Celebrating 40 years in business, Southtown Audio Video (SAV) has transformed from its humble small business beginnings to become western New York’s largest commercial AV company. What started with an annual revenue of $600,000 and a team of just four employees has now grown to over $3.5 million in revenue and a dedicated workforce of 15.
Under the leadership of Heather Sidorowicz, owner and president of SAV, the company thrives on core small business principles of honesty, transparency, a passionate workforce and a relationship-centric approach, which are essential to building a successful small business in the industry. While SAV’s roots were firmly planted in residential integration services, the company now dedicates 95% of its efforts to commercial projects, specializing in conference rooms, training rooms and event centers.
Heather Sidorwicz, SAV’s leader, thrives with principles of honest, transparency, passion and a relationship-centric client approach. Heather Bellini Photography / Southtown Audio Video
SAV was established by Sidorowicz’s father, Thomas Laski, in 1984 as a Hi-Fi shop. In those early days, the company’s alarm system wasn’t quite ready when he first opened the doors. In a testament to his dedication, Sidorowicz recalls him staying overnight to ensure everything was secure. The Vietnam veteran had no formal business training. He worked for a similar company, Purchase Radio, and joked with a friend about maybe opening his own shop one day. His boss heard about it and promptly fired him, essentially saying, “If you think you can do it, go ahead.” With that unexpected push, he decided to take the leap and start his own business. “He was able to pivot before he even understood what that meant,” says Sidorowicz. Laski initially offered rentals and VHS tapes before Blockbuster ever existed, and then transitioned to providing large satellite dishes.
Sidorowicz recalls, as a child, the family had to unlist their phone number. “Bars would call us early in the morning on the weekends to find out what sports games would be on the satellite,” she says. Sidorowicz fondly recalls, “My big entertainment, [as child], was inviting my friends over changing from G5 to F1 and running outside to watch the giant satellite dish turn.” Laski continued to sell satellite dishes, eventually opting for smaller ones. Sidorowicz joined the family business during a time when local channels were included with satellite services like Dish Network and DirecTV.
Her interest in home theater began after watching a surround-sound demo at a home show in 2002. Sidorowicz recalls, “I was in a surround-sound demo. It was the scene from ‘The Matrix’ with Trinity and Neo, and they enter the building to save Morpheus. And it’s an amazing surround-sound scene. As I looked to my side, I saw this wide-eyed child. That was my ‘aha’ moment. I thought to myself, ‘I can do this, and I can do it better.’” She continues, “So, that is really what made me make that call and say, ‘Hey, Dad, I want to work at SAV.’”
Sidorowicz’s first office was in the sound room of her father’s store. It was there she would pore over magazines — this was before websites took off — to learn about products. She attended shows like CEDIA Expo annually, each time focusing on different aspects of home theater. “That’s really where I got my wings and started to learn more about the industry and others,” she says.
Heather Sidorwicz and her father, Thomas Laski. Courtesy / Southtown Audio Video
Around 2010 or 2011, SAV witnessed Walmart opening down the street and Amazon becoming dominant. People started buying everything from TVs to toilet paper in one shopping trip. The days of families visiting SAV’s store to discuss their TV options were fading; electronics were becoming just another commodity.
At the same time, the city of Buffalo, N.Y. was starting to experience its own Renaissance. “Buildings started to rise from the ashes of the once-thriving steel industry,” Sidorowicz recalls. “Buffalo has some great roots, but it wasn’t in the best shape then. I started to think that commercial projects were the way to go,” she says. Sidorowicz vividly remembers driving on the Skyway, seeing a new building rise, and thinking, “I want that.” Despite making calls and having conversations, SAV did not win that client.
Relationship-Centric Approach
Courtesy / Southtown Audio Video
In 2014, Sidorowicz bought the company outright, allowing her to chart a new course and steer the company in a different direction. By bringing a relationship-centric approach from the residential sector into a commercial world that typically lacked such focus, SAV doubled its growth from 2015 to 2016.
Prior to owning the business, Sidorowicz attended the Center for Entrepreneurial Leadership’s business program. “If I hadn’t gone through that program, I probably wouldn’t have bought the company,” she reflects. It was there that she discovered her ‘why.’ SAV aims to enhance the quality of life in the places people work, live and play by leveraging technology. According to Sidorowicz, “Our goal, at the end of the day, is to make your meetings more productive or to make your restaurant experience better. Often, many don’t even notice the seamless integration of superior audio quality enhancing your events. It’s all about improving your quality of life. Technology is the core value driving everything forward.”
