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October 11, 2018

Promo Firms Grapple With Hurricane Michael

Closures, evacuations and possible lost sales are a reality for promotional products companies within the storm’s reach.

By  Christopher Ruvo

Hurricane Michael slammed into the Florida Panhandle Wednesday as a Category 4 storm, spewing top winds of around 155mph and drenching rains that disrupted operations for promotional products distributors. Earlier this week, Panhandle promo pros were scrambling to prepare their businesses for the massive storm. And now, their industry colleagues in parts of Georgia, South Carolina, North Carolina and Virginia are doing the same as Michael plows its way northeast as a still-strong tropical storm.

Updates: Promo Companies Affected by Hurricane Michael

More than 700 ASI-listed promo companies are in Michael’s projected trajectory, and could potentially experience impacts from the storm before it thunders out into the Atlantic Ocean. The Ice Box (asi/229395), an Atlanta, GA-based distributor, was among those bracing for impact early Thursday. “We are taking Hurricane Michael a lot more seriously than his predecessor Hurricane Florence,” Co-Owner Jordy Gamson told Counselor. “This one looks like it is headed very close to Atlanta. While its winds are most likely going to slow down over land, the likelihood of tornadoes and flooding become very real.”

Gamson said The Ice Box team feels like “we dodged a bullet” as the company hosted a major end-user show on Wednesday with hundreds of customers attending. Michael arriving yesterday could well have ruined the event. “Fortunately the weather held, but last night and today are very different stories,” said Gamson. “We are encouraging all employees to be safe. If they feel like they need to stay and work from home, we are equipped to do so.”

In North Carolina, distributor Brand Fuel (asi/145025) was undertaking precautions to safeguard equipment, facilities and personnel. “It’s pretty much the same preparatory drill as before with Florence, but the threat does not seem as impactful for us this time,” Co-President Danny Rosin told Counselor. “However, we realize what Mother Nature can do, so many of our team will work remote, especially those with families (school is closed). We will also move some of our client presentations out until next week.”

Because of Michael, promo companies and personnel on the Florida Panhandle have experienced temporary business closures, evacuations and potential lost sales. Tallahassee, FL-based KT Creative (asi/246179) is among the affected firms. Owner Katie Reeves said this week that she was shutting up shop and evacuating because her business is in the storm’s direct track. “We will be working remotely for our clients as needed,” Reeves told Counselor.

The situation in Panama City, FL, where Michael unleashed some of the worst of its fury, was especially bad, according to media reports. Prior to the storm’s arrival, Emily Davila and her team at Panama City-based Who Dey Printing & Embroidery (asi/355771) were working feverishly to prepare as best they could. That concerted effort included prioritizing orders with firm deadlines over the next couple weeks. Later, it entailed elevating equipment off the floor to protect against water damage in the event floodwaters stream in.

Davila gave an assessment of the potential economic impact on her business. “Sales may be affected as some of our orders have hard deadlines for events or people cancelling events they previously planned on having shirts for,” she said. “We may also see an increase of sales after the storm from all our contracting clients and other businesses who will have plenty of work due to storm damage. We have a few carpet cleaners/water removal companies so they may need more staff shirts, or promo items.”

Emily Davila, Owner Who Dey Prints & Embroidery (asi/355771).

Concerned for her employees, Davila closed up shop early afternoon Tuesday so the workers could prepare and evacuate. She was expecting to be closed through at least Friday. “I am paying all my employees during the closure,” Davila said. “I want them not to worry about work and money. I want them to focus on about keeping their family safe.”