ALAIR HOMES GREEN BAY CONSTRUCTING THE BEST CUSTOM AND REMODELING OPTIONS franchise success story born from a passion for cars VOLUME 12, ISSUE 01 | JAN 2025 Also in this issue PHOENIX POOLS • IRON VALLEY REAL ESTATE • LEIKO EQUIPMENT INC.
WWW.BUSINESSVIEWMAGAZINE.COM Email for all inquiries: info@businessviewmagazine.com 2422 Palm Ridge Road, Suite 820 Sanibel FL, 33957 239.220.5554 CONTACT US TITLE SPONSORS GREAT NEWS! Business View Publishing was named to the 2020 Inc. 5000 list of America’s Fastest-Growing Private Companies! Read the press release Editor in Chief Karen Surca Research Directors Paul Payne Brendan McElroy Thomas Hiley Chad Loveless Jessica Zaneis Mike Luchetta Ali Ahmed Jillian Hicks Javier Robles Contributing Writers Andrew Macfarlane Michelle Mahoney Brett Anningson Caroline Verner-Hiley Al Krulick Ian Gyan Dan Marcharia Veronica Enair Vice President of Production Jared Ali Director of Administration Michelle Siewah Director of Marketing Nora Saliken Digital Strategist Jon Bartlow Art Director Renée Yearwood Managing Director Alexander Wynne-Jones COO Matthew Mitchell Executive Publisher / CEO Marcus VandenBrink 1 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
EDITOR’S NOTES Dear Readers, January is the month to embrace new beginnings. This month has always offered the opportunity of a fresh start and a chance to take what was learnt in 2024 and apply it to the business plans of many organizations. As we look down the path of what lies ahead this year we consider it a privilege as always to bring our avid business readers an inside view into how municipalities, organizations of different sizes, and the many bustling airports throughout the continent are fairing. For January’s issue we landed at several leading regional US-based airports. We sat down with Airport Directors from Chippewa County International Airport, Norwalk-Huron County Airport to discuss each of their airport master plans, meeting continued aviation growth and the vital economic link to the community and region these air hubs serve. We had the opportunity to cover a diverse group of municipalities. As our in-depth profiles uncovered, it is clear that continued best practices, bold initiatives, and critical infrastructure upgrades top the agenda at this time of the year. Civic and county officials continue to put their residents first. Business View’s pages are filled with fascinating features with city officials from Clarkston, Georgia, Dayton, TN, Glassboro, New Jersey, MarriottSlaterville, Utah, Stonecrest, Georgia to Mount Vernon, Indiana and Hillsboro, Idaho among other fast-growing municipalities. Each region has embraced the start of a new year by providing residents with what is on their wish list. Continued commercial and industrial growth coupled with residential growth propels these municipalities into some of the fastest-growing regions across North America. This upward trajectory is aided by a resident-first approach adopted by all the municipalities we covered for this month’s issue. For our January issue, we also caught up with a cross-section of dynamic and fast-growing companies and organizations including Choice NY Management, Alair Homes Green Bay, Iron Valley Real Estate and Leiko Equipment Company among others. As 2025 begins, all these companies show leadership and produce noteworthy projects to strengthen their business foothold and rev their economic engines towards further growth. As we bring you the very best sector and industryfocused features, we hope your new year is off to a great start as we continue to provide you with the best business view. Karen Surca Editor in Chief 2 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
CONSTRUCTION 19 PHOENIX POOLS Innovating the Midwest Poolscape from Dream to Dive 29 ALAIR HOMES GREEN BAY Constructing the best Custom and Remodeling Options 29 VOLUME 12, ISSUE 01 COVER ALAIR HOMES GREEN BAY 2 EDITOR’S NOTES 7 OPENING LINES ALAIR HOMES GREEN BAY PHOENIX POOLS 19 3 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
GO-TO COLLECTION WHEREVER YOU PLAY
REAL ESTATE 85 CHOICE NEW YORK MANAGEMENT From Humble Beginnings to Industry Leadership FRANCHISE 41 IRON VALLEY REAL ESTATE An Industry-Leading Opportunity in Real Estate Franchising 51 BLOOMIN’ BLINDS A New Era of Technology-Driven Home Services MANUFACTURING 63 SOUTH FLORIDA MANUFACTURERS ASSOCIATION Manufacturing the Right Directions for a Thriving Industry 73 LEIKO EQUIPMENT INC. Elevating Safety and Performance in Trench Solutions VOLUME 12, ISSUE 01 CHOICE NEW YORK MANAGEMENT IRON VALLEY REAL ESTATE 85 41 5 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
117 CHIPPEWA COUNTY INTERNATIONAL AIRPORT Soaring to new heights with the passenger in mind 127 MEACHAM INTERNATIONAL AIRPORT A Century of Aviation Excellence 137 NORWALK-HURON COUNTY AIRPORT A new beginning for a small airfield BUSINESS VIEW CIVIL AND MUNICIPAL View these features in our newest magazine The articles in this publication are for information purposes only. Business View Publishing assumes no liability or responsibility for any inaccurate, delayed, or incomplete information, nor for any actions taken in reliance thereon. The information contained about each individual or organization has been provided by such individual or organization without verification by us. The opinion expressed in each article is that of its author and does not necessarily reflect the opinion of Business View Publishing. AVIATION VIEW View these features in our newest magazine CITY VIEW BICKNELL, IN ELKHART, IN GREENFIELD, IN MARION, IN MOUNT VERNON, IN BRADFORD WEST GWILLIMBURY, ON PARRY SOUND, ON CHESTERMERE, AB CLARKSTON, GA STONECREST, GA DAYTON, TN GLASSBORO, NJ HIGHLAND PARK, NJ HENRY COUNTY, IL HILLSBORO, OH HURON, OH MARRIOTT-SLATERVILLE, UT NEW LONDON, WI PALISADE, CO RANGELY, CO ROCKWOOD, MB EDUCATION CONSEIL SCOLAIRE DU NORDOUEST THE MEDICINE HAT CATHOLIC BOARD OF EDUCATION DULUTH PUBLIC SCHOOLS GREENE COUNTY SCHOOL SYSTEM JEFFERSON-MORGAN SCHOOL DISTRICT RUTLAND CITY PUBLIC SCHOOLS SLATE VALLEY UNIFIED UNION SCHOOL DISTRICT STURGEON PUBLIC SCHOOLS WEST IRONDEQUOIT CENTRAL SCHOOL DISTRICT WILD ROSE SCHOOL DIVISION NORWALK-HURON COUNTY AIRPORT 137 6 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
