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ARTIST AS EDUCATOR
How will Warwick use its
wealth of artist relationships
in year 31?
New educational programs
are a priority, Wilfer noted. He’s
already enlisted Colorado-based
musician Andy Irvine to conduct
a series of in-store educational
clinics. Wilfer has also
appointed a West Coast representative
and two new employees
at his New York workshop to
better serve the needs of artists
and answer customer questions
more efficiently.
The hands-on aspect of
dealer clinics and a constant
flow of online information is
crucial to helping consumers
understand the elevated cost
of Warwick’s more mainstream
Hans-Peter Wilfer
models, according to Wilfer.
“The U.S. market is very
driven by mainstream and
established brand names,” he
said. “Most of these brands are
coming from Mexico, China
and Indonesia. We try to give
customers an understanding
as to why we are $100 more
expensive, why our Chinese
Rock bass is not costing $299
but $699. We try to educate
our consumers on why they
should pay more.”
As part of his anniversary
initiatives, he also plans on
hosting the first-ever Warwick
Bass Camp, which will
run Sept. 4–7. He’s already
formed a partnership with
Steve Bailey, who spearheads
Victor Wooten’s popular bass
camps.
“I was inspired, and we
took the opportunity to do a
camp with some very cool artists,”
Wilfer said. “If it works,
then we’ll invest more money
educating consumers through
our links with the artists that
have.”
Most importantly, Wilfer’s
biggest educational concern
involves looking into the future
more so than the present.
He’d like to garner the interest
of and pass the torch to his
children and eventually turn
Warwick into a bona fide family
business.
“Like the Dunlop family,
I’d like to bring on the second
generation into the company,”
Wilfer said.
“We are working 350 days
a year to drive the company
and have a brand that everyone
can be proud of in 30 years, as
well.” MI
— By Hilary Brown
JULY 2012 I MUSIC INC. I 67