When Richard Neal opened his business in 2000, he didn’t want to be the stereotypical comic book salesman from “The Simpsons.” Neal, 36, recalls the character who owned Android’s Dungeon and Baseball Card Shop. The character stood behind the counter and made sarcastic remarks at his customers.

“No one wants to encounter someone like that,” Neal said. “I’ve loved comics since I was little, but I grew up. A lot of these comic book stores haven’t grown up. The audience is more sophisticated now, and I wanted to open a store to cater to that.”

The owner and full-time employee of Zeus Toys and Comics in Turtle Creek Village succeeded. In July, Neal was named the recipient of the Will Eisner Spirit of Comic Retailing Award. Zeus is th first store in Texas to receive the award.

“It’s like the Oscars of the comic book industry,” Neal said. “It’s the highest award a comic book store can receive, and we will always be known as an Eisner-winning store.”

The Eisner awards are annually presented at Comic-Con International, America’s largest comic convention in San Diego. The award is named after Will Eisner for his contributions to the industry. Eisner, known as the Orson Welles of the industry, spent his 70-year career revolutionizing the content and language of comics.

Zeus Comics opened on July 21, 2000. Neal said the store caters to a wide range of individuals, from ages eight to 80. Though Zeus also sells comic books by independent authors, Spiderman, X-Men and Superman comics are the most popular because of their familiarity from movies and television. The store also sells action figures, statues and bobble heads.

Customers nominate businesses for the Eisner award. Zeus received its nomination from Arlington-based writer David Hopkins. Hopkins is the author of several graphic novels and also teaches English at Martin High School.

“The Eisner awards are about rewarding excellence and setting a standard for the others in the industry,” he said. “Zeus is such a unique store…Richard is a positive person. He loves his job and believes in what he does. This is the kind of man you want to support.”

Hopkins thanks the store for supporting his career as an independent author. He said that Neal purchased 200 copies of his “Karma Incorporated” last year. The graphic novel is about two artists, two hackers and a retired hit man attempting to make a profit by sabotaging others. Neal also invited Hopkins for guest signings and made a link on the store’s Web site to him.

After the judges narrowed the retailers to 25 nominees, Neal made a five minute video and completed a packet to present Zeus’ case. The criteria for judging included the store’s image, adherence to ethical business practices, community involvement, knowledge of the industry and support of innovative material.

Neal emphasized the professional look of Zeus. He said the difference is evident compared to other stores.

“A lot of other comic book stores look like someone’s basement,” Neal said. “You are going to find a cramped environment with a lot of tables, ugly carpet, fluorescent lighting and mean people behind the counter.”

It’s the reason Zeus features gallery-style lighting, wood fixtures instead of wire racks, hardwood floors and brightly colored walls. The goal is to attract customers who normally would not enter a comic book store.

On the day of the Eisner awards, Neal attended the convention with no expectations. Other competitors in Texas included Austin Books, one of the largest comic book stores in the nation, and Lone Star Comics in Dallas, with eight locations.

As Neal sat with 25 other hopefuls, he heard the words every comic book retailer wants to hear: “This year’s Eisner goes to…”

“Everything I was supposed to say went out the window,” Neal said. “I just sat there for a few minutes in disbelief. I said, ‘I sell your comic books. I love what I do.’ Then I squealed and ran off stage.”

He adds the Eisner to the nine local awards he’s received from The Dallas Observer and D Magazine for best comic book store.

Neal had several jobs before opening Zeus. After graduating from SMU in 1992 with a bachelor’s in journalism and marketing, Neal worked as a cable repair dispatcher and database processor for a direct mail company. He also worked for Rosewood Oil and Gas Company before having what he calls a midlife crisis.

“My initial thought was that I was going to conquer the world after I graduated,” Neal said. “Unfortunately, it didn’t work like that. I was 29 and in a job that I didn’t enjoy. I didn’t have the talent to be a pop star, so I decided to open a comic book store instead.”

Neal recalls the first comic his parents bought him on a road trip from Tulsa to Oklahoma City. Though he was seven, Neal remembers the issue: Justice League 166. It involved villains trading places with Superman, Batman and Spiderman to perpetrate crimes.

“I was just nosing through the comic, and I became hooked,” he said.

As Neal grew older, he frequently rode his bike after dinner to the Circle K convenience store. Neal spent his $5 allowance playing video games, drinking slurpees and reading comic books with friends.

Comic and Pop-Culture Expo (CAPE) and Free Comic Book Day are the events Neal is most proud to hold at Zeus. Over 2,000 individuals attended when Neal began CAPE in 2005, and the number tripled the next year. The attendees gathered in Zeus’ parking lot to interact with local and national comic book authors.

Free Comic Book day is also held the day of CAPE. Neal estimates distributing over 5,000 comics each year. He also received a proclamation from the mayor declaring it Free Comic Book Day in Dallas. Both events are held May 5 this year.

“This purpose of the store and events is not just to generate profit,” said Barry Fuhrman, a full-time employee. “It’s about community building…If you involve people in your business, how can you not be successful?”

Gina Coffman, a part-time employee, agrees.

“Having a toy and comic book store is always a labor of love,” she said. “It’s never going to make you Bill Gates wealthy, so you have to really love what you’re doing. I’m always amazed at the recall both Barry and Richard have for people’s names and their comic or toy preference.”

Neal admits the content and audience for comic books has changed. He sees lawyers, doctors, politicians and college students inside Zeus. However, his gratitude for the success of his business remains the same.

“One of the most encouraging things, even if I am driving the same beat-up truck since the store opened, is the number of awards and articles that have been written about us,” Neal said. “It’s a nice testament to the work that you do when you have a small business.”