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What Happened to Casablanca?

Steve Sheinkopf  |  January 19, 2010  |  3 Min. Read

Casablanca  |  Ceiling Fans

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A couple of statistics for you: 46% of people have moved away from premium brands and 31% are so satisfied with lesser brands, they will never return. Brands, whether SubZero, Yale, Walmart or Sears must have a distinct value proposition or they risk losing more customers than ever.

So much for business philosophy...

Now look at it in practice: Casablanca started when a gentlemen named Burton C. Burton (not a typo) bought and copied some fans from New Orleans and then designed a bunch more named after California towns like Capistrano, Panama and Estrada. He then launched an ambitious R&D program for controls, and created the Intellitouch and other revolutionary remote fan controls.

It was so ambitious that the company went bankrupt and changed hands a bunch of times. Flash forward 10 years, Casablanca is no longer original, just expensive. Simply because, they haven't invested into their company. Now, they are about to lose more market share due to ironically, design and price.

Let me show you:

Casablanca average $450-700 (with lights)






Competition $279-350






RIP Casablanca?

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WHY SHOULD YOU TRUST US?

A few review sites have placed this at the bottom of their articles. So here is our take: Our mission is to find reliable products for you to buy. Other review sites may say this as well.

However, we don’t love every product. Quite frankly, it costs us way too much money in repair costs to support less reliable brands.

In fact, we sell fewer brands than most appliance stores. Here is why:

We feel it is our responsibility to repair your appliances after you buy them.

We now have 30 service technicians, each averaging 8-10 calls a day Monday through Friday, plus another 110 on Saturday. That's over 30,000 service calls logged in one year.

The labor rates of fixing an appliance do not come close to the true cost in any product’s warranty period.

That is why no major retailer has a service department. It costs too much labor, money and time.

Our Blog is a bit different than most others you will read. We cannot write glowing reviews of unreliable products.

Hopefully, the bloggers and organizations who write such glowing product reviews for every brand consider servicing these products first. Only then they will understand the consequences of their marketing.

Steve Sheinkopf

My goal has always been simple: I want Yale to be the best retail experience anywhere. I have tried to create a compelling environment for customers and employees alike.

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