Shop Stop: Ron Simms - Level Five Graphics
Transcription
Shop Stop: Ron Simms - Level Five Graphics
Shop Stop: Ron Simms Building a Rideable Chopper real short, fat, big-inch motor bikes, that was always our deal. That’s what we were known for. There are very few people in the United States who can attribute a style to themselves. Most people pick off of someone else, or just copy. Fortunately, we’re not one of those people. You look at a Simms bike, especially from the last 25 years, you know it’s a Simms bike. At least people who know the scene. Story and photos by Alan Lapp I f there’s anything more iconographically American than the custom chopper, we’re not sure what it is. Regardless of how you feel about motorcycles that are built more for show than go, you still have to admire the effort and workmanship that goes into these big-bucks machines, as well as the ingenuity and expertise that’s often reflected in them. Within the panoply of custom builders, several famous ones come from right here in the Bay Area. Would you say your style is function over form? Absolutely. You know, the first thing that people notice are the style of the bike, the paint jobs and everything else. Our thing has always been “they run better than they look.” It’s not like our stuff is so chopped up or so far out there that only a certain amount of people understand that. Our stuff is basic, real functional. We focus on the running part of it, and the handling part of it. That’s why you never see a bike come outta here with a 45-degree rake, 20-inch-over front end, or something with a 300-inch back tire with no back fender. Ron Simms is a builder who has lived here for the majority of his life. One of the founding fathers of the “East Bay” custom style, he’s been building his clean, low-slung bikes— festooned with his signature skulls and other imagery—for 45 years, and his bikes are identifiable by Harley-Davidson aficionados world-wide. The Simms shop is conveniently located off 580 in Hayward (21129 Foothill Boulevard,510/537-3338, ronsimms.com). Part sales floor, part machine shop, part tattoo studio, the facilities are surprisingly large, tidy, and clean. The shelves are well stocked with OEM and aftermaket parts. We sat down and chatted with him recently. Whenever I see a guy with a bike with no fender, I tell them that they don’t ride that bike. They always say “Yeah, I ride that bike,” but I know they don’t. I ride bikes. I’ve wound up on the back fender. You’ll get it jammed up your ass. Eventually, the guy will come around and say “Yeah, I built it more for shows,” and I say “Then that’s what you should say.” How did you get into building customs? In this area [Oakland], bikes have always been real prominent, from back after WWII. When I got out of high school, the people living across from me had motorcycles, and I was really mechanical. I could just look at stuff and understand how it works. Which is good, a real plus. I was an architecture major in high school and college, so I look at things a little different than most people. There are Fresno styles, Frisco styles, what makes them that specific style? Is every custom a chopper? It just depends. We never really called our bikes choppers. We just called our bikes “bikes.” Our deal has always revolved around going fast. We never built choppers for cruising. When we got started, we built that he completely took offense to, was that whoever loses the challenge can challenge the other guy to a fight. Now, I thought that would have been real cool... Yeah, okay, this is what it’s really like. He wouldn’t even talk to me after that. What’s your take on your reputation? Why don’t you build build bikes with big rear tires, isn’t that a popular style? ““Orange County Choppers” is a sit-com. It doesn’t have anything to do with real motorcycle people.” We did a couple 280s, and we only did a few of them. We did a couple rigid frames with 280s, a couple swingarm frames with 280s, just to try ‘em. But riding a bike like that is just such a borderline thing that it takes away from enjoying riding, you have to think too much. Why aren’t there more V-Rod customs? It’s a state-of-the art motorcycle that they’re improving, but it doesn’t have anything to do with Harleys. To me, it’s not a Harley. We’re more traditionalists here. We like the regular bikes. Anything with a radiator, we don’t consider. The [V-Rod] styling is a little past what we’d do. We’ve only had a couple of them in the shop. It’s just something we haven’t had the opportunities to work on them, we don’t care to work on them, either. How are you doing in the current economy? Right now, everybody is in their survival mode. We’re sticking with what we know. Anybody that says they’re doing good in this business right now, they’re fucking lying. It’s just not happening. There might be a guy that built a bike last year, and this year he’s doing two, so he’s doing twice as much as he did. But anybody that’s been in business for a long time, they’re feeling it. October 2010 | 16 | CityBike.com What about the “Chopper Boom?” One of the biggest things that happened to mess it up, besides the economy, is that right before the economy started its downfall, the sport got ridiculously popular. Everybody was building bikes. All they were doing was flooding the market, and a lot of it was really inferior products. They’re putting together a bike that cosmetically looks like a custom bike, but when people buy it, they have a multitude of problems. If you take companies like American Iron Horse, or Big Dog, or Titan, all these guys have had a tremendous amount of problems with their product line. They’re representing it as a custom bike, and it might be that the first custom bike [a customer] ever bought and it broke down before they even got to the freeway. Their experiences with them is really bad, and that really hurts [established builders]. and cheap parts. They fell into a situation with the TV producers who were looking for something to do. The first [builder] backed out, they got them. Everything is scripted. I hate that shit, you know. Their bikes were completely un-functional, unrideable. Never knock anybody for being a success, but their run is over. How about less-theatrical shows like “Biker Build-Off?” I’ve got the reputation of being a real prick. People say “oh, he charges too much”, but if [list price] says to charge $1200, I’m selling it for $1200. It’s a business, you’re only making 20 to 25 percent, that’s not a lot. So that’s not a lot to work with, so you have to sell a lot of stuff. I hear that all the time, and I’ll say “Yeah, I’m a dick.” Why? Because I want to keep my doors open? I’ll never put a part up for more [than list]. I got times when one of my guys sells stuff, and they’ll say “I sold it for $350”, but the price is only $275, well, the guy comes back in, I’ll tell the guy “we over-charged you, you’ve got a credit” So you’re a dick with principles? [Laughs] Right, yeah, that’s it. When all the TV stuff was going, when the TV people coming to us, wanting to do “Biker Build-Off,” we turned them down. We’ve done quite a few shows, but we’d only do shows that were related to how we build the bike, what the bike’s going to be, none of the scripting, none of the acting up, none of the bikes falling off stands, none of that stuff. When we got to the last season, when I knew the show was going to be over, I told him “I’ll do one”. But, these are the What’s your opinion of chopper shows, like conditions: absolutely no scripting, none. If I say somebody is a punk-ass, he’s a punk“Orange County Choppers?” ass. You can bleep it, but you better make It’s a sit-com. It doesn’t have anything to it understood that’s the way I feel about do with real motorcycle people. I met the him. The other thing is put me up against people 10 or 12 years ago in Laconia, I was somebody that I don’t like. Don’t put me with Jesse James. They stopped us on the up against somebody that’s a buddy where road, and their bikes were really horrible. you can do all this joking around. My last You could tell they were pieced together thing, which I thought was the coolest, October 2010 | 17 | CityBike.com