A Conversation with Dan Kees (Blog or Die! Entry #19)

Accepted entry for the “Interview” category.

Author: LettuceBrick (Nice Try)

Word Count: 1,906

Judge’s Note:

* This entry was submitted before the deadline (Mon, Jan 15, 2018 10:10 pm), but I didn’t have a chance to post it until today.  The entry is valid and accepted for final consideration.

A Conversation with Dan Kees


With whom? I’m glad you asked. Dan Kees is the owner of PromoTec Specialty Printing, purveyors of, well, specialty printing. Oh, and he also prints custom designs on all manner of Lego for all manner of clients. And to top it all off, he builds! So without further ado, enough blather and on to the interview.

Screenshot-2018-1-16 PromoTec Specialty Printing.png

The Standard Questions

LB: How did you get into Lego as a child and/or adult? What keeps you interested?

DK: I probably had some type of building blocks since birth.  I had DUPLO as a baby and never remember a time without LEGO. I got my first standard LEGO set when I was five, and it’s all I ever wanted after that. I probably entered my dark ages around age 16 or so. I actually brought all my LEGO to college but only pulled it out a couple times. When LEGO joined the force with Star Wars in 1999, I was drawn back in big time, and have been building ever since. I stay interested as an AFOL because of the high stress job I have owning my own business.  LEGO works as a great stress reducer. It’s just plain fun! Another major aspect of the hobby for me now is the community. I’ve made some great friends through LEGO clubs and conventions.

LB: What are your main areas of focus when it comes to building?

DK: My wife and I put on a large LEGOWEEN display every year, so that takes up a lot of my building. I always like to make at least one large “Wow” MOC each year. Those have included a working roller coaster, a large castle, and 55 Central Park West…otherwise known as Dana’s apartment building from Ghostbusters. I don’t really have a favorite theme. I’m often inspired by a single piece and just go from there.

LB: Describe your acquisitive process and how it relates to your building.

DK: I always try to avoid buying a lot of sets, though LEGO makes that very difficult. They keep releasing such cool sets that really appeal to the AFOL community. My main budget goes to Bricklink where I buy thousands of parts for our Halloween display every year.

LB: Do you use your own printed items in creations? Other third party products?

DK: Yes and Yes. When I first started printing, I made a lot of woodgrain tiles. I use these extensively in my MOCs. However, I rarely print anything new for builds. I use a lot of custom minifigs and accessories from companies like BrickArms and BrickForge.

The Printing Questions

LB: You run a printing business which also involves Lego pieces. How did you get into printing onto Lego? Is there an engraving component as well?

DK: I’ve worked in the printing business for almost 30 years. When I first joined BayLUG, I printed some LEGO business cards for fun. I went to my first convention that same year and was really introduced to the concept of custom printed bricks. I instantly thought…hey, I could that!  I got the word out and had multiple customers overnight. I do not do any engraving, just digital and pad printing.

LB: Are there any specific challenges that Lego presents that other materials do not? Or is printing on Lego easier?

DK: Printing on LEGO is actually pretty easy. They are made from ABS plastic which accepts ink very well. They are also very consistent, which makes them easy to print in bulk…especially when printing bricks. We can interlock them in stacks and print a large quantity very quickly.  The challenge comes from running a large variety of elements. Bricks and tiles are easy, but we also print all the way around minifigs. That can get a little tricky.

LB: I assume the customer provides the design and the materials. What challenges do you face in reconciling the two and what is the most challenging Lego printing job that you’ve faced?

DK: Fortunately, we deal mostly with large custom brick resellers. They typically send artwork that is accurate and well laid out. They also understand the limitations of the process. Some less experienced customers will draw extremely detailed designs that look great on screen. However, when you shrink them down to a 16mm wide minifig torso…they don’t work so well.  Minifigures are by far the trickiest jobs. As the industry develops, people want more and more detail as well as full wrap printing. Keeping things lined up over large runs is very difficult.

LB: I know you participated as a vendor for at least one Lego convention. How did that experience compare with your more usual method of sale?

DK: Vending at a convention was tricky, because I missed so much of the convention. I quickly realized I was not cut out for retail. I really enjoy printing more than selling individual parts.

LB: What is the future of custom Lego printing for you and the market in general?

DK: The future of custom LEGO printing is really in the digital process. There are a few of us pad printing parts, which is the process that LEGO uses. Pad is great if you want your custom parts to look like LEGO made them. However digital opens up a whole new realm of possibilities with raised effects, unlimited color options, and filling in nooks and crannies that pad printing cannot accommodate. Our ratio of digital orders to pad is probably 50:1. I don’t see any end in sight for custom printing. As 3D printing and desktop UV inkjet printers come down in price, I think we’ll see a lot more people getting into custom parts and printing. I’m excited to see what the next generation comes up with.

