V
irginia
C
apitol
C
onnections
, S
ummer
2014
13
It started with a voice; a promise of fulfillment. That voice
sparked a dream for something built on classic values: the creativity
that lies in a success, the thrill of competition, the smell of a jersey
as it becomes grass-stained and sticky with sweat, and the memories
that come with t-shirts and photographs and places.
“One of my favorite movies is
Field of Dreams
,”
Keith Sanders said.
In a way, that story is where Classic Creations began.
If You Build It…
“If you build it, they will come.”
Thirty-one years ago, Sanders began working in screen-printing.
“My best friend and his brother bought the business, and they
asked me to teach them how to manage the manufacturing,” Sanders
said. “I had worked as an industrial engineer before, not in screen-
printing, so when I started working, I told them that I needed them
to teach me, so that I could teach them to be more efficient and cost
effective.”
Sanders developed excellent relationships with his customers
– so good that they began encouraging him to start his own screen-
printing business.
“The customers that I established relationships with told me
that they would come to my business if I provided the same service,
quality, and technology,” said Sanders. “That’s why we started the
business. Encouragement from customers who told us that they
would come.”
The famous line from
Field of Dreams
stuck with Sanders as he
began his company. He thought of his customers, and had faith that
if he built it, they would come.
…They Will Come
In
Field of Dreams
, Ray Kinsella has to build the baseball field
in order for the Chicago Black Sox to come. In Keith Sanders life,
he had to have a facility in order to start a screen-printing business.
“I was looking for three key elements,” Sanders explained. “I
wanted a building at least 50,000-square-foot. I wanted a building
that had curb appeal: a building with an outside appearance attractive
enough to bring people in. You don’t get a second chance to make a
first impression. Finally, I needed a location that was close to really
good shipping routes.”
Greg Crowder, Hillsville mayor and longtime customer of
Sanders, encouraged Sanders to consider Carroll County as a
location for the business. Crowder then introduced Sanders to a
Gary Larrowe, the County Administrator of Carroll County.
Sanders said that Larrowe aggressively thought outside the box
and was instrumental in his (Sanders) coming to the area.
“Larrowe works hard to bring business to the area,” said
Sanders. “Gary and the county were continually thinking about how
we could make this work. He broke down brick walls. He introduced
me to the board of the Industrial Development Authority (IDA), and
I was able to present a business plan.”
Carroll County worked to make available the kind of facility
Sanders needed for his business. When a pair of fitting buildings
became available, Carroll County bought both, and sold one to
Sanders for his company. Larrowe also introduced Sanders to the
Tobacco Commission Fund and led him in the direction of Virginia
Community Capital (VCC).
“Being that we were a startup company it was difficult to get
traditional financing,” said Sanders. “I had 31 years of history,
and I had customers telling me that if I’d build it, they’d come.
But commercial banks want X amount of months’ profit. We had
a certain amount of cash equity, but we
needed financing. This was a 1.8 million
project.”
The Tobacco Commission Fund, VCC,
and the Carroll County IDA all worked
with Sanders to ensure he had the resources
needed to start Classic Creations.
“We were able to find the perfect building here,” Sanders said.
“It was 56,000-square-foot, we’re close to (Interstate) 77, 81, and
40, and we have curb appeal. We’re within 600 miles of 60 percent
of the American population. It had everything I was looking for.”
Game Time
Sanders will tell you that he is hooked on the screen-printing
business. His two favorite elements are the creativity and
competition.
“Some of our most exciting accomplishments happen when we
take on a hot market order,” Sanders said. “A hot market order is
an event that just happened, like the World Series, NBA playoffs, or
the Super Bowl.”
These events are charged because the printing cannot begin until
Classic Creations knows who won the game. Then the company
races to complete orders for victorious fans.
“Trucks are waiting at the door for a product in the morning,”
said Sanders. “That’s what we call our Super Bowl. We like getting
our employees pumped up for the game. We take pride in seeing
what we’ve done in stores and seeing people wearing it. We work
under tight deadlines, and it takes a certain group and mentality to
know that we are working under a deadline, and we have to achieve.
We can’t miss an event.”
While Sanders enjoys the excitement and pressure of sporting
events, he would never turn down a customer. He’s worked with
Cracker Barrel stores, retailers in the Midwest, promotional
products, music, company logos, and more.
“In the past thirty-one years I’ve touched almost every entity
out there,” said Sanders.
Classic Creations has already doubled its capacity, and it’s only
six months old.
“I projected that in three years, I’d be at 55 employees,”
Sanders said. “I think I’ll be there in a year and a half. It’s exceeded
my expectations.”
They Came
“My family is a family of sports nuts, my wife included,” said
Sanders. “She loves football as much as I do. One day we were
watching a professional football game– the Seattle Seahawks.
That was before they won the Super Bowl. We were looking at the
coaches, apparel, and team colors. During that game my wife turned
to me and said, ‘That would be a great color combination for the
company colors.’”
Lime green, navy blue, and light gray now color the facility at
Classic Creations.
“We love those colors,” Sanders shared. “This may sound
hokey, but since the Seahawks won the Super Bowl this year, I hope
we’ll be successful too.”
Lydia Freeman is a graduate of Bluefield College and former
Intern at David Bailey Associates. Currently Teach for America
fifth grade teacher in Northampton County, NC.
Keith Sanders • 276-728-0540 Ext: 202
Keith Sanders and His
Field of Dreams
By Lydia Freeman
V