SMART SNOW REMOVAL: HOW AI IS TRANSFORMING URBAN WINTER MANAGEMENT Opening Lines Source: https://www.americancityandcounty.com/, Timothy Minard, First Published Jan 27th, 2025 Snowplow signal prioritization technology promises to modernize how cities manage their winter maintenance operations. This advanced system allows snowplows to navigate through intersections more efficiently, ensuring rapid snow clearance and safer travel for community members. As winter’s icy grip tightens on cities across North America, urban planners and transportation officials are turning to innovative solutions to combat the age-old challenge of snow removal. Among these cutting-edge approaches, snowplow signal prioritization technology promises to modernize how cities manage their winter maintenance operations. This advanced system allows snowplows to navigate through intersections more efficiently, ensuring rapid snow clearance and safer travel for community members. CITIES LEVERAGING AI FOR SNOW REMOVAL The implementation of snowplow signal prioritization technology demonstrates a significant leap forward in urban winter management strategies. By leveraging the power of artificial intelligence (AI) and machine learning (ML) in a cloud-based environment, cities are now able to optimize traffic flow during inclement weather conditions, prioritizing the movement of essential vehicles such as snowplows, emergency responders and public transportation. This intelligent approach not only enhances the efficiency of snow removal operations but also contributes to overall urban mobility and safety during harsh winter conditions. ALGORITHMS CLEARING SNOW FROM STREETS At the heart of this innovative system lies a sophisticated network of AI-powered algorithms and real-time data analysis. These advanced technologies work in tandem to continuously assess road conditions, weather patterns, and traffic volumes, making informed decisions about adjusting traffic signal timings to accommodate snowplow operations. By granting priority to snowplows at intersections, cities 7 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
can be applied to other essential services such as road maintenance vehicles and specialized transportation. ADVANCED DATA FEEDS INTO URBAN PLANNING Moreover, the data collected through these AI-powered systems provides valuable insights that can inform longterm urban planning and infrastructure development. By analyzing patterns in snow accumulation, traffic flow during winter events, and the effectiveness of various snow removal strategies, city planners can make more informed decisions about road design, resource allocation, and emergency response protocols. The adoption of snowplow signal prioritization technology aligns with the broader trend of smart city initiatives. As urban areas continue to grow and face increasingly complex challenges, the integration of AI and data-driven solutions becomes crucial.This technology demonstrates how cities can leverage advanced tech to improve their operations, not just during winter months but year-round. By enabling snowplows to clear roads more efficiently, cities can minimize the economic impact of winter storms, reduce accidents and ensure that essential services remain operational even in the harshest conditions. This technology also has the potential to improve the overall quality of life for urban residents by reducing the disruptions caused by heavy snowfall. It’s clear that the integration of AI and data technology in urban winter management will continue to evolve. We can expect to see even more sophisticated systems that not only prioritize snowplows but also coordinate with other city services to provide a comprehensive approach to winter weather management. For example, future systems might integrate with public transportation networks to adjust bus routes in real-time based on road conditions, or coordinate with emergency services to ensure rapid response times during winter storms. Snowplow signal prioritization technology exemplifies how today’s smart cities are leveraging advanced tech to improve their operations during winter months. By harnessing the power of AI, ML and real-time data analysis, cities are transforming the way they approach snow removal, moving from reactive to proactive strategies. This shift not only enhances the efficiency of winter maintenance operations but also contributes to broader goals of urban resilience, sustainability, and improved quality of life for residents. As we continue to face the challenges of climate change and urbanization, such innovative approaches will be crucial in ensuring that our cities can significantly reduce the time required to clear roads, minimizing disruptions to daily life and ensuring that critical infrastructure remains accessible even in the most challenging weather conditions. The importance of leveraging AI and data technology in snow removal strategies cannot be overstated. Traditional methods of snow management often rely on predetermined routes and schedules, which may not always align with the dynamic nature of winter storms. By incorporating AI and real-time data analysis, cities can adopt a more responsive and adaptive approach to snow removal. This data-driven strategy allows for better resource allocation, optimized route planning, and more efficient use of equipment and personnel. LEARNING BETTER ROUTES OVER TIME One of the key advantages of AI-powered snow removal systems is their ability to learn and improve over time. ML algorithms can analyze historical data on snowfall patterns, traffic flow and equipment performance to continually refine and optimize snow removal strategies. This iterative process of improvement ensures that cities become increasingly adept at managing winter weather events, ultimately leading to safer roads and more resilient communities. The technology also addresses a critical safety concern for both snowplow operators and other road users. By reducing the number of stops and starts required at intersections, this system minimizes the risk of collisions and improves overall traffic flow. This enhanced safety aspect is particularly crucial during severe weather conditions when visibility may be limited, and road surfaces are treacherous. A recent study out of Brigham Young University showed that with snowplow preemption, operators are more efficient and safer with fewer stops and fewer cars trying to pass by them. In the same study it showed that commuters also benefited from the preemption.The routes with snowplow preemption had significantly higher speed. These efficiency gains not only improve the speed of snow removal but also contribute to reduced operational costs and environmental impact. The success of snowplow signal prioritization technology extends beyond just clearing roads more quickly. It represents a shift toward smarter, more responsive urban infrastructure. By integrating this technology into existing traffic management systems, cities are laying the groundwork for broader applications in urban mobility. For example, the same principles used to prioritize snowplows 8 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
