by David Chapman
Staff Writer
Even in a down economy, the show must go on.
Whether it’s Jazz Festival, Jaguars games, Jacksonville Regional Chamber of Commerce events, a show at the Florida Theatre or even the annual Fourth of July festivities Downtown, many of them have something in common.
There’s a good chance they were produced by Randy Goodwin and his staff at PRI Productions.
The business Goodwin started from scratch in 1994 has grown, in more ways than one, to become one of the leaders in event planning and production services in the area.
What began as an audio/visual company has adapted and added to its list of services, as Goodwin has brokered deals and acquired just under a dozen other companies over PRI’s 14 years of existence.
One of the most effective was the acquisition of Southeastern Decorators nearly two years ago, which expanded the company’s portfolio services for trade shows by providing the skeleton of the event: the carpeting, tables, chairs, booth design and signage among other details.
Overall, PRI can be considered almost a one-stop shop for just about any event, as Goodwin’s motto describes.
“We are the event producers,” he said.
From an annual board meeting and tent functions to casino parties or an event needing floral designs — the latest addition to the company — Goodwin’s company can fill the need.
The wide array of services has helped the company succeed, but the “shows must go on” doesn’t always equate to business as usual. The current economy has affected what his clients are able to do and even how Goodwin internally adjusts his business.
“Overall, top revenue is down,” said Goodwin. “But I haven’t lost any clients, which is a very good thing.”
While clients are spending less as a whole, PRI’s May and June figures are above what they were last year, a sign that encourages optimism.
Goodwin also instituted some cost saving measures such as shopping around insurance plans for his staff and not replacing the few employees who have left.
It’s his staff of around 65 people that is actually his admitted biggest challenge, but not for economic reasons.
“I love my staff, it’s my family,” said Goodwin. “But the one thing I’ve learned over the last 15 years is that I have to know my staff ... if not, we lose that synergy, that mission.”
To continue the family feel, Goodwin is big on team building activities as a whole company. From the Eye Got Talent competition — a play on the company’s logo — to a company cruise or day excursion to New York, the companywide events are always a morale boost and a way to show appreciation for the group who have made the machine run.
“We work hard and we play hard,” said Goodwin. “We make things happen ... we want to provide for our customers at all costs, and we do.”
And it has taken hard work for Goodwin and company to get where they are today. Unlike most by-the-book business advice, Goodwin has never had the mythical five-year plan — it’s nonexistent.
“I’ve done everything very unconventionally,” he said. “I’ve never gone out and said ‘This is where I see myself’ at any time.”
He’s run his business with the philosophy that “you’re never going to cut your way to success,” which has meant several reinventions and careful acquisitions, but they’ve paid off for the most part. The ones that didn’t have helped him learn and grow, too.
Today, PRI Productions has 90,000 square feet of warehouse space filled with inventory and a staff that can handle just about every aspect of an event (with the exception of catering and live music) for individuals and business clients.
Goodwin might not be done expanding and describes his plan using a gridiron analogy.
“In this economy, it’s like we’ve been sitting back on defense,” said Goodwin. “We’ve seen it and adjusted and now it’s time to go on offense.”
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