Phantom Fireworks prepares for season

By Don Shilling

The busy season for fireworks retailers is only a month away.

BOARDMAN — Phantom Fireworks store managers from around the country are in town this week to prepare for the upcoming sales season.

“It’s about getting everyone excited, gearing up and getting ready to sell fireworks,” said Judy Neill, manager of the company’s store in Breezewood, Pa.

The company’s spring manager’s meeting ends today at the Holiday Inn in Boardman with an awards ceremony. Since Wednesday, 103 managers and assistant managers have been listening to presentations on marketing and operational changes for the year. Topics including accounting, public relations, merchandising and shipping.

“The object is to give them the recipe for success for the upcoming year,” said Rick Greenfield, director of retail operations for B.J. Alan Co., the Youngstown-based company that operates 50 Phantom Fireworks stores.

A big part of the week, however, is building relationships, said Darren McKinley, manager of a store in Clarksville, Ind. Managers like him who have been with the company for years can mentor newer managers and also bounce ideas off longtime friends, he said.

Laurie Beaverson, manager of a store in Fayette, Ohio, said her colleagues often share ideas with each other on topics such as how to display items in the showroom.

The annual gathering has changed a lot since it began 19 years ago, Beaverson said. She attended the first one, which was held in the company’s conference room. Just six managers from four stores were there.

Now, the event is held in the hotel’s meeting rooms and include social activities and a presentation by a motivational speaker.

Greenfield said the event is planned for April because the company’s catalogues are mailed in early May.

Sales begin picking up in the middle of May and build through the first week of June, he said. Sales then taper off for about five days and then begin building again, he said. The busiest time for the stores is the 10 days before July 4, he said.

The season promises to be especially busy because the holiday is on a Friday this year, he said. With the whole weekend to celebrate, customers typically buy more fireworks, he said.

Normally sales drop off right after the holiday, but they should continue to be strong all weekend, he said.

Once the season is over, the company holds a meeting in Las Vegas for store managers to review sales numbers and celebrate, Greenfield said.

B.J. Alan operates 50 Phantom Fireworks stores in 13 states but is opening three more this year. It also operates more than 1,000 temporary stands in western states.

shilling@vindy.com