One of our favorite things about the rallies we attend is all the interesting people we meet. The industry is full of good-hearted people who are quick to share a smile and a story with you. This was exactly the case at the recent Bike Week New Orleans. We were admiring an artist painting a skull free-hand on the fender of a customer and he caught us snapping a picuture of him, so we got to talking. His name is Dave Knoderer but most people know him as 'Letterfly.' He carries on a time-honored tradition popularized by Von Dutch and Dean Jeffries, motorcycle pinstriping, as he travels to different events and sets up shop at dealerships and shows across the country. It was a treat to watch his steady hand paint perfect lines as he uses motorcycles for his canvas. We found 'Letterfly' to be an interesting entity and like to give everyday people in the industry a chance to share their stories, so here's 'Letterfly's' testimony as to how he ended up a pinstriping artist. -ed
“Hey Dave,” came the query, “what’s the story behind the benches?”
Shiloh and I were standing in the parking lot at Peterson’s
'Letterfly' travels the country bringing his painting talents to many happy customers around the US.
in Miami during one of the few quieter moments of the weekend’s festivities, as he gazed at the purple seating I bring to every party. He looked up at me and intuitively suspected that there was an informative yarn about to be told.
Shiloh and his partner, Mark, own LITE-CYCLE and are dealers of motorcycle lighting and a high-end accessory service known as “
Boogey Lights.” Over the years of working with and seeing each other at bike events all over the country, we have become enduring friends. Clients appreciate the sense of genuine customer service and happy demeanor they encounter while doing business with Letterfly. Inside the pinstriping booth the variety of traditional brush painted, low brow, and old school designs on display create an atmosphere in which bikers can pause and contemplate the many possibilities for unique artwork which would set their motorcycle apart.
As I reviewed all that has taken place in my colorful career to date: the construction of my portable art gallery and the development of the travelling lifestyle dedicated to servicing this interesting culture; a story began to gel in my mind about the comfortable benches, just as Shiloh expected.
Even though the pinstriping service is set up every weekend at a customer-friendly motorcycle dealership somewhere, the advent of the bike show season begins with the granddaddy of all bike events in Daytona. This year at Bike Week, Letterfly will set up with his “Boogey Lights” friends at the Diamondback Steak House in Holly Hill. Those of you who escape the great white north in order to enjoy some Florida sunshine need only keep a sharp lookout for the purple benches to help you find Letterfly conveniently located between Daytona and Ormond Beach in beautiful Holly Hill.
The Boogey Lights representatives and Letterfly combine to establish a “Creativity Central” headquarters for the bikers in search of high quality customization and camaraderie. Make sure to stop by and see the latest in gadgets and lighting for your bike and the painted images as they come to life! You could have the artist dream up an idea for your scoot, or just hang out and have some fun amidst the excitement of the leather clad throngs at Bike Week in Daytona. Until we see you there, enjoy the story behind the purple benches.
The Purple Benches
The love affair with my customers officially started 22 years ago as a result of a happy accident. I found myself at a Dude Ranch turned Luxury RV Resort. At River Ranch, folksy entertainment was all around me: hay rides, line dancing, folk
Although the original purple benches became too bulky to haul from event to event, look behind the big chopper that he custom painted the tank on and you'll see 'Letterfly's' more economical folding versions in the background.
singing, and the old time rodeo. They even had a country band at the saloon every Saturday night! Aircraft rallies at the landing strip, cruise night, bike night, motor home rallies, and fishing tournaments filled the winter weekends. I became the resident artist at River Ranch, so I was on display as a curiosity for the crowds to see as I created wildlife murals, pastoral scenes, and patriotic sentiments on motor homes and various other modes of transportation. Before their eyes, I applied my creative skill to personalize rigs with intricate lettering, pinstripe delicate decorations on bikes and old school designs on hot rods, paint portraits of “Fi Fi” and “Fido” on camper entry doors, and add graphic stripes to vehicles of all kinds.
My career as a painter of high quality works started in the early seventies. I was an introverted, freshly brokenhearted sign painter from Michigan; but a decade later, I decided to step into the expanded position of entertainer with a brush. This role assisted in accumulating an incredible reputation in the RV industry. As I grew comfortable in the limelight, my demeanor developed into the boyish funster of today. My presence at River Ranch lasted eight winter seasons, until a new opportunity arose.