OPENING LINES Source: https://www.americancityandcounty.com/, Ryan Kushner, First Published Jan 08th, 2025 State and local governments contributed a record amount into public retirement systems in 2024, according to Equable Institute. The funded ratio for U.S. state and local retirement systems in 2024 is on pace to reach 80.2%—a 6.2% increase compared with 75.5% in 2023, according to an analysis by the Equable Institute. State and local pension plans saw investment returns average 10.3% in the past year, a “strong investment performance” compared with the average 6.87% rate of return expected for pension funds, according to Equable. Unfunded liabilities are expected to fall from $1.64 trillion in 2023 to $1.37 trillion in fiscal 2024. However, Equable Executive Director Anthony Randazzo warned that despite strong pension fund investment returns, state and local retirement systems “remain financially fragile.” “With only 80% of necessary assets in pension funds, there are significant contribution increases necessary to get more of today’s $1.37 trillion in pension debt paid off before another financial crisis strikes,” Randazzo stated. State and local governments contributed a record amount into public retirement systems in 2024, averaging 31.3% of payroll, or $180.7 billion, PUBLIC PENSION FUNDING REMAINS “FRAGILE” BUT SHOWED IMPROVEMENT IN 2024 9 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
money to live comfortably in retirement. Only 9% of surveyed public employees reported that their benefits were “very sufficient.” Social Security Fairness Act signed into law While the state of pension plans remains a concern for the public sector, a new bill signed into law by President Biden Jan. 5 is set to increase Social Security payments for more than 2 million former and current public employees. The Social Security Fairness Act eliminates two provisions—the Windfall Elimination Provision (WEP) and Government Pension Offset (GPO)—that limited Social Security benefits for public employees with public pensions from work not covered by Social Security, according to the Social Security Administration (SSA). The elimination of the WEP would see monthly benefits rise by an average of $360 for 2.1 million Social Security beneficiaries in December 2025, according to Congressional Budget Office (CBO) estimates. Eliminating the GPO, meanwhile, would see monthly benefits increase by an average of $700 for 380,000 spouses and by an average of $1,190 for 390,000 surviving spouses. Lee Saunders, president of the American Federation of State, County and Municipal Employees (AFSCME), called the rescinding of the GPO and WEP a “historic victory” that followed “decades of relentless organizing.” “Thousands of AFSCME members can now retire with peace of mind, and passionate jobseekers will be inspired to pursue these critical careers knowing their futures will be secure,” Saunders stated. “It’s a game-changer for public service.” The SSA said it is still evaluating how to implement the act. according to Equable. Equable estimated it will take years of performances similar to 2024 to break the “pension debt paralysis” prevalent in public pension plans. Washington D.C., Nebraska and Tennessee had the highest ratios of funded pension plans in 2024 with 112.5%, 108.5% and 107.9%, respectively. States with the lowest ratios of funded pension plans in 2024 included Illinois (51.6%), Kentucky (54.1%) and New Jersey (56.6%). A 2024 survey by the MissionSquare Research Institute found that 81% of public employees expressed concern that they will not have enough money to last throughout retirement, with 78% saying they are worried about not having enough 10 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
5 CRITICAL ELEMENTS OF EFFECTIVE HUMANCENTERED DESIGN IN THE PUBLIC SECTOR OPENING LINES Source: https://www.americancityandcounty.com/, Allison Torpey and Rose Barcklow, First Published Jan 24th, 2025 A growing number of government agencies are looking to leverage human-centered design (HCD) principles to improve services for their constituents, increase awareness of those services and give people the tools to access them. In today’s rapidly evolving public sector, city, county and state officials face growing challenges. Complex regulations, heightened constituent expectations and limited resources—in terms of staffing as well as dollars— demand innovative solutions. Leaders are dealing with technical debt—outdated systems, quick fixes and patchwork upgrades—as well as policy debt, with layers of policies and regulations having accumulated over decades. Constituents have been conditioned by the private sector to expect highquality, user-friendly applications and programs, but limited capacity and a lack of consideration for the user experience hinders leaders’ ability to deliver on those expectations. Constituents are left facing a complex, disjointed experience that makes it hard to engage with government officials. Employees and case workers struggle with manual and time-consuming processes with limited guidance, while IT tries to maintain different technologies and infrastructure with siloed data and inconsistent processes. Amid these challenges, a growing number of government agencies are looking to leverage human-centered design (HCD) principles to improve services for their constituents, increase awareness of those services and give people the tools to access them. They’re harnessing the approach to equip teams with a holistic view of their constituents and proactively share information and track the status of referrals with community partners. Effective HCD starts with a focus on creating solutions that deeply understand