Introducing The Academy Series - Taylor Guitars
IntroducingThe Academy SeriesAdvanced guitar designmade affordableThe 2017 Guitar GuideExplore the expanded Taylor lineupThe GS Mini BassFour-string fun for everyoneThe 800 Deluxe SeriesNew armrest, bracing & more
www.taylorguitars.com2LettersVOLUME 87socialcirclesWe'd like to hear from you.Send your e-mails to: pr@taylorguitars.com WINTER 2017 C O NTE NTS FeaturesJoin the Taylor communityFacebook: @taylorguitarsThank you, Bob and Andy, for yourwonderful response to my dilemmaof a replacement for my stolen 55512-string [“Ask Bob,” Fall 2016]. Aftercareful consideration, sampling, andhelpful advice from Skip at A# Musicin Renton, Washington, I decided to gofor the 566ce (all-mahogany GS body12-string). The playability is incredible, smooth, exact and effortless. Thesound picks up where the 562 tapersoff. It has full bass, it booms, and it’squiet when needed. What a joy to play.Thank you again for your response,guitar building, and everything you havedone to improve the industry.James J. Carreñosat me down and told me, “It’s nevertoo late to try a guitar!” He took outhis guitar and put it in my lap. The sizeand sound were great. We talked aboutwoods. Tim strongly recommended therosewood. I’d liked the mahogany, butwanted to try out the different woods atthe same time. More searching.We ended up making a trip toSweetwater in Fort Wayne, Indiana.Sweetwater had many 12-fret guitarsin many different woods. I tried manybrands and woods, narrowed mysearch, had lunch, and tried again.Greg Baum was the Sweetwater representative helping me. He had somerosewood Taylors sent over from thewarehouse for me to try. I loved thefirst one he handed me, and then hehanded me a second one. I was dumbfounded that two similar guitars couldsound so different. That second guitaris mine. I am thrilled with my new Taylor[12-fret] 812ce!I am fortunate to have been therecipient of Tim Thompson’s generosityin sharing his guitar and expertise withme. I am also fortunate to be able tomake a day trip to Sweetwater to makecomparisons that just aren’t possibleanywhere else. It’s a shame my experience isn’t available for everyone.Mary SaundersTest-Driving TripEco-centricJoyful ReplacementI am a short woman with short armsand not a flat belly. I decided I’d likea 12-fret guitar because I thought thesize would suit me. I went to the TaylorRoad Show in Cincinnati. I was able tosort of try the one mahogany [12-fret]they brought, but trying to muscle aguitar away from the men in the roomwas tough! Also, the Taylor folks hadonly the one wood in the 12-fret. Istarted my search. The guitar was notto be found in my area.Last July my husband and I went tothe Chet Atkins Society AppreciationSociety Convention in Nashville, Tennessee, where I saw Tim and MylesThompson playing. Tim was playing aguitar that looked like what I wanted. Itwas 11 p.m. when they got off stage,and I asked him about his guitar. Heenthusiastically told me about it andasked if I’d like to try it. I declinedbecause it was so late at night. TimI just want to tell you that I really amimpressed by your kind of no-nonsense,hands-on eco-friendliness I can inferby reading Wood&Steel. I really likeyour intelligent and long-term approachto the subject both in Cameroon andin the U.S. People like you and yourpartner make the world a better placeboth through innovative products and astrong moral compass, combined witha positive vision of the future.Hans KarlsbornHelsingborg, SwedenFeeling Pumped[Ed. Note: This note came in viaAsk Bob.]Bob, you responded to my questionabout a mahogany top on a rosewoodbody in the Winter 2015 edition ofWood&Steel with a recommendationthat I check out the new 810 or 814ceinstead. I was a little surprised but havenever been steered wrong by you oryour team, so I decided to check outboth models. While doing so I pickedup one of the new 614ce models in myarea, which I found at one of your bestregional source partners — MelodeeMusic in Sterling, Virginia. I’ve alwaysbeen one of those “I don’t much carefor maple-bodied