Master Design and Builder Select Series

The Master Design Series was essentially what instruments Master Builders would build for themselves given the opportunity. Each instrument in the Master Design Series was a testament to the skill and passion of the master builder who conceived it. Whether these instruments were inspired by classic Fender models or were one-of-a-kind showpieces that pushed the boundaries of guitar design, they showcased the highest level of craftsmanship and artistry.
Typically, around ten instruments were handmade by the Master Builder who conceived them.  Additionally, a larger number of Team Built instruments, ranging from 50 to 75 units, were produced through team building to make them more widely available to musicians around the world.
The idea of the Master Designs came to Richard McDonald, who asked each Master Builder: “There's a guitar in your life, some Fender in your collection, or one that you had, or one that you always wanted to make that's special, just for you.  Go ahead and make it, in a very limited number of Master Builts — maybe just ten, maybe more — and they will sell for 6000 or 7000 dollars or whatever it is, and then will do another 50 or 75 regular Custom Shop versions for 5000 bucks apiece or whatever.”
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The Master Design project would serve additional goals that McDonald had set for himself and for Fender, such as shining more of a spotlight on the Master Builders, and intensifying the training of apprentices.  “This would be a way to develop the Master Builders of the future,” Richard said.  “We would take the best builders off the floor and move them into the Custom Shop.  They would work with our Master Builders as their mentors on these very special, limited-edition Master Designs.”
Like the Master Designs, the Builder Selects models were chosen and designed by the Master Builder.  The difference is that a Master Design guitar was based on something more personal to them.  It could be something from their past, a favorite old guitar.

Greg Fessler Master Design Sparkle Stratocaster, 2006 Fender Frontline

FOUNDERS DESIGN

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.”

Mark Kendrick with his Founders Design Stratocaster

J.W. Black with his Founders Design Stratocaster

Gene Baker with his Founders Design Stelecaster

The Founders Design Project debuted in tandem with a new 10-minute documentary that intercut archival footage and photos alongside interviews with the founding Master Builders that covered the genesis of the Fender Custom Shop.
Additionally, the book Fender Custom Shop at 30 Years that illustrated 30 years of Fender Custom Shop guitars was released.

The Fender Custom Shop at 30 Years book

DEALER SELECT Series

The term Dealer Select was used by the Fender Custom Shop to denote small runs of instruments that were designed in collaboration with specific dealers and are exclusively available through those dealers, among whom Make'n Music, Wilcutt Guitars, Guitar Center, Wildwood Guitars, and Music Zoo. These instruments were tailored to meet the preferences or special requests of the dealers, allowing them to offer unique and exclusive models to their customers.

A Make'n Music Dealer Select MVP Stratocaster

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.

Antonio Calvosa