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Reilly
Mountain climber
The Other Monrovia- CA
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Topic Author's Original Post - Jun 12, 2011 - 02:49pm PT
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Taylor Guitars has thrived by being different
Bob Taylor and Kurt Listug turned their business into an icon among musicians with unique manufacturing methods and clever marketing. They continue to make most of their instruments in California, at a 400-worker factory in El Cajon.
By Ronald D. White, Los Angeles Times
June 12, 2011
The founders of Taylor Guitars have a reputation for playing a different tune.
It's been that way since Bob Taylor and Kurt Listug borrowed $10,000 from family in 1974 to fund the upstart start-up, taking on well-known competitors who had been manufacturing guitars for decades. Taylor and Listug, then all of 19 and 21, figured the only way to make it in the business was to do everything differently.
They tinkered with traditional shapes and colors. They bolted on parts that usually were attached in a more permanent fashion. They advertised like no other guitar company ever had. And they kept a large portion of their manufacturing in California — in El Cajon these days, less than 10 miles up the road from the company's Lemon Grove roots.
There's no reason why you can't run a profitable business in California," Taylor said. "I like what Ben Franklin said about how we are taxed twice as much by our idleness, three times as much by our pride and four times as much by our folly."
Taylor Guitars is now an $80-million company that has sold more than 1 million guitars.
But the early days were less than harmonious.
"Nobody knew who we were, and we were only one step away from going out of business every day," Taylor wrote in his recently published book "Guitar Lessons: A Life's Journey Turning Passion into Business."
Taylor and Listug had bought out their boss at a tiny workshop/storefront called American Dream, and their roles developed pretty much at the beginning: Chief Executive Listug handles the finances and the marketing; President Taylor is chief guitar maker and designer. (American Dream co-worker Steve Schemmer also was part of the team; Taylor and Listug bought his share of the business in 1983.)
The hand-made Taylor guitars slowly built a following as players discovered the instruments' sound and adjusted to their design innovations, including Taylor's way of attaching a guitar's neck to the body with a bolt, which made it easier to manufacture and adjust the instruments.
"Taylor Guitars rose from a little boutique outfit to join the ranks of the big boys. Now, it's an icon in the industry," said Shawn Hammond, editor in chief of Premier Guitar magazine.
Taylor "was able to figure out a way to create a neck joint that has the convenience of a quick-build bolt-on technique but that also sounds really good."
As loyal customers provided feedback, the few designs that Bob Taylor learned at American Dream morphed into an ever-changing line of acoustic and electric guitars. Taylor incorporated computer-assisted design and machining for the instruments, which allowed for a more consistent product, pushed past previous design limitations and reduced cost and waste.
At Taylor's 200,000-square-foot El Cajon factory, which is open for public tours, the company's mixture of delicate hand craftsmanship and cutting edge technology is on display. One example of the latter is a robotic painting machine, built by Pinnacle Technologies Inc. of Italy for $250,000, which uses an electrical charge to increase the amount of spray paint that adheres to the instrument.
"It gives a super high-quality result with virtually no environmental impact," Taylor said.
A roster of Taylor guitar owners reads like a guest list from the Grammys: Katy Perry, Eric Clapton, Neil Young, Dave Matthews, Taylor Swift, Prince, John Mayer, Jackson Browne, Sting, Paul Simon, Stanley Clarke, Bryan Adams and many others.
Hammond said artists pick Taylors when they want to make sure their guitars aren't lost in the midst of a live performance.
"They have a very detailed treble response that enables them to poke out through the din of other instruments," he said. "That is how they got into the market. They had a sound that shined brightly in a band setting, a very articulate and sparkling sound."
The result has been customers — from stars to regular folks — who talk about their Taylor guitars as if they were old friends.
Four-time Grammy nominee Jewel has played Taylors since she was 18.
"They are beautifully made, and that beauty is reflected in how they sound," she said.
Zac Brown, who fronts the Grammy-winning country-rock Zac Brown Band, said he was hooked on Taylors from the earliest stages of his career.
