Made by hand. The Santa Cruz guitar Company is one of a few companies that employs master luthiers and makes their guitars one-at-a-time to custom specifications while their customers wait up to a year in line. This 40-year old company makes their instruments much like violin makers make theirs—with every effort to create a legacy instrument that transcends the standards of mass manufactured instruments. Over the years, I have designed posters and ads that celebrate the rarified space that they occupy in the world of high-technology and mass production. Their instruments are beautiful to hear and to see. I have even designed a custom 'songbird' inlay available for special order.
Marketing by education. Santa Cruz' guitar-making process takes one-hundred plus steps that we have condensed to twenty-eight events that have been described in great detail through word and pen-and-ink drawings. (book in progress) The book serves to pull back the curtain on the artistry and craftsmanship that comprise the rigorous standards that make their guitars sought after worldwide by amateurs and professionals the likes of Brad Paisley, Elvis Costello, Eric Clapton, David Crosby and Don Edwards to name just a few. The principle is that the more a customer knows about their instrument, the more they love it and the more they promote it to others. Santa Cruz has an enormous fan base and there is no better salesperson than a satisfied (and educated) customer.