Guild Factories

Guild Guitars, with a rich history spanning over half a century, has made an indelible mark in the world of musical instruments. As with many iconic brands, the story of Guild is intrinsically tied to the places where these instruments come to life: the factories. This post delves deep into the journey of Guild Guitars through its factories, showcasing the spaces where inspiration meets craftsmanship.

1. The Manhattan (1952)

Manhattan, often regarded as the heart of New York City, is not only a hub for global finance, arts, and culture but has also played a significant role in the history of musical innovation. It is within this vibrant borough that Guild Guitars began its journey. Let’s delve deeper into this formative period of the brand.

1.1. The Backdrop

  • The 1950s Manhattan Music Scene: The 1950s were a booming period for music in Manhattan. Jazz, bebop, and the nascent sounds of rock ‘n’ roll filled the clubs and bars of the city. Guitarists sought quality instruments, which presented a ripe opportunity for craftsmen and entrepreneurs.
  • The Founders: Guild was established in 1952 by Alfred Dronge, a guitarist and music store owner, and George Mann, a former executive of the Epiphone Guitar Company. Both had a deep passion for music and an understanding of what musicians sought in their instruments.

1.2. Location and Infrastructure

  • The Apartment Workshop: Guild’s first “factory” was far from the large-scale manufacturing units we imagine today. It was situated in an apartment on the West Side of Manhattan. Space was constrained, and operations were limited.
  • Craftsmanship over Mass Production: Given the space constraints, the emphasis was purely on craftsmanship. Each guitar produced during this period was handcrafted with a focus on quality over quantity. This dedication to craftsmanship would become a cornerstone of the Guild’s reputation.

1.3. Challenges and Growth

  • Supply and Demand: As word spread about the quality of Guild guitars, demand started to outgrow supply. The small apartment setup in Manhattan was no longer feasible to meet the increasing orders. This pressure eventually prompted the move to a larger facility.
  • The Manhattan Influence: While the time in Manhattan was brief, its impact was lasting. Being in the heart of a musical epicenter provided Guild with immediate feedback from local musicians. The brand could understand the needs and preferences of its clientele and refine its products accordingly.

1.4. Legacy of the Manhattan Era

  • Foundational Values: The Manhattan period set the tone for Guild’s commitment to quality. The constraints of the initial setup meant that every detail had to be perfect. This attention to detail became ingrained in Guild’s ethos.
  • A Launchpad to Greatness: The decision to begin in Manhattan, amidst its thriving music scene, provided Guild with the exposure and challenges necessary to push for growth and innovation. The brand quickly recognized the need for expansion and progression, which led to its subsequent move to Hoboken, New Jersey.

2. Hoboken, New Jersey (1956 – 1966)

Hoboken, New Jersey, a city with its own rich tapestry of musical history, became the next step in Guild’s journey. As Guild outgrew its initial apartment workshop in Manhattan, Hoboken offered the space and opportunity the company needed to flourish. Let’s dive deeper into this pivotal period for the brand.

2.1. The Move to Hoboken (1956)

  • Why Hoboken? The move to Hoboken was primarily motivated by the need for more space. Just across the Hudson River from Manhattan, Hoboken provided proximity to the bustling New York City music scene while offering the advantages of larger spaces and potentially lower operational costs.
  • Former Brewery Turned Factory: Guild’s new home in Hoboken was an old brewery building. This building, with its expansive spaces, provided the much-needed room for Guild to ramp up its production.

2.2. Production and Innovation

  • Increase in Volume: With more space at its disposal, Guild was now able to produce guitars on a much larger scale. This meant meeting the growing demand without compromising on the quality that had become synonymous with the Guild name.
  • Diversification: The Hoboken period saw the Guild diversifying its offerings. While it continued to produce acoustic guitars, the company ventured into electric guitars and basses. Some of Guild’s iconic models trace their origins back to this era.

2.3. Challenges and Triumphs

  • The Fire Incident: In 1965, a fire ravaged parts of the Hoboken factory. However, the Guild’s resilience shone through as they recovered and even considered expanding further.
  • Renowned Craftsmanship: The Hoboken period cemented the Guild’s reputation for superior craftsmanship. Guitars from this era are highly sought after by collectors and musicians for their tonal quality and build.

2.4. The Cultural and Community Impact

  • Ties with Local Musicians: Just as in Manhattan, being in Hoboken allowed Guild to maintain close ties with musicians. Feedback from local artists continued to be invaluable.
  • Employment and Skill Transfer: The factory became an important employer in the region. The craftsmen and workers at the factory not only made guitars but also passed down skills, ensuring that the Guild’s legacy of craftsmanship would endure.