"I got my first Taylor when I was 14 — an 810 — and that was like the Holy Grail," Brown said.
Scientist Joyce Jones, administrator at the Vaccine Research Institute of San Diego, owns two Taylors and is contemplating a third. She recently strummed an eight-string baritone at the company's factory store that she said was "divinely inspired. I am basking in its glory."
Taylor's least expensive guitars — those costing around $300 to $1,300 — are made in a 300-worker factory in Tecate, Mexico. But the bulk of the company's revenue comes from guitars that range from $1,900 to $10,000, and to as much as $20,000 for specialty jobs. Those are made by the 400 employees in El Cajon.
During a recent interview, Bob Taylor looked surprised when asked why so little of the product line is manufactured in Mexico, where there are fewer environmental regulations, cheaper labor and lower taxes.
"We're not tempted by that. We live here," Taylor said. "This is home for us."
Taylor guitars weren't just made differently, they were also marketed differently.
Starting in the early 1990s, Taylor Guitars began pouring money into print advertisements modeled on those by Harley-Davidson Inc., which seek to create a feeling about owning the product rather than showcasing glamour shots of the goods.
The idea came to Listug after he and Taylor bought Harleys in 1990 to celebrate surviving 15 years in business and reaching about $5 million in sales. Both were struck by the cross-cultural appeal Harley had created around their rides and with their advertising.
Taylor ads sometimes didn't even include a guitar and never used celebrities. One was a shot of a pastoral scene, with the words: "In simplest form guitar just a hollow box made of wood, it's up to you to decide how to fill it." Another, called the "Trees" campaign, said: "A piece of fine wood can become a coffee table or the sweetest sounding guitar; this is for everyone who has no desire to play a coffee table."
More recently, the company has promoted itself using sophisticated glossy catalogs that read like a specialty magazine.
During the recession, sales hovered between $56 million and $57 million. Sales rose to $70 million in 2010 and are expected to hit $80 million this year, Taylor said.
Occasionally, there are unforgettable special requests, he said, such as a call not long ago from Zac Brown, who was scheduled to do a video with Jimmy Buffett. Brown had heard that Buffett was going to be bringing his signature series beach-themed Martin guitar to the gig and Brown wanted his own island-themed guitar.
"Zac wanted to make sure he had something that was just as good, just as memorable to play," said Taylor as he strummed Brown's new guitar, which the company finished in one week.
Brown hadn't seen the finished guitar yet, which started out as a six-string nylon guitar with Indian rosewood back and sides and a Western red cedar top. They added twin inlaid palm trees with walnut wood roots, Hawaiian koa wood trunks, green acrylic leaves, a yellow heartwood sun and a pelican made of maple, Hawaiian koa and myrtle woods.
"I think he'll like this," Taylor said.
ron.white@latimes.com
Copyright © 2011, Los Angeles Times
http://www.latimes.com/entertainment/news/music/la-fi-made-in-california-taylor-guita20110612,0,4748205,full.story
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nutjob
Gym climber
Berkeley, CA
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Jun 12, 2011 - 02:52pm PT
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It's time to play my 12-string Taylor!
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ron gomez
Trad climber
fallbrook,ca
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Jun 12, 2011 - 02:53pm PT
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Great guitars, friend of mine Britt Doehring plays them and love the sound and ease of playing. thinking of getting one myself...have always been a BIG fan of Martins, but Taylor makes a great instrument.
Peace
http://brittdoehring.com/fr_home.cfm
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drljefe
climber
El Presidio San Augustin del Tucson
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Jun 12, 2011 - 03:03pm PT
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Ron, head down to Buffalo Brothers.
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aldude
climber
Monument Manor
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Jun 12, 2011 - 03:11pm PT
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Nice sound - well made.......but too expensive for the majority of players!
