Finding feel-good businesses to support in Las Vegas’ ever-growing retail landscape can feel like digging for a needle in a haystack. Embracing the spirit of local innovation in the Arts District, the Analog Dope Store stands out as a sanctuary for those seeking authentic cultural connection and meaningful media.
Founded by couple Rachelle and Charlie Luster, the shop transcends its role as a mere commercial entity and embodies its mission of advocating for black voices, the POC community and LGBTQ groups.
“I’ve always been in love with bookstores,” says Rachelle. “To actually have one materialize, one that we created and we curated, and have people walk in and cry and have an emotional response to the space is just amazing.”
Nestled on the corner lot of Casino Center Boulevard and Colorado Avenue, this small but mighty shop is painted bright red and sits on a layer of faux grass. Its shelves of hardback and paperback books neatly line the walls, with the owners’ picks facing forward. There’s even a dedicated section for children’s books, thoughtfully placed at a lower level for little ones to discover themselves. Here you’re guaranteed to find books like Life Doesn’t Frighten Me by Maya Angelou, Power to the People: The World of the Black Panthers by Bobby Seale and Stephen Shames, All Boys Aren’t Blue by George M. Johnson and All About Love: New Visions by bell hooks.
Near the door is a selection of vinyl records and a chalkboard inviting you to “Dig Here.” According to Charlie, they’ll always have certain records on hand for music lovers. John Coltrane, Ella Fitzgerald and any Michael Jackson album are must-haves for their customers.
The essence of Analog Dope goes beyond its personally curated shelves; it reverberates with a profound sense of community. With their open and communicative personalities, the Lusters infuse the space with warmth and belonging.
“One of our goals is to make reading books exciting and accessible to the community,” says Rachelle. “Even for people who don’t normally frequent bookstores ... we’d like them to have this experience and say, ‘Hey, maybe I could be a reader.’”
Since opening in May 2022, the heartbeat of the bookstore pulses with events like Roses, a Black History Month celebration that features panel discussions with entrepreneurs and business owners, children’s book readings, drumming and dancing. The yearly gathering embodies the owners’ commitment to fostering cultural ties.
And events like these have been met with a growing local response. During the most recent Roses they hosted more than 100 attendees throughout the day, making it their most successful event to date.
Their efforts are continuous throughout the year, frequently hosting author readings, signings, a book club, and paint and sip collabs with the local illustration business Melanin Girl Culture.
Word of mouth has been instrumental in Analog Dope’s growth, with locals and tourists rallying around its vision. Now, the owners are met with navigating the challenges of meeting demands for events like Roses and maintaining day-to-day operations. But despite these challenges, the store remains steadfast in catering to its supporters. And the Lusters continue to intertwine their passion for the arts with their love of physical media and their belief in the power of inclusivity.
“I feel like we’re really making an impact in a way I never imagined I could,” says Charlie. “People come in here and they’re so excited, and fall in love with the space because it resonates with that nostalgic feel.”
THE ANALOG DOPE STORE 205 E. Colorado Ave., 702-483-1567, analogdope.com. Thursday-Saturday, 11 a.m.- 5 p.m.; Sunday, noon-4 p.m.; Monday, 11 a.m.-5 p.m.
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