I did not know this at the time, but the founders of Lazydays had the vision of creating the “Disney World” of RV dealerships. They dreamed of having every conceivable amenity on the property which would create an unrivaled one-stop RV shopping experience and a unique destination for RV’ers. Consequently, I received a call and was invited to bring my special gift to Phase One of their new facility and settle in as their artist.
Another happy 'Letterfly' customer!
In what seemed like a moment, I was transported into a park-like setting and given the prettiest place on the property for my studio. The beautifully landscaped site was adjacent to concrete pathways that led to various parking lots filled with brand-new motor homes. However, the area around me was filled with park benches, which I especially enjoyed. They quietly conveyed the message of the foundation that both Lazydays and Letterfly are built upon: a sincere regard for the customer. The comfortable seating became a favorite place for the guests after having lunch at the cafeteria or while waiting for service to be performed on their coach. If the customers sought a peaceful retreat in the shade of the trees or were just plain curious about what Letterfly was up to, they had great benches on which to rest.
The lovely studio setting under the moss-draped boughs of the ancient oak hammock at the largest RV dealership in the country served as a wonderful “think tank” for artistic creativity. The area became a source of gratitude and a haven for curious couples to relax, enjoy the camaraderie, and validate decisions other patrons had made on a mural. They would ask questions about commissioning artwork of their very own and watch the process as mural after mural was airbrushed onto motor homes for what seemed to be an endless stream of couples that resembled Ma & Pa USA. I was living a dream.
I was honored to be on board at Lazydays because the founder knew that his success came from a momentum of happy customers. He dedicated his company to outstanding service to his patrons and to promoting the right principles. For example, he personally taught a class once a week to empower every employee with strategies, ethics, and common sense that would promote right decision-making, produce outstanding service, and create all-around dedication. This philosophy combined with my happy way as an entertainer catapulted me into the functional realm of service that I enjoy today.
You'd never guess from its exterior that a Kawaski lay underneath 'Letterfly's' Wild West-themed motorcycle.
However, everything changed at the mighty dealership when -- at the peak of the motor home buying frenzy -- the owner sold the company to an investment group on Wall Street. The virtuous ideals that built the success of the company began to erode. One by one, the park benches rotted and were never replaced. The economy took a dump and RV sales stalled, forcing massive layoffs and industry-related manufacturing companies to close.
Thankfully, the building boom of brand new Harley-Davidson stores had provided an opportunity for my mural making service to fill another niche. As interior murals began to fill the halls and walls of this unique retail environment all over the country, I found an audience that wanted pinstriping on motorcycles; so I began to attend the popular events frequented by the bikers. The friendly demeanor that had developed over the years and the philosophy of dedication to customer service accompanied me into this new echelon.
I saw them for the first time at a business product convention: plastic end pieces that had receptors for blocks of 2 x4 wood that, when added, would create sturdy park benches. I bought two sets, both purple. Soon I had painted up some 2x4’s and assembled my park benches. The purple seating was included at every bike event and at customer-dedicated Harley stores where my guests enjoyed the creative brush painting service. Interestingly, many of my biker customers were the same ones who had a motor home with a mural that I had airbrushed.
During Bike Week New Orleans, a rider from Arkansas, Bud Harrison, stopped by with excitement in his eye as Knoderer was painting an ornate mural on his tank based on a drawing Harrison’s son had done for his father.
Everywhere that Letterfly went, the purple benches were a big hit. After all, bikers need a place to put their stuff while they are getting artwork and a place to relax after a long trip. The benches encourage a great place to congregate and watch the pinstripe design process or a traditional hand painted image come to life. The real reason for the benches, though, is to convey the message of respect for and dedication to my guests that I learned years ago. Alas, the original park benches proved to be too bulky for transport in the back of the toy hauler so I began to seek an alternative. After much deliberation, research, and some inspiration; twice as many folding versions of the “bench-o-matic” are complete and painted purple with reflective lettering that reads, “Letterfly.” So when you get to Daytona, don’t forget to look for the purple benches!