guitars” kinda guys,but I was curious after seeing whatAndy Powers had written about thenew series and watching several ofyour online videos about the re-engineering of the 600 Series.An engineer by trade, I’ve spent areasonable amount of time trying tounderstand guitar building and wascaptivated by the new back bracing,so I had to try it out. It took all of 10minutes to realize I simply couldn’t livewithout this guitar! Not only was thisone of the prettiest pieces of maple I’veseen, but the fit and finish were flawless and the appointments amazing. Ihad to have this guitar!After a week of playing it daily,I’m still in awe. I don’t know whetheryour team has measured the movement of the back with Andy’s newbracing system, but I swear I can feelit “pumping” against my chest when Iplay — providing both an unbelievablelevel of feedback to the player as wellas the remarkable tone and volumealready described on your website. I’vecompared the physical sensation ofthis guitar to each of my other six Taylorguitars (I added a K66ce since welast corresponded), and there’s simplyno comparison — the 614ce providesmuch more physical feedback thananything else I’ve played — it’s like having a wonderfully resonant bellows inyour hands.I’ll never be one to draw a crowdwith my playing, and I’m OK with that.I play for my own enjoyment, and thephysical response from the guitar isa huge part of that. I have to say thatAndy has created one of, probably the,most tactile and physically responsiveinstrument I’ve ever experienced! The810 and 814ce are still out there waiting, but for now I have my hands happily full with this 614ce.Thanks once more for a wonderful playing and ownership experience,and yet another reason to declare myappreciation of and loyalty to the Taylorbrand.Greg ClareInstagram: @taylorguitarsP.S. My wife would really appreciate itif you guys would stop turning out newand increasingly compelling guitars.butI know you won’t do that, right?Google : taylorguitars12 THE GS MINI BASSA pair of breakthrough design details brought our small-scaleacoustic bass to life. Meet your next must-have musical tool.Twitter: @taylorguitarsYoutube: taylorguitarsAn introduction to our current guitarlineup, including a guide to our acousticmodel numbers.16 THE 800 DELUXE SERIESMusic Aficionado: taylorguitarsA sleek new radius armrest, Adirondack spruce bracing, andGotoh tuners up the ante on our award-winning flagship series.TaylorBody ShapesWe Aim to PleaseThis past summer my family and Itraveled from Europe to the States totour around California. Due to my loveof guitars, in particular my Taylor 414ce,we had planned to visit your factory inEl Cajon. My wife and kids understandhow much I love playing guitar and thatthe 414 is the best thing I have everpurchased. Upon arriving in San Diegoand planning our days there, I made themistake of scheduling our visit to thefactory on a Friday. The day before ourplanned visit I checked your website forthe factory address and realized, to myhorror, that factory visits are only fromMonday to Thursday. We had traveledall that way and were not going to getto see it!Out of desperation I telephonedthe factory and explained our predicament. The receptionist was incrediblyunderstanding and told us to comeanyway. Upon arrival we were takeninto the showroom and told we couldplay any of the guitars that were there.After a few minutes one of your staffcame and informed us that she wouldgive us a quick tour of the factory (eventhough on Fridays there are no tours)since we had traveled so far. She tookus all around the factory, explaining thewhole process from start to finish, andanswered all of our questions. I wasamazed at how well we were treatedand just wanted to thank everyone atTaylor for a great afternoon that wethought we would never have. Youcertainly know how to treat your customers.My only complaint: Having tried theT3 electric guitar, I now have to saveup as I simply have to have one!Graham Doyle[Ed. Note: We’re happy to report that asof January of 2017, we’ve added Fridaytours back