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John Moosie
climber
Beautiful California
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Jun 12, 2011 - 03:13pm PT
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"They have a very detailed treble response that enables them to poke out through the din of other instruments," he said. "That is how they got into the market. They had a sound that shined brightly in a band setting, a very articulate and sparkling sound."
This is an interesting point. I don't play, but I have many friends who do. They play beautifully, but I noticed that they get lost when they play with a band. You just can't hear them. The sound man can try to tweak it, but they just don't pop through.
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ron gomez
Trad climber
fallbrook,ca
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Jun 12, 2011 - 03:55pm PT
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Yeah like to hang out there from time to time. bought a couple of guitars from Buffalo Brothers....GUD shop and private owned!
Peace
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OR
Trad climber
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Jun 12, 2011 - 04:01pm PT
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They look sweet, nice story too. I am a Weber guy though. That would be a mandolin of course.
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D.Eubanks
climber
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Jun 12, 2011 - 04:17pm PT
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You got your Martin guys, you got your Taylor guys ....I perfer Martin.
EDIT: I like the Martin sound and the way their built.
Taylor does have a nice crisp sound.
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john hansen
climber
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Jun 12, 2011 - 04:22pm PT
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I have a twelve year old Martin that I have played the hell out of. It looks all beat up but still sounds great. A year ago I got a Taylor, model 814 ce.
I like them both.
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Reilly
Mountain climber
The Other Monrovia- CA
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Topic Author's Reply - Jun 12, 2011 - 04:32pm PT
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SHOCKING! Civil discourse on ST!
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Vegasclimber
Trad climber
Las Vegas, NV.
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Jun 12, 2011 - 05:03pm PT
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Every Taylor I have played has been amazing, even the cheaper ones.
I have been doing some shopping for my next acoustic, and while I have been a Martin fan for years, it's honestly a hard choice between the two.
I'm sure a lot of guitar players have seen this, but Taylor got a massive amount of free advertising a while back with the filming of the viral hit, "United Breaks Guitars" - it's funny and a hell of a good story about the little guy getting back at big business -
http://www.youtube.com/watch?v=5YGc4zOqozo
Enjoy!
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D.Eubanks
climber
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Jun 12, 2011 - 06:04pm PT
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Collings also makes quality beautiful handmade acoustic guitars.
Would'nt mind having one of them.
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ron gomez
Trad climber
fallbrook,ca
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Jun 12, 2011 - 07:08pm PT
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thanks for the submissions! Frustrating listening to those guitarist knowing I'll never get that good. kinda like climbing with Bachar...one could only wish!
Peace
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ron gomez
Trad climber
fallbrook,ca
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Jun 12, 2011 - 08:33pm PT
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I hear ya Locker, but damn sure would be nice to sit back and play something that sweet! You know how I climb, so there ain't no arguing that I'm as schit as they come, and yes I always have fun climbing....it's the surroundings and the company that makes it fun for me. When it comes to the guitar, I'd NEVER say GUD, cause......well that's just not me. My wife loves to listen, my Mom loves to listen and those that hear me when I'm relaxing at home....love to listen, but something about just wanting to lay down some sweet riffs and make it sound effortless and perfect for MYSELF! You know what I mean.
Peace
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Chief
climber
The NW edge of The Hudson Bay
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Jun 13, 2011 - 03:05am PT
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I like Taylors, nice necks, slinky fast actions.
This looks good too.
http://www.martinguitar.com/guitars/choosing/guitars.php?p=w&m=D-45%20Authentic%201942
http://www.martinguitar.com/news/articles.php?id=149
Introducing the D-45 Authentic 1942!
Source: Source: Sounding Board Newsletter Vol 30 - Jan. 2011
Who Says We Don't Make Them Like We Used To!
The new D-45 Authentic is made exactly like Martin made the original 91 pre-war D-45 Dreadnoughts. And like the originals, these new D-45 Authentics could well become the next "Holy Grails" of acoustic guitardom.
