SPOTLIGHT: Pacific Coast Flag: Reflections on 40 Years in the Flag Industry
I started Pacific Coast Flag on August 1, 1983. I have always loved the American Flag. My great uncle served in WWII in the Navy. Both my aunt and uncle started a summer camp in 1946 (Kennolyn Camp). I went to camp when I was five and every morning at 9 we raised the American Flag, and at 5 we lowered the American Flag. From that point on, I was hooked.
When I was 13, my Dad suggested I get a part time job. Living in Santa Cruz, most people my age worked at our amusement park (The Boardwalk). A very close family friend (Alan Wadsworth) had his own business (Western Flag & Western Label). He offered me a part time job and gave me the Monterey Bay Area as my territory. After two years, with his encouragement I started Pacific Coast Flag.
It’s hard to believe that was 40 years ago. I always was interested in law enforcement, and I joined the California Highway Patrol when I was 20. A few years later, I was able to transfer back to Santa Cruz where I worked graveyards with my future business partner (Brent Shultz). He felt I had a gold mine selling flags, but I didn’t know how to run the administrative parts. We hit it off because we complemented each other, and we have been business partners for over 30 years. We both retired from the CHP in 2019, and now have time to focus on growing PCF.
Pacific Coast Flag started in Santa Cruz, then moved to Freedom, California, before moving to Sacramento and Coeur d’Alene, Idaho. We are a home business and meet clients by appointment, or we go and see them.
I focused my attention on the hospitality industry. We currently have clients in all 50 states and 21 countries that are in the hospitality industry. I also have focused on businesses and government agencies. We don’t actively go after individuals for business.
Since I was born in San Francisco (3rd generation San Franciscan). I have always had a love for The City and focus on gaining clients around the Bay Area. One client that we have had for over 25 years is known worldwide; we supply the flags for the Golden Gate Bridge. We also supply flags for the world-famous cable cars. In addition, we decorate one cable car (26) every year for Flag Day/4th of July and Christmas.
Over the last 40 years, I have learned customer service is number one, not price. We have had a few very loyal clients for over 35 years. I have learned that saying thank you with a handwritten note goes a long way.
We joined NIFDA in 2000 and the lifetime friends we have made are incredible. The networking benefits us and our fellow dealers/manufacturers. It was an honor to be a past President of NIFDA, and I was blown away to receive the Betsy Ross Award in Philadelphia.