to our official schedule.]18The 2017Taylor GuitarGuideHow to choose the acoustic body stylethat best fits your needs, plus a profileof each of our five body styles and theirmusical strengths.Columns4KURT’S CORNER5BOBSPEAKDoing little things well can have a big impact on success.On The Cover8TaylorTonewoodsBob Taylor reports on our work in Cameroon and Hawaiiand introduces Scott Paul, our new Director of NaturalResource Sustainability.THE TAYLOR ACADEMY SERIESDesigned to bring an inviting Taylor experience within reachof more players, these new guitars promise to make a greatfirst — and lasting — impression.Learn more about the unique sonicproperties of the tonewoods we use,and why two different tonewoods areoften paired on an acoustic guitar.4 4 THE CRAFTC O V E R P H OTO : C A M E R O N F R O M O U R M A R K E T I N GAncient artifacts suggest that making and sharing musichave always been an essential part of life.TEAM W ITH A G RAN D C ONCE RT ACADE MY 12 F ROM OU RN EW ACADE MY S E R I E SThe Taylor Lineat a GlanceA snapshot of the different seriesthat comprise the Taylor line.Departments6ASK BOBBearclaw spruce, thermally modified wood, pickguard adhesion,and the origin of our pinless bridge.4 5 TAYLOR NOTESAn update on new CITES regulations regarding rosewood.46 TAYLORWAREOur new TaylorSense guitar monitoring system, plus the latestguitar gear, clothes and accessories from our online store.12226The Taylor LineBy SeriesA closer look at the different woodpairings and aesthetic appointmentsthat distinguish each series we offer.
www.taylorguitars.com45I’m away trying to figure out the futureof wood. When you play these guitarsyou get the full pleasure of playing anexpensive guitar in terms of feel andsound. Yet they’re very affordable, andthey take advantage of the productionabilities we have at Taylor in order tobring a great guitar to players whodon’t wish to spend a lot on a guitar,whether they’re a beginner or not. Wedon’t all always have money to spendon things we desire. This guitar reallyhelps that situation.Volume 87Winter 2017Publisher Taylor-Listug, Inc.Produced by the Taylor Guitars Marketing DepartmentVice President Tim O’BrienEditorial Director Jim KirlinAt the other end, we are introducingthe 800 Deluxe Series. Andy designeda very cool armrest for this guitar thatsets it apart from its 800 Series siblings,but it still keeps the price in breathableair for most guitar players.We’re excited for 2017. All of ushere have meaningful work and projects ahead of us, as well as eager andpleasant customers to engage with.Who could ask for anything more? — Bob Taylor, PresidentArt Director Cory SheehanPhoto Manager / Designer Rita Funk-HoffmanGraphic Designer James BowmanPhotographer Tim WhitehouseContributorsKurt Listug / Shawn Persinger / Andy PowersBob Taylor / Glen WolffTechnical AdvisorsKURT’S CORNEREd Granero / Gerry Kowalski / Crystal LawrenceAndy Lund / Rob Magargal / Monte MontefuscoBOBSPEAKAndy Powers / Bob Taylor / Chris Wellons / Glen WolffLittle Things Done WellIn the early years of Taylor Guitars,we really struggled to survive. Frommonth to month, we worked hard tokeep from getting further behind andsinking further into debt. Establishingour little business was much harderthan we envisioned it should be. Weoften thought there must be “one bigthing” we were missing that if discovered and remedied would turn thingsaround and put us on the path to prosperity.Naturally, that wasn’t the case, andthrough the course of our early yearsarea to establish or improve in orderto bring more of our destiny under ourcontrol. I think how well any companydoes this is a key factor in how wellthey succeed compared to their competition. This is very similar to a sportsteam: how well a team executes allaspects of their game has everything todo with whether they win or lose.Why do I bring this up? I recentlydid an analysis of acoustic guitar salesin America, comparing brand-by-brandretail revenue growth in months fiveyears apart. In comparing these peri-I notice in my travels that themost successful companies