There are a lot of LFS in the valley so I like to frequent all of them as I can, at least once. I noticed The Coral Life come up a few times in the local reef forums on FB so I figured I'd stop in. Went in a couple weeks ago. No other customers in the store and Keith was working on some equipment but greeted me and said he'd be with me in a minute so I took a gander at his coral stock. He finished up and we started shooting the breeze about coral, his store, and such. Cool guy, very knowledgeable about the market and his products. I ended up getting a neon hammer frag and a bottle of ParaGuard (treating a mimic lemonpeel tang in qt for popeye, side note: has worked well and fish showed reduced symptoms in 24 hours). Stopped in again this week to BS, talk about his upcoming coral shipment, and pick up some different food options for a picky Naso.
Being in the hobby for quite some time now it's always interesting to find an intimate, for lack of a better term, store front and I believe Keith is doing a great job with this approach. In our conversations he did mention his online presence/sales trump his walk-in sales but there wasn't any accompanying "arrogance" as stated in other reviews; it was simply matter of fact. Based on location I can understand that the storefront would be more of a destination visit as opposed to foot traffic happenstance which naturally affects where the shop stands in its sales perspective.
At any rate, I'll be stopping in the store next week to check out the new shipment and shoot the poop with Keith again. If you're in the area I'd suggest you pop in and take a peep.