From Our Owner
My first career after college was selling office products for Boise Cascade in Portland, OR for seven years before moving to Seattle to earn my MBA from the University of Washington with a plan to participate in the "Dot Com" boom as a Product/Brand Manager. Then, we experienced the tragedy of 9/11, and grad school became a case study in a collapsing economy. Upon graduation in 2003, amid an exceptionally tight job market, my wife and I moved to San Diego where she was able to negotiate a company transfer while I got a job....selling....print. Leading to my lame Dad joke: "I used to sell blank paper, now I sell paper with ink on it". My 10-year career in enterprise print sales here in San Diego was forever altered by my mother's unexpected passing in early 2012. This turning point in my life lead to significant soul-searching whereupon my wife and I decided to join the AlphaGraphics family and start a printing company. After failing to find a local business to acquire and convert to the AlphaGraphics brand, we opened a 2400sf greenfield location in University City, now known as San Diego's 'second downtown'. I hoped to combine my industry-specific sales experience and education to create a sustainable, successful business, but what I didn't realize at the time was my love for printing and signage, or broadly speaking....graphics. Witnessing a digital file on a computer screen come to life in the real world is something from which I never realized I would derive so much satisfaction. I'm constantly looking a signs & graphics, they're everywhere, you'd be amazed if you pay attention for a few minutes the next time you're outside. I plan to continue learning as much as I can about the industry so that I can be a relied upon resource, one that simplifies the complexities of our industry to deliver tangible client solutions that make a positive visual impact.
-Scott Weathers
Team Spotlight: Ed Norinder
Ed Norinder was our 3rd employee back in 2014 and has been a rock solid performer since day one. A 40-year industry veteran, Ed has forgotten more about printing than I'll ever know and he has adapted to the changing landscape of our industry throughout his career. It started back in the 80's with a start in bindery before quickly running multiple presses, to concurrently managing multiple independent print shops in Southern California, to brokering print on his own. Since he's been with us, he's deepened his knowledge of the large format and promotional products side of the business and has become a truly trusted resource to our customers...and to us. He carries an easy going personality and is the definition of reliability. He allows me to take worry-free time off and I trust him implicitly with our business. Perhaps you met him last year as I sent him to conference in my place and if so, I hope you share my belief that he is as deserving as anyone in the network for this award. Angela and I are truly grateful for his many years of service, and look forward to a few more as hear nears a well deserved retirement. Simply put, Ed is a print guy. A heartfelt thank you Ed!
But wait, IT GETS BETTER!
Back in the summer of '22, after a few failed attempts to fill an open role in bindery, Ed suggested his daughter would be a good candidate for the position and I jumped at the opportunity to interview her. Fast forward and she is now running our digital production department, is my agOnline champion and with coaching and delegation, become the primary point of contact for our two largest clients. She is as exceptional as her father, just in different and complimentary ways. Ultimately, Ed is in charge of what enters the building and Sarah is in charge of what leaves. We experience low redo rates and our material cost as a percent of sales has decreased measurably; a testament to less make-ready and keen attention to detail, a key trait that they both share. Perhaps most importantly, our customers are big fans of them too and we enjoy a 5 star rating on Google with over 200 reviews.
With the most sincere gratitude for their combined 16 years of service that Angela and I can muster, we thank you Ed, Sarah AND your lovely wife and mother Maria who we've come to know and love over the years as well; our business wouldn't be where it is now without you. Simply put, Ed is OUR print guy. A HEARTFELT THANK YOU TO THE ENTIRE NORINDER FAMILY!
Much love,
Scott & Angela Weathers