and address the needs, behaviors, and experiences of the people they are designed for. By understanding and empathizing with users, agencies can create services that are intuitive, accessible and tailored to the specific needs of their diverse constituent base. THE APPROACH INCLUDES FIVE KEY PHASES: • Prepare: Understanding the biases and assumptions of those creating, developing and implementing services to ensure that insights gathered aren’t influenced by preconceived notions. • Discover: Engaging with constituents to understand their needs, challenges and contexts • Define: Synthesizing the information gathered during the discovery phase and collaboratively defining the opportunities at hand. • Develop: Generating and iterating on ideas, encouraging collaborative and divergent thinking while keeping feasibility and desirability in mind. • Deliver: Iterating and refining prototypes based on user feedback, ensuring that the final service effectively meets constituents’ needs. But while HCD plays a critical role in identifying constituents’ unmet needs, how to design services or 11 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
change efficacy and adoption and engage with a wider range of stakeholders, including different community groups, to ensure that the solutions are effective and widely adopted. 2. Product design expertise: Product designers bring a unique skill set that is particularly relevant to the HCD process. Among other expertise, they’re trained to deeply understand user needs, behaviors and pain points; skilled in creating prototypes and conducting user tests; and know how to balance functionality with aesthetics. 3. Creativity with limited resources: Through HCD, you’ve defined what constituents want, but you also need to understand what’s actually possible. Creative solutions allow you to find a compromise somewhere in the middle—and the best ideas are often borne from constrained environments. 4. Testing and practical application of learnings from real users: HCD relies heavily on a continuous feedback loop to ensure that the products and services developed truly meet constituent needs and expectations. This requires you to be constantly testing and iterating with real users via interviews and focus groups, surveys, stakeholder assessments, initial and secondary testing sessions, user pathways and journeys, and high fidelity wireframes. Ensure that you keep users updated on how their feedback has influenced decisions about how to move forward. 5. Delivering services in phases and building roadmaps for continued enhancement: In the public sector, teams are often reluctant to roll out a product or service that is not 100% complete. This drive for perfection can hinder the iterative process that is so integral to HCD. In contrast to the waterfall approach, in which you create a product or service in its entirety before releasing it, HCD leverages an agile approach. You have a high-level roadmap, but you’re willing to iterate on that roadmap as you discover what’s working, and what’s not. Consider ways you can move more agilely, for example by starting with a limited pilot of a new service. HCD is a cycle, and you’re never done talking with constituents and iterating on the solution. For government agencies that have limited funding, staff and time, the process can feel a bit uncomfortable. It will require courage—courage to iterate, courage to co-create and courage to keep moving forward even if you don’t know where the path will take you. In doing so, you can meet constituents’ demand for user-friendly, accessible and more sustainable services and serve more people, more effectively. technologies to meet those needs, and how to derive value from the service, there’s a widespread lack of awareness of how to implement it—the deliver phase. Here’s what leaders need to do to effectively deliver products and services using human-centered design. THE FIVE THINGS YOU NEED FOR A SUCCESSFUL IMPLEMENTATION You’ve defined the problem and brainstormed with the community to co-develop the solution. The next phase is deliver, which involves actually bringing the product or service to the public. Five critical elements can make sure that the product or service sticks with the people for whom it’s intended. 1. Change management: You’re probably changing the product or the service you offer based on the insights gathered through the HCD framework, and you need to bring people along on the new journey.That makes it important to incorporate strategies to measure 12 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
OPENING LINES PODCAST: ESSENTIAL TIPS FOR SAFE WINTER OPERATIONS Source: https://nbaa.org/, Editor, First Published Jan 27th, 2025 Preparing for the scourge of winter is essentially a year-round process for airports and ATC. As the country experiences frigid temperatures, snow and ice, and all the associated challenges that come with winter flying, business aircraft operators need to be aware of possible impacts, even from storms hundreds of miles from their planned route.“The FAA has tools year-round that identify constrained areas, ground delay programs, aerospace flow programs [and] ground stops,” said Dean Snell with NBAA Air Traffic Services. “It’s good to keep an eye on those [and] maybe look at alternate plans or at least be aware of the likely delays.” In this episode of NBAA’s “Flight Plan,” host Rob Finfrock speaks with: Michael Fawaz, director of Willow Run Airport (YIP), the 2023-2024 recipient of the Balchen/Post Award for outstanding performance in responding to snow and icing conditions Dean Snell, manager at NBAA Air Traffic Services LISTEN HERE 13 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
