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INSIGHTS & JOY A business newsletter with Pizzazz!"We help leaders become better marketers August 8, 2003 Fireworks, it turns out, is a complicated business! Last month, I decided to accept the mission to learn more about fireworks marketing. Here is an industry with a dazzling impact on the general public, yet little is known about how the industry operates. I've done a little market research (nothing fancy), and here's what I've learned.Feel free to forward Insights & Joy to friends and associates ►Please note our new e-mail address Subscribe directly by e-mail to rpmorgan@sbcglobal.net and writing "subscribe" in the subject box.Check our web site for $Million Marketing Tips, Insights & Joy Archives, and Free Articles! www.morgan-marketing.bigstep.comIN THIS ISSUE ►Fireworks ... ►Thanks for the memories, Bob Hope ►Smiles make the day! ►It's a fact... Fireworks revealed... Last month I enjoyed 4th of July fireworks! As stated in the last Insights & Joy, I began to wonder about the fireworks business and knew I couldn't rest until the questions were answered. How many fireworks manufacturers are there in the U.S.A.? Who conducts the shows? Do the suppliers have salesmen? How do they ship the explosives? Who has to light the fuses? How do they get their gigs with the various cities? Are cities really competitive with each other?My first action was to check my computer database of more than 13 million companies in America. Amazing! There are at least 331 fireworks companies scattered from Alaska (4) to Texas (30). Other states with a dozen or more fireworks companies include Missouri (27), Florida (21), South Carolina (18), Wisconsin (18), Indiana (18), Pennsylvania (16), Tennessee (14), Ohio (14), and Alabama (12). The U.S. industry has revenues of $150 million and $200 million, employing about 1,800 people. Imported fireworks are also used, so the total U.S. market is probably much larger. Fireworks suppliers also produce the complex pyrotechnic shows.How does a local city handle the big fireworks show? Frisco, Texas, stages a traditional fireworks show together with their Freedom Fest celebration on July 4th.Liz Lyon, Special Projects/Volunteer Coordinator, indicated that the city gets three bids before deciding on the fireworks contractor. This year, Pyrotex, Inc., Carrollton, Texas, produced their show. They offered the most "bang for the buck," and the best safety program. The fire department and city fire marshal were part of the fireworks show team. Fire equipment was in place, just in case. Experienced salesmen from four different firms called on the city prior to the bidding process. All of the equipment and explosives arrived by truck. Fireworks are often launched from specially designed flatbed trailers. Fireworks are now electronically lit off from a pyrotechnician's control panel some distance from the "mortar-like" tubes that actually launch each item. The City of Frisco pays for the fireworks show and the other Freedom Fest activities from their 'special events' fund, which is money collected through hotel/motel and other event taxes. The main reason for Freedom Fest is to provide a free, family-oriented event for Frisco citizens. There is also a positive economic benefit for Frisco's retail businesses. Hotels, restaurants, the baseball park, and the shopping malls see larger crowds during Freedom Fest. What about other cities? Well, Addison, Texas, has a little different system. Their fireworks show is choreographed to music that is broadcast over a local radio station. You can watch the spectacular fireworks and listen to music that goes along with the KABOOMS! Addison's show is on the eve of July 4th and is produced by Atlas Enterprises, Inc., Fort Worth, Texas. Atlas has handled Addison's show since its beginning eighteen years ago, according to Barbara Kovacevich. The city treats the fireworks display as a professional service contract and does not go through a formal bidding process. Barbara explained that only a very few producers have the capability to handle both the fireworks and the music choreography. Atlas produces its own music soundtracks at their in-house studio. Atlas also manufactures fireworks for their exclusive use. Again, safety is a top priority. The fire marshal and fire chief are closely involved in planning the show, and fire equipment is stationed nearby.Atlas has also handled fireworks for Dallas, Fort Worth, Garland, the Texas Rangers baseball, the Dallas Cowboys, Bank One, Mary Kay Cosmetics, and even the Texas Governor's inauguration. Addison meets with sales people from other fireworks firms too. They sometimes use videos of other shows to