BUSINESS FEATURE SMTX Playing Cards Cards let collectors hold the city in their hands W hile working as a tour guide at Wonder World Cave & Adventure Park, of businesses who were on the cards, Merchant added they felt
BY AMIRA VAN LEEUWEN
they needed to showcase culturally critical places even if they did not sign up as sponsors for the cards. “If Garcia’s or Herbert’s, for instance, didn’t want to participate in sponsoring, we couldn’t take it out because that wouldn’t be San Marcos anymore,” Merchant said. “So in a way, that integrity sort of made the process harder. There were a lot of times we were just
Luke Merchant met Creighton Coyne, who not only became his friend, but also his business partner. Merchant originally came up with SMTX Playing Cards, a deck of playing cards custom to the city of San Marcos, in 2021. Merchant explained his idea to Coyne, who he thought would see his vision, and the two got to work. “We both thought that
Co-founders Luke Merchant (left) and Creighton Coyne hold SMTX Playing Cards at Sewell Park.
COURTESY SMTX PLAYING CARDS
CARD CONCESSIONS
thinking, ‘How are we going to raise this amount of money?’ We felt like we had talked to every- body, but we just kept at it.” At its core, SMTX Playing Cards is an art project, Mer- chant said. But as it overlaps with business inter-
Present your playing card that has the corresponding business and get a discount. • Gil’s Broiler • Hays Co. BBQ
“IT’S REALLY FUN TO SEE THE POSITIVE FEEDBACK FROM THE CITY BECAUSE ON ALL FRONTS, PEOPLE HAVE LOVED THE PROJECT BECAUSE IT CELEBRATES THE TOWN THEY LOVE AND THAT WAS OUR INTENTION.” LUKE MERCHANT, CO FOUNDER
playing cards are a perfect medium because it sort of demands your attention—you can’t look away from it,” Mer- chant said. Their business approach was to partner up with
• Vagabond Vintage • Valentino’s Pizza • Wonder World Cave & Adventure Park
SMTX Playing Cards www.smtxplayingcards.com Purchase SMTX Playing Cards at any one of these locations. Alvin Ord’s
The playing cards can be purchased at various shops around town.
AMIRA VAN LEEUWEN COMMUNITY IMPACT
the businesses that would be on the cards and convince them it would be a great opportunity. “Every time somebody engages with their card, it’s a recurring advertisement,” Merchant said. “So the more cards that we can get in front of people’s eyes, the more business can come their way and also telling them how positive the project is—celebrating San Marcos. And it’s including their business as this integral part of the city.” While Coyne emphasized spon- sorships did not a ect the selection
ests, the idea began to catch on. It took about a year and half to capture the photos that went on the cards, including designing the back of the card. The back of the cards was designed by local artist Rene Perez and has elements that re ect key parts of the city. “It’s really fun to see the positive feedback from the city because on all fronts, people have loved the project because it celebrates the town they love—and that was our intention,” Merchant said.
204 University Drive Don Japanese Kitchen 829 N. LBJ Drive Jo’s Cafe 310 Mary St. The Native Blends 309 N. Edward Gary St. Old Soul Exchange 123 S. LBJ Drive
Price Center & Garden 222 W. San Antonio St. Wake the Dead Co ee House 1432 Old RR 12
Local artist Rene Perez contributed art for the endeavor.
AMIRA VAN LEEUWEN COMMUNITY IMPACT
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