Merchant of the Month

Excellence at the Riverfront Shops of Daytona Beach

Every month, we feature one of the local merchants that help make the Riverfront Shops of Daytona Beach truly distinctive. Visit monthly to discover our new shops, restaurants, attractions, services and more.

Daytona Magic, Inc.

Daytona Magic SHOP 8X10

Daytona Magic has been in business since 1966. We started in the Philadelphia area where we were a magic shop carrying both Magic Tricks, Clown supplies, Halloween Costumes Make-up and accessories, novelties, and jokes. In 1976 we moved to beautiful Daytona Beach, Florida. After a few years of carrying the same merchandise we carried up north, our magic business began to grow so large that we no longer had time to carry the Halloween Supplies and novelties. This was partly because we began manufacturing sophisticated magic tricks made from wood, brass and other raw materials. We have two carpentry shops, a machine shop and a sewing shop where we manufacture hundreds of items. We sell both retail and wholesale to other shops who buy wholesale quantities of the many effects we manufacture.

We still have a joke section that is mostly for the tourists who constantly visit our retail store on Beach Street where we house thousands of magic products. We have full time demonstrators who will show you the magic effects and teach them to you if necessary. Back in 2001, we started our own convention called the Daytona Beach Festival of Magic. It had a rough opening being only a week after the 9-11 attacks on our country, but the performers all came together and it was great success. We attract between 400 and 500 magicians and always have a stellar line up of big name stars. This year, we will be hosting our 17th annual event on November 3rd – 5th at the News Journal Center. We will also be presenting two large stage shows on Friday and Saturday night November 3rd and 4th.

My business partner Harry Allen has been with store founder Irv Cook since the store opened in 1966. He was the little kid who hung around the shop. Harry is one of the funniest, most sought after MC’s, Lecturer, and magic dealers in the industry. Along with Irv’s daughter Becky, Harry works magic and clown conventions all around the world. If you have seen him, you know that he is funny. The late Henny Youngman was one of his close friends who exchanged jokes with him every week for many years. Harry still tells the same jokes!

Harry and Irv are perfect business partners because they complement each other’s strengths and weaknesses. Harry is the quintessential salesman and front man, while Irv is the mechanic who supervises the manufacturing end of the business. Here at Daytona Magic we consider our customer the most important person in our organization. We will strive to do everything possible to make you a repeat satisfied customer.



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