Here is the question that I dont really understand for Black Gold. Panini obviously put a lot of money into the production of this product over the last two years. Acetate everywhere, multi layer cards, lenticular approach, lots of funky crap in the box. Yet, with all of that, why did no one think to go in and actually spend time on making the design better than it is? Baffles me.

Here are some of the minimal listings for 2015:

2015 Black Gold Marcus Mariota Sizeable Signatures Auto /99

2015 Black Gold Maxx Williams Sizeable Signatures Auto NFL Logo 1/1

2015 Black Gold Jerry Rice Jumbo Relic Auto /49

2015 Black Gold Jameis Winston Sizeable Signatures Auto Patch RC /49

2015 Black Gold Odell Beckham Jumbo Relic Auto

Not only did Panini use horrible photos, cut signatures of rookie players on black cardboard, and those lame ass metal hood ornaments, but they basically took all the technology that went into the product and shit on it with a stupid layout for most of the cards. I mean, sticker autos on clear acetate just look dumb, and that’s not even accounting for all the other stuff mentioned above.

I really do like some of the cards, despite the garbage that surrounds it in the box. 2015 does look better than 2014 in many ways. However, outside the on card autographs and the base cards, the rest of the product looks like the mangled face of someone who just opened a case of this.

Watching breaks of this is like watching a guy get punched repeatedly in the balls. The boxes of Black Gold are so brutal that its literally hard to watch. Topps recently released Strata, which I would argue is an inspiration for Black Gold, and for 60 bucks a pop, you get a shot at cards that are very similar to those offered in Panini’s version. Additionally, Strata has no sticker autographs, and the plexiglass hits are much better than the ancillary box content in Black Gold. Why waste your time on a box costing triple the price?

I dont think I am among the minority, as I have yet to see many boxes broken on any of the message boards. Group breakers are even having trouble selling spots, as I see many unfilled breaks just about everywhere.

Glad this is the company that the NFL chose to be their exclusive partner. Just fucking wonderful.

We all knew Topps was going to go out with a bang when Definitive collection was previewed a few months ago. This will end up as their most expensive football product of the entire run of their history in the sport, and it is delivering like nothing I have ever seen. Each box has something just insane, and some have more than one card that just about every collector would love for their collection.

Dont get me wrong, this product could have been even better than it already is. Right now its missing a huge chunk of the run thanks to player signings not getting done. That being said, even though the product is overflowing with redemptions, the boxes are churning out hits that dreams are made of. We all know that Topps likely had to rush the release of this set due to the pending Panini exclusive, but if they can come even within a hair of fulfilling everything that is out there, good god there will be some amazing cards.

Inscriptions

If a company puts Inscriptions in their product, it will capture my attention. There is nothing that gets me more pumped than cards where a player adds a personal touch. I dont know what it is, but they are my favorite cards that are made today. Keep your patches and your relics – I WANT INSCRIPTIONS. After last year’s Five Star excluded them from the product, I was pretty sad that we might not ever get them back. Boy was I wrong. Not only do the cards look beautiful, but the inscriptions themselves are nice. Great cards.

2015 Topps Definitive Collection John Elway Inscription Auto /10

2015 Topps Definitive Collection Todd Gurley Inscription Auto /25

2015 Topps Definitive Collection Ameer Abdullah Inscription Auto /10

Framed Rookie Auto Patches

This hasnt been done before in Football, and Definitive KNOCKED IT OUT OF THE PARK with these. Not only is the design among the best of this card type since jumbo patch autos were invented, but they are framed like Museum. I wish there were veteran versions of these, because they might be the best auto patch cards of the modern era. Cool swooping patch window, large signature area, faded team logo, and a big player picture. I hate using this word, but these are fucking sick.

2015 Topps Definitive Collection Todd Gurley Framed Jumbo Patch Auto /25

2015 Topps Definitive Collection TJ Yeldon Framed Rookie Auto Patch /10

Multi Signed Cards

This is where the product gets really cool. The person who came up with these pairings should be given a hearty handshake, because they are fucking incredible. Barry and Tomlinson? Peyton and Rodgers? Gurley and Faulk? Wilson and Luck? Elway and TD? Pinch me, im dreaming. These just get better and better, and though some arent live, they will be eventually. To think that someone is going to end up with some of these pairs of NFL giants, Im jealous. Interestingly enough, there are many of these pairs that have never been on a card together.

