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I believe it's along the lines of that they're based in Mesa California, and Santana commented that their amps really "boogied".
 

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The story, as told by Rich at Mesa, i like this. Carlos picked up a little Fender princeton that Randy Smith redid...thinking it was a 22 watt amp with a 10 inch speaker. The amp had been modded to 60 watts and a 12 inch speaker. He ht a note and the volume was a lot more than he expected to hear as was the tone.

He took the amp outside the shop onto the street and played it for a few mins. he then said 'That little Mesa really boogies'

That is where Mesa Boogie started.
 
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