A few weeks ago, Puck Junk got some internet buzz with our Best of the Worst article about this year’s Upper Deck Series Two. That caught the busy eyes of our cardboard muses at Upper Deck, who enjoyed the light-hearted ribbing we gave them. We asked if we could interview one of their photo editors, because we want to know what goes into the production of hockey cards. What are some of the challenges that Upper Deck employees face to make cards that they’d be proud of?
Fortunately, Upper Deck photo editor Austin Castillo was kind enough to play Twenty(ish) Questions with us via email, and provided some pretty insightful and provocative things about the world of cardboard sports icons. Where do their new product ideas come from? What kind of guidelines do they follow for selecting card photos? Let’s find out!
Jim Howard: What is your job and what are your duties with Upper Deck?
Austin Castillo: My job title is Photo Editor. I maintain a huge archive of digital and film assets (slides and negatives) and pick the photos that go on cards, as well as some Photoshop work (CMYK conversion, color correction, etc.).
JH: How did you find your way into this field?
AC: I studied photography in college and then found the job via Indeed.
JH: To what extent do you edit the pictures? Obviously color, contrast and brightness are tweaked as needed, but I’ve seen older cards where the ads on the boards were removed or altered.
Earlier this month, blogger Kin Kinsley asked the pointed question “Is Upper Deck e-Pack Killing Card values?” It is a great article worth reading, and much of my article here draws from the research Kin conducted earlier. In summary, the droves of collectors opening “virtual packs” of 2015-16 Upper Deck Series One and Series Two at the e-Pack website, coupled with the convenience of physical inserts already being housed at Check Out My Cards, has led to a glut of inserts listed on the COMC website for dirt cheap.
For a third year in a row, Upper Deck has produced a set of trading cards of American Hockey League (AHL) players. The AHL is the top developmental circuit for the NHL. Many players who play in the AHL go on to play at least a little bit in the NHL, making this a sort of future prospects set.
The 2015-16 Upper Deck AHL Hockey set came out in April of 2016. A box costs around $65 and has 20 five-card packs. Being a fan of minor league hockey, I could not wait to get my hands on this product, and recently busted a box. Here is what I found inside:
Fleer is quickly becoming that go-to set that Upper Deck puts out when they want to infuse some 1990s nostalgia into the hockey card market. In the past, they released a set called Fleer Retro, which played heavily on 1990s base card and insert designs. The 2015-16 Fleer Showcase set is sort of their retro set of this year, with designs from two decades ago. A box costs around $110 online, and has 12 five-card packs. Here are the results of my recent break of Showcase.
Coming out towards the end of the regular season was 2015-16 Upper Deck SPX, which has more or less been a part of the hockey collecting landscape since the 1996-97 season. This year, Connor McDavid — a.k.a. the guy who everyone wants a rookie card of — adorns the box.
SPX is geared more towards hit chasers, as building a complete set with all of the rookie cards would take a lot of time, effort and funds. This year, a box costs around $100 and has 10 four-card packs.
Contours is a new hockey set that came out towards the end of April 2016. It is a “hit-based” product, meaning that it is meant to appeal to those who like high-end game-used cards and autographed cards more than building large sets. A box costs around $100 and contains four five-card packs. Each pack is guaranteed to contain one hit. Here is what I pulled from a recent box I opened:
Hey, who out there likes to gamble? Maybe take a little trip to Vegas, or just a friendly card game between buddies? I don’t mind it from time to time, and now I’ve found a way to mix my love of inked cardboard and the thrill of laying it all on the line: case breaks!
Twenty-five years ago, the hockey card market grew exponentially when three new companies — Upper Deck, Pro Set and Score — joined Topps and O-Pee-Chee, bringing the number of hockey card manufacturers to five. Not only that, but Topps issued a second set of cards, branded as Bowman, while O-Pee-Chee released a set called O-Pee-Chee Premier, giving collectors a total of seven hockey sets that season.
The year 1990 was clearly the start of the “hockey card boom.” No longer were hockey cards just the stuff of specialty shops; now every grocery, drug and convenience store carried hockey cards. Likewise, practically everyone saw hockey cards for their investment potential, hoarding cards of hot rookies as well as established players. The increased revenue even led to the NHL Player Strike of 1992. But overproduction, along with the decline of the market in 1992, led to 1990-91 sets plummeting in value.
Looking back a quarter-century later, it is easy to dismiss the entire 1990-91 season as “junk wax.” Yes, the companies printed tons of cards and flooded the market. Even 25 years later, you can find unopened boxes of 1990-91 cards for around $5 and complete sets for $10 or less. It is kind of sad that newer collectors can buy the cards from my childhood for less than what they actually cost during my childhood.
Just because those sets are “worthless” doesn’t mean they aren’t worthwhile to have in your collection…assuming, of course, that you don’t already have them. And maybe you don’t. Perhaps you are a newer collector, or maybe you didn’t bother with hockey cards in 1990-91. Today, you can pick up a hearty dose of nostalgia, history and rookie cards for less than what a blaster box costs.
That said, here is my ranking of every 1990-91 hockey set. Those of you over 30 can feel free to disagree.
Upper Deck made waves in the trading card industry last week, releasing a new digital trading card platform called e-Pack. Unlike other digital trading cards, e-Pack cards have physical counterparts. Well, the hits and inserts do anyway, while the base cards exist only in digital form. However, base cards can be upgraded for foil parallels, and these foil parallels, along with the hits, can be shipped to the collector, making e-Pack the first of its kind in the trading card world.
Chris Carlin, senior marketing and social media manager of Upper Deck, had a discussion with me about the new e-Pack platform, why collectors should be excited, while retailers shouldn’t be worried, and how e-Pack will succeed where others have not.