havea sense that they are masters oftheir own fate.we learned enough of the skills neededto create a stable, viable business,albeit a small one. Rather than “onebig thing,” there were many functionsthroughout the business that we had toidentify and establish in good workingorder for the business to succeed.After 42 years, this still holds true.There are no shortcuts to success.There is only doing the hard work thatneeds to be done, doing it to the highest standards, and identifying the nextods, sales of acoustic guitars grewa modest 15 percent, but sales ofTaylor guitars made up 97 percent ofthat growth. The remaining 3 percentof the category growth was dividedup amongst all other acoustic guitarbrands, some net winners and othersnet losers. Why did Taylor do so well?Obviously taste in guitars, as inmusic, is very subjective. There aremany very nice guitars being made, andthe customer has lots of choices. Soit wouldn’t be accurate to assume thatwe experienced the vast majority of thegrowth simply because people chosea Taylor over other brands. It’s possiblethat we simply functioned better as anorganization. It’s possible that we dida more thorough job of performing thefunctions a successful guitar companyneeds.I notice in my travels that the mostsuccessful companies I visit have asense that they are masters of theirown fate; their success is within theircontrol. They know it’s a myriad of littlethings done well that add up to theirsuccess. And no matter what their size,they realize that a company alwayshas the resources at hand to take theirnext step. That’s really the “art” of it: tocreatively employ existing resources toadvance the company. The answer toa problem is rarely found outside thecompany; it usually comes from within.Life is good with us. We’re lookingforward to the future. We accomplishedamazing work throughout the companyin 2016, which positions us really wellfor 2017 and beyond. We’ve developedexciting new products that you’ll readabout in this issue, which we predictwill be huge industry hits.I hope life is treating you well, and Iwish you a prosperous 2017.— Kurt Listug, CEOContributing PhotographersRita Funk-Hoffman / Katrina HorstmanPrinting / DistributionCourier Graphics / CEREUS (Phoenix)TranslationPlanet Veritas 2017 Taylor-Listug, Inc. All Rights reserved. TAYLOR, TAYLOR (Stylized); TAYLOR GUITARS, TAYLORQUALITY GUITARS and Design ; BABY TAYLOR; BIG BABY; Peghead Design; Bridge Design;Pickguard Design; 100 SERIES; 200 SERIES; 300 SERIES; 400 SERIES; 500 SERIES; 600 SERIES;700 SERIES; 800 SERIES; 900 SERIES; PRESENTATION SERIES; GALLERY; QUALITY TAYLORGUITARS, GUITARS AND CASES and Design; WOOD&STEEL; ROBERT TAYLOR (Stylized); TAYLOREXPRESSION SYSTEM; EXPRESSION SYSTEM; TAYLORWARE; TAYLOR GUITARS K4; K4, TAYLORK4; TAYLOR ES; DYNAMIC BODY SENSOR; T5; T5 (Stylized); BALANCED BREAKOUT; R. TAYLOR;R TAYLOR (Stylized); AMERICAN DREAM; TAYLOR SOLIDBODY; T3; GRAND SYMPHONY; WAVECOMPENSATED; GS; GS MINI; ES-GO; V-CABLE; FIND YOUR FIT; and GA are registered trademarksof Taylor-Listug, Inc. NYLON SERIES; KOA SERIES; GRAND AUDITORIUM; GRAND CONCERT,TAYLOR SWIFT BABY TAYLOR; LEO KOTTKE SIGNATURE MODEL; DYNAMIC STRING SENSOR;GRAND ORCHESTRA; GO; TAYLOR ROAD SHOW; JASON MRAZ SIGNATURE MODEL; NOUVEAU;ISLAND VINE ; CINDY; HERITAGE DIAMONDS; TWISTED OVALS; DECO DIAMONDS; and SPIRESare trademarks of Taylor-Listug, Inc.ELIXIR and NANOWEB are registered trademarks of W.L. Gore & Associates, Inc. D’ADDARIO PRO-ARTEis a registered trademark of J. D’Addario & Co., Inc. NUBONE is a registered trademark of David Dunwoodie.Prices, specifications and availability are subject to change without notice.Wood&Steel is distributed to registered Taylor guitar owners and Authorized Taylor Dealers as a complimentaryservice. To receive a subscription, please register your Taylor guitar at www.taylorguitars.com/registration.To contact us about changing your mailing address or ending your subscription, please visitwww.taylorguitars.com/contact.OnlineRead this and other back issues of Wood&Steel at taylorguitars.comWoodwork