ProSource Makeover Winner Cites Surge in Business from Showroom Remodel

ProSource Makeover winner Digital Installers created a movie theater experience in its newly remodeled showroom.

By Alan Wolf, YSN

Digital Installers, a member of BrandSource’s custom install affiliate ProSource, has reported a significant increase in business following a complete showroom remodel it won in the group’s Dream Theater Makeover Contest.

The contest, the ProSource counterpart to the AVB Makeover: Store Edition competition, awarded two members more than $300,000 in vendor products last summer as part of the showroom revamp.

Rusty Deeble, owner of Long Beach, Calif.-based Digital Installers, has reported a surge in interest and bookings for private events and trainings following the upgrade, with its new Dream Theater being the centerpiece of the upgrade.

“There’s a lot of interest in what we’re doing, which has creating bidding opportunities that we never had before,” Deeble said. “Now that we have such an amazing theater, tons of work is stemming from this addition. This theater is opening doors and closing deals.”

To help drive business, Deeble is also gifting top clients and prospects with free movie nights in the theater and showroom.

His fellow Makeover Contest winner, Miami-based Maxicon, is expected to unveil its remodeled Aventura, Fla., showroom shortly. “Our customers can’t wait to experience our new theater,” said Founder and Sales Manager Andres Klein, which provides an immersive audio/visual experience and also doubles as a wellness space for meditation with circadian lighting and “amazing acoustic treatments.”

In anticipation of increased demand generated by the showroom, Maxicon has added new personnel to its sales and operations staff, Klein said.

 “We anticipated that the Dream Theater contest would generate new business opportunities for our East and West coast winners,” said Dave Workman, CEO and President of ProSource. “We encourage all of our members to engage their customers with an entertainment experience that is beyond their wildest dreams.”

ProSource vendor partners who contributed to the remodels include Acoustic Innovations, JBL Synthesis, Salamander, Sony and Screen Innovations.

Both showroom makeovers have been documented on video and their transformations will be shared with attendees at ProSource’s leg of next week’s The Summit 2020 in Las Vegas.

AVB has similarly awarded showroom upgrades to four BrandSource members: Lyle’s TV and Appliance of Elkhorn, Wisc.; Millar’s Appliance of Bay City, Mich.; Riester’s Appliances of Auburn, N.Y.; and Broadview Appliance of Oak Harbor, Wash.

In addition, a host of low-cost and easy-to-execute remodeling ideas based on the remodels were shared with all BrandSource dealers in guise of remodeling guide — the AVB Makeover: Store Edition Manual — which was mailed with the November 2019 edition of YourSource magazine.

Both Makeover contests were first announced at last year’s Summit in Nashville.

BrandSource is a unit of YSN publisher AVB Inc.