by Monica Chamness
Staff Writer
Few things in Corporate America stand the test of time. Coca-Cola, Ford automobiles and Sears, perhaps, but most fall by the wayside over the years. The small mom and pop businesses—devoid of hostile takeovers, massive downsizing and multiple layers of management —have prevailed. Spillers Framing & Art Gallery is one case in point.
Founded 50 years ago by Al and Violet Spillers, the modest-sized family operation is still matting pictures and selling art. In 1990, the Spillers sold the business to friends Norma and Calvert Smith who kept the name for the recognition that goes with it.
“It looked like a good move at the time,” said Calvert Smith. “It seemed like it would be fun and fairly profitable.”
For more than a decade, the name was not a problem. Then, spiller vincenty gallery came along. Now the two are mistaken for each other.
Purchasing Spillers Framing was a risky venture for the couple, though. Knowing nothing about art or the framing business, Calvert Smith gave up his cushy employee benefits consulting job and took over the Five Points enterprise. Fortunately, the previous owners and the shop’s two employees remained to instruct and assist the new owners.
With technology in the industry stepping up, the Smiths now find themselves struggling against the giant manufacturers who churn out pre-framed works with an assembly line mentality.
“A lot has changed since 1990,” said Smith. “The mass distribution of art and frames, the selection of frames—the big players have it all automated now. They literally have a machine where they stick the moldings in one end and the frame comes out at the other. The mats which, when we took over, were cut by hand, are now cut by computer.
“You can get framed art practically anywhere except gas stations and they’ll be there pretty soon. Somebody just opened a television store and they have framed art. They’re getting it mass-produced so they can sell it very cheaply.”
To keep up with the powerhouse competition, Smith obtained a computer mat cutter as well. What they won’t do however is shed their custom framing focus. Old-fashioned work ethics embracing attention to detail and taking care of customers are virtues they strive to maintain.
“We take great pride in the quality of our work and our service to customers,” he said. “We typically spend an hour or more designing a frame job.”
Despite diligence and craftsmanship, Spillers has experienced a roller coaster ride of highs and lows in the business. Construction on the Fuller Warren Bridge and Park Street roadwork have taken a big bite out of sales lately. According to Smith, frequent changes in exits and entrances off main thoroughfares have forced potential customers to aimlessly roam around to find their shop. The hope is that with the reopening of Park Street, people will begin flocking in once again.
To mitigate the dilemma in the meantime, another store was opened at Beach Boulevard and San Pablo Road in 1996. Smith’s strategy worked. The second site has proven to be profitable.
“It [the Beach and San Pablo store] normally does more business there than we do at this store,” said Smith. “I think it has been affected more by the economy than this store, though. The demographics are different. We [the Five Points location] have more well-to-do businesspeople and investors. When the market goes down, they don’t buy. There are older people in this area that don’t feel the ups and downs as much.”
Even if the original location swells with new customers, Smith intends to keep the newer store open due to its strong customer base.
As far as longevity in the market, Spillers ranks up there with Barnett’s on Blanding Blvd and the recently closed Berisford’s downtown.
“We try to feature local artists as often as we can,” he said. “We try to bring in what will sell.”
Area notables such as C. Ford Riley, Gary Mack, Art LaMay and Carlton Wilder are some of the artists featured there.
If construction on the new Fuller Warren Bridge stays on schedule, Smith may well enjoy the same level of patronage he once experienced. With everybody jumping on the art gravy train, though, the competition is more tense than ever.
“There’s not too much art selling now,” lamented Smith.