Commercial Integrator May 2023 - 24

Spotlight on Audio
requests for immersive-audio deployments
in those spaces. While emphasizing that
he's open to future applications, Kawczynski
articulates the view " ...that immersive audio
seems better suited for specialized applications,
such as attractions and themed environments. "
Wright concurs, saying very few
of Lifeline's clients ever ask about immersive
audio. " Most of our clients struggle to operate
a digital mixing board without extensive
training, " he acknowledges candidly.
" [That] means using immersive audio would
require a level of knowledge that most of
my customers simply do not have. " Thus, it's
not merely budgets that might inhibit this
category's flourishing but also client comfort
with the underlying technical complexity.
Challenges and Strategies
Although, clearly, our integration experts
disagree in some of their viewpoints, all of
them are on the same page as regards the
principal challenges integrators working
in the performance-audio category face.
Gutierrez sums it up well, saying, " Component
availability and lead times have
been the single greatest limiting factor
in our ability to execute projects over the
past year. " Peavey amplifies the point,
describing the supply chain as " a constant
battle " emerging from overheated demand
clashing with limited availability. " We still
have orders 12 months or older that have
yet to be fulfilled, and clients are begrudgingly
willing to wait, " he attests. Thankfully
for Clearwing, the company embraced a
proactive strategy as the world began to reopen.
" [We placed] large strategic orders...
for some of the higher-demand/longerlead-time
items, like wireless microphones
and loudspeaker systems from in-demand
manufacturers, " he explains.
Another popular strategy is to nimbly
redesign projects using available technologies
and products. " We've had countless
projects where the final equipment selection
was made solely based on what product
would arrive in time to make the project's
schedule, " Salto confirms. " And many
of those projects went through multiple
re-designs to get there. " Clearly, integrators
that are untethered to any specific manufacturer's
supply chain are in a more advantageous
position, although that nimbleness
carries associated responsibility. " As integra24
Commercial
Integrator MAY 2023
Our interviewees' focus on education-related applications might stick out in the context
of a Deep Dive centering on performance audio. But, in fact, the education vertical -
beyond just classrooms - appears to be an ideal target for integrators' sales teams.
tors, we need to keep ourselves well versed
in products from all our available manufacturers, "
Salto advises. " Many customers are
impartial to what brand of power amp is in
their equipment rack. They just need it to
work, and they need it to arrive on time. "
Wright makes a salient point: Supplychain
issues haven't affected only our
industry but also the construction industry
broadly. " There was not a single renovation/construction
project that was on schedule
the past 12 months, " he laments. Rather
than just allowing these exogenous forces
to buffet his company, Wright chooses to
act. " One change we made was being more
aware of billable products for new construction
and asking for larger down payments
for design/build projects, " he explains.
Cash is King
Ultimately, Wright says, " Cash has never
been more important in business than
it is today. There is nothing more frustrating
than not being able to complete
a $100,000 project because of a $150
card that's not available or on back order
for eight months. " Wright has effectively
mitigated that risk by " ...[working] with
customers on payments that made sense
for all of us. " That's a lesson that CI and our
organizational partner NSCA have tried to
impart in recent months
Supply-chain issues remain unresolved,
although there might be light at the end
of the tunnel. According to Diversified's
Bernard, " We see those pressures easing
this year as manufacturing capacities have
improved, sourcing has shifted and logistic
constraints have been mitigated. " In fact, he
forecasts that " ...all the remaining [categories]
will have significantly improved lead
times by the end of 2023. " If that's the case,
the performance-audio market will cut loose
one significant anchor that has weighed it
down. Other risks do exist, however, including
the probability of a shallow recession
in the next 12 months, as well as ongoing
inflation that has manifested in vendor price
changes that, in some cases, seemingly occur
on a near-monthly basis. It takes a hearty
constitution to work as an AV integrator, and
the last few years have proven that truism.
But yet, performance audio offers immense
profitability potential and the opportunity
to deliver exhilarating, inspiring experiences.
What's more, when integrators
embrace technologically advanced applications
like immersive audio, digitally steerable
line arrays and others, those firms gain
power to sell their expertise. And that is the
foundation of a solutions-driven relationship.
" I look at our company as a solutions
provider, " Wright concludes. " We take complex
technology and make it easy to use.
We build relationships. " And when the fruit
of the relationship is a dazzling audio experience
that attracts visitors and touches their
hearts...well...that's the cherry on top. CI
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PHOTO COURTESY OF CLEARWING SYSTEMS INTEGRATION.
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Commercial Integrator May 2023

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