Primetime Barbershop is celebrating 21 years in business while beginning a new chapter at its recently reopened downtown location, where owners Leslie and Ed Romo (Center) say they plan to expand both their apprenticeship program and community partnerships. Photo by Nicolas Brown

DIXON, CA (MPG) - Primetime Barbershop is celebrating 21 years in business while beginning a new chapter at its recently reopened downtown location, where owners Leslie and Ed Romo say they plan to expand both their apprenticeship program and community partnerships.

The family-owned business hosted its grand reopening June 27 at 145 E. A St. after relocating back to downtown Dixon. Leslie Romo said the move was driven by the need for additional space and opportunities to grow community involvement.

“We wanted to do a little more growth in the community,” said Romo. “We also have an apprenticeship program we've been doing but just needed more space. We work with a lot of local youth groups, too, but we want to do even more with the community. We moved briefly, but now we're back.”

Although the business celebrates its 21st anniversary this year, the shop traces its roots to 2005, when it was established in a location now occupied by Uptown Collective. The Romos purchased the business from Carlos Preciado in 2010 after he opened another barbershop.

“It's always been my husband and me managing,” said Romo. “He is the barber manager, and I handle everything behind the scenes.”

The family's involvement extends beyond daily operations. According to Romo, their daughters helped renovate the new location alongside other family members, creating what they describe as a welcoming atmosphere.

“We want everyone who enters here to feel the energy of a family environment,” she said. “The theme is a classic, rustic, family-oriented space that moms and young girls can feel comfortable in.”

The shop currently employs six barbers and recently expanded its apprenticeship program. Romo said the larger location allows the business to train future barbers while helping preserve the trade.

“We have three apprentices in place, and that's one of our goals, to never let this craft die,” she said.

Customers visiting the new location will find amenities beyond barber chairs, including a pool table, complimentary bottled water and beer for adults, and treats for children such as ice cream, lollipops and Otter Pops. The shop also offers a customer challenge in which anyone who can stop a timer exactly at 10 seconds earns a free haircut.

“We've had a couple of winners,” said Romo.

Standard haircuts cost $45.

Romo said barber Allan Espinoza became a business partner when the shop relocated downtown and now helps support the business alongside the Romo family.

“We all have the same goal, supporting the community,” she said.

That commitment includes partnerships with local youth sports organizations, including Dixon Youth Football & Cheer, Dixon Leóns Competitive Soccer Club and other local athletic programs. Through its newest promotion, players, coaches and siblings affiliated with Dixon Youth Football & Cheer can receive $40 haircuts Monday through Wednesday, with $10 from each haircut donated to the organization.

“We have a lot of talented athletes in this community,” said Romo. “We want to ensure these kids have the opportunities that maybe we didn't have growing up. We want to help out as much as possible.”

Romo said customer service and long-term relationships continue to define the business.

“Every customer that comes here is not just a client, they're family,” she said. “Barbers build relationships with their clients over years. It's not about the money, it's about the relationship.”

As the business begins its next chapter, Romo expressed gratitude to the community and family members who helped make the move possible.

“On behalf of my husband and I, thank you to the community for the support we've received,” she said, also thanking her mother for instilling a strong work ethic and her two daughters and son-in-law for helping renovate the new shop.

For more information, visit Primetime Barbershop on Facebook or call 707-999-6679.