“We have a playful gift shop downstairs that sells stuff like skull magnets and death mints,” he says. “And someone had come in here and said, ‘How could you put something like this in your store?’ There was this gut reaction that you can’t make jokes about death in a space that’s dedicated to it, but I don’t think that’s true. The more we try to bring new people in and keep them interested, the more likely we are to save this place and keep it going.”