- March 31, 2025
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Irving Cook, former owner of Daytona Magic, died at age 84 on Tuesday, March 25.
Born in Philadelphia, Pennsylvania, Cook previously worked as a paramedic and timeclock engineer before he decided to follow his dreams and open a magic shop in Pennsauken, New Jersey, in 1966. According to his obituary, Cook soon met Harry Allen Gersh, who was 9 years old at the time, and they started a business relationship, a partnership that spanned seven decades.
"Harry and Irv became brothers and have always considered themselves blood-family," the obituary states.
Cook, his wife and Gersh all moved to the Ormond Beach area in 1976, opening up Daytona Magic in the corner of Bellair Plaza on North Atlantic Avenue. The shop operated there throughout the 1980s, until they moved to downtown Daytona Beach at 136 S. Beach St.
"At its height, Daytona Magic was one of the largest magic shops in the world and created a mail order network that spanned every state and over two dozen countries," Cook's obituary reads. "He was the creator of hundreds of original magic tricks and became renowned as a Magician’s Magician. Irv was also an avid supporter of local theater and would often be found either performing in or offering technical assistance to live productions at numerous local theaters."
Gersh continues to operate the shop.
Cook had two children, Rebecca and Jack. In 1980, Cook helped establish Bet Sefer Heritage School, a private Hebrew Day School. For over 10 years, he served as the school's Judaica teacher while also overseeing their kitchen and providing administrative support to the principals and teachers.
"My father came to this community in the late 70’s and made the Ormond/Daytona area his home for the next 50 years," Jack Cook said in a statement to the Observer. "Here he successfully ran a business that enriched the lives of so many people. Beyond that, his life was children, not simply his own, but the hundreds of children he taught, mentored, rescued, influenced and loved dearly. It has been heartwarming to see the tributes flowing in for my father, and the credit he is being given for so many people’s successes. I, for one, know I would not be the man I am today without the influence, guidance and tutelage of Irv Cook."
In addition to his children and Gersh, Cook is survived by his wife Maxine, daughter-in-law Sandy Cook, sibling Gerry Cook, grandchildren Chase Memphis Cook and Lorelei Rose Cook, nephew Andrew Cooke, niece Sharon Cooke, and his dogs, Josie and Mookie.
A funeral service will be held at 9:30 a.m. on Sunday, March 30, at Lohman Funeral Home Ormond, 733 W Granada Blvd. A graveside service will follow at Mt. Sinai Cemetery, 340 White St., Daytona Beach. A Shiva luncheon will take place following services at the home of Rebecca Cook, 238 River Vale Lane, Ormond Beach.
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