10 Questions for Guitar Maker Keith Holland

Meet the Owner is a weekly column that features business owners in the town of Los Gatos. Los Gatos Patch asks each owner the same 10 questions every week so the community can get to know the people behind our local businesses.

Long-time Los Gatos resident Keith Holland discovered in his early days of playing guitar that he had a natural talent for guitar making and repair. This talent eventually led to his business, . Holland has developed a reputation for being one of the best luthiers in the Bay Area, and people bring their guitars from miles away to take advantage of his expertise. That, coupled with his love of dealing with people, has been the key to his success.

Los Gatos Patch: What did you dream of being as a kid?

Keith Holland: When I was very young in Oklahoma, I wanted to be a cowboy. I discovered baseball when my family moved to California when I was in second grade. By middle school on, it was all about rock and roll and electric guitar. I think the music thing was always there: Gene Autry and Roy Rogers, Beatles, Clapton, Hendrix, Van Halen—kind of in that order.

Patch: How does your personality play into your business?

Holland: I like people and love to make them happy. There's nothing better: The happy customer playing his once-damaged or hard-to-play instrument and loving it. I love talking guitars and guitar toys, trading road or gig stories, checking out my customers’ guitars and basses, demonstrating new products or just shooting the crap with people.

Patch: At what moment did you decide to open a business?

Holland: It took many years and paid dues to get to the point where I felt confident and competent enough to start my own business. I needed to make mistakes and learn from them. I wanted to open the best repair shop in Nor Cal, so I needed to get to that place. Along the way, I learned the weak components of certain electric guitars and decided to build my version as an attempt to improve the ordering, buying and playing experience for the custom-guitar owner.

Patch: What inspired you?

Holland: Two things inspired me to do what I do. As a young player and guitar teacher, I had problems finding someone who could adjust and/or modify my instruments to my liking. I began working on my own instruments and soon realized that I had an affinity in this area. I received encouragement from Dan Aronie at Guitar Showcase (where I was teaching), who allowed me to set up the banjos at the store. I also got some tips from Dawn Torres and Terry McShane at Torres Guitars in Saratoga.

My second inspiration came from an article I read in a trade magazine in the late '70s. The article explained how Edward Van Halen was taking random guitar bodies and necks, along with custom components and pickups, decorating and modifying the finish, re-shaping the necks and throwing it all together to create a unique instrument. What an eye opener!

Patch: Describe the biggest challenge of owning a business in the town of Los Gatos?

Holland: Honestly, I love Los Gatos. It's been my home since the early '70s, and I've watched it go through a lot of changes. I have recently moved my store into the Tabernacle of Tone, shared with King Amplification on Roberts Road, near Fisher Middle School. My previous location, on Village Lane in downtown, presented serious parking problems and high rents for small spaces. My new location has its own parking lot and twice the square footage—no challenges!

Patch: Describe the best thing about owning a business in the town of Los Gatos?

Holland: Los Gatos is a beautiful town. This is the place to be in Santa Clara County.

Patch: What is one thing you would never change about your business?

Holland: I want to keep my business small enough so that I can keep the family atmosphere with one-on-one communication. It's difficult at times, but my employees and I work hard to keep it that way.

Patch: What is your business' greatest asset?

Holland: I would say it is my team of employees. They are a friendly, talented, and positive group, and I believe that my customers feel comfortable as a result.

Patch: What is your favorite spot in town?

Holland: I love downtown. I love to walk down North Santa Cruz Avenue, down to the park, and the farmers' market on Sunday.

Patch: What's one thing the community should know about you?

Holland: The town should know that there is a guitar store in town, an alternative to the big-box stores. We offer student guitars, lessons, basses, acoustic and electric guitars, more parts than anyone in Nor Cal, accessories, and expert repair, set-ups, restorations and advice. We love what we do and make you feel at home, so come on by sometime!