Issue link: https://read.dmtmag.com/i/117828
16 ��� APRIL 2013 ��� WORLD FENCE NEWS FENCER���S FIELD REPORT A monthly column of industry bits & pieces 35 Compiled by contributing editor Jim Lucci and the staff of World Fence News Supplying Quality Sports Equipment to Fence Contractors ..for over 45 Years! Tennis - Baseball - Basketball - Soccer - Volleyball Fence Screen - Protective Padding - Custom Netting 800-553-8907 www.douglas-sports.com USA Manufacturer We recently spoke with Ken Mills of Mills Fence Co. in Cincinnati, Ohio, who told us that the past season finished up pretty good; up some 10 to 12% from the previous year. We were told that the company was founded in 1970, with a service area of a 180 mile radius around greater Cincinnati. The company business mix is 50% residential and 50% commercial, and they do wholesale/retail business. On the residential side, they carry a full product line and a very large inventory. Ken said that, at the time we spoke, ornamental aluminum and PVC are the biggest movers, with PVC coming on strong, especially in the privacy fence area. According to Ken, PVC has a larger potential for growth in the area. On the commercial side, the company does work for schools, municipalities, etc. Overall, the company does PVC, ornamental aluminum, chain link and sports complexes, railings, temp fence, dumpster and generator enclosures, and guard rail, as well as specialty products. We then asked Ken, going back to the start of the recession, probably 2008, how has the economic downturn affected his company? Ken told us that the lowest year he had was 2008-2009, which represented approximately a 20% drop in sales. He told us that the company is gaining it back little by little, by trying to be more innovative, by trying to do things such as moving into new areas, i.e., handrails. We further asked has the approach to advertising changed, and if so, how? Ken responded that ���Yes, it has indeed changed.��� He said that in the last couple of years they have gone into TV ads in the off season from November through March and it has paid for itself. Further, Ken said that they have reduced their Yellow Pages presence by taking smaller ads and using the internet more, along with encouraging people to visit their showroom. We asked how the labor situation was in the area, specifically is good help easy to find? Ken replied that they find it hard to obtain good labor. He noted that his wholesale/retail operation will need leaders, and they are currently looking at the industrial schools in the area as a way of training people. In January, for instance, for two weeks he conducted classes for people who said they are interested in learn- ing about the business. He said that the result of the classes remains to be seen. We asked what the competitive situation in the area is and Ken told us that it was extremely competitive; many more companies are bidding. He noted that their regular customers continue to work with the company and repeat business helps them a great deal. We asked about his feeling as to the outlook for residential fence in 2013. Ken told us that, as far as he sees it, the middle and upper income people are buying fence on an upscale level, and that hopefully it will continue. We asked Ken about the economy in the area and he told us that it was ���decent.��� At the time we spoke, we were told that the Cincinnati area had an unemployment rate of 8%, and that their area is very diversified. Ken added that there are a lot of gate operators and access control units going into apartment complexes. Air conditioning units in apartment buildings and units on the side of buildings on schools are being fitted with vinyl coated steel and locking enclosures to prevent theft. On the commercial side, powder coated and black vinyl coated chain link are very much in demand. We asked about the company strategy for 2013 and Ken replied that ���Our strategy is to buy materials properly, have a conservative approach and to build good quality products at a reasonable price.��� We spoke with Dean Christiansen of Superior Fence of Western Kansas in Dodge City, Kansas, who told us that the past season was his best season ever. The company has been in business since 1979, specializing in commercial industrial fencing throughout western Kansas. The company does galvanized chain link, vinyl coated chain link, tennis court fencing, security fencing, gate operators, and ornamental aluminum products. On the residential side, in and around Dodge City, the company provides wood fencing, vinyl fencing and ornamental aluminum fencing. The company also offers a new product which provides solid wall and rail fencing made out of concrete. The company business mix is 90% commercial and 10% residential. The company does work for oil tank facilities involved in the continued on page 18