2015 Topps Definitive Collection Todd Gurley Marshall Faulk Dual Auto

2015 Topps Definitive Collection Jerome Bettis / Hines Ward Dual Patch Auto

2015 Topps Definitive Collection Russell Wilson / Richard Sherman Dual Auto

Football Leather Booklets

I wasnt aware that they were going to do this, but a few of the rookies have booklet autos that are bound with football leather. Its been done in Triple Threads before, but not like this. They look like the booklets from Treasures only much more premium in design, and I wish there were more. Cards like this make me angry that this set is one and done.

2015 Topps Definitive Collection Jameis Winston Jumbo Patch Auto Football Leather Booklet /5

Super Bowl, MVP, and Champions Autos

I have said for years that the game’s biggest event needed more attention. Definitive ran with a similar concept bringing some really top level MVP cards. I really love the simple design, and the large autograph space lends itself well to pretty stunning looking approach. These are low numbered, and very much something I want.

2015 Topps Definitive Collection Aaron Rodgers SB MVP Auto /10

2015 Topps Definitive Collection Barry Sanders MVP Auto /10

2015 Topps Definitive Collection Steve Young SB MVP Auto /10

Again, if you dont mind being patient, Definitive will be a set that Topps can be proud of. Redemptions do sting, especially with multiple per box. Yet, when you see that the bigger names of the rookies are mostly live, its not too big a deal if you have to wait for a hit that is a pull of a lifetime. Im a patient man when it comes to good looking shit. VERY patient. Dont write this product off because of the redemptions, you will miss out. Trust me.

If you are a fan of motor sports, you probably know about Press Pass and their dedication to NASCAR during its immense popularity over the last 5-10 years. When Press Pass closed up shop last year, it left the NASCAR license relatively abandoned, something that many collectors hated to see. In true Panini fashion, they announced a limited product line that would be released under a newly acquired NASCAR License, including a return to high end with a National Treasures NASCAR set.

Here are some of the cards from Press Pass’ reign over NASCAR. I like a lot of these as a budding fan of the sport:

2014 Press Pass Red Line Jeff Gordon Relic Auto /15

2015 Press Pass Pit Road Dale Earnhardt Jr Triple Relic Auto

2015 Press Pass Upper Cuts Jimmie Johnson Logo Patch Booklet Auto 1/1

2014 Press Pass Red Line Danica Patrick Auto Red Ink /10

Because racing is a big deal to a lot of people, this deal has people talking. However, Im not so sure its the cow Panini is making it out to be. Press Pass went out of business for a reason, and it wasnt because they made shitty products. Its because the license didnt deliver. Panini seems to think its not too worth the risk either, as they are only committing to four products, three of which are established brands.

Here is the thing. I hope Panini does this right. They bit off a ton with the NFL and further stuffed their mouth with NCAA exclusives. This isnt an exclusive, but its still four more product. If they go into this and churn out tons of sticker based garbage like I am expecting. They will reap the rewards of their previous failures in other sports. Right now, NASCAR fans dont appreciate cardboard, but the driver branding is unlike anything that exists in team sports.

With the pro leagues, players usually hate the public persona they have to maintain. Signing autographs for many is seen as a pain in the ass. Press Pass never seemed to have as much of that problem, as the drivers are as much of a business as the teams they race for. Being there and being visible with the fans is not only expected of the individuals in the sport, its required. The fan loyalty to a driver is so similar to a fan’s loyalty to a team, that many sports collectors may identify with the way collectors behave. However, not many NASCAR fans care or want to care about cards. Im just saying this should be an easier player group to work with. Hopefully that means fewer stickers, but we all know Panini.

If Panini thinks they can waltz in and put out half-assed products, they will not only be negatively compared to Press Pass products of years prior, but they will fail to bring any new interest to the hobby. Panini has to do this right, and frankly, im not sure they can or even want to dedicate the capacity needed to make the sets work on the level they need to.

Shit, it might just be a slow play to eventually get into NASCAR digital, where I see the biggest push to bring this license into a profitable state. Think about a digital app that you pull the different parts to a car, pull the drivers, and pull the sponsors. Then, based on your build, you can get points in a gameplay format. It would be nuts, and it might even be the first app where gameplay dominates the landscape so much that collecting isnt as important. I would play the fuck out of that app.