These are magnificent, historically-correct instruments, scrupulously replicated based on a 1942 D-45 (Serial # 81578), the centerpiece of the Martin Museum Collection. According to Tim Teel, Martin's Director of Instrument Design, pre-war D-45s had some interesting differences from later D-45 reissues. The original Adirondack red spruce tops were thinner (.105" versus .120") with rear-shifted scalloped X-bracing. The thickness of the back was slightly thinner, too, which also added to the lightness and airy resonance of the guitar. We've reproduced these specs in this Authentic edition along with an ebony, non-adjustable neck rod (circa 1930s), solid pearl inlays and, of course, premium bookmatched Brazilian rosewood back, sides, headplate, as well as Brazilian inlays in the top, rosette, side and back, and much more.
Perhaps one of the most important authentic features of the 1942 D-45 is the 100% hot hide glue construction. For many years, hide glue was used almost exclusively by Martin and other quality guitar makers. It's still the choice among many independent luthiers – and with good reason. A natural-based product, it's been proven to add sustain and clarity of tone to guitars and other stringed instruments. Although it is extremely difficult to utilize in production settings, it does allow for easy disassembly of wooden parts in repair procedures. As many vintage instrument collectors and repair persons can attest, hide glue is durable, flexible and long lasting. At Martin, we still use it on many of our custom instruments and vintage guitar repairs.
Other authentic features include beveled faux tortoise pickguard (under lacquer), ivoroid binding on body, soundhole rosette, fingerboard, headstock, heel cap and end piece. The old style gold tuners are featured, too, as are the traditional ebony bridge with fossilized ivory bridge pins, long saddle and nut, ebony fingerboard with 45-style hexagon fingerboard inlays. A thin nitrocellulose polished lacquer finish completes this faithful reproduction.
If it was on an original pre-war D-45, it's on the new 1942 D-45. All of these features and attention to minute details coalesce into more than just a historically correct D-45. These guitars replicate the feel, the sound, the look, the essence of a pre-war Martin D-45.
Welcome back to the really grand old days of guitar making.
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Robb
Social climber
The other "Magic City on the Plains"
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Jun 13, 2011 - 12:31pm PT
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Yeah, Taylors and Martins are, and forever will be the bomb, but for the money I'm pretty fond of my "lawsuit" Takamine.
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ron gomez
Trad climber
fallbrook,ca
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Jun 13, 2011 - 01:28pm PT
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Is that 12 string a solid top? that guitar is magical...use to have one, lent it to a friend, he passed and his family unknowingly gave it to his nephew...never had the heart to tell them it was mine. I hope that kid got some playing time outa it, it was a great guitar, equal if not superior to same time frame Martin. I know that will piss off the Martin fans, but I owned them both and the Takemine was killer!
Peace
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dirt claud
Social climber
san diego,ca
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Jun 13, 2011 - 03:59pm PT
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Man Those are nice guitars, I worked at Taylor for 4 years in the final assembly department. We would finish out 4 guitars in the afternoon and glue up 4 for the next day's finish out. I believe they rely more on CNC machinery now, and they are not quite as hand made as they used to be. It was awesome to finish out these guitars and play them real quick before they went to shipping.
I put one together one time that I found out was for Jewel and it was really cool to see her playing the guitar I helped build just a week earlier, on TV.
Bob and Kurt had also come up with some sick themed guitars some of you might know about or own.
One year he was bale to get the Walnut Tree that was featured in The movie Cujo after it fell down an they used that wood for a special series walnut body Cujo guitar that featured a really awesome inlay with the a huge Moon and the walnut tree made out of mother of pearl and various other woods. The inlay work covered almost the whole fretboard.
Bob had a customer insist that the reason his guitars sounded so good was because of the wood.
He decided to make a guitar out of pallet wood to show that it was the design and not so much the wood that made Taylor better. That one had a Forklift inlaid into the fretboard.
Glad I got a chance to work there when the guitars were still mostly hand made.
Edit:
The action on acoustic Taylors is like no other guitar I have scene, feels like you are playing an electric sometimes.
some pics of the Cujo and pallete guitars
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