projects, Craig and Kris DeMarco, and retail store gurus, Eric and Elissa Seitz of Bro Retail Group, the new concept brings “life’s little luxuries” under one stylish, convenient roof. 

Designed by Phoenix’s debartolo architects, who also crafted Barnone at Agritopia, Air Guitar charges your chi thanks to a clean, light-filled modern space, brimming with thoughtful touches and an elevated product mix.

Developed separately but in parallel with the new Epicenter at Agritopia, Air Guitar will serve as a quick and easy welcome to an electric new mixed-use experience developed by Johnston Companies.  Founder Joe Johnston worked with the DeMarcos & Seitzes to purchase and develop the corner parcel based on their experience creating best-in-class concepts that transform entire neighborhoods.  “Craig and Eric bat 1.000 when it comes to real estate selection, concept development and hospitality execution, and their vision to disrupt the staid segment of convenience stores will have far-reaching effects,” says Joe Johnston.  “We couldn’t be happier to have Air Guitar anchor one of the most significant intersection transformations in the state.”

For more information and project updates, visit