A Wrappin

When Tor Black entered the vehicle-wrap market in 1999, he did so in quantum leaps rather than baby steps. He attended 3M’s and Avery Graphics’ wrap-installation training sessions and purchased six signshops (which total approximately 50,000 sq. ft.) and established Sarasota-based Get Wraps.

The Sunshine State offers a fertile wrap market – a warm, year-round climate provides almost perpetual visibility, and its continuous coastline offers numerous boat-wrap opportunities. According to Black, Florida is the most dynamic wrap market this side of Las Vegas.

Now, in addition to wrapping approximately 20 vehicles a month (among other sign-related projects), he teaches other aspiring vehicle-wrap providers. In addition to wrapping fundamentals, Black’s Wrap Academy addresses pricing, sales, printing and design. Black said many would-be installers enter the market hampered by insufficient information.

“So many people I meet going into this business think making money is a simple matter of doubling or tripling what they pay for the materials,” Black said. “You can’t quote jobs on a one-size-fits-all basis. Look at motorcycle wraps. Someone might think, because a motorcycle is smaller than other vehicles, it would be faster and cheaper.”

Black continued, “But, because a motorcycle has many contours, as well as a lot of parts that have to be taken apart and put back together, a job can require 14 to 20 hours to complete. You have to be honest with customers; if they don’t like the price you quote, send them down the street.”

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Black’s students work with various cast materials and laminates to determine side-by-side performance. He applauds the abundance of media manufacturers that have introduced repositionable-adhesive or air-egress films. He believes the 3M/Avery flap over air-egress systems coerced Avery and other manufacturers to regroup and develop unique systems that minimize wrinkling and tenting.

Black praises color profiles’ increasing gamut, but said service providers must continue the “heavy lifting” to determine which are most appropriate for a particular job. He also preaches daily testing and timely cleaning of printhead nozzles to ensure proper operation. He believes the abundance of quality printers has enriched the market.

“We operate a 3M Scoctchprint system and a Mimaki JV3,” Black said. “We considered HP for our smaller locations – I think their black ink compares well to Mimaki’s – and Roland [DGA Corporation’s] machines offer terrific versatility for smaller or entry-level shops.”

If his students leave his class with one lesson, Black underscores that a short-term or cheap fix isn’t usually the best answer. Black said, “Installers who think they’re saving the company money by not changing the blades on their X-Acto® knives aren’t doing me a favor if a dull blade rips a $3,000 wrap. Also, invest in a camera. A wrap will never look as good as the day it’s installed. These photos will bolster your website, showroom or portfolio.”

For more information about the company, visit www.getwraps.com or www.wrapacademy.com.

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