ReviewAs I write this column to kick off2017, I’m flying home from Cameroon,my fifth trip there this year. I talk aboutthis work often because it’s one of themost rewarding and exotic things I’veever done as well as one of the mostfrustrating and difficult. We’ve changedthe nature of our ebony business, namedCrelicam (a partnership of Madinter andTaylor Guitars), and those changes havedoubled our cost to produce a cubicmeter of guitar wood, and yet the guitarand violin parts we produce are still onlyworth what the market price sets, soour final ebony is worth less than ourcost to produce it. The extra cost hasgone to legality in the forest, within thegovernments, and creating better livingstandards for our employees, and so youcan see how reward and failure co-existfor us. The rewarding part is the new lifeour 65 employees have, brought on byour care and investment in them. They’vebecome middle class, work in a beautiful and safe factory, have hope for thefuture, and advance their skills each day.It’s a love-fest, and incredibly rewarding.We have also started the ebony breeding and planting program that we fundedthrough the Congo Basin Institute,an affiliate between the InternationalInstitute of Tropical Agriculture and theCenter for Tropical Research at UCLA.This program is colossal. More tocome on that topic at a later date. Thedepressing part is that things changeslowly, wood is wasted as a result ofhow the government requires it to beharvested, and we lose money daily aswe compete in a market that is primarilyprice-driven. We have ideas to work ourway into a strong and profitable position,which we continually work on. WhenI’m in Cameroon I go through the wholerange of emotions, from the elation ofseeing extremely poor people advancetheir station and share in our guitarindustry for the first time, all the way tositting down, head hung in defeat, andsaying to myself, “I don’t know what todo.” I’ve had many moments like this.Meanwhile, the work we’re doingin Hawaii with Pacific Rim Tonewoods,under our joint company name PanioloTonewoods, is gaining steam andachieving success. It’s an easier placeto operate, and we’re proud to say thatwe were instrumental in getting 10,000koa trees planted this year as well asmaking guitars from some planted koatrees that had a hard life with very littlepotential for any value. But we foundvalue in those trees, and many of youown guitars made from them as I write.The breeding is going well; we’re verypleased. Hawaii has great potential. Wepartnered with the wonderful, forwardthinking Haleakala Ranch in Maui andcaused quite a little stir of curiosity andpositive reactions. Planting koa is looking interesting to others now too!Wood legality and sustainability arein my thoughts daily. For this reasonI’ve asked a friend and colleague ofmine, Scott Paul, to join our staff atTaylor Guitars as Director of NaturalResource Sustainability. It’s time toonce again get in for more, and Scottis just the person to help us. I first metScott in Alaska with the Music Woodproject, headed by Scott, who at thetime was the Forest Campaign Directorfor Greenpeace. If you go to iTunesor Netflix you’ll find a documentarytitled Musicwood, and you’ll see bothme and Scott in that movie. You’ll geta good feel for who he is and whathe’s about. Scott spent 14 years atGreenpeace, is well connected, supersmart, and respected. Scott and I bothwant to ensure that natural resourcesare used properly and sustainably andthat honest people can do honest work.This will be a challenge, as so muchpoor and dishonest forest work hasbeen done in the past that it’s hard forpolicy makers to envision what we havein mind. So we’ll work with that goaland look for good results
Introducing The Academy Series Advanced guitar design made affordable. 18 The 2017 Taylor Guitar Guide . 8 THE TAYLOR ACADEMY SERIES Designed to bring an inviting Taylor experience within reach of more players, these new guitars promise to make a great first — and lasting — impression.
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