2.5. Preparing for the Next Chapter

  • Outgrowing Hoboken: As the 1960s progressed, it became evident that Guild was once again outgrowing its factory. The need for a more expansive and organized setup led to the decision to move to Westerly, Rhode Island, in 1966.

3. Westerly, Rhode Island (1966 – 2001)

The move to Westerly marked a significant evolution for Guild Guitars, both in terms of production capability and the company’s continued commitment to quality. The town of Westerly, located in southwestern Rhode Island, became the backdrop for some of Guild’s most iconic creations and important developments. Here’s a deeper look into the Westerly chapter of Guild’s history.

3.1. The Westerly Relocation (1966)

  • Reasons for the Move: As the demand for Guild guitars continued to grow, it was clear that the company needed a larger and more sophisticated facility than what the Hoboken location could offer. Westerly, with its spacious options and a community familiar with woodworking and craftsmanship (due to its furniture industry), seemed an ideal choice.
  • The Factory: The Westerly factory was significantly larger than the Hoboken location, allowing for more streamlined production processes and an increase in output without compromising on the brand’s hallmark quality.

3.2. A Time of Innovation and Expansion:

  • Diverse Range: The Westerly period witnessed an expansion in Guild’s product range. Alongside its revered acoustics, the company continued to refine its electric guitar and bass models, experimenting with various designs and materials.
  • Key Models: Some of Guild’s most iconic and enduring models, especially acoustics, came from the Westerly factory. These guitars are particularly cherished by musicians and collectors alike for their tonal richness and impeccable craftsmanship.

3.3. Challenges and Adaptation

  • Economic Challenges: The late 1970s and 1980s presented economic challenges for many American guitar manufacturers, including Guild. The brand had to navigate shifts in musical tastes, economic downturns, and increased competition, especially from overseas manufacturers.
  • Changes in Ownership: During its time in Westerly, Guild changed hands multiple times. Each change brought its own set of challenges and directives, but through all these transitions, the dedication to quality and craftsmanship at the Westerly plant remained consistent.

3.4. Legacy and Impact

  • The Westerly Sound: Guitars from the Westerly era have a distinctive sound that many musicians and aficionados describe as “the Westerly tone.” It’s a testament to the unique craftsmanship and the materials used during this period.
  • Community Engagement: The Westerly plant became an integral part of the local community. It provided employment and contributed to the town’s economic fabric. Many Westerly employees were long-term, with some dedicating decades to the company, a testament to Guild’s commitment to its workers and the community.

3.5. End of an Era and Transition

  • Factory Closure: In the late 1990s, Fender Musical Instruments Corporation, which had acquired Guild in 1995, made the decision to move the production to Corona, California, marking the end of the Westerly era in 2001. This decision was driven by various factors, including economic considerations and the need for more modern facilities.

4. Corona, California (2001 – 2005)

The move to Corona, California, represented yet another significant chapter in Guild’s story. With the relocation orchestrated under the ownership of the Fender Musical Instruments Corporation, the brand was poised for a fresh start with renewed energy and the vast resources of one of the biggest names in the guitar industry behind it. Let’s delve into the Corona phase of Guild history.

4.1. The Transition to Corona (2001)

  • Fender’s Influence: Acquired by Fender in 1995, Guild benefited from Fender’s extensive experience in guitar manufacturing and its established infrastructure. By the time the move to Corona was decided upon, the goal was clear: to revive and elevate the Guild brand.
  • Modern Facilities: Fender’s Corona plant, already producing Fender’s top-tier instruments, boasted state-of-the-art equipment. This provided the Guild with the tools and environment to maintain the high standards set during its Westerly days.

4.2. Embracing Tradition and Modernity

  • Focus on Craftsmanship: Guild continued its tradition of handcrafting guitars, blending time-tested techniques with modern technology. This ensured that each guitar had the signature Guild quality, marrying the brand’s rich history with the advancements available at the Corona facility.
  • New Models, Familiar Feel: While the Corona era saw the introduction of new models, efforts were made to retain the essence of Guild’s signature sound and feel. Many of the classic designs that had gained popularity in the Westerly era were carried forward with enhancements and refinements.

4.3. Challenges and Opportunities

  • Market Dynamics: The early 2000s saw a competitive market with many brands vying for attention. Under Fender’s guidance, Guild navigated these challenges by leaning into its heritage while also introducing innovations that appealed to modern players.
  • Diversification: At Corona, Guild expanded its line to appeal to various segments of the market. From premium models to more budget-friendly options, the brand aimed to cater to a diverse group of musicians.