I digress.

Panini is slowly trying to get deeper and deeper into a market that I see as a high risk low reward venture as a whole. I think they know the hobby isnt performing the way it used to, and may have some egomaniacal approach that thinks they can turn it around. In my opinion, its a losing game unfortunately. Taking on more and more just doesnt seem like the best thing to do when you already over-invested in the NBA, vastly over-invested in the NFLPA, and did so again with both NCAA and NFLP. Why not focus where there is still some money left? The collectors deserve more than the trash pile Panini currently calls a product calendar. So far, I see little to show they are headed in any sort of a right direction.

There arent many superlatives left to describe a product of premium quality. I mean, Panini is going as far as calling things Immaculate and Flawless. When I heard Topps calling their last figurative hurrah in the super high end market “Definitive Collection,” I thought they had better live up to the name. Seeing the cards live is a statement for sure. Five Star remains one of my favorite products of all. Same with Exquisite collection pre-2009. They set a precedent. The question is, can Topps do the same with a product that will last 1 year? Definitive Collection is going to try to do just that.

Check out the cards up so far, they pack a punch:

2015 Topps Definitive Collection Jerome Bettis Auto Patch /5

2015 Topps Definitive Collection Emmitt Smith Pro Bowl Auto /10

2015 Definitive Collection Phil Simms Auto Inscription /10

2015 Topps Definitive Collection Marcus Mariota Auto

2015 Topps Definitive Collection JJ Watt Auto

2015 Definitive Collection Russell Wilson / Richard Sherman Dual Auto

The cards themselves look tremendous. The level of detail and checklist quality speaks to the fact that Topps didnt want to go quietly into the good night. When you see how much better most of the set looks than Flawless does, its curious what the fuck Panini is spending all that money on? Melee gems dont cost THAT much.

Dont get me wrong, this is a VERY costly product. Think Dynasty baseball in a normal box format. That expensive. For the most part Topps delivered in ways that no other company has really delivered, well maybe ever. Big names everywhere, great looking cards, HUGE patches, cool inscriptions, framed autographs, the list goes on and on. Its like they actually knew what they were coming up short with Five Star and built it up. Made it better for everyone to finally see what they were missing in a super premium set.

That’s not saying the product doesnt have drawbacks. The colors used for the parallels and the level of saturation is horrendous. It looks awful. Because of the way the cards’ color palate were printed, its almost like they chose pastels, which very much clash with the team colors of the league. Not good.

Similarly, the checklist has its fair share of redemptions, which isnt going to make people happy. When you do a full on card product like this, redemptions are part of the game. However, if the quality is high on the finished product, I know quite a few people that are happy to wait. Hopefully the signers fulfill their promises, because some of these cards are fucking balls to the walls ridiculous.

Im going to close with this. Sets like this make me sad. Sad that we dont get to see the future iterations of the product in football. Instead we are left with a Flawless product that costs 1500 but doesnt deliver unique content, or an Immaculate product that has a lot of nice cards, but at a crazy low seeding rate. We need more products that people open the box and think WOW. This is just nuts. Definitive, down to the intricate patterns embossed on the cards, is the first set to do that in a long time. Its gone in football next year. Topps is out.

Last time I checked, Panini is too busy trotting out products that have yet to measure up. They may own the exclusives, but they arent ever going to reach what both Topps and Upper Deck managed. People bought Exquisite because they LOVED it. People bought Five Star because they LOVED it. I feel like people buy Panini’s stuff because they want to make money, not because they think its a great product. I dont get how such value can be attributed to sets that dont look good, and havent measured up to others in the space in theme or concept. It makes no sense. Definitive brings the checklist strength and design, and I am hoping that people give Topps the sendoff they deserve.

Is this going to pan out well for a product with no future? Im intrigued. I really hope people support a set that looks to be done very very well. I think the industry’s future isnt enormously bright, so maybe people will see that its best to live in the moment. Definitive is definitely a great moment, and a nice way to close out Topps’ run. We still have Diamond and other sets to go, including Supreme, but this is the meat. This is the big dog. It barks like a big dog should.

