Impressions - March 2024 - 36

STAHLS': NFL's Go-To
At our last stop on our live decorating tour,
we popped in on the team at STAHLS'
(stahls.com) to get its take on decorating
at live events, as well as some inside scoop
on their partnership with the NFL.
Like the other brands we visited, STAHLS'
thoroughly believes printing onsite successfully
starts with choosing the right
event, planning properly and choosing a
specific decorating technique to go with.
" For efficient production, portability and
simplifying the supplies needed, using a heat
press is by far the most accessible option
for on-site activations, " says David Conner,
STAHLS' and Transfer Express (transferexpress.com)
content director. " There's no
need for extended space for the dryers, inks
or cleanup that typically are associated with
screen printing on site. Plastisol transfers
can afford identical quality with a fraction
of the effort and time. "
The essentials needed for STAHLS'
preferred method are: a heat press; blank
apparel stock (well organized); heat transfers;
a display (backdrop/banners/etc.); and a
point-of-sale system to be able to process
payments.
STAHLS' says to be mindful about staffing,
a commonly overlooked requirement.
Processing and printing orders can require
long days and be strenuous on the most
seasoned decorator. To avoid closing shop
for a quick break, bring someone who you
can trust, as they will be handling customers'
money, as well as representing your brand
to even more potential customers.
" Live decorating does not come without
specific costs, " Conner says. " For decorators
planning to print onsite, the costs
vary depending on the specific needs for
equipment and staffing involved. Typically,
for local events, you'll need a van or truck
to be able to bring the proverbial show-onDraft
names are lined up and
ready to go on the correct jerseys.
Photo courtesy of STAHLS'
the-road, which may involve rental costs.
In cases where shipping is involved, you'll
typically see freight being the best way, with
packing supplies onto a pallet and shipping
out, which can get expensive. "
As part of the planning process, be sure
to keep in mind the typical vendor costs
to the event organizer, or a commission on
each sale to be paid back. There's also the
cost of apparel stock, specific decoration and
transfers. Calculate these expenses based on
the projected attendance with a simple, basic
average conversion rate within the 10-25
percent range for most events. By doing
so, you'll be able to offset any unexpected
expenses that may arise during the event
Conner explains.
Also, do not forget you'll need your
booth, tables, chairs, banners, backdrops,
EZ-Up Canopies (typically 10-feet-by10-feet)
depending on the exact event. An
eye-catching booth can draw people in as
it's usually the first thing customers see. In
some cases, you may luck up and be able
to rent some of these items from the event
organizers.
" Ideally, designs [for printing or pressing]
will need to be prepped in advance, "
Conner says. " However, in some cases when
customization or personalization is involved
it's typically done with a commercial-grade
vinyl cutter. Bringing any digital printing
machines (Like DTF or DTG) that require
climate-controlled environments are never
the best solution for on-site printing. When
printing in the fanzones at sporting events,
like the NFL draft, designs are prepped as
they are ordered with simplicity in mind,
such as names and numbers to reduce the
time needed for cutting and weeding. Any
complicated imagery (like team names/
logos) are printed in advance and applied
Once a draft pick is announced,
STAHLS'' has less than a minute to
print the jersey using a Hotronix Fusion
press. Photo courtesy of STAHLS'
P.36
ImpressionsMagazine.com March 2024
http://www.stahls.com http://www.transferexpress.com http://www.transferexpress.com http://www.ImpressionsMagazine.com
Impressions - March 2024

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