The first I Luv Video location opened in 1985 after founder Conrad Bejarano learned about the video store concept from his brother. At its most profitable, I Luv Video had five locations in Austin — but the franchise’s crown jewel stood on Airport Boulevard.

“The Airport (location) … was really unique because it attracted the more avant-garde, weird cult movies. … It really attracted a lot of diversity in Austin culture and community,” said Bejarano, who also founded the Ballroom at Spider House. “That was a real telltale sign of how video stores were more than just a movie hub — it was a cultural sort of community.”

The Austin community played a significant part in continuing I Luv Video’s legacy, from supporting and participating in the original store’s culture to keeping its spirit alive through the upcoming We Luv Video store. 

“When (my husband and I) moved here, I Luv Video made Austin cool and unique,” said Macy Cotton, board chair of We Luv Video.“We lived close by, and we went probably two or three times a week … We got a good impression of what Austin is like. It really helped us fall in love with Austin, and we learned a lot about movies too.”

I Luv Video’s Airport Blvd. location and community would outlive the franchise’s four other stores, which closed over the years. However, with COVID-19-related financial strains compounding the already diminished demand for video stores due to streaming services, the final store closed in 2020.

“It wasn’t too surprising since a lot of fun stuff was closing around that time,” said Ryan Teel, Cotton’s husband and We Luv Video board member. “But that one hit us maybe hardest because that was our weekend, you know?”

After the original store’s closure in 2020 left a gap in the Austin film community, Cotton and Teel thought to spearhead the crowdfunding and general operations of We Luv Video.

Upon contacting Bejarano with the idea, Cotton and Teel launched a Kickstarter campaign to raise money for the project. They received access to the library of more than 130,000 films he still owned from the old store, resulting in 828 donations that collectively contributed $112,494 toward the new store.

According to an announcement on the We Luv Video Instagram and Twitter accounts, the store postponed a slated July 1 grand opening to later this month. Volunteers continue building necessary elements, putting decorations together and organizing the massive library to prepare for the re-opening.

“(I Luv Video) was a pillar in the Austin community,” said Ron Lechler, a We Luv Video volunteer. “There was this huge void when it closed, so I’m glad to see it filled with people who are just as passionate.”

Cotton cited the volunteers’ hard work and enthusiasm as the driving forces behind the re-opening. She said the communal support given to We Luv Video is a testament to the store’s legacy.

“(The volunteers are) so passionate about what they can do,” Cotton said. “That’s the ‘can-do’ spirit all these volunteers have … and it’s the community effort that’s actually helping us get this off the ground.”