Definitive Audio More Than Just a Store
Another promotional development in the 90s was the start of an annual affair that has turned into a mini-convention. Definitive's Home Theater Experience was started in 1992 and is now in its seventh year. The two-day a/v extravaganza brings employees, vendors, Definitive's top 200 customers and local design houses and architecture firms together to see the latest and greatest in home theater and audio. The event has been well received, with an approximate attendance of 700 people over both days, according to Ormiston.
Part of Definitive's success has been its attention to its staff. Dennis Burns of Burns & Burns Advertising has been working with Definitive since the very beginning. While he has seen the business grow and change, some things have remained the same. "They still are one of the few stores where the staff are enthusiasts," he said. "They do have a lot of people that have been around for a long time."
Ormiston said he has been fortunate in finding good employees in a market where workers with technical skills have a lot of options. "Even though our market here is immensely tight," he said, "we have had a huge success, knock on wood." Adding the design center staff was trickier. "My strategy was to hire people outside of the (a/v) industry who had the skills that we didn't," he said. And so Definitive diversified its staff with architects, software developers and designers.