LB: To what extent and with what rigor do you separate “hobby Lego” and “work Lego”?

DK: There is a hard and fast rule that my work and personal stock shall not mix! On the rare occasion that I supply parts for a client, I always buy them “New” from Bricklink or LEGO PAB. Some parts are inevitably ruined when used at work.


The Community Questions

LB: How important is the Lego community both online and more locally to you as a printer and a builder? Do you sell to AFOLs only or just conventions or also the general public?

DK: The online community is much more important to me as a builder.  I like browsing the many Facebook, fan, and other community pages. It’s fun to see what people are building around the world. I feel like I could travel to just about any country and find some AFOLs to hang out with. I don’t use the online community much for business. Many of my favorite sites do not allow commercial posts…which I totally agree with and respect insistently. I have a pretty good set of regular clients that keep me plenty busy. I mostly sell to larger resellers. I get occasional requests from other AFOLs, but our order minimums usually don’t fit their projects. I no longer sell any of my own designs.

LB: Do you have an online Lego presence, business or otherwise?

DK: Not really.  I am involved with a few Facebook pages, but that’s about it. Most of my business comes from word of mouth and repeat clients.

LB: You have of late also taken part in Bricks by the Bay convention planning. (For a while now I think.) I believe you supply the brick badges and other printed items. Could you describe some of the planning that goes into that and other aspects of the convention?

DK: Yes, BBTB is one of the biggest highlights of the year for me. I love being involved with the organization. I print the badges, and any other custom parts needed for minifigs, event kits, etc. I donate a large portion of the printing. It’s a great way to give back to the community that I’ve enjoyed for so long. Recently, my company has also taken on some of the kitting for the con. It can be surprisingly complicated, but it falls right in line with our business. It takes an exhausting amount of planning to pull off the CON each year. I tried doing too much when I first joined, so now I make sure to only take on responsibilities that I have time to do well. I’m not nearly as involved in the overall planning as I once was. I mostly focus on any custom printing needs and kit planning for the badge, event kit, and workshops.

LB: Have you participated in collaborations?

DK: Yes, mostly with BayLUG.  I love helping set up large displays. It’s something I always wanted to do as a kid but never had enough stuff.  Now we have an unlimited arsenal of builds to create huge layouts…super fun.

LB: What is the Lego community’s greatest strength? What about its greatest failings and/or weaknesses?

DK: Hmmm…interesting question. I think the community’s greatest strength is the product itself. I strongly believe that LEGO is one of the most enduring and inspiring products ever produced. I would not be in a technical/manufacturing field today without it. Our greatest weakness? I’d say we expect too much from LEGO. We oftentimes forget that this is, at its core, a toy meant for kids. The AFOL community is a large demographic, but let’s not try to fool ourselves. LEGO is a toy company and needs to be run like one. They cannot cater to our every whim…and there are a lot of them 😊

LB: Do you have any thoughts on TLG itself and its relationship with fans, both of adult and long-term variety and of the more general customer?

DK: I think TLG goes above and beyond its core responsibilities when dealing with the fan community. They have been extremely generous with their support for BBTB and BayLUG. I’m sure it’s a constant struggle within the company to balance the fan relationship with core business values. LEGO Ideas was a huge bridge over that gap. I think they’re on the right path with the level of support they offer us big kids.

LB: And at long last, what do you think the future holds?

DK: More awesome sets and new parts! I often hear people say that LEGO has lost its way with all the new parts. They would prefer we only had 2×4 bricks. Those well-meaning folks just don’t get it. With every new part, LEGO opens our building palette to new possibilities. My favorite part of viewing other people’s builds are seeing the endless creative uses of new parts.

I do hold a bit of fear towards how LEGO will compete with the digital distractions kids now face.  LEGO struggles in the digital realm, with good reason. I feel the core of LEGO is the physical, tactile relationship between the user and the medium. I’ve used LDD a bit, but nothing compares with that satisfying “click” and having a great model to show for your efforts.  Emerging markets will help keep the company strong for years to come. Hopefully, future generations don’t get too lost in screens, and will still appreciate good old fashion playing with their friends.


LB: Thank you very much for your perspectives on general tomFOLery and your insights into the printing side of what you do. All the best for this still relatively new year!

5 thoughts on “A Conversation with Dan Kees (Blog or Die! Entry #19)

  1. Really nice interview. I thought all the questions flowed and kept it moving and interesting. It’s cool that Dan combines his hobby and his work without it affecting his love of the hobby. I could see how that could turn bad. Seems like an excellent guy.


  2. Solid. I think you opened up his philosophical standings on Lego and TLG extremely well. As someone that uses the product for business, it’s great to see that there’s more to the experience than making a quick buck on a captive and addicted audience. The printed items of Lego always seem to hold a special reverence, knowing that it ain’t that difficult to do knocks it down a bit but it doesn’t seem to lose any distinction especially in the hands of conscious printers like Dan.

