Comments on: Industry Profile: Flow Product Line Manager Eric Luthardt

By: Grays On Trays » Blog Archive » How much do those graphics cost?

Grays On Trays » Blog Archive » How much do those graphics cost? — Tue, 11 May 2010 01:48:24 +0000

[...] I like Flow bindings, and recommend them all the time. So I was interested when I saw that Shannon Johnson did an interview with Eric Luthardt, a produce manager with Flow, at her site, Shayboarder. [...]

By: 2009 Industry Profiles comes to an end – Shayboarder.com

2009 Industry Profiles comes to an end – Shayboarder.com — Thu, 08 Oct 2009 17:34:46 +0000

[...] Flow Product Line Manager – Eric Luthardt [...]

By: John

John — Tue, 15 Sep 2009 17:30:12 +0000

Eric, thanks for the reply. Yeah, I know the over-the-top models get press. Still don’t like it, but that’s the game. I like the WX and to a lesser extent the Infinite, just from a visual perspective. The Verve is OK but reminds me of bad fashion from the 1970s–though I suspect most snowboarders weren’t even alive then to know. The Solitude and Merc are OK but too busy.

As for being “Retail friendly,” you mean “appealing to the average snowboarding customer,” right? I can see the logic, but I would hope someone could find a way to appeal to a smaller segment of the market and still make money. In my mind, the boards that “stand out” are the ones that are clean, since they are so few. My current board is a Salomon Special ’08. Black a few subtle lines, and an unfortunate small bling-thing graphic of a hand sticking out of a wrist with a folded sawbuck. Some of the Arbor models stand out, too, for simplicity. The WX is OK but it looks like it’s trying to emulate the German cross.

What do you mean by “clean topsheet versions” of boards that are snapped up by dealers? Simple, minimal-graphics boards that you sell just to dealers? Why do they want it? Doesn’t that suggest there’s a market, however small, for minimalism? Could you make a few more and sell those directly on the web? I know that you’ve got to keep your retailers happy, so you may not want to sell a lot of stuff directly.

I’m still confused about the costs of graphics. I guess you’re saying that the process of getting the graphics created and put into place is substantial but the cost of the artist, specifically, is fairly small. Did I get that right?

Thanks again for an interesting conversationn.

By: e

Mon, 14 Sep 2009 20:58:35 +0000

Yup, listening. We do have clear topsheet versions for the WX and Solitude that we do every year…..but they are only in 1 size and it seems usually the shop owner or distributor keep these for themselves. These are usually my favorite visually, I’m a clear topsheet with electra base type of guy but I do like a little bling here and there. I rode a clear Solitude with NXT-FSE(blue). I got a lot of great comments on the hill, simple, clean with a touch of bling. However, not saying I don’t disagree, we do try to offer cleaner graphics (WX,Infinite…black not white…sorry) but we have to be retail friendly and in some cases be over the top which can help and/or hurt sales. A board needs to stand out and look valuable to the majority. People do look at a lot at artwork(execution of it) plus price as their main factors in a lot of cases. Stuff like 24K is suppose to be over the top, people talk about it and it just keeps things fun and unique.

We pay graphic artists, we do the majority in house, this cost is not factored into the board retail or factory cost. Overall to our company it’s a pretty penny, the factory cost is the lacquers, inks, screening, sublimation, heatstamps,sidewall prints and crap like that. It’s not like it’s over the top and this is compared to single factors in pricing like the core, fiberglass/epoxy, base, etc. Those 3 things cost more when combined, but individually cost a little less than the graphics. themselves.

By: John

John — Mon, 14 Sep 2009 19:08:27 +0000

“E,” is that Eric? If there’s an artist, I’m all in favor of him or her being paid. Honest day’s wage for an honest day’s work and all that. But when I read “If you factor in graphic artists then this can also quite a bit, but this is not really factored into the price,” I read “we don’t pay the artist.” Is that right? Or do you do the art in-house?

Shay, I don’t care for some of the graphics on Flow boards, either. I love Flow bindings, but I did think the 24K gold model is over the top.

And you’re right, even I care about graphics–but not in the way that most people don’t. In a marketplace, the majority rule most of the time. I’m holding out hope that in time someone will find a market niche by producing outstanding products with clean topsheets and bases. I thought my next board was going to be an Arbor, but I think I saw on your site here that they’re chasing after the bad art trend.

Hope you don’t mind, Shay, here’s my original post on graphics, five years ago:
http://graysontrays.com/blog/2004_10_01_archive.html

And my latest:
http://graysontrays.com/blog/2009/09/how-much-do-those-graphics-cost.html

We’ve also talked about it on the discussion board, such as here:
http://www.graysontrays.com/bb/viewtopic.php?t=953&sid=7c2e73de341eee85c7a765e467debada

So Eric, if you’re listening ….

By: Shay

Shay — Mon, 14 Sep 2009 03:08:56 +0000

Interesting point, but graphics sell boards…most snowboarders walk into a store and decide what board they like based on graphics. Even yourself John mentioned you didn’t like the flow binding graphics, people do care about graphics. The minority don’t.

It is interesting to hear the cost of graphics. Each year they change but typically the board doesn’t.

By: John

John — Mon, 14 Sep 2009 03:01:28 +0000

If that’s true, I’m simply appalled. The graphics that are not offensive are insipid. Hate to think that I’m paying for that. Cut the crap, give me a clean top sheet, and pass the savings onto me. My riding won’t be affected by what the board looks like.

By: e

Sun, 13 Sep 2009 00:42:57 +0000

Graphic prices can vary greatly, however the time/labor, set-up charges (screens, hotstamps,etc), laquer coating(s), special inks, etc adds up quickly. If you factor in graphic artists then this can also quite a bit, but this is not really factored into the price. Different factories have different costs and in cases a core or base material can be more expensive, but in the end when you look at the whole collection the biggest expense will be the graphics.

By: John

John — Fri, 11 Sep 2009 06:50:17 +0000

I quote: “Eric: Totally, a lot of people have a lot of input and we have a couple of guys who do the graphics, which is a huge part and is the most expensive part.”

Are graphics really “the most expensive part” of making a board?

By: JT

JT — Thu, 10 Sep 2009 22:46:54 +0000

Great read! I’ve ridden Flow bindings for a while now, but have yet to ride a board, although this year during Demo days at the very least, I’ll hit up the Flow tent! Nice insight into the company!