Jeff Watson

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What inspired you to start your business in the trading card industry, and what keeps you passionate about it today?

My journey began as a collector of original Star Wars cards and comics in the late 1970s. By 1990, I found myself with a massive collection of duplicates and began setting up at weekend shows across the Pacific Northwest. What started as a way to manage my personal collection quickly scaled into a small business. In 1993, I left my career as a computer programmer to open my first storefront and turn a lifelong hobby into a full-time career.

Even after 35 years in the industry, my passion remains rooted in the excitement of the product. While my daily role has shifted to managing a talented team of eight, I still find genuine joy in "breaking a case" and discovering what’s inside. That sense of discovery is what keeps the hobby fresh for me every single day.

How has your business evolved since you first began, and what have been your biggest milestones or turning points?

Digital Heroes has evolved from a weekend "show dealer" operation in Seattle to a sophisticated, multi-channel enterprise in the heart of downtown Walla Walla. A major turning point occurred in the mid-90s when I leveraged my programming background to launch our first online presence with AOL leading into our own website and eventually to a successful ten-year period as an online-only mail-order business. This digital foundation allowed us to maintain a global reach even while I was pursuing my Master’s degree and teaching Computer Science at the local community college.

The most recent evolution began in 2015 when we reopened our physical storefront to fill a local niche. Since then, we have scaled significantly: migrating to Shopify in 2019, formalizing as an LLC in 2021, and moving to our current high-traffic downtown location. What started as a solo venture has grown into a comprehensive hobby destination with a team of eight specialists handling everything from sports cards and TCGs to comics, Manga, RPGs, miniatures, and collectible toys.

What unique challenges have you faced as a shop owner, and how have you overcome them?

The most significant challenge I faced was the "administrative bog" of growth—specifically accounting, taxes, and complex vendor billing. As a programmer and educator, I realized my time was best spent on strategy and technology rather than bookkeeping. I overcame this by hiring a professional accountant and bookkeeper to manage our financial infrastructure, allowing me to focus on scaling the business and supporting my team.

What trends or changes are you seeing in the trading card market, and how is your business adapting?

The primary trend we are watching is the consolidation of the sports card marketplace under a single dominant manufacturer/supplier. This shift creates a high-stakes environment for local shops. We are adapting by focusing our resources on maintaining strong, consistent relationships with our primary distributors to ensure our local customer base receives the allocations they need to stay engaged with the hobby.

Can you share a memorable story or experience that highlights the impact of trading cards on your customers or community?

The most defining moment for our shop occurred in 1993, right as we opened our first storefront. At the time, Richard Garfield, the creator of Magic: The Gathering, was teaching mathematics at Whitman College, which was located right next door to our shop. When the Alpha edition of Magic was first released, Richard offered to come into the store and personally teach our customers how to play.

Watching the creator of what would become a global phenomenon sitting at our tables and teaching the mechanics of the game to local players was incredible. Not only did it put us at the forefront of the TCG boom, that experience proved that trading cards are more than just collectibles—they are a medium for education, community-building, and face-to-face interaction.

What advice would you give to someone looking to enter the trading card industry today?

My primary advice is to start within your financial means. If you don't have the capital to sustain a multi-year lease, don't sign one; instead, prove your concept through online sales or regional shows. Success in this industry requires a disciplined plan for inventory acquisition and established relationships with distributors long before you actually need weekly shipments.

How do you build trust with your customers and ensure transparency in your business practices?

Trust is built through consistency and clear communication. We publish all business and gaming policies both online and in-store, and I write a weekly newsletter to keep our community informed of any changes. We maintain a strict privacy policy regarding customer data and use a clear, posted code of conduct in our gaming area to ensure an inclusive, safe, and transparent environment for everyone who walks through our doors.

What role do you see associations like CTCA playing in the future of the hobby?

Associations like the CTCA are vital because they provide independent shop owners with a unified, amplified voice. In an industry often dominated by large corporations, an independent association allows for organic, non-biased initiatives. It turns a "quiet little voice" from a single shop into a collective force that can garner attention and advocate for the interests of local hobby stores.

Are there any upcoming projects, products, or initiatives you’re excited to share with the community?

We are heavily involved in local community events, such as the downtown "Brew Fest," where we host a local brewer in our shop to welcome new customers. We are also preparing for "Topps Rip Night," with a specific focus on engaging the next generation of collectors. Professionally, I am looking forward to attending ComicsPro and GAMA to bring fresh ideas back to Walla Walla, and I am eager for a similar national meeting for the CTCA.

What does being part of the trading card community mean to you, both professionally and personally?

Professionally and personally, it is about the "brain trust." Even with 35 years of experience, I am constantly learning from my peers. Being part of this community means having a network to share experiences and solve problems; just because I’ve done something the same way for a decade doesn’t mean there isn't a better way to do it. The community keeps me from stagnating.