    I’ll definitely be checking out his wares.


  3. Wow,
    That was a VERY concise interview! Not a wasted word. I liked your choice of questions and the way you sequenced them. Very informative.

    Also, the guy you introduced us to was an excellent choice. Mr. Kees seems like an interesting guy, and as a small business owner, he brings yet another relevant and unique perspective to the blog. Further, it was apparent that you were dealing with his undivided attention during the interview process. His answers were longer than a sentence, and rich in content and detail. This is a function of both the quality of your question design, and his own commitment to providing us with “good” answers. My thanks to both of you for that!

    I guess if I were to gripe (that’s Latin for: “I’m now going to gripe”) I would say “Give us some pics man! Pics of Mr. Kees, pics of the inside of his printing facility, or pics of his Legoween display, or pics of his efforts at BBTB… Pics baby pics! This gripe applies to most of our interviews by the way. Not just yours man.

    Again, this was a good quick read. Informative, relevant, and interesting. Thanks for the effort, and I hope we hear more from you in the future!



  4. Official Contest Review
    Entry # 19
    Title: A Conversation with Dan Kees
    Author: LettuceBrick
    Views: 40 Comments: 4

    Favorite Quote: “What is the Lego community’s greatest strength? What about its greatest failings and/or weaknesses? “. For the answer, consult the interview.

    Favorite Comment inspired by the entry: “The printed items of Lego always seem to hold a special reverence, knowing that it ain’t that difficult to do knocks it down a bit but it doesn’t seem to lose any distinction especially in the hands of conscious printers like Dan.” – RoontrEe

    Single Sentence Summary: A conversation with the owner of PromoTec Specialty Printing, whos services include printing on Lego elements.

    The Good:

    1. You manage to make a topic that I thought of as dull, seem interesting and that was achieved by asking good questions. You didn’t cram 5 questions into one and you found the right balance between open-ended inquiry and specifics. Pulling a favorite question was difficult because you asked some really good ones. Some of my other favorites include: “I know you participated as a vendor for at least one Lego convention. How did that experience compare with your more usual method of sale?”, “Do you have any thoughts on TLG itself and its relationship with fans, both of adult and long-term variety and of the more general customer?” and “I assume the customer provides the design and the materials. What challenges do you face in reconciling the two and what is the most challenging Lego printing job that you’ve faced?” In this category the questions matter more than the answers, so kudos on a job well done.

    2. I’ll repeat a variation on the same comment I left for an earlier interview because I think it applies here too: A skeptic might say this was an advertisement masquerading as an interview but you did a good job of tempering this issue by your introductory background questions that helped to make the subject more relatable and seem like one of us, as opposed to a faceless salesman (one of them). Knowing that Dan builds Legoween every year and that he’s been to a convention humanizes him and makes him more relatable beyond just a guy trying to reach a customer.

    3. I liked your general breakdown of the interview in to “Standard Quesitons” and “Community Questions”. It’s a very small detail but I think it helped organize and focus the piece. Those boilerplate “how’d you get into lego” questions are just as important as the stuff that appeals to us as builders or as members of the tribe.

    The Bad:

    1. Even though we try and emphasize the written word around here, many of us are still visual creatures and I wish you’d included a sample of PromoTec’s work in the body of the article. A photo here and there of a printed prick or something more advanced that the interviewee mentioned like the options available for custom minifigs. Dan mentioned the challenges of printing on the curves surfaces of a minifig and I would loved to have seen some of his work, or perhaps a photo of the printing process. I took the link to the PromoTec website in search of just those kinds of photos, but was unable to find any mention of Lego at all much less a product sample.

    2. Two or three of the questions had really short and/or uninspired answers: “Do you have an online Lego presence, business or otherwise?” and “I know you participated as a vendor for at least one Lego convention. How did that experience compare with your more usual method of sale?” come to mind immediately. While I don’t hold you responsible for the answers, I think you might have substituted another question or asked a good follow up. When the answer is as long or longer than the question it usually makes for a less interesting interview. Perhaps you could have asked him to compare his product with one of his competitors?

    3. I’m a numbers guy and selfishly I wish you’d asked him for some stats. I know it’s rude to ask about profits but I think asking about how long a person’s been in business and how many customers he’s served are valid. Maybe pricing on something basic like a brick-badge, or how long a big convention job takes? I think you are clever enough to have ferreted out some numbers without putting off the guest.

    The Whatever:
    While it certainly isn’t a requirement, and I find the interview to be pretty complete, I came away wishing you had some experience with the product yourself to relate in the intro and perhaps used it to inform additional questions. I’m going to make an order for some Manifesto bricks, so thanks for pointing me in the right direction, I’ll let you know what I think of the product by way of comment in this thread.


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