TOP
STORIES
 1 of 5
5,000 Cute Animals and Some Tech Stuff Too
Toronto Zoo boosts digital signage and advertising real estate, supports energy conservation with weatherproof displays from SunBriteTV.
 2 of 5
The Scoop on 6 Popular Collaboration Platforms
You need to know the ins and outs of these unified communication, collaboration and huddle room solutions in order to make the best recommendation to your clients.
 3 of 5
Flashback Friday: 11 High-Tech March Madness Arenas of 2014
These NCAA championship arenas are fully equipped with stunning video displays and on-site support from Daktronics.
 4 of 5
11 Award-Winning Digital Signage Projects at DSE
Best and brightest digital signage installations and content creation honored at Digital Signage Expo 2015. Obscura Digital wins Apex Award of the Year.
 5 of 5
5 Ways to Go Green on St. Patrick’s Day
After you're finished celebrating your Irish heritage, even for a day, see how these solutions can help you be—and save—green.
Integrator of the Year: Applied Visual Communications
Trusted industry contacts, dedication to unique training program and insistence on doing jobs right earn AVC the 2012 Integrator of the Year honor.

Article


Tom Peters, President, AVC, says among the ways AVC differentiates itself from the competition is a three-year warranty on its workmanship through its 3YW program. (Photo: Scott Braman)
December 03, 2012 By D. Craig MacCormack

AVC is CI’s second annual Integrator of the Year, following in AVI-SPL’s big footsteps. Check back throughout December for more Integrator of the Year coverage.

We’ve all heard, and perhaps heeded, advice against going into business with a family member or friend. Tom and Carole Peters had heard “the horror stories” too when they decided six years ago to open Applied Visual Communications (AVC).

Tom had more than 30 years of experience in the systems integration space and Carole brought production experience in distance learning and training, so “we came from different perspectives.”

Still, they both understood the risks, not only financially, but personally as well when they decided to open their own company.

“It’s a pretty harrowing experience,” says Tom. “You’re throwing a lot of money, equity and commitment into a small business. Because we were in the industry for a long time, we learned a lot of what not to do. That’s one of the reasons we try to draw in significant people to work with us.”

Among those “significant people” is Will Seifert, VP of technology at AVC, and technically its second employee after Tom as president, as Carole was transitioning from her old job to new one before officially joining AVC as CEO a few months after it launched.

The company has made strong inroads in a short amount of time, capitalizing on long-term industry relationships, a unique training program and dedication to making sure the job is done right to become Commercial Integrator’s 2012 Integrator of the Year.

CI Snapshot: AVC
Primary Location: Herndon, Va.
Principals: Carole A. Peters, CEO; Thomas D. Peters, president; Will Seifert, VP of technology; Andrew Thorup, director of integration; Bob Thornton, director of services
Total Revenues: $16 million in 2011
Years in Business: 6
Employees: 41
Commercial Installs in 2011: 115
Top 3 Vertical Markets: Corporate, Higher Ed, Healthcare
Top 6 Brands: Cisco, Crestron, Extron, AMX, Christie, Middle Atlantic
FYI: “My company does relationship-building and customer service better than any other company.”

AVC officially opened after Peters purchased the East Coast office of Integrated Media Systems in September 2006 and rebranded it. He had spent more than two years as the company’s east regional VP.

“With the background both Carole and I had in the industry, we had a track record with most of the major manufacturers that was decades old,” says Tom. “That was huge.” Not only that, but Peters also served as an InfoComm International board member from 2002 to 2008, spending 2005 as president.

Perhaps AVC’s ultimate secret to success and selection as Integrator of the Year is Tom’s long-held philosophy that business owners must “hire people of consequence and empower them to do their jobs.” It’s a credo he heard before starting AVC but it fits him to this day.

Seifert joined Peters at AVC after meeting him “in a past life” because he liked the idea of focusing on client needs over raking in the bucks, although AVC has certainly been successful in that area too, with $16 million in revenue in 2011.

View the 8 photos attached to this entry
             
View photos
About the author

Craig MacCormack is a veteran journalist with more than 15 years experience covering local and national news and sports as well as architecture and engineering. He joined Commercial Integrator in January 2011. Follow him on Twitter: @CraigMacCormack.
View all posts by D. Craig MacCormack
Social Bookmark or Share This
  • Facebook
  • Twitter
  • Digg
  • Del.icio.us
  • Yahoo! Bookmarks
  • Google Bookmarks
  • StumbleUpon
  • Technorati
  • Reddit
  • Windows Live
  • LinkedIn
  • Evernote
  • E-mail


  • Latest
  • Blogs
  • Photos
  • Resources



Recent comments

Thanks for your comment, Kaleo. InfoComm itself is not criticizing its members for not making the $2,000 commitment.…

Posted by D. Craig MacCormack on 2015 03 23 · commented on
'Kudos to InfoComm, Shame on Its Members'.

I agree with Max.  I would rather hire someone who wants to be in our awesome industry.  I don’t…

Posted by Kaleo Lee on 2015 03 23 · commented on
'Kudos to InfoComm, Shame on Its Members'.

Thanks for your comment, Max. The headline is supposed to convey that I think it’s a good thing InfoComm…

Posted by D. Craig MacCormack on 2015 03 20 · commented on
'Kudos to InfoComm, Shame on Its Members'.

The title of this article is misleading.  Infocomm IS its members.  You can’t say shame on…

Posted by Max Kopsho on 2015 03 20 · commented on
'Kudos to InfoComm, Shame on Its Members'.