There’s nothing more exciting than DELIVERY DAY when it comes to an interior design project. Delivery day takes on an even greater meaning when you are delivering to a Milwaukee institution… a place with a history dating back 122 years!!
We first told you about our new partnership with the Pabst Theater Group a few weeks ago. The Pabst Theater team approached us a few months ago about a potential partnership. The ideas started small, but when you get a bunch of creative people in a room the ideas get big fast. Before you knew it, we were talking about an entire redesign of the Pabst Theater backstage!
The Pabst Team explains, “We believe the partnership is not only a marketing opportunity, but a way to highlight Steinhafels as local business that supports other local organizations. It’s a way to reach our communities with unique content, and provide an incentive for each of our fans with custom content and information that they may not be aware of otherwise.”
Steinhafels Decorating Solutions Interior designer Anne Sperry is leading the project. Anne has a theater background, and wanted to help create a comfortable yet trendy space for artists performing at the Pabst. She says this project is very special to her, and close to her heart. “Often talented artists and actors come from stress filled beginnings…they turn to their art for comfort and it’s something they can rely on. I have a mother’s heart for artists and giving them a soft nest to land in for awhile feels blessed on both ends.”
Both the Pabst and Steinhafels teams worked for weeks to make sure DELIVERY DAY would go as smoothly as possible. The warehouse and delivery crews are the unsung heroes of a big delivery like this one. Without them, the furniture wouldn’t be stocked, loaded, or delivered!!
Managers Kevin Riley and Erik Swamp took the lead on this project. Kevin admits it was a little daunting. “Deliveries like this are always fun but are usually a challenge because of the unknown. We try to prepare for every situation, but a delivery like this can be much different than your typical customer home delivery. Thankfully the theater has a gigantic stage elevator that we were able to use to easily move everything into the lower lounge! Overall, we enjoy moves like this because we get to see something outside the norm and get to work with some great people.”
Every delivery is important, big or small. As Kevin points out, “The most important detail when planning a delivery like this is that our customer is happy. We double check our inventory list and make sure everything has been inspected before we load it onto the truck.”
Erik enjoyed getting to see some of the ‘Behind the Scenes’ media activity. He adds, “I would say that pace can be a challenge in deliveries like this. When our drivers are out on the road they are trained to move as efficiently as possible to service all of their customers for that day. When working with media teams such as film crews and journalists, it can be challenging to slow things down and make sure everyone is getting what they need, but very rewarding as well.”
Carl Deffenbaugh of Fox 6 and Dan Shafer of the Milwaukee Business Journal graciously took the time to come out and cover the event. Media coverage of something like this is important–to not only let the community know what’s going on, but also show how local businesses and Arts organizations can work together and thrive.
Dirk Stallmann is the Marketing Director at Steinhafels. He tells the Business Journal, “It’s a lasting project, so it’s a substantial investment on our part. Hopefully it will last a long time, and hopefully it will help keep this theater and this venue as one of the top spots in the country. That’s really the goal. You want to have this experience. All we do is provide props for your life. What we do is really give you the props, and the experiences are up to you.”
When it comes to the actual logistics of the delivery, things couldn’t have gone smoother. As Kevin mentioned, having a gigantic stage elevator didn’t hurt! The crew unloaded the large items from the truck quickly, and Anne brought an array of accessories. The room quickly transformed from an empty space to a flurry of activity as volunteers and staff worked to unwrap and arrange furniture. It was great to see so many people coming together to help. As Anne says, “Many hands make lite work! Great job by all.”
Anne admits that a designer never truly knows how a space will look until the furniture arrives, but she had a good idea. She explains why she made the choices she did with the Pabst space. “Shiny and new always look good… but the balance and scale of the new pieces give more free space, and the plants and pop of color in the lime and red just made the space buzz with excitement. The accessories added a little fun as well.”
Everyone else was also impressed! The Pabst team likes that the ‘Steinhafels Touch’ makes it feel a little more like home. “We want the artist to feel special, providing a space that is comfortable where they do not need to do anything extra. All they have to worry about is picking out which record to listen to. The redesign definitely helps by allowing for more mobility and an improved emphasis on our wide selection of vinyl, and keeping a unique and comfortable atmosphere (and maintaining a few key elements like the Colectivo Coffee barista station and food line).”
As delivery operations managers, Kevin and Erik have seen a lot, but even they were impressed by the results! Kevin exclaims, “The space was really cool. Our designer turned a boring basement lounge into a hip and comfortable relaxing space. Hats off to Anne from Kenosha.”
This is not a ‘one and done’ event. As the Pabst Team explains, this is just the start of an exciting partnership. “Providing unique content is just one way to maintain the relationship, but in order to take it to the next level there could be connections with specific shows at our venues. Perhaps include ticket promotions, staff incentives, and again additional marketing exposure–with the ability to highlight the Steinhafels brand related to other events.
We look forward to the ‘official’ reveal in the next week or so, and to whatever else this new partnership of visual and recording artists brings! Be sure to stay tuned to this blog… we will keep our readers posted on any big developments.
Check out the Dropbox LINK to all pictures and videos!!