Holley businessman What began as a way to defray the travel and lodging costs of his family’s horse show hobby has flourished into a lucrative business for a Holley businessman. Michael K. Furness, owner of Furnwood Manufacturing, decided in 1992 to combine his love of traveling and showing horses with the concept of having a home away from home. He began customizing trailers to include horse stalls and living quarters. "It is much less expensive for a family that travels to horse or dog shows to be able to set up and live right in their trailers," Furness explained. "Our trailers are fully equipped with living quarters; kitchen, bathroom, bedrooms… the works, including the horse stalls." .According to Furness, if a family travels two times a weekend, the money they would save in not having to rent lodging or eat out in restaurants would more than pay for the price of the trailer. He has seen his business expand from horse trailers to high-tech trailers equipped with equipment that allows visitors to cruise the information superhighway while they explore the options Adelphia Communication Corp. has to offer. Adelphia, owners of the Empire Sports Network and the Buffalo Sabres, also owns and operates cable television systems. It also owns and operates a provider of integrated communications services in the eastern United States. Furness began his association with Adelphia after having seen one of their trailers at a show. "I told them I could design a better, more efficient trailer," he said. Adelphia Communications Corp., based in Pennsylvania, uses the specially equipped trailers to market its line of high-end cable internet services. Because the company offers more than just cable television, it was looking for a way to let the public know what it had to offer. Being able to take their computer, television and cable equipment on the road allows Adelphia greater access to potential customers. The custom-designed trailers come equipped with computers and televisions that offer visitors a hands-on demonstration of Adelphia’s services. With the trailers, Adelphia can bring its services to the people, making it easier to reach a wider audience. The trailers are taken to state fairs, car shows and other such venues, Furness said. "If you let the people come to you, they are in a more relaxed state to sample the product," Furness said. "They take these trailers all over as demonstration models." Furness and his crew begin with a Pace American trailer shell. Each of the smooth shell trailers is designed and customized to the customer’s specifications. The trailer’s smooth skin technology, which has no exterior screws, allows for the placement of photographs covered by a plastic laminate that display Adelphia’s logos. The operation is a turnkey one for Adelphia, Furness explained. "We design the trailers, hook up the computers and the televisions," he said. "All the sales reps have to do is hook the computers up to the network and plug in the modems." Part of the beauty of Furness’ designs is that once the trailers are set up they look more like buildings than road vehicles. The trailer hitches come off, a skirting goes around the bottom of the unit and the front and sides open up to display Adelphia’s wares. Each trailer is furnished with a canvas awning. Some of the trailers are walk-in types while others offer walk-up access to the computers. "Adelphia is a great company to work for," Furness said, adding that approximately 80 percent of his business is generated through Adelphia. Furness works with Jerry Wert, Adelphia’s marketing manager, and regional manager Dan Gagliardo to come up with the trailer’s concepts that Furness then implements. "Jerry believed in us when we were just starting out," Furness said. The trailers, which range in price from $20,000-50,000, can be completed, to the customer’s specifications, within a two to three week period, Furness said. Furness said he hopes to expand his business within the next year because he is in the process of negotiating with other companies interested in utilizing his unique services. "We simply don’t have enough room here to accommodate the larger projects we are exploring," he said. In the construction business since 1982, Furness specialized in building homes and installing high-end kitchens. Following back surgery he was forced to limit the activities involved in home construction and turned his sights toward making the custom-equipped trailers. Furness credits his wife, Sandy, and their children for supporting him during the transition period of changing businesses and with being able to cope with his long hours. Note: For information on Furnwood Mfg. line of either family travel trailers or for equipped trailers similar to Adelphia’s, contact Furness at 638-5155. Information can also be found at his website at: www.furnwoodtrailers.com |
