Fireworks companies deal with cancellations
Will more private events offset fewer public ones?
As the number of canceled summer events rises, fireworks companies — which see peak sales during the season’s festivities — are, like everyone else, navigating new operating norms filled with uncertainties and unanticipated challenges.
The coronavirus pandemic has left them wondering how canceled Fourth of July celebrations — and a surge of new customers eager to replace public events with smaller private ones — will affect profits.
Palmyra-based Wolverine Fireworks is a display company that relies on private customers and municipalities for business.
Gina Bartolotta, the Wisconsin division management officer, said Fourth of July fireworks sales represent about 85% of Wolverine Fireworks’ business each year. She said so far about 20 municipalities have canceled their Independence Day fireworks.
“It’s like the entire summer has been canceled,” she said.
She said that canceled weddings, private events, fundraisers, festivals and Independence Day celebrations at public parks could amount to $750,000 in losses.
“Thankfully for us, all of our customers who have canceled decided to roll over their deposits to next year,” Bartolotta said.
With next year’s dates already booked, Bartolotta expects business to return to normal. She said that their products don’t have an expiration date, so unused fireworks can be displayed next year.
She said that this year’s cancellations have allowed them to provide last-minute displays to communityfunded events as a measure to lighten their losses.
For example, if the Eagle Village Board approves, a community-created July 4 event in Eagle would use Wolverine’s fireworks for its display. Through funding, event organizers hope to raise $2,500 in donations for a roughly 15-minute show.
“We don’t know what the future holds for any of us,” said Bartolotta. “We’ve been told that as a company we’ll be fine. I don’t know if that means we’ll be laid off this winter or what.”
Most municipalities in southeastern Wisconsin have canceled their Fourth of July celebrations, but some, including Elm Grove, have postponed their fireworks to Labor Day. Bartolotta said Elm Grove’s main concern is that nonresidents, who had fireworks shows called off in their municipal
will show up and crowd the area.
Municipalities have until June 5, a deadline set by Bartolotta, to decide whether they will proceed with Fourth of July fireworks purchased through Wolverine.
“We have vendors for truck rental and shows and crews,” she said. “We have 230 people that work for us on the Fourth of July alone to be able to put on the shows we do in the southeastern Wisconsin area.”
Meanwhile fireworks companies with retail fronts, like American Fireworks, W228 S7080 Enterprise Drive,
Big Bend, are hopeful that canceled fireworks displays will increase foot traffic and consumer fireworks sales.
Despite his optimism, American Fireworks co-owner Vince Siegel said he expects this summer to be more challenging than any other in his 42 years in the industry.
“People are calling us and saying ‘Hey, I never buy fireworks, but the parks are canceling,’” he said.
But a new customer base also creates a new set of challenges.
“We’re going to have a number of people who are novices, and we’ll have to explain to them what’s legal and what’s not,” he said. “This also affects a lot of my customers who are restaurant owners who are hurting. We might end up with 20% more customers, but we might not have bigger spenders.”
Dave Beyer, owner of Uncle Sam’s Fireworks, 7655 Commercial Lane, Allenton, is seeing a similar trend as his competitors.
“Customers have said, ‘This year we’re gonna jack it up a little, spend a little more money,’” said Beyer. “I haven’t had anybody say that they’re spending less.”
The store reopened when safer-home orders expired.
“Now I’m scrambling to get truckloads of new things and refill the store,” he said. “It’s a weird year.”
He said business was steady over the Memorial Day weekend. They sent postcards to customers telling them that they were open.
“This store is the biggest store in Wisities, consin,” Beyer said. “We have no issue with social distancing at all.”
With four registers, Beyer said customers don’t have to wait in line.
At Phantom Fireworks, 2086 S 27th St., Caledonia, co-manager Connery Ray said given the consistent flow of customers, he thinks people are making up for lost time during the quarantine.
“A bunch of people have come in and said, ‘This year I’m looking to go bigger than I’ve ever done before. Can you help me build a show? Because my local show is canceled so I want to put on my own little show for my family or for the neighborhood,’” Ray said.
“A lot of people are very surprised and also happy, though, that we are back to being open again,” Ray said.