LENEXA, Kan. — Plastic loyalty cards and gift cards with renewable balances have become extremely lucrative marketing tools for retailers.

Getz Color Graphics, Inc. has set its sights on this fast-growing market. The $5 million commercial printer equipped a new Mitsubishi Diamond 2000LS sheetfed press to accommodate conventional and ultraviolet-curable inks and coatings.

The six-color, 23 1/2 x 29-inch press enables Getz Color Graphics to provide its customers with affordable litho-printed plastic cards for every occasion that contain stunning graphics.

"Plastic card printing is a niche we have wanted to branch out into for a while," said Todd Getz, co-owner with his brother, Scott, of Getz Color Graphics. "Now we have the capabilities. With its ability to print on different plastic substrates and apply spot UV or flood coatings, this press affords endless opportunities."

Established in 1995, Getz Color Graphics is located in the Kansas City area, but is focused on the national market for direct mail materials. The firm has a thriving catalog business printing full-color postcards, presentation folders, brochures and business cards. Its customers run the gamut from advertising agencies to large and small companies.

Getz Color Graphics occupies a 30,000-square-foot printing plant. The facility employs 30 people. In addition to the Diamond 2000LS, Getz Color Graphics operates a seven-color, 40-inch Mitsubishi press and a six-color, 28-inch machine from another press manufacturer.

The Diamond 2000LS handles paper and plastic from 0.0016 inches to 0.024 inches.

"Mitsubishi presses can print on 24-point stock better than other presses on the market," Getz observed.

The six-page format of the Diamond 2000LS is a versatile and productive complement to Getz Color Graphics' existing four-page and eight-page presses.

"Some of the larger-sized and specialty brochures lend themselves very well to the 29-inch size," Getz noted. "The six-up layout increases productivity and minimizes paper consumption."

A UV curing system from Grafix LLC was chosen for the press utilizing UV interdeck drying capability. The UV features enable instant drying and offer superior rub resistance.

"Everything that comes off the press is 100-percent cured," Getz said. "Sheets can be sent immediately to the finishing department for die-cutting or cutting."

The ability to apply conventional aqueous coating, hybrid UV and full UV gives Getz Color Graphics greater latitude when printing on diverse substrates. UV facilitates photo-quality results on surface-printed plastic cards, static cling displays, clear pressure sensitive decals and adhesive vinyl products.

"This is a brand-new area of printing for the Kansas City marketplace," Getz said. "One of the nice features of adding UV capabilities is being able to print two-sided window clings and trap on them. We print the reverse image and then run opaques and come back and print the right-reading image, without compromising print quality."

The UV process also works effectively for printing floor graphics that can be used at trade shows and other venues, Getz added.