Gerry Hurst is owner and president of Awards Unlimited on Hendricks Avenue.
WHAT IS AWARDS UNLIMITED?
The store retails name badges, trophies, promotional products and awards in a variety of forms, including crystal, acrylic in jade, clocks and desk sets.
WHAT DO YOU DO AS PRESIDENT?
“I have four or five key accounts that I still service. I handle the administration end mainly, plus I do limited showroom sales and oversee the purchasing.”
HOW LONG IN BUSINESS?
Twenty-nine years, and in the same location.
HOW DID YOU GET INTO THE TRADE?
“I was very involved in youth activities and sports. Because of my connections, I thought it would be easy to do.”
CLIENT BASE?
“Mostly corporate. Schools and youth leagues represent less than 10 percent of the business. We’ve changed from trophies to being more diversified.”
WHAT’S YOUR
BIGGEST SELLER?
“Acrylic is popular. They can be desk or credenza items. Unlike plaques, they don’t have to be hung on a wall.”
OVERALL, HOW have
SALES BEEN?
“For the first 27 years, it was on the incline all the time. The last two years, it’s been up and down. The business climate the last six months of 2001 was probably the worst of all my years combined and that was before Sept. 11. Now we’re back to where we were. We’re recovering from the economic situation in the country.”
YOUR KEYS TO SUCCESS?
“The people you know, networking and giving back to the community. People recognize that and the exposure helps my business.”
HOW MANY ON YOUR STAFF?
“Six in sales and production. My son, who will ultimately inherit the business, also works with me. My wife is part-time, keeping the books.”
WHAT’S MOST REWARDING ABOUT YOUR BUSINESS?
“It’s a fun industry. I enjoy being my own boss and having the flexibility to do other things, both personal and professional, keeping in mind we’re in business for our customers.”
WHAT’S YOUR
GREATEST CHALLENGE?
“In any small business, especially an entrepreneurship where you’ve invested your own capital, it’s keeping up with the technology in the industry and managing cash flow.”
HOW HAVE YOU ADAPTED?
“We bought new, more technologically-advanced equipment in the past two years. We used to engrave by hand; now we do it by computer. We’re getting into being able to etch on glass and utilize sublimation, which is transferring color onto products. We scan images or run copy on the computer and transfer it to the laser. When laser equipment first came out, it was costly and the technical aspects were difficult to understand. Computers have made things much easier.”
IS A LARGER SITE IN
YOUR FUTURE?
“I own the whole building and lease out part of it to two tenants so expansion is not in my plans. I’m happy with this location and our niche. I don’t want the headaches of being larger or having a satellite office. We’re capable of doing more business in this location. I want to continue the growth we’ve experienced, continue to provide quality products and services and stay ahead, or at least abreast, of the competition.”
IS COMPETITION FIERCE?
“There’s only one other award shop close to downtown. The rest are further out, so even though we service all of Jacksonville, a good 50 percent of our business is on the Northbank and Southbank. The core of our business is downtown.”
WHAT IS YOUR
BUSINESS STRATEGY?
“My philosophy is to try to give the best product at the best price with the best service. The customer comes first. If the customer is wrong, see rule number one.”
WHAT aFFECT WILL THE INFLUX OF DOWNTOWN RESIDENTIAL HAVE ON YOU?
“I don’t think it will impact the business unless they’re corporate CEOs. I think it will impact the community but we don’t sell to individuals so it would be an indirect impact.”
The company does have walk-in customers that have engraving needs but it is a small portion of what they do.
HOMETOWN
Pittsburgh.
WHAT OTHER WORK HAs
he DONE?
Hurst has a background in property management. In 1970, he came to Florida to handle marketing and sales for a petroleum company.
FAMILY
Southside is home to Hurst and his wife Rosalie. They have four children, Dennis, Laurrie, Diane and Gerry Jr.
JUST FOR FUN
Hurst enjoys traveling, especially golf excursions with his friends. He loves Italian food and reading about sports. “JAG” is his favorite television show.
WHO’S YOUR HERO?
“My current hero is the president of the United States, George W. Bush. I believe in his ideals of family, education and religion.”
— by Monica Chamness