We recently made a pilgrimage to Florida, visiting Tampa and Orlando to talk with companies and get a sense of new products for the coming year. One of the trip highlights was a stop at Armadillo Enterprises, manufacturers and distributors of products like ddrum electronic and acoustic drums, Dean Guitars, and other gear.
Armadillo was started by Elliot Rubinson, an industry legend who founded the Thoroughbred Music chain, well-known in Florida in the '80s and '90s. Elliot’s a triple threat man with chops in retailing, manufacturing and design, and playing – he was on tour earlier this year playing bass with guitar great Michael Schenker.
The day we showed up to visit, Barry Kerch of Shinedown was in town, taking time between tours to check out new gear and visit drum artist relations specialist Felix DeLuna. Check out our tour of the facility at ddrum. They were great hosts and we got to learn a lot about what goes into the products.
Hanging in the artist room. Barry Kerch of Shinedown was visiting ddrum the day we visited.
Armadillo has a huge warehouse for their Dean Guitars, ddrum drums, and other lines.
Techs inspect and set up a kit prior to shipping. They also handle some repairs at the facility.
Very sharp silver finish.
Barry Kerch checks out an electronic ddrum kit. We expect some new models to come out in early 2014 based on what we saw.
Elsewhere in the warehouse techs work to set up guitars.
“Aren’t you glad you don’t have to ship all this stuff, Felix?” “Damn straight, Barry.”
The brain trust at ddrum: Armadillo Enterprises Elliot Rubinson, artist rep Felix DeLuna, artist Barry Kerch of Shinedown, Marketing director Curse Mackey.