Master Design, Builder Select, Founders Design and Dealer Select Series

In celebration of the Fender Custom Shop’s 30th anniversary in 2017, Fender reunited eight of the original founding Master Builders who brought it to life — Michael Stevens, John Page, George Blanda, Fred Stuart, J.W. Black, Mark Kendrick, Alan Hamel and Gene Baker — and each was asked to build a Founder’s Design 30th Anniversary guitar that reflected their personal passions and design philosophies. Only 30 units of each design were built and released monthly, beginning in March at select dealers.
“These Custom Shop Founding Master Builders are truly the best of the best in guitar craftsmanship worldwide,” said Mike Lewis, Vice President Product Development. “When you look at their work side-by-side, each Founding Master Builder's design style is classic, but distinctly different. It's a lot like looking at a Monet, a Picasso – and 30 years later you can vividly see their influence in the Shop's creations – their contribution has shaped what Fender Custom Shop is known for today.” |
This program aimed to strengthen the partnership between Fender and its dealers while also granting customers access to unique and distinctive guitars. Furthermore, it strengthened the relationship between dealers and their customers by providing access to unique instruments that were not available elsewhere.
While the practice of creating dealer-specific models may have begun in the mid-2000s, the term Dealer Select was officially adopted by the Fender Custom Shop around 2009. While Fender began to showcase some of the Dealer Select models on its website, these online offerings represented only a fraction of the total Dealer Selects commissioned. This suggests that the majority of Dealer Select instruments remained exclusive to the retailers who commissioned them. |
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