Right now, a bunch of hobby industry professionals are in Hawaii talking about the business side of cards. For many, this is a trip to improve their business. Im sure there are many that need those lessons but cant go on an expensive trip. Let me tell you right now, the summit is all about lip service, and lip service helps no one. If you have read the recaps of the panels online, you will see that there isnt much offered there that cant be found online. I mean, you are reading a recap, right?

Dont get me wrong, networking is very important, but with every last person in the industry available on the internet to receive your questions and feedback, its not a big deal to talk to them face to face anymore. If you are personable online, many are more than willing to talk to you. I mean, is the Panini rep going to tell you something different just because you are in front of them? Guess what? The redemption program isnt going to change because you are there asking where your 2013 card is. Plus, if you really want to understand customers or talk to successful shops, there are thousands of potential customers and established retailers on twitter and facebook that can be engaged for feedback for free. No Hawaii trip required.

Moving on.

In my opinion, the population of individuals who visit hobby shops of any sort is dwindling. Not because of anything other than times are changing. The internet has changed the face of many hobbies to the point where they dont function anywhere close to the same as prior. The internet has changed our society, and that’s some toothpaste you cant put back in the tube. So, the question becomes, are hobby shops still necessary to the fabric of the hobby? I think the answer is more complicated than you might expect.

Im not going to get into the ins and outs of why shops should or shouldnt exist, because honestly I dont know enough about the marketplace to understand the true ripple effects of the last hobby shop closing its doors. I want to say that shops continue to be an ambassador to returning customers to the hobby, but im curious if google is more of an ambassador than anyone these days. My gut says yes.

Also, I have to mention that I am lucky. One of the best hobby shops in the country sits mere miles from my house, and I am a bit spoiled by the atmosphere that is on display. Sports Cards Plus recently underwent a large renovation sponsored by Panini, and now looks even nicer than it did before. That being said, a nice look isnt the only thing that keeps customers coming back. The owner, Charlie, takes an enormous amount of pride in the way his shop is run, and he is a student of his customers. Its uncanny.

That being said, there are some major and simple things that a shop can do to improve their position in the hobby world.

Curb Appeal

I get it, not everyone can set up in an upscale shopping mall, and some cant even afford to set up in a run down shopping mall. Margins in the industry are thinner than ever, and with the card companies constantly closing out product to every distributor with a pulse, the margins arent getting bigger. That being said, there are a lot of ways that someone can make their store look nice, even without a nice location. Whether its proper signage, updated window displays, or even just a big window into a clean store, Curb appeal is a huge deal. Its hard to continue to walk into a store that looks like a front for a drug operation. Because shop owners have a lot of control over “random” packs in their store, I have to have a level of trust to buy anything. If the curb appeal looks like a disaster, its hard to want to go inside.

Organization

The first judgement a card customer will make is the organization of your store. If things are strewn about and completely messy, you are not going to look good to a crowd that meticulously keeps their own collection as organized as possible. I get it, maintaining a clean store isnt easy when you are the only staff member, but if you want to grow your business, the inside has to be spotless. Cards need to be in boxes, packs need to be in boxes or bins, and everything needs to be straightened, dusted and kept out of the UV light. If you have a bargain area, make sure it is clearly labeled and separated from your premium stuff. Singles should be on shelves in a way that make sense, and though display cases can be expensive, they need to be a part of your setup. The outside of your shop can be a train wreck due to the area, but the inside needs to be a haven.

Customer Service

If you got into owning a store because you loved cards, you probably made the wrong decision. If you got into owning a store because you loved cards, and you love to serve your customers, its a bit different. Being a customer service rep means putting on a show. You have to be the reason your customers want to continue to buy from you. Chances are, many cities only have one or two shops. That means that competition is dwindling in that respect. What it SURELY doesnt mean is that competition doesnt exist. If you atmosphere sucks, because you are a dick or you dont pay attention to your customer’s needs, you will not get my business again. Ill just stay online. You are a facilitator and a salesperson, so you need to be exactly as available as I need you to be.