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OPENING LINES OFFER TIPS FOR SAFELY APPROACHING NON-TOWERED AIRPORTS Source: https://nbaa.org/, Editor, First Published Nov/ Dec, 2024 Being familiar with specific, timely information about destination airports is essential for safe approaches – and even more so for non-towered fields. In fact, according to the FAA, only 520 of the 5,082 public-use airports across the U.S. have air traffic control towers. So, it stands to reason that flights in and out of uncontrolled airports will more than likely occur at some time for any operator. Issued in 2023, FAA Advisory Circular 90-66C,“Non-Towered Airport Flight Operations,” provides a reliable resource to remind pilots about proper procedures for operating in that environment. “There is no reason to go in blind,” said Julia Harrington, a lead captain and base manager for Axis Jet on a Cessna Citation CJ2 and XLS out of Chicago Executive Airport (PWK). Harrington said at least 50% of her flights are to uncontrolled airports. VISUALLY VERIFY For Harrington, using instrument approaches at unfamiliar uncontrolled airports is standard practice. Around 10-15 minutes prior to landing, she begins to monitor and broadcast on the common traffic advisory frequency at the arrival airport to gauge upcoming traffic conditions. Utilizing additional resources such as the traffic alert and collision avoidance system gives pilots extra 15 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
your approach to lessen the impact on other aircraft in the vicinity. Flying the traffic pattern when possible, and extending the downwind to follow slower aircraft, were also mentioned as tools when operating at an uncontrolled airport, which are all referred to in AC 90-66C. Chapter 14 of the “Pilot’s Handbook of Aeronautical Knowledge” also provides reminders for how to enter a visual traffic pattern. In addition, the book offers guidance about when it’s practical to utilize a 45-degree entry to downwind at pattern altitude. COMMUNICATE TO BE UNDERSTOOD Communicating intentions to be understood by other pilots is essential, as not all pilots will understand locations of approach fixes. Using distance and direction from the airport is more understandable by all pilots. Flexjet Director of Safety Tyler Boring, who’s based at Ohio’s Cuyahoga County Airport (CGF), said pilots can set the tone by reaching out on frequency ahead of time for situational awareness. Communicating intentions along with your approach plan helps others on frequency understand. Flight crews can “help the process along by communicating and modifying course as necessary, depending on what is going on in the pattern,” Boring said. time to prepare for traffic, but it’s important to get visual verification upon arrival.“Visually verify what you think to be true,” Harrington said. BLEND INTO THE ENVIRONMENT Keith Wolzinger, who flies a Citation XL out of California’s John Wayne/Orange County Airport (SNA) for Paragon Airways, advises making position reports by stating your distance from the destination airport and your intentions upon arrival. If you’re flying an approach, say so, Wolzinger said. About 20%-25% of Wolzinger’s operations are at uncontrolled fields. “Blend into the environment as much as you can,” said Wolzinger, by planning to fly at airspeeds consistent with aircraft in the pattern or modifying 16 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
construction 17 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
PHOENIX POOLS INNOVATING THE MIDWEST POOLSCAPE FROM DREAM TO DIVE ALAIR HOMES GREEN BAY CONSTRUCTING THE BEST CUSTOM AND REMODELING OPTIONS THE POOL & HOT TUB ALLIANCE ONLINE ARTICLE MASTER POOLS GUILD ONLINE ARTICLE 18 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
PHOENIX POOLS INNOVATING THE POOLSCAPE FRO TO DIVE AT A GLANCE PHOENIX POOLS WHAT: A premier pool construction and maintenance company that has redefined the Midwest pool industry. WHERE: Headquartered in Omaha, Phoenix Pools serves clients throughout the Midwest. WEBSITE: www.phoenixpools.org 19 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
E MIDWEST OM DREAM Distinguished design and forward-thinking adaptability are two key elements that have taken root in the Midwest pool construction market. One of, if not the largest, contributors to this shift is Phoenix Pools. Established in 2007, this Omaha-based company has become a cornerstone of Midwest pool construction and services. Founded by Shane Johnson, the company’s journey began CULTIVATING CULTURE, BRAND IDENTITY, AND GROWTH WITH EXCELLENT POOL BUILDING AND MAINTENANCE 20 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
with a desire to deliver high-quality pools to the community while staying rooted in family values. Johnson has steered Phoenix Pools into becoming a premier provider of residential and commercial aquatic solutions. Strategic innovation is a priority at Phoenix Pools. The company’s main goal is to retain a competitive and dominant presence in its industry. So, maintaining cutting-edge technology and investing in unique assets have become a primary method of improving and extending the company’s operational capabilities, even during the Midwest’s challenging off-season. Equally vital is the focus on building and retaining a skilled, passionate team. Recognizing the importance of employees’ contributions, Phoenix Pools emphasizes competitive compensation and creating a supportive work environment where people feel valued. This focus also extends to maintaining meaningful relationships with key partners and suppliers, whose collaboration underpins the company’s ability to effectively meet customer demands. Integral to Phoenix Pool’s success from the beginning is Paramount Pool and Spa which provide their in floor cleaning systems and have always shown tremendous support for the business. Today, Phoenix Pools is known not only for its construction expertise but also for its comprehensive approach to pool care, offering everything from maintenance to cutting-edge technology solutions. The company’s customer-centric mission— delivering flawless pools that exceed expectations— lies at the heart of its quality craftsmanship. Ultimately, this has associated its growing presence across Omaha and beyond with sustained profitability and continued ability to bring customers’ aquatic visions to life. BUILDING POOLS AND RELATIONSHIPS WITH A CULTURE OF SIMPLICITY Phoenix Pools is a full-service pool and spa 21 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
