There are some teams that have a great game, but not a great season. The difference lies in the talent they bring and their ability to execute the game plan consistently...And we’ve been doing that for the past 20 years,” says Kirk Green.
Green may sound like the coach of a top ranked sports team, but in fact, his players hit their homeruns in an entirely different ballpark.
Green is president of Ferrari Color (formerly Creative Color) in Salt Lake City, UT, a confirmed heavy hitter in large format digital printing. At the peak of their game, the company has grown 300% in the last five years. This growth is all the more dramatic considering the recent changes Ferrari has implemented as it has evolved into an exclusively digital graphics producer.
Three years ago, Creative Color, a traditional photo lab founded in 1978 in Salt Lake City, acquired Ferrari Color of Sacramento and took on their name. Around the same time, in response to their clients’ needs, they made the decision to get out of film processing and concentrate exclusively on digital imaging work. Last year Ferrari Color-Salt Lake City moved into a larger, 60,000-square-foot facility to handle their growing workload.
“Any one of these major business decisions could shut a company down,” says Heidi Hall, Ferrari Color’s marketing director. “We managed to accomplish all three and still land on our feet.”
Ferrari has built a reputation on their expertise in grand format digital printing, including the production of signs, banners, billboards, building graphics, POP and trade show displays, vehicle wraps, wall murals, and floor graphics for the sports, retail, restaurant, gaming, financial and other industries.
With production facilities in Salt Lake City and Sacramento , and sales offices in San Francisco and Los Angeles , Ferrari Color has cultivated a huge presence across the western states and a position from which to service nationally and internationally recognized companies. These have included Sports Illustrated, Discovery Channel, Sharper Image, Sony Entertainment, Pottery Barn Kids, NBC Broadcasting, Mrs. Field’s cookies, Harrah’s Casino, San Francisco 49ers and the Salt Lake Olympic Organizing Committee.
According to Green, the secret to Ferrari’s success is what he calls their “single approach to the marketplace.”
“We are a solutions-driven organization that is dedicated to being the best at getting projects done right for our clients everyday,” says Green. “We believe that we’re only as good as our last client project.
“After all, there are thousands of people who can put ink on paper,” he observes. “The tools are out there. But only a few of us in the industry today can really execute solutions where clients don’t have to worry.
“We like our clients to think of us as a one-stop shop,” adds Hall, “where whatever they need we’ll deliver – start to finish – from digital design to finishing fabrication to fulfillment.”
Ferrari Color, which combined has just over 100 people, is owned and managed by a team of four partners: Kirk Green, president, and his father, Mel Green, chairman; Marty McGhie, CFO; and Dan Spangenberg, CIO. The company runs 24/5 and 24/7, if need be, in three shifts out of their production plants in Salt Lake and Sacramento .
The lab prides themselves on being able to offer customers “cutting edge technology, mixed with undying support and service, drive and passion,” notes Hall.
“We’ve always tried to ascertain the present and future needs of our clients,” observes Green. “For example, we’ve had clients that were originally doing photo prints with us…We’ve now graduated to producing other projects for them including fabric signage, vinyl banners, short-run digital prints and vehicle wraps. So as we’ve grown with our product options, our clients have also expanded and used those opportunities for their marketing efforts. Together with our clients, we are always pushing to try new techniques like dye-sublimation fabric printing which gives signs a textured look and feel as well as a lighter weight and versatility.”