This year, Avolites Ltd is celebrating its 45th anniversary with a new console and a commitment to innovation that not even the pandemic could dampen. The London-based company takes its name from founder Ian Walley's nickname, AVO, (Amps, Volts and Ohms) because of his habit of carrying around a model 8 Avometer to monitor the electric supply at gigs.
Avolites latest console, the Diamond 9, is a long way from the original Matrix Lighting Desk, and was some good news for the industry during some dark times this winter. Andrew McKinlay, Avolites marketing director, spoke to Live Design about the company's standout product and some pandemic challenges.
Live Design: How is business compared with pre-pandemic levels?
Andrew McKinlay: As our company and industry is global, the COVID-19 pandemic has hit everyone in the live events industry hard, we are no exception. The past 16 months have been particularly difficult with sales at a fraction of what they would normally be, the uncertainty of the ever-evolving situation at a country, regional, and global level is what makes running any business in these times so difficult.
LD: When do you think things will return fully?
AM: Our prediction is for a return to pre-pandemic levels of business by spring next year. This may accelerate if certain regions open up faster and allow live events without social distancing measures or other COVID testing entry requirements. It could, of course, reverse if another new variant emerges and sends countries and regions into lockdown again. So any predictions are all a ‘finger in the air’ in reality, it is all too fluid to have any real degree of certainty.
LD: Where did you cut back during the pandemic?
AM: During the last 16 months of the pandemic the one area we knew we could not allow to be impacted was R&D. It is the lifeblood of what we do, as we make the tools for designers to create their next great show. So, we kept up the innovation program, knowing that if the industry survived, we would have a strong story to tell.
LD: You launched your new Diamond 9 console during the pandemic--how has the response been?
AM: We have been amazed by the feedback, so many positive and complimentary responses and requests to see and use the Diamond 9. I don’t think we could have anticipated such a positive response in the depths of the pandemic. On reflection, I think in January, people were just looking for some good news in the industry which at the time, looked a long way from where we are now. So the timing was part good fortune and part good judgement.
LD: Have you found some regions/markets are doing better than others?
AM: Throughout the pandemic, our Asian distributors have kept ordering. The rest of the world has been a very different story, as live events in Europe, North and South America stopped roughly at the same time in March 2020. Only now are we seeing sales begin to change positively across most geographies.
LD: Has one product in particular been in demand during the pandemic and why do you think that is?
AM: The Diamond 9 predictably has been the stand out product for us since its launch in January 2021. We had hoped it would be, but you can never be sure what the market will do, especially in the midst of a global crisis.
LD: Have you had any inventory issues with shortages of equipment/parts?
AM: Supply chain availability and speed of change in availability of all components and parts has been the single biggest challenge. Prices have sky rocketed 1000% in the worst cases, or manufactures of components have rationalized portfolios to meet the surge in demand. Every day we wake to find another component or part that we have to re-source or re-negotiate the pricing for. It makes forecasting manufacturing output extremely difficult. The level to which this has gripped the industry is as bad as the pandemic and Brexit combined. Depending on who you talk to, this is set to be the new norm for at least 12–18 months, only adding to the pressure on the industry. As a result, we have, not surprisingly, seen the second-hand product market pick-up significantly.
LD: Are you experiencing shipping issues?
AM: Yes, a combination of Brexit and the pandemic have meant we have some shipments sailing around the North Sea for up to six weeks before they land in the UK. The worst has been 12 weeks after the original factory arrival date. Again, this makes manufacturing output very challenging and could leave customers with long wait times for some products. So far, this hasn’t happened to us, but we are expecting it to occur in the future, as the situation is so fluid. It only takes one of the shipping arteries to be blocked for a few days, as happened with the Suez Canal recently, and the whole system is sent into chaos, causing very significant delays. We can’t build products with only 99% of the components.
LD: How do you think the pandemic may change the industry in the future?
AM: Both Brexit and the pandemic will change the live event industry now and in the future, that is for certain. It has affected every aspect from component procurement, shipping, sales distribution, processes and increased complexity of paperwork. The move to more livestreaming and online shows, less reliance on launching products at trade shows, employees working from home rather than in the office-this will cause a seismic shift across our industry, with the impact only just now beginning to be felt.
LD: Congratulations on your 45th anniversary! How is the company marking the occasion?
AM: Given the back drop of this year, reaching our 45th anniversary seems like a monumental achievement, worthy of unprecedented celebrations. However, we are still in the grip of the pandemic and plotting our course post Brexit, so celebrations have been somewhat modest. Having said that, we plan to party hard at PLASA in September, so come and see us and raise a glass to us all in the live events industry! We will get through this together and come out stronger the other side.