company with a robust range of offerings that reflect its commitment to customer satisfaction. The company’s structure includes a retail location that provides water testing, chemicals, and pool equipment, as well as a service department with a dedicated manager and nine technicians. This department ensures daily maintenance and repair services for pools and spas, catering to residential clients and commercial entities alike. The construction division specializes in creating in-ground pools, ranging from simple vinyl-lined designs to complex, luxury shotcrete installations. These custom pools, priced anywhere from $80,000 to over a million dollars, reflect the artistry and precision Phoenix Pools brings to its projects. Additionally, the company offers remodeling services for aging pools, ensuring longevity and aesthetic appeal. On the commercial side, Phoenix Pools focuses on medium-scale projects, such as pools for apartment complexes. To maintain strong client relationships, the company also offers winter services, reinforcing its role as a year-round partner for property managers. “We build relationships with a lot of apartment management companies on the repair and renovation side, sometimes new construction as well.Then we focus on growing and developing that relationship further so that we can take care of their snow removal needs along with servicing their pools because we’re in an area where we have to winterize pools,” explains Owner Shane Johnson. Phoenix Pools’ culture is rooted in simplicity and inclusivity, making it an attractive workplace for individuals from diverse backgrounds. Employees benefit from a supportive environment where communication is prioritized. By centralizing job-specific information, Phoenix Pools empowers its team to deliver exceptional results without unnecessary administrative burdens. This emphasis on simplicity also extends to customer interactions, ensuring that clients enjoy a seamless experience from project inception to completion. 22 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
“You put the pool first and the people first, and you’re going to have success,” Johnson emphasizes. This philosophy drives every aspect of the company’s work, from simple residential projects to complex designs. Johnson views culture as a shared mindset in which every team member aligns with the common goal of delivering top-tier pools. The result is a unified workplace that values care and camaraderie while striving for greatness, a natural byproduct of the company’s core mission. INTEGRATING TECHNOLOGY AND PARTNERSHIP FOR STRONGER BRAND IDENTITY Technology is a vital part of Phoenix Pool’s incredible internal environment and external image. Every pool built by Phoenix Pools integrates high-end features like in-floor cleaning systems and full automation, ensuring each creation stands out in quality and performance. While these systems may sound complex, in actuality, the company’s approach to technology still reflects its ethos of simplicity and focus on helping people. The philosophy regarding the type of technology used is just as straightforward: “The simpler it is, the more effective it becomes when dealing with multiple people,” Johnson explains. The company’s adoption of Basecamp is a prime example. This project management app revolutionized the Phoenix Pools operation by centralizing communication, documentation, and workflow. “What we like about Basecamp is that it’s very costeffective. It grants unlimited users, has a low monthly rate, and applies well to the end user… it may not be ideal for every company, but it really is a perfect fit for me and my company,” Johnson explains. Basecamp’s intuitive interface and cost-effectiveness make it ideal for Phoenix Pools. By allowing all stakeholders—employees, subcontractors, and even distributors—to access real-time updates, Basecamp enhances efficiency and ensures that information reaches the right people promptly. The platform effectively eliminates inefficiencies associated with traditional phone and email communication. “Instead of relying on fragmented communication, everyone involved in a project has access to all relevant files and updates in one place,” Johnson states. Initially hesitant about adopting the platform, 23 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
Johnson is now a staunch advocate. “If you asked me today, I would not build a pool without it,” he remarks. The company also prioritizes digital presence, with an emphasis on maintaining a modern, SEOoptimized website.This has become an essential tool for attracting new customers and staying competitive in the digital age. As a result, Phoenix Pools has cultivated a strong brand identity that imbues its logos and vehicle wraps with the essence of its internal efficiency and excellence. With its distinctive name, Phoenix Pools stands out in a market that often favors more conventional branding. The company’s bold, professional image reflects the quality of its pools. 24 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
“A strong brand should stand out to people who may never even need a pool,” Johnson asserts, underscoring the importance of memorable branding in creating a lasting impact. Lastly, the hidden components behind the Phoenix Pools brand are its strong supplier relationships. The company has developed long-term partnerships with key distributors, such as Bullfrog Spa, Pentair, Hayward and Pool Corporation. “Poolcorp has been with me since day one. They try their best and do a great job ensuring we have everything we need…They’re for sure our biggest supplier and a nationwide distributor, so we’ve actually incorporated them into our Basecamp and use that to process all of our orders,” Johnson states. Integration like this ensures that materials arrive 25 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
“I think about all the opportunities we’ve created with others over the past 17 years… and I feel good about what we’ve done in the past, so I feel good about what’s coming for us,” Johnson says. For Phoenix Pools, growth is a deliberate process fueled by strategic investments in people, equipment, and innovative solutions. A significant portion of the company’s resources goes toward employee compensation, which explains its loyal and motivated workforce. Operating in a seasonal industry presents unique challenges, particularly in retaining skilled employees during the off-season. So, the company intends to continue investing heavily in infrastructure to extend its pool-building capabilities into colder months. A notable example is a 35-by-65-foot tent imported from overseas, which will enable employees to construct pools during winter. This innovative approach bolsters the company’s Build A Pool That Cleans Itself, Guaranteed www.1Paramount.com World’s #1 In-floor Cleaning System Company on time and are aligned with project specifications, reflecting the company’s adaptability in managing diverse vendor relationships. EXPANDING HORIZONS ON POOL AT A TIME Looking ahead, Phoenix Pools is exploring expansion opportunities, including the potential addition of a third retail location. Fortunately, its technology infrastructure’s adaptability allows the company to scale operations without compromising quality. 26 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
