Throughout the 1960's, Ampeg, a premier builder of amplifiers, was unsuccessful in its attempts to break into the guitar market.
Then, in 1968, the company approached NY luthier and session-guitarist Dan Armstrong to help create a distinctive new line of guitars.
In his quest for originality and desire to create something exceptional, Armstrong designed an instrument with a number of innovations including, first and foremost, a body machined from a block of transparent Lucite.
He would later explain that the design evolved from his search for a rigid, maintenance-free material that would increase sustain and eliminate unwanted vibrations.
The guitar would also be one of the earliest to utilize a 24-fret fingerboard providing two full octaves and deep cutaways which offered easier access to the highest of those frets.
Another distinctive design was the introduction of easily interchangeable pickups.
Additional period vibe came with a pickguard and headstock laminate made from woodgrain Formica, a material better known for its use in furniture and countertops.
In a 1973 interview with Guitar Player Magazine, Armstrong said "I just wanted to be as original as possible, not to copy anybody's anything".
The all-new guitars were manufactured at Ampeg's facility in Linden, NJ and introduced at the NAMM show in Chicago in June of 1969 with a price at launch of $290.
(For reference, the list price at the time for a Fender Stratocaster was $299).
In 1970, Ampeg raised the price to a lofty $340.
For their upcoming tour in the fall of ‘69, the Rolling Stones needed new stage gear and included with some welcome Ampeg amps was a new Dan Armstrong "See Through" guitar.
Keith Richards took to it straight away and he promptly made it one of his mainstay instruments.
Ampeg was, of course, delighted with the high-profile visibility of its new product and went on to feature Keith in its advertising.
His endorsement may have helped influence other ‘converts' including Lou Reed, Ronnie Wood (then playing for The Faces), and even Paul McCartney (owner of the first and only left-handed version, custom built for him).
Over time, Ampeg Dan Armstrongs would also be used by a number of 'household names' including Joe Perry, Tom Petty, Randy Rhoads, Joe Walsh, Alannis Morrisette and David Gruel.
Despite all the innovation, after just two years of production, modest demand and expensive production costs would spell the end for this imaginative guitar.
The last ones were built in the fall of 1971 with a total of only approx.
2,350 total six-string models made.
(By comparison, just last year, Gibson and Fender each made over 150,000 guitars).
Serial Number A1115D was produced in the summer of 1970.
According to a sticker on its (original) case, it appears that the guitar was sold new - or at one point in its life passed through - Bob's Music Center in Hendersonville, Tenn.
(suburb of Nashville).
Today it remains in Very-Good-to-Excellent condition with its original neck, Schaller tuners, Lucite body and date-coded pots.
The guitar appears to have had NO modifications, repairs or replacement parts.
The neck is straight, frets are good and action is low.
It has a few small cosmetic blemishes including a 3/4" scratch in the plexiglas on the back of one of the horns and an inch long finish-only scar on the back of the neck.
(See photos).
Of the six different interchangeable pickups available in 1970, this guitar comes with TWO, a "CB" model and a second one without a stamped model designation.
As mentioned, the guitar comes with its original Ampeg factory case which is in fair condition cosmetically but very good condition structurally.
A nice bonus, the guitar is still accompanied by (and the sale includes) its original full-size brochure (see photos) also in excellent condition.
Currently, there are six other original '69 - '71 Ampeg Dan Armstrong 6-strings listed on Reverb.
Their average selling price is over $7,000.
Not a reproduction or reissue, #A115D is one of the only approximately 2,350 original 6-string Ampeg Dan Armstrong guitars made between 1969 and 1971.
It appears to be entirely original and looks, plays and sounds fabulous.
These guitars are a great addition to any collection and it is hard to imagine how they will not continue to appreciate over time.
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