Adirondack Studios (ADKS), a company that provides creative solutions for designers, artists, producers, and owners across the themed entertainment industry, has launched MAKE A SCENE, its new company culture, recruitment and employee recognition programme in which its team members take on starring roles.
The ADKS leadership team realised that, as the company approached its 50th anniversary, its traditional “best kept secret” strategy was no longer the best way to diversify the studio’s offerings, increase its global presence, or draw and keep top people. They established three primary objectives to tackle this challenge: enhancing internal and external knowledge of the company’s capabilities, services, and locations, encouraging recruitment through captivating content, and better recognising the skills and experience of the 300 employees of the organisation.
The challenge was then how to integrate these objectives into a single framework. ADKS’s recently appointed director of global marketing, Clara Rice, found inspiration in the organisation’s work:
“When I toured the Argyle shop and saw all the different forms of creation happening simultaneously, I began listing the things we make: theme parks, museums, shows and more. As the list progressed, it became increasingly esoteric: ‘We make memories; we make moments; we make laughter, etc.’ Then it hit: we MAKE A SCENE. No matter the vertical; no matter the role; no matter the location: we make a scene. Every single one of us.”
MAKE A SCENE
The essence of MAKE A SCENE lies in its two main video series. The WE MAKE A SCENE series highlights the project managers, designers, and fabricators responsible for some of the most famous projects in history. These two-minute “people profiles” cover a variety of subjects, including how the ADKS team members got started in their jobs, what motivates them, what equipment they require for their jobs, and more. The company’s new YouTube channel, @wemakeascene, will host the videos.
Meanwhile, HOW WE MAKE A SCENE is a series of YouTube Shorts and Instagram Reels that spotlight the tools and techniques of ADKS’ various studios and shops.
“My daughters were mesmerized by ‘satisfying videos’ on YouTube, which are short videos of skilled craftspeople painting, laying brick, loading trucks, etc.,” explains Rice. “I looked up anthologies of these videos online and learned they can generate over six million views. I thought, ‘Wait a minute – we’ve got literally hundreds of people in-house we can film for these!’”
Apart from these two video series and future projects, ADKS team members will be creating waves through tradeshow appearances, speaking engagements, and articles and will be featured in a bimonthly internal video newsletter. Additionally, when ADKS posts information about a project opening on social media, a complete credits list will be uploaded whenever feasible. With a redesigned logo, website (www.wemakeascene.com), branded materials, and the new MAKE A SCENE logo and tagline (currently in trademark consideration), the company is also making a scene.
Not just a branding exercise
Michael Blau, ADKS’ president, notes that although changing the appearance was a necessary stage in the process, MAKE A SCENE shouldn’t be reduced to a branding exercise. It is mostly a change in philosophy and culture:
“We are entering an exciting time in our company history,” he explains, “but our kind of longevity is built on relationships, both among our team members and in collaboration with our partners. That’s the message we want to convey internally and externally through MAKE A SCENE.”
The firm believes that the MAKE A SCENE campaign will deepen ADKS’s already active recruiting relationships with high schools, trade schools, colleges, universities, and other educational programmes.
“When I’m on a job site, often the only other women on the site with me are Adirondack Studios employees,” said Carita Petta, site charge artist, who will be featured in an upcoming WE MAKE A SCENE profile. “I am so excited that we’re now going to showcase ourselves to the world, and I hope this kind of representation will inspire young women and girls to pursue careers in themed entertainment and scenic construction.”
A creator of choice
Although selling was never the main objective, ADKS believes that customers will also notice the changes:
“First, we showcase our employees,” says Rice. “We get them pumped up about the work they do, and we give them an opportunity to see what their colleagues are doing not just across the hall, but across the world. Then potential recruits see the incredible work that our team members are doing and want to be a part of it. At this point, we have happy, enthusiastic team members and are attracting top talent, which by default will get more eyes on our brand and position us as a creator of choice in the industry.”
The MAKE A SCENE tagline and concept will remain constant as ADKS’ brand look evolves throughout the course of its 50th anniversary and beyond. The initiative, which the firm refers to as a “mindset reset,” sparked excitement even before the tagline was revealed, adds Rice:
“For months, colleagues have been sending me images to post on social media, offering to host shop tours for schools, and asking if they can help edit video, all because they are pumped to be a part of this change. And now, you’ll often find us greeting each other on Teams or in the halls with ‘Let’s make a scene’! It has become part of our company lexicon.”
Blau concludes: “We’ve (secretly) been making a scene for decades, and now we’re publicly inviting anyone and everyone to make a scene with us.”
The ADKS team is currently exhibiting at the Saudi Entertainment and Amusement (SEA) Expo in Riyadh and will then travel to Italy for SATE Europe. Visit them there, on their new website, www.wemakeascene.com or on social media.
Adirondack Studios is marking a decade of its operations in the Middle East this year and recently reflected on the success of its Middle East entity and the upcoming opportunities in the region.