27 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 PHOENIX POOLS
PREFERRED VENDOR/PARTNER n Paramount Pool & Spa Products www.1Paramount.com Build a pool that cleans itself, guaranteed! Paramount continues to lead pool cleaning technology with in-floor cleaning and circulation systems that are virtually maintenance free. Enjoy piece of mind as well as financial savings with effective cleaning solutions that reduce maintenance time and chemical costs. With the use of cutting-edge advancements, your pool will be clean and swim ready all season long. bottom line and considers the employee experience, two things that will undoubtedly position it for continued growth in an unpredictable industry. So it makes sense that Johnson is optimistic about the future, confident that the company’s history of hard work and integrity will continue to yield opportunities. By focusing on quality, innovation, and community, Phoenix Pools is poised to remain a leader in its field for years to come. “We’ve planted a lot of seeds by doing the right thing,” Johnson reflects.“The future will take care of itself when you put the pool first and follow through on your promises.” In an industry defined by competition and seasonal challenges, Phoenix Pools exemplifies what it means to thrive through a commitment to excellence, a strong brand identity, and a vision for sustainable growth. With Shane Johnson at the helm, Phoenix Pools is not just building pools; it’s building trust, relationships, and a legacy of excellence that will ripple through the Midwest for years to come. 28 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
CONSTRUCTING THE BEST CUSTOM AND REMODELING OPTIONS ALAIR HOMES GREEN BAY WITH A PLETHORA OF HOME OPTIONS CONSTRUCTED WITH THE HOMEOWNER IN MIND, THIS HOME BUILDER HAS MUCH TO BOAST ABOUT AT A GLANCE ALAIR HOMES, GREEN BAY, WISCONSIN WHAT: L eading home construction and remodeling company serving the key MidWestern market WHERE: Green Bay, Wisconsin WEBSITE: www.alairhomes.com/green-bay 29 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
If there is one thing that the home construction and remodeling sector can bank on, it is the reality that the market is always changing. Keeping up with these changes and constructing the very best home and remodeling solutions tailored to the homeowner in mind is what separates successful home builders from the rest of the construction pack. 30 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
For Alair Homes, embracing these market changes with the flexibility to provide a broad range of home construction expertise is all in a day’s work. Serving the Northeast Wisconsin housing market, including Green Bay and the Fox Cities, Door County, and the lakeshores, Alair Homes Green Bay also has the geographical footprint to continue to lead its local competitors. Boasting a cross-section of custom homes and providing remodeling services that cover a host of possibilities for its homeowners,Alair Homes Green Bay has mastered the art of putting its homeowners first while always viewing the business as one of fostering lasting relationships. A RELATIONSHIP BUSINESS APPROACH Rather than approaching each project as a transaction to be completed,Alair Homes Green Bay has nurtured relationships with its valued homeowners, trade partners, and suppliers that last long after the job is done. Regional Partner with Alair Homes, Andy Selner, sums up the philosophy that grounds this successful home builder and guides their work every day. “We help busy people live better lives,” he states. “This is what we are known for.” As part of the remarkably successful Alair Homes brand that is present across key markets throughout North America, Andy Selner and his wife and business partner Nicole Selner have been growing their regional brand in the Wisconsin market.Acutely aware of the uniqueness of the midwestern housing market and taking into account the specific needs of their customer base, the Selner duo have built a home construction company to be envied. “Our niche is not a particular product or size of home. It is finding the right homeowner and the right fit for us and them,” Selner describes. “The individuals who hire us are wanting to partner with us for a specific purpose. They know what we bring to the table, and we are helping them through the entire process whether it is a primary bathroom remodel or a multi-million dollar home,” he continues. A DIVERSE PORTFOLIO Selner brings over 20 years of experience in the home building sector.This hard-earned experience is evident when he speaks about the types of projects that his company is currently working on. “We keep a diverse portfolio of projects. We engage with all different sizes and investments, styles from 31 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 ALAIR HOMES GREEN BAY
larger-scale projects, Selner points to some of the custom homes on the books. “Some of our current builds are very architecturally driven with lots of details and features that require us to have an offensive mindset to bring it all together. It’s the fun part of working with homeowners, architects, designers and our team in crafting that traditional to modern, and project types ranging from primary bathrooms to custom homes. The diversity of projects helps us to maintain a constant growth and learning mindset. It allows us to be creative and bring our best to homeowners who want a home that truly functions and is unique to them,” Selner reflects. When referencing some of the company’s current 32 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
THE ALAIR BUILDING PROCESS “It is a relationship-building process,” Selner states when asked what is the basis of their homeowner and design process. Selner notes that from the very first meeting with a homeowner,Alair Homes makes it a priority to get to shared vision and collaborating to bring it to life,” he notes. “No two families are alike, nor should any two homes be - we are having fun currently with modern, traditional and even a nod to a mountain vibe,” Selner adds. 33 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 ALAIR HOMES GREEN BAY
