TOP
STORIES
 1 of 5
Video Gallery: ALS Ice Bucket Challenge Soaks the Industry
In the last couple weeks, the AV industry has stepped up to participate in the fight against ALS -- and dump freezing cold water on the heads of their bosses and colleagues. Here's CI's roundup of Ice Bucket Challenge videos, the AV edition.
 2 of 5
Red Thread: Furniture Company or Change Agent?
Born out of an office furniture manufacturer, Red Thread is having different audio-video conversations than any other integrator — and clients like what it’s saying.
 3 of 5
AV, Sports and Beer… with a Chance of Meatballs
Integrator Real Sound uses JBL speakers, Crown amplifiers, Crimson AV and Key Digital cables to send audio and video throughout this unique three-level building.
 4 of 5
Top 40 CI Influencers Under 40
There was no shortage of candidates for our look at some of the young people who are making a difference for their companies and this industry. See who made the cut for 2014.
 5 of 5
The Rise and Reign of Verticalization
Have we reached the age of requiring integrators to become even more vertically focused?
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, Derek! While this article was just a brief background about Audinate and Dante, we…

Posted by Chelsea Cafiero on 2014 08 08 · commented on
'What is Dante and Why is it So Popular?'.

Nice Overview Jason!

Integrators should be taking note of these changes and positioning themselves…

Posted by Mark Coxon on 2014 08 04 · commented on
'Stricter California Lighting Standards Take Effect'.

Robert,

It is curious that you just threw in the sentence “Audinate is a member of the AVnu Alliance,…

Posted by Derek R. Flickiinger on 2014 07 29 · commented on
'What is Dante and Why is it So Popular?'.

Casey - another great project! 


Your design and implementation came out a amazing!

Posted by Chanan Averbuch on 2014 07 10 · commented on
'Getting 'Serious' About Boa Lounge Upgrade'.