Big Picture - October 2017 - 15

The choice to enter the large-format industry came from
many of these external changes in the environment (paired with
the fact that it seemed so exciting and interesting). Technology
began to have a direct effect on how companies operated
during our early years. By 1993, many companies were
communicating using AOL, so a design concept could be sent
via email at 5 p.m. to a client, who could share the idea with
China or another manufacturer outside the US. By the time we
woke up, it was a virtual sample. And in 2005, the World Trade
Organization abolished textile quotas. This meant that the quote
limits in 55 countries no longer existed. So, countries like China
could import as much as they could manufacture. We were
fortunate to recognize how these changes would affect our
industry and decided to shift into a field in which we could
continue to serve our clients, but offer another product.
We discussed logistics, technology, how the world was
becoming smaller, and how we had global competitors. Our
dye sublimation printing background provided a strong
knowledge base for the transition. We also developed
relationships with vendors who treated us like partners. Our
only experience with digital printing up to that point was limited
to our Mimaki JV4 machines that produced our sublimation
samples, but we knew about textiles. We had a creative design
team, manufacturing experience, a background in marketing,
and an understanding of the printing process. Our foundation
was strong, but the risk was high.
WHAT IT TAKES
No company can overcome challenges without a very strong
culture and a clear understanding of what the leadership is
doing. We did not lay anyone off during our transition from a
clothing manufacturer to a large-format digital printer. In order
to develop a better understanding of what our equipment could
print, we had vendors come in and complete workshops with
our employees. We didn't just want the swatchbook; we needed
to learn what we could do with our equipment and these new
materials. From a marketing perspective, it was fascinating to
discover one can work with a broad classification of industries.
We found the possibilities were endless, and we were excited to
meet new clients. Though the production was in place, landing
large contracts took time. It wasn't always easy to get to the
table, but once there, we had the capabilities to perform, and
many times, to over-perform. It takes time to win a client's
trust, and sometimes we would print small projects that were
not necessarily lucrative just to get a seat at the table.
It also takes a great deal of financial commitment to buy
equipment and invest in employees. As our company acquired
larger contracts, we partnered with print shops who we felt we
could trust not to cross boundaries and reach out to our clients
directly. Sometimes this paid off, and other times, unethical
behavior did happen, even with employees. But the loyalty of
our clients helped us overcome these obstacles. We do have
employees who have started their own printing businesses that
are not in direct competition with us, and we have helped them
grow. Relationships with former employees can be beneficial, as
it establishes how we should treat each other as we part ways.
Relationships are never broken at the beginning. It's when
changes occur that one's true colors and values are exposed.

Today, CR&A prints and installs all outdoor advertising
media formats throughout the US and Puerto Rico. We are a
one-stop shop, from the design process to the finished
product. I strongly believe that our clothing engineering
experience has allowed us to build and design unique creative
printing solutions for our clients. Earlier this year, in celebration of Disney's Oscar win for "Zootopia," Inglewood,
California's iconic pastry shop, Randy's Donuts, was transformed into the favorite doughnut shop of the film's fictional
town, Little Rodentia. It's no easy task to print, fabricate, and
install a printed panel circular fabric within a very limited
amount of time and high safety variable, which had to be
considered as hundreds of fans arrived early for the reveal.
And there's no room for error when you have television crews
arriving to film the installation, and the client is expecting
thousands of hungry customers throughout the day. (See Big
Picture's coverage of the wrapped breakfast treat in our May
2017 issue, page 4.)
As a woman in a male-dominated field, I have overcome
many obstacles and still face many every day. But, luckily, in
our industry, it doesn't matter who you are, where you come
from, or what your gender is. What's important is that you
can perform and offer the best product to your clients - and
remember to be yourself in the meantime. I may just be the
only print shop owner who has decorated her warehouse
with printed cutout chandeliers and uses her fi nishing table
as a buffet table.

BOLD NEW IDEAS

THAT CATCH YOUR EYE
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Table of Contents for the Digital Edition of Big Picture - October 2017