Don Mackrill Interview, Part 1

Mack Amps has always billed itself as one of the most affordable boutique amps out there. And this year the company announced it lowered prices even more. How’s that possible? I wanted to know, so I asked. Here’s some info from the press release:

> Until now, Mack amps were sold via its own web site and several online and storefront dealers. “Exclusively selling direct to guitarists means we can reduce our prices,” said Mack Amps founder Don Mackrill. ”That’s important because enabling as many guitarists as possible to own a boutique amp is what Mack is all about.”

> Mack’s new direct selling strategy takes full advantage of the company’s very low overhead costs that had only a limited effect on pricing when selling through dealers. “Mack has great relationships with some excellent dealers,” Mackrill said. “However, we could no longer ignore how much selling direct would benefit our customers.”

> Plus, selling direct fits perfectly with why Mack Amps was created in 2005. “I’ve never been able to justify the high price of traditional boutique guitar amplifiers, so I started Mack to make boutique amps that are as affordable as possible,” added Mackrill. “By selling direct, Mack Amps has taken a big step closer to reaching that goal.”

So there’s some of the how and why. I had more questions, got in touch with Don for the following interview. It’ll run in two parts because Don – aka “Mack” – likes to talk amps!

AmpGAS: Why did you take this step? Was it just to lower the prices of your amplifiers?

Don: The decision was made to help us achieve our primary mission: offer the lowest-cost, handmade boutique amps possible. That’s the reason I started the company. And since selling direct allows us to provide the best value to customers, it was the logical next step for Mack.

Is there any disadvantage to not selling through dealers?

Sure – customers can’t demo an amp live before they buy it. However, we’ll soon be launching a new marketing initiative using video clips on our website that will provide a wealth of very detailed information to help prospective customers decide if they want to buy a Mack amp. Our objective is to show website visitors more than they could ever learn by demoing an amp for 5 minutes in a music store.

We believe that plus our 100% risk-free guarantee – return an amp within 14 days of its delivery, no questions asked and get all your money back including return shipping, and we’ll pay you $50 for your time – will make buying an amp online a compelling experience.

Have you changed the components or manufacturing at all to be able to lower your prices 25%?

Nothing whatsoever has changed in the design or manufacturing of our amps. We offer exactly the same product direct as we did through dealers.

Are these amps handwired?

Heatseekers and Skyraiders are built with handmade eyelet-type circuit boards that are hand-stuffed and hand-soldered. Gems are made with printed circuit boards that are hand-stuffed, wave-soldered and then hand-assembled with wiring that connects from the chassis to the PCB being hand-soldered. Cabs are hand made using pine and birch with dovetail joints.

Are they still 100% made and assembled in Canada?

Everything is 100% handmade and assembled in the Toronto area.

Why is it so important to you to make these amps as low-priced as possible?

Because that’s the reason I started the company! For most of my 35+ years as a guitarist I always lusted after one amp or another. [Don, I just don't know what you mean.... ] Early on it was various Fender or Marshall models. As I became more experienced, I began to follow the budding boutique amp phenomenon. And the more I became familiar with what was possible when a passionate builder designed an amp with the foremost objective being high-quality tone, the more I became fascinated.

The problem was that initially I could never afford such an amp. And later, when my business career afforded me a bit more disposable income, I could never justify the high price of traditional boutique amps.

That’s why, in 2005, I founded Mack Amps. Our mission is to offer the lowest-cost, fully-commercialized boutique amps on the market.

What does ‘fully-commercialized’ mean?

It means that our amps are completely finished, professionally designed-and-built consumer electronic products that adhere to North American electrical codes, and come with full factory support.

For example, each amp is electrically certified and carries a UL/CSA-equivalent sticker, and our chassis are fully enclosed, anodized aluminum with professional silk-screened graphics – front and back – including safety warnings. No bare metal on the back of the chassis with stick-on labels! Plus, we only sell our amps in a proper cabinet to ensure that they are used safely – we won’t sell a chassis by itself. Those are just a few features that illustrate our commitment to providing a professional, handmade product.

On our website I say, “I could never afford a boutique amp. I started Mack Amps so you can.” That is absolutely a true statement. I entered the boutique amp biz to provide a handmade, boutique product at a price that makes them accessible to as many guitarists as possible that have always wanted one, but could never afford it – like me!

End of part 1 of 2

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Not the best vid, but you can hear the range of one of Don’s 15-watters

More

> Check out the Mack Amps website here.