By George Brown V

Many passersby walking along Ninth Avenue in the Inner Sunset find it hard to resist popping their faces into the cardboard cutout of a magician pulling a bunny out of a hat just outside of Misdirections Magic Shop.

The window display is just as entrancing, with a tower of Magic 8 Balls and a myriad of magic props. Inside, lights illuminate the walls that are lined with numerous peculiar card decks, pranks – including the classic rubber chicken and snakes in a can – and various magic tricks designed to fool anyone. Although the items on display in this shop are captivating, what draws you in is actually Joe Pon’s amiable smile.

Pon, a native San Franciscan, opened up his family-owned establishment, Misdirections Magic Shop, 28 years ago. He selected the location of his store because it is in the safe, family-friendly neighborhood of the Sunset in close proximity to Golden Gate Park.

“The secret of magic is misdirection,” Pon said, recalling how he came up with the name for his renowned magic emporium.

Misdirections boasts hundreds of tricks, all of which Pon has memorized and can perform. He does not just sell magic tricks. Pon analyzes a customer’s level of magic expertise so he can recommend what tricks are most suitable.

“I’m not just looking to sell you tricks, but I’m always looking for what is right for you,” Pon said.

Pon’s lifelong devotion to magic began when his uncle mesmerized him with a magic trick as a 5 year old.

“I loved magic, and I kept practicing and studying it to perfect it as I was growing up,” he explained.

Although Pon does not perform magic shows anymore, he finds the time to do many more things within his shop. He also teaches magic to people of all ages, from beginners to seasoned pros, educating them in all aspects of magic that he believes they need to know based on their skill level and experience.

“I don’t just teach you how to practice the technique. The real part of being a magician is how you present it,” Pon said. His students, many of whom similarly became inspired during childhood, look to him to master the art of magic.

“My grandfather showed me a card and made it vanish when I was a kid,” Syd, one of Pon’s students, said. “I was specifically into card magic and was looking for a teacher, so I came to Joe.”

Greg, who has been mentored by Pon for the past four years, found that his fascination with illusion led him to Pon as well.

It is this community of passionate magicians that has allowed Misdirections Magic Shop to last for so many years, even withstanding the COVID-19 pandemic and the power of the internet, where people can now just look up how magic tricks work and purchase them online.

“All the magicians come and hang out here,” Pon said. “They talk magic. They try to learn from each other. This shop creates friendships within the magic community.”

Pon has aided many professional magicians in their success, providing them tricks for their shows and critiquing and fine-tuning their acts. Pictures of Pon alongside other distinguished magicians, including David Copperfield, David Blaine and Penn and Teller, hang on the walls and ceiling of Misdirections, leaving countless customers in awe of him and his accomplishments.

One of Pon’s greatest attributes might be his versatility since he assumes complete responsibility for running this one-man shop that attracts visitors from all over the world.

“It’s really me all the time. You won’t get anyone else,” Pon said.

He stocks the shelves, works as the cashier, teaches customers how to perform tricks, arranges lectures and even manages the shop’s website and Instagram account.

Pon acknowledges that he has been lucky to have helped so many people. He has had the privilege of seeing 5 year olds in his store who then grew up and are now bring their kids into his shop because magic is timeless. Pon is proud to pass on his knowledge, but he will never just spill his secrets.

“I’m the gatekeeper to all the magic. I’m here to protect the secret, and I will only teach you if I know you are ready. You have to care about the trick,” Pon said.

It may be Pon’s devotion to the craft and his commitment to welcoming every customer into the magic community that has allowed Misdirections to last for so long.

Misdirections Magic Shop is located at 1236 Ninth Ave. Store hours are Tuesdays-Fridays, noon-3 p.m. and Saturdays and Sundays, noon-5 p.m. Learn more at misdirections.com.