create interest in using their services. The equipment and fireworks arrive by truck. Atlas also uses electronics to light the fuses from a remote control panel. The City of Addison pays for the show from hotel/motel and event tax revenues. There is a very positive economic impact on local retail businesses in Addison. Sales show substantial increases during the 4th of July celebration. The cities don't really compete with each other or worry about the audience size. It seems that every city or town that spends significant dollars to put on a great fireworks show sees positive benefits for both their citizens and their local business communities. Want to know more? There is much more to learn about the fireworks industry. If you really want to WOW your friends, go to the Atlas Enterprises web site, www.atlasent.com, to see some great fireworks pictures and read about their services. Pyrotex, Inc. also has good information at www.pyrotex.com. Atlas has a neat link to Larry Crump's Fireworks Pages at www.wf.net/~lcrump where you can view more great pictures, tour the Atlas operation, and read more than you might want to know about fireworks! You can also click on any of the links shown here to take a quick look.I have quenched my thirst for fireworks knowledge for now! I hope you have found the fireworks industry as interesting as I did. To fond boyhood memories of shooting off firecrackers in the backyard, I have added the spectacular fireworks shows of 2003. Now, I know a little more about what's involved and how it's done.Thanks for the memories, Bob Hope Smiles make the day! ► "Isn't it interesting that the same people who laugh at science fiction listen to weather forecasts and economists?" Kelvin Throop III► "If you pick up a starving dog and make him prosperous, he will not bite you; that is the principal difference between a dog and a man." Mark Twain► "A virus is a Latin word translated by doctors to mean 'your guess is as good as mine.' " Anonymous► "It is inexcusable for scientists to torture animals; let them make their experiments on journalists and politicians." Henrik Ibsen► "Don't worry if you're a kleptomaniac, you can always take something for it." Robert Benchley► "Reporters are faced with the daily choice of painstakingly researching stories or writing whatever people tell them. Both approaches pay the same." Scott Adams ► "Nothing defines humans better than their willingness to do irrational things in the pursuit of phenomenally unlikely payoffs." also Scott Adams (Dilbert) It's a fact... ● All coffee is grown within 1,000 miles of the equator. ● Eating celery burns up more calories than the celery contains! ● A record is played from the outside in; a CD is played from the inside out. ● Antarctica was not discovered to be a continent until the 1940's! ● A hummingbird weighs about the same as a penny. ● Hair is straight, curly, or wavy based on if it grew out of a round, oval, or flat hair follicle. P.S. Ninety-five percent of our engagements originate as a referral from helpful people like you! If you know someone who:● Wants to develop a more productive marketing program, or ● Needs help building and implementing an effective operational business plan, I would appreciate the opportunity to discuss the situation with you. Our ideal client is a business owner or CEO between 30 and 60 years old. Usually with a financial, engineering, or production background. Who is often impatient, and interested in improving company performance. Comes alive when you ask, "How's business?" He, or she, is practical but also enjoys the finer things in life. So, you may see my ideal client driving a Lexus or SUV to Neiman Marcus...and to Sam's Club. Who do you know that sorta fits my description?To unsubscribe, e-mail to rpmorgan@sbcglobal.net and write "unsubscribe" in the subject box.©2003 Morgan Marketing Solutions, Inc. All rights reserved. Other distribution permitted with proper attribution. Richard P. Morgan CMC Tel 972.931.7993 fax 972.931.0542 www.morgan-marketing.bigstep.com ******************************************************************************************** "We help leaders become better marketers using a holistic business approach!" ******************************************************************************************** CMC (Certified Management Consultant) is a mark awarded by the Institute of Management Consultants USA, and represents evidence of the highest standards of consulting and adherence to the ethical canons of the profession. Less than 1% of all consultants have achieved this level of performance and dedication. For more information go to: www.imcusa.org
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