Today’s struggling economy
has forced all of us to rethink how we do things and to conserve funds in every
way possible. Instead of buying that big V-8 car or truck, people are snapping
up the new hybrids like crazy, shopping for the best deals available. The same
applies to the music industry, especially in the business of live sound and
touring. As the days of the big tours and all the gear that follows them are
dying off in search of more cost effective ways to achieve the same result
without the transportation expenses, regional sound companies are rising to
meet this new challenge. One southeastern company, Tampa, FL based ESI AudioProduction Services, stands out because of its
unique approach to the business
of sound. Founded in 1989, this company now in its 24th year has grown
from a small minimum investment set up, to a sprawling warehouse that takes up
most of a city block, with more plans for future expansions in the works. Propelled
forward by the concentrated efforts of Erick “Otto” Celeiro, President and
Patrick “Pat” Clark, Vice President with the later additions of Ozzy Giron and
Mark Thompson, the core base was complete and the system that is ESI began. It
is this system that is the basis for every principle that is applied to their
business practices, and it has served them well.
Having a chance to sit down
with V.P. Pat Clark gave a much clearer perspective to why this company truly
stands apart from anyone else. The founding members began their industry
experience in the Tampa Bay area, affording them the opportunity to build over
time, vast networks. This was the basis for the business, already seasoned
veterans with many years experience and knowledge in all aspects of the
industry, using personal relationships with existing strong foundations to work
from as opposed to the standard marketing and advertising route for building clientele.
When the health of already established relationships dictates every business
deal made, it changes the experience for everyone. Working from the idea that
anything that has the company name on it from gear to crew must maintain the
highest level of professionalism at all times has established a firm and loyal clientele.
When the gear goes out the door for a show it is fully tested, everything
double (sometimes triple) checked, and ready to go right out of the truck. Same
for the crew, they know what they are doing, don’t damage equipment, and hold
many records for quickest and most efficient load in, set up, strike and load out
for multiple national acts. ESI’s practice of using industry standards as a
starting point instead of the top marker is evident in every show.
When dealing with clients Mr.
Clark remained adamant that the highest priority is the relationships with
people, remembering that pushing for a higher deal might pay off in the short
term but for the overall health of the relationship, the long term pay off is
always more important. As an example of this, he cited a show late last year,
outdoor festival with big headliners that had to cancel due to dangerous
weather conditions. The promoter who is a long time client and friend to the
business, and the tour company that is a new relationship still being fostered,
where set to loose big money from the sudden cancellation. Realizing both his
chance to further strengthen his relationship with one and go a long way to building
it with the other when approached, they reached an agreement on the spot to
reduce the overall impact of the loss while the company still broke even. Helping
everyone to save face and not have a deficit was the best way to ensure a
bigger return in the future dealings.
Taking the time to get to
know the people behind the business deals, to really get a feel for what the
client’s needs are, then staying on top of every event with precision gives a mutually
beneficial result and builds a reputation that now speaks for itself.
Identifying potential problems early on, proper planning and flawless execution
follows, ensuring everyone is satisfied.
There is no positional bargaining in the world of ESI, and that lack of
“haggle” makes for much smoother and happier business dealings all around. This
also avoids most chances for so called “dirty tricks” people play in negotiations
or contractual situations. Again, this company doesn’t play the games of others
but instead changes the game by eradicating the potential for dirty tricks and
underhanded dealings. The system of money up front, first foremost and always
takes away the possibility to almost nothing that there will be problems over
payments or contracts not honored. On the rare occasion attempts have been made
to breech contractual obligations, Mr. Clark again leaves no room for debate
and advises to always have excellent legal council on your side to handle the
ones that choose to learn the hard way.
Ultimately though, the
emphasis and focus remains on relationships and the people in them, those
within the company and those that they work with, which provides for it’s
unique and successful approach to business and the negotiations that go along
with it. What started out as a formula and blue print twenty-four years ago is
now a force to be reckoned with, from which much can be learned for the next generation.