4.4. The Community and Legacy

  • Shared Expertise: Being in the same facility as Fender allowed Guild to benefit from a shared pool of expertise. Craftsmen, many of whom had years of experience with Fender, contributed to the Guild lineup, ensuring a high standard of craftsmanship.
  • Contribution to Corona’s Musical Landscape: Guild added to Corona’s rich musical manufacturing landscape. Alongside Fender, the presence of Guild further solidified the city’s reputation as a hub for high-quality guitar production.

4.5. Moving Forward

  • Short-lived Stay: Guild’s stay in Corona was relatively brief. In 2008, Fender decided to move Guild’s manufacturing to its New Hartford facility in Connecticut. The decision was driven by a variety of factors, including logistical considerations and the desire to give Guild its own dedicated space once more.

5. Tacoma, Washington (2005 – 2008)

Following the Corona era, Guild took another step in its journey by relocating to Tacoma, Washington. The transition to Tacoma provided the brand with a unique environment, and this period in the brand’s history, while relatively brief, was significant for various reasons. Here’s a closer look at Guild’s Tacoma chapter:

5.1. The Move to Tacoma (2015)

  • Cordoba Music Group Acquisition: In 2014, Guild was acquired by the Cordoba Music Group, known for its craftsmanship in classical guitars. Under their ownership, the decision was made in 2015 to move the Guild production from New Hartford, Connecticut to Tacoma, Washington. The move aimed to provide the brand with new energy, streamlined production capabilities, and expanded resources.
  • Strategic Location: Tacoma, with its rich musical culture and history of guitar manufacturing, offered Guild an environment where the brand could tap into local expertise and the musical ethos of the Pacific Northwest.

5.2. Infrastructure and Production

  • Purpose-built Facility: In Tacoma, Guild was housed in a state-of-the-art facility designed specifically for guitar manufacturing. This allowed for a more streamlined and efficient production process.
  • Combining Craftsmanship and Technology: The Tacoma factory made use of modern technology without losing sight of Guild’s legacy of handcrafted quality. The aim was to produce guitars that were consistent, high quality and still retained the signature Guild characteristics.

5.3. Product Evolution

  • Retaining the Classics: Many of the popular models that Guild was known for continued to be produced in Tacoma, ensuring that longtime fans of the brand could still acquire the guitars they loved.
  • Introducing New Models: The Tacoma era also saw Guild experimenting with new designs and innovations, aiming to cater to the evolving tastes of guitarists and tap into newer segments of the market.

5.4. Challenges and Market Dynamics

  • Stiff Competition: As with previous periods, Guild faced competition from both established brands and emerging ones. Being in Tacoma, a hub of guitar craftsmanship, meant Guild was in the epicenter of this competition.
  • Navigating Brand Legacy: With the brand’s rich history, there was a constant balancing act between innovation and staying true to Guild’s roots. The Tacoma facility needed to ensure that new models did not alienate longtime fans while still appealing to new ones.

4.5. Guild’s Legacy in Tacoma

  • Brief But Impactful: Guild’s stay in Tacoma was relatively short-lived. By the end of the 2010s, Guild began transitioning its production to Oxnard, California. However, the Tacoma era is remembered for the brand’s commitment to quality and its efforts to modernize and innovate.

6. New Hartford, Connecticut (2008 – 2014)

The New Hartford era of Guild Guitars, located in Connecticut, holds a distinct and significant place in the brand’s history. Moving from the West Coast’s Corona to the more traditional guitar-making East Coast setting, New Hartford emerged as a beacon for Guild’s renewed commitment to craftsmanship, quality, and innovation. Let’s explore this pivotal period:

6.1. Transition to New Hartford (2008)

  • Reason for Relocation: The decision to shift from Corona was influenced by multiple factors. Fender, which owned Guild at the time, wanted to give the brand a dedicated production space separate from the main Fender production lines. New Hartford, with its rich tradition in fine craftsmanship, was the chosen location.
  • Benefits of the New Locale: Connecticut, particularly the New Hartford region, had a deep history of precision manufacturing and skilled craftsmen. This made it an ideal place for the Guild to further its legacy of producing high-quality instruments.

6.2. Emphasis on Craftsmanship

  • High-End Focus: In New Hartford, Guild doubled down on its commitment to premium quality, with a particular focus on producing high-end acoustic guitars. This location is where the revered Guild USA line was crafted, resonating with the brand’s golden era of the 1950s and 60s.
  • Bespoke Creations: The craftsmen in New Hartford were known for creating specialized, custom instruments, merging the traditional techniques the Guild was known for with innovative ideas to produce unique guitars.

6.3. The Models and Design:

  • Returning to Roots: While still innovating, Guild used its time in New Hartford to reintroduce some classic models from its archives. These reissues were made with a keen attention to detail, aiming to replicate the nuances and qualities of the originals.
  • Innovations: The brand wasn’t solely looking to the past. New models were also introduced, reflecting the blend of classic craftsmanship and modern guitar-building techniques.