At a minimum:

• Greet every customer who comes in the door
• Be visible at all times – dont disappear into the back room
• Ask questions to determine what the purpose of my visit is
• Make suggestions
• Engage me in discussion / ask my opinion
• Show professional empathy and be respectful
• Dont sit on your computer
• Get feedback
• Dont treat me like a kid or a potential criminal

Customer service is an art, and if you are unable to come out of your introverted frame to really be “on” with your customers when they need it, good luck. The internet is not your biggest problem. Obviously, not every customer needs attention constantly, but you wont know the level they need until you talk to them. I cant count the number of times I walk into a store and see no one. No customers, no staff, nothing. Its tough to do everything by yourself, but that isnt always an excuse.

Setup of the Shop

Some shops are setup to be very pack and go. No areas to congregate, large rear of the shop to protect high value goods, and a lot of counters. Some stores are just small because they have to be. My personal preference is to have a display where wax and singles are available for purchase and an area to sit and hang out. The ONLY reason I go to a shop these days is to pass time, and the buying is almost secondary. I might go to buy, but I will buy more if I can stay longer and chill with people.

Have a TV on, have a breaking table, make your shop as much of a destination as possible. If that means sacrificing some storage space, it will be worth it. You would be surprised how much time we spend around the breaking table at my shop. Even when it was a smaller shop, the owner ALWAYS had a table set up with a bunch of chairs. There is nothing more enticing than watching someone break a box. Even if its bad, it wont matter. People want the experience, and they want people to watch. If your shop isnt conducive to that setup, you wont have me coming back.

Why do you think most Cigar shops have such an investment in a lounge area? Its because they want customers to see the product in action. They want their shop to be the place where people hang out. If they hang out, they buy.

Try to find a balance between retail areas and non retail areas, and be conscious that every inch you take up with a shelf, is an area that could be reserved for people to congregate. Its the only TRUE advantage you have over the internet. If your shelf doesnt get constant sales, is it really worth keeping there obstructing the flow of the shop?

Store Hours

I dont get why a shop would be open Monday to Saturday from 9am to 5pm. That makes no sense. Your weekend needs to be different than your customer’s weekend. Most of us have jobs, and we wont stop by when working hours are going on. Opening later in the morning to stay open later at night is a huge plus. I would be shocked if people roll out of bed on a Tuesday to open cards at 9am. Open at 11 and stay open until at least 8.

Similarly, your hours should be longest on Wednesday (product release day) and Friday (Payday). Sundays should be a big day too, and its best to make your shop a football factory during the season. 12-5 hours on Sunday would help a lot. Everyone is out of Church, and Football doesnt really go past that. You have to be available when your customers have free time. Closing on a Tuesday isnt a big deal when you can be open other times instead. No one said owning a business would be easy, and sacrifices have to be made.

Online Presence

Every shop needs a Twitter account. Every shop needs a facebook account. Every shop needs a website. This is non-negotiable. If you dont understand how to do any of this, im not sure how you are reading this post. If you own a store website, it needs to be updated frequently. A blog format is perfectly fine, and very easy to set up. Most community education centers have internet classes, or you can hire someone if you cant figure it out. Remember what I said before? Google is your best friend, and if customers cant see you before they come, its less likely that they will. Invest in your online presence. Make sure you stay up to date on Yelp comments, and other reviews from the crowd.

Twitter and Facebook have become hobby hubs, and having a persona is good. All the big shops have found time to make it work. It can be anything. Responding to card company posts, engaging with people in discussion (positivity only), and being a pillar there will earn you respect. With respect comes attention, and attention is good.

Similarly, doing something as simple as posting pictures of big hits pulled in the store can get you a lot of visibility. Even if customers dont open in the store, ask them to tweet pictures to you when they open at home. Give them a stage to show off their biggest wins. This hobby is one based in Vanity.

I run two websites that have minor followings. I post something for both sites multiple times per day. I also have a job that requires 60-80 hour work weeks. If I can find the time, so can you. My wife and two kids understand its something that is important to me.

Bottom line, if it shows YOU care, it will inspire your customers to continue coming back. You will not be able to compete with internet prices. Sometimes that’s okay. If you provide the right destination for your customers, it wont matter that they can get it cheaper elsewhere. They will want the experience of a fun place that is supportive of their biggest passion. That passion runs both ways, and I guarantee that any investment you make will return 10 fold in that respect. If you can be creative and build from these things, you might be able to make a living selling cards. This is just the BASICS. No one ever becomes rich from doing what is expected of them. To succeed above and beyond, you need to go above and beyond.