SAV’s Resilience
Nearly five years into business ownership, the COVID-19 pandemic hit. Sidorowicz vividly remembers thinking, “I don’t know how we’ll move forward. I don’t know how this is going to work.” The New York State government forced SAV to close. They applied for emergency status; thankfully, they received it. “I’m proud that we never furloughed an employee during that time,” Sidorowicz says. “We didn’t lay anyone off; we continued to pay everyone and kept our team intact. I never truly felt like an entrepreneur until I navigated through that challenging period.”
On April 1, 2021, as business began to rebound, Sidorowicz’s husband, Bryan, joined her side, bringing a new level of professionalism, troubleshooting and support to the company. Although returning to a family business presents challenges, having someone you can trust — someone who is fully in their element — has transformed SAV, making it more professional than ever before. “I believe he can see the Matrix,” she proclaims.
SAV is no stranger to pivoting, illustrating a history of adapting and innovating through challenges. During the 2008 recession, when the residential market bubble burst, SAV had to get creative. The company quickly adapted by offering backyard movie setups, a case in point of its ability to pivot and innovate. The company embraced flexibility rather than sticking to the status quo. Sidorowicz advises others to not be set on thinking, “This is the way it is.” Rather, it’s critical to embrace the ability to morph and change.
‘It’s About Finding Balance’
“Don’t chase two rabbits at the same time,” Sidorowicz avers. “It’s about finding balance and focusing on what you’re good at — your magic powers. Identify your employees’ strengths and play to them, but also recognize when something isn’t in your wheelhouse. Knowing when to say no can be the hardest and scariest part.”
Heather Bellini Photography / Southtown Audio Video
She continues, “Just because you can, doesn’t mean you should. A touchscreen shouldn’t have 24 buttons just because it can. Programmers might argue about its capabilities, but that’s not what the end user wants. At the end of the day, it should be easy to use for the people who rely on it.”
For SAV, it’s about knowing the company strengths and being honest about its limitations. “If we don’t offer a particular service, we’ll refer you to someone who shares our values. This openness to pivot and focus on our core competencies has fueled our consistent growth. Sometimes, it’s tough to admit we could do something but choose not to. We prioritize honesty and transparency, telling clients when something isn’t in our wheelhouse. We’ll gladly point them to an expert who can help. If you’re not getting what you need, reach out — we’ll find a solution together,” says Sidorowicz.
When it comes to talent, SAV prefers to recruit organically. Their first step wouldn’t be to go out on Indeed and get 100 résumé and sort through those. In fact, some of SAV’s longest-tenured employees were a former chef and a bricklayer. “At the end of the day, what I want is someone who has a passion for the industry and a desire to learn, and we can teach the rest,” she says. SAV prioritizes passion and desire to learn when recruiting, rather than seeking out specific certifications or backgrounds.
Embracing Confidence and Inclusivity
“The greatest differentiator for success is confidence,” says Sidorowicz. Reflecting on the few women in AV, she recalls, “Early in my career, I decided not to carry a chip on my shoulder about it. I understood there weren’t many women but approaching it with frustration changes the narrative. It’s not about fault or gender. I wanted to win alongside everyone in the same sandbox, not in a separate one.” What frustrates her most is when people ask how to get more women into the industry. “The answer is simple: you hire them!” Sidorowicz believes having multiple, diverse perspectives is essential for devising the best solution to any problem.
Sidorowicz acknowledges that she doesn’t want SAV to be the largest AV company in the state of New York. “I want good people who enjoy their work,” she declares. “We want to do cool projects, and we want to improve lives. If I achieve these goals, then it’s a success.”
Sidorowicz offers this advice to fellow entrepreneurs: “If you know in your soul that it’s what you want, feel the fear and do it anyway.” She emphasizes the importance of making your voice heard. “If you never make a sound, nobody will ever hear you,” Sidorowicz observes. “Don’t be afraid to shake things up.” Additionally, she seeks to inculcate the value of curiosity and persistence. “If you never ask, you’ll never know,” she concludes. “If the answer is no, you’ve lost nothing. Get out there and start asking questions.”