6.4. Challenges and Evolution

  • Market Dynamics: While the focus on high-end instruments catered to a specific segment of the market, it also meant navigating challenges in a competitive environment. Guild had to differentiate its offerings and uphold its reputation amidst competition from other established high-end guitar manufacturers.
  • Brand Identity: Being in a place steeped in tradition, Guild faced the challenge of maintaining its unique identity and standing out while also integrating the best of what New Hartford had to offer.

6.5. Ending the New Hartford Chapter

  • Relatively Short-Lived: Guild’s tenure in New Hartford was impactful but didn’t span decades. In 2014, the brand was acquired by the Cordoba Music Group, which subsequently led to the relocation to Tacoma, Washington the following year.

7. Oxnard, California (Present)

Guild’s relocation to Oxnard, California, marked a new chapter in the brand’s storied journey. Driven by a focus on handcrafted precision, innovative techniques, and a renewed sense of purpose, the Oxnard era solidified Guild’s position as a premier guitar manufacturer. Let’s delve deeper into this period:

7.1. The Move to Oxnard (Late 2010s)

  • Cordoba Music Group Influence: Following the acquisition of Guild by the Cordoba Music Group in 2014 and a brief stint in Tacoma, Washington, Guild found its next home in Oxnard. The choice of Oxnard was influenced by Cordoba’s presence there, with the company already operating a state-of-the-art facility in the region.
  • Strategic Choice: Oxnard, located not far from Los Angeles, is in the heart of California’s rich musical landscape. This environment provided Guild with the perfect setting for a renewed creative journey.

7.2. Facility and Production Dynamics

  • State-of-the-Art Manufacturing: The Oxnard facility boasted modern machinery paired with skilled craftsmanship, emphasizing precision and quality. This blending of tradition and technology resulted in a consistent production of superior instruments.
  • Craftsmanship Focus: The facility, while utilizing the latest technology, ensured that Guild’s essence of handcrafted expertise was retained. This was evident in the meticulous attention to detail, from the selection of woods to the finishing touches.

7.3. The Oxnard Models

  • Guild USA Line: In Oxnard, Guild’s USA line flourished. This line, which began its journey in New Hartford, found further refinement and innovation in Oxnard, producing high-end acoustics that resonated with Guild’s legacy.
  • Innovations and Expansions: Beyond just continuing existing models, the Oxnard facility saw the introduction of new designs, with Guild’s team experimenting and innovating to cater to the evolving demands of guitarists.

7.4. Industry Impact and Reputation

  • Commitment to Sustainability: Oxnard’s Guild facility showcased a commitment to sustainable practices, from sourcing woods responsibly to ensuring eco-friendly manufacturing processes.
  • Recognition and Awards: Guild’s commitment to excellence in Oxnard earned the brand accolades and reaffirmed its reputation in the industry. Their instruments were often highlighted for their impeccable build quality, tonal character, and aesthetic appeal.

7.5. The Broader Oxnard Ecosystem

  • Synergy with Cordoba: Being under the same parent company, Guild benefited from shared resources and expertise with Cordoba, further elevating the brand’s production capabilities.
  • Engagement with the Music Community: Located in California, Guild in Oxnard had the advantage of being close to a vibrant music scene, allowing for collaborations, partnerships, and direct feedback from artists and players.

8. Guild Korea Factory

The Newark St. electric guitar models are produced in South Korea by the Samick factory, also known as SPG. Guild has been associated with this factory since at least 2013. The Starfire II and III models, part of the Newark St. collection, are mostly made here.

9. Guild China Factory

The GREE factory, located in Hui Yang City, Guang Dong province, is where the Westerly Collection acoustic models and some Guild GAD models are produced. It is a 120,000 sq. ft. facility where about 900 employees handcraft 13,000 instruments monthly. GREE not only produces for OEMs but also promotes its own brand, Farida.

The guitars produced here are designed to reflect the quality and standards of the original Guild guitars from the 1960s to the 1990s. These models are made with quality wood and solid tops, ensuring high standards.

10. Guild Indonesia Factory

The Starfire I models have been produced in Indonesia at PT Samick in East Java starting from 2020. Guild’s Indonesian guitar models are well-regarded for their quality, which many believe closely matches that of Western-made instruments. This factory has been part of the Guild production line for their Indonesian models and continues to contribute to the brand’s offerings​.

Conclusion

Guild’s journey through various factories is more than just a tale of geographical shifts. It’s a chronicle of growth, adaptation, and unwavering commitment to quality. From the hustle and bustle of Manhattan to the advanced halls of Oxnard, each factory has added a unique chapter to the Guild story, and the melody continues to evolve.