This Cyber Monday, News 12 visited with a small business owner who was not capitalizing on the online sales event, yet finding new ways to stay relevant and popular in the age of digital shopping.

Steve Keeler, owner of Rock Fantasy in Middletown, has succeeded by selling rock and roll: not just the music, but the culture.

The eclectic mix of products and activities at the East Main Street shop is essentially the business model. Keeler offers fun activities and ways to make a new friends and long-term customers.

News 12's Ben Nandy witnessed him doing that multiple times Monday afternoon, which is usually a slow time for the shop.

Eddie Cramer, who often visits the shop to service its 61 pinball machines, said Keeler's type of business is hard to find — online or in real life — especially one with a rock and roll theme.

"These stores were all over in the 1980s," Cramer recalled. "Now they're all gone."

Keeler is celebrating his 39th year in business.

"We're an experience," he said when asked to describe his business, a narrow shop lined with pinball machines and records that extends deep into the building.

Keeler started in 1985 selling records.

He then expanded in cassettes, CDs, band shirts, pipes and bongs - and activities such as pinball.

Now the owner of a pinball mecca, Keeler hosts competitive pinball events, which fill the shop with first-time visitors.

Novelty band merchandise is a big draw, too.

Hanging from the ceiling by string near the entrance is an action figure of late rap artist Ol' Dirty Bastard (ODB), in its original packaging, brand new.

"There are a million places you could go buy a pipe or buy — maybe not a million places to buy records anymore — but we try to give you a rock and roll atmosphere," Keeler said.

Keeler has been promoting that atmosphere online.

He is a prolific YouTuber, hosting segments about rock and roll music and culture, which helps spread the word about the shop.

Mark Bello was outside the shop Monday waiting for it to open so he could buy new additions for his black-light poster collection.

He was downtown previously for other reasons when he noticed the shop and the posters in the window.

He was drawn to it, remembered the location and returned to buy the posters and take a tour.

"We came in and, looking from outside, you can't even imagine the labyrinth of amazing that this place is," Bello said, "so it's pretty cool."

While Keeler's online presence is strong, he has not sold many items online.

He is now considering making a run at the world of retail with some products.

He said that like in years past, he will adapt as needed and embrace new technology.

Keeler just signed a new five-year lease at his East Main Street location.