know the homeowner as well as let the homeowner become familiar with them. “We need to focus on active communication, trust, and confirming that we are on the same page with goals and vision for the home.” “Every industry has an expert and we like to serve in that role for our homeowners. They might have some ideas of what they are looking for, but don’t know how to articulate it. We have learned to ask questions, find inspiration to help create the ah-hah moments that get us started in the right direction,” Selner relays. Alair Homes further helps in the overall design process by recognizing that it takes considerable time to figure out what a homeowner needs and therefore makes it a priority to allocate the necessary number of meetings that is required to ensure the specific homeowner vision is carried out. “It takes time when figuring out layout and plans and adjustments, and in the process you need to be very flexible and realize that we are there to guide the homeowner and we are there to be their trusted advisor,” Selner elaborates. DECONSTRUCTING TECHNOLOGY Communicating with the homeowner throughout Anthem+™ Digital Showering Personalize Your Escape. 34 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
the custom home build or renovation process is also paramount, Selner highlights. He notes that it begins with being able to recognize the method of communication that best suits the homeowner. “We adapt our communication methods to fit our homeowners’ preferences.” “Some prefer text messaging for quick updates or receiving pictures and progress reports, and other homeowners, such as busy professionals, might opt for email to keep everything consolidated in one place.” As for the company’s internal technology and communication platform, Selner points to Alair Homes’ own proprietary software that not only organizes elements of the construction steps but also streamlines efficiencies and aids in the communication requirements at the administrative and business levels. 35 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 ALAIR HOMES GREEN BAY
option and the knowledge to make the educated decision of what they want; it is the hospitality that we provide,” he adds. “When we are brought ideas or challenges, we start with yes. The mechanics of how to execute and costing can be handled in a seamless and transparent way,” Selner notes. “It begins with setting the expectation up front and clearly communicating how costing will go throughout the project.This is clearly communicated before signing a contract with us so homeowners know how the pricing structure works and they are aware of when invoices come in and various project costs as they come up. As I said, communication is key to it all,” Selner outlines. THE MARKET DICTATES When asked what the local housing market demands currently may be, Selner points to the effects of higher interest rates over the last few years that have played a role in determining local housing direction. “We are still seeing the same demand in the areas of remodels and construction, however the interest rates have affected the market for others in our area. Depending on what niche of the market you are building in, you are feeling the different effects of it.” Homeowners, Selner points out, may also be reluctant to give up current mortgages when they are enjoying rates from five or six years ago. Selner explains that available land also plays a role in dictating housing directions locally and this leads to a trend in homeowners remaining in their current homes and to an uptick in the demand for home renovations. “We are not seeing the big, beautiful lots that we used to that people are wanting to build their second or third home on. Instead, they may stick with that lower interest rate and stay where they are because they also love the location and choose to invest in their property.” For the larger projects at the higher price points, Selner acknowledges that interest rates and current Beyond the use of technology, Selner draws attention to the ultimate goal that Alair Homes focuses on: homeowner relations. “We are not just building homes, we are building relationships,” he summarizes. “That is the true way to create a custom-built home for the homeowners. We have to know them. We have to have mutual trust.” “We want to make sure that we are giving them the 36 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
37 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01 ALAIR HOMES GREEN BAY
PREFERRED VENDOR/PARTNER n Kohler Co. www.kohler.com For more than 150 years, Kohler Co. has been a global leader in bold design and innovation, dedicated to helping people live gracious, healthy, and sustainable lives through its kitchen and bath products; luxury cabinetry, tile, and lighting; wellness products and services; and luxury hospitality experiences and major championship golf. market conditions have lesser effects on homeowner’s plans to build their dream custom home. PARTNERING FOR FUTURE SUCCESS As the new year beckons Selner has turned his thoughts to what the immediate future may look like for Alair Homes over the next one to two years. “We have our new partner location in the Milwaukee area which can help us build a bigger brand image in Wisconsin and our growth strategy is to bring our Alair reputation across Wisconsin.” “We are also looking to bring in the right individuals to our team as we have the opportunity to grow in our markets and in our region. It takes a great team to build a great product, so we want the right individuals in place,” Selner relays. Selner emphasizes that Alair Homes is not promoting a quick growth strategy but rather a methodic and steady growth. “We want to do what we do well and not cut corners.” “It is in our tagline; Living better starts here.” “It is true in many areas. Whether it is focusing on our homeowners and how we are helping them live better. It is also in our businesses, in our employees, our trade partners and in our lives,” he concludes. 38 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
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