The Miami Herald Retail Column.

Byline: Elaine Walker

Dec. 24--For decades Ace Music was the place to shop for South Florida musicians. Its customers included some of the industry's biggest names: Eric Clapton, the Bee Gees, Keith Richards and Julio Iglesias.

Former owner Fred Rubin is trying to see if he can recapture some of those glory days with this month's opening of Ace Pro Sound and Recording in Miami.

But Rubin will face an uphill battle trying to capture his share of an industry that has undergone a drastic transformation since he sold Ace Music's four stores in Dec. 1995 to former Office Depot President Mark Begelman. That deal provided the foundation for Begelman's launch of Mars Music, which today has grown into a chain of 50 music superstores spread across the country.

While Rubin was originally to serve as vice president of Mars and help Begelman build the chain, he left the company after six months because of philosophical differences with Begelman.

Despite the growth of Mars, Guitar Center and Sam Ash Music, Rubin believes there's still a need in the industry for a specialized store catering to professional and semi-pro musicians.

"I think customers want an environment that's more hands-on and sensitive to their needs," said Rubin, who invested about $750,000 in launching the new store. "A person doesn't walk in and pick up a piece of gear off the shelf and walk out with it. You have to be able to answer their questions."