Commercial Integrator + Security Sales April 2024 - 37

Poarch continues, " We've struggled
through all the years trying to figure out
how we [could] get one message across
that represents everything that we do,
and we couldn't find that. " He adds,
" The rebranding, by breaking into three
sub-brands [Spaces, Onsite and Live],
and also visually representing all three
together in one logo at the same time,
has really helped us get to that. Because,
even if it makes people ask questions,
like, 'What does " Cory's Spaces " mean?',
we can jump into how we convert spaces
to help people communicate and help
people connect with each other. After
which they ask, 'OK, but what is " Cory's
Onsite? " ' It's forcing our clients to ask
what these services mean, and it's giving
us business opportunities. "
At the company's anniversary celebration
and rebranding unveiling in
January, a longtime integration client
was asking what Cory's Onsite means
and what a service contract looks
like. " If we can convert our clients to
utilizing all the aspects of our diverse
services, that's a win, " says Poarch.
" We're already seeing successes from
that because we're able to have clear
messaging to each one of those segments,
but also represent all of them
together visually. "
Cory's has rebranded to become Cory's Spaces, Cory's Onsite
and Cory's Live. This rebranding showcases the organization's
breadth of services and solutions beyond just audiovisual.
Unparalleled AV Experiences
As the firm looks to the future, service
contracts emerge as the most promising
avenue for growth. Cory's Onsite services
have grown tremendously - a trend that
is not only sustainable for the business but
also pivotal to the company's future growth.
New-client installed projects now come
with a one-year service agreement, and
Cory's is proud to report a robust renewal
rate of 60% to 70% over the past three
years.
Poarch reflects on the company's performance
over the past year, noting both
the integration and the service segments
show significant growth. The focus for the
business has now shifted to scalability.
Cory's hopes to build an strong hiring pool
of contractors and freelancers, all with an
unwavering commitment to excellence.
Cory's isn't just growing - it's evolving.
In essence, Cory's is not just offering
services; it's creating lifelong partnerships
and unparalleled AV experiences. CI
1990:
In the '90s, electronics
took over and Cory's
became a consulting
partner for large
companies, rather than
a parts and repair shop.
Technology became more
complex, and Cory's
expertise in custom
settings grew.
2012:
Cousins Brad Poarch and
John Cory purchased the
company. This era saw
large-scale conventions
and events with more
theatrical production.
This era also saw
substantial growth and a
new, energetic leadership
focused on seeking new
services and ways to
grow with existing clients.
2020:
Cory's faced its biggest
challenge - the pandemic.
In two days, events
stopped, resulting in a
large layoff. With 67% of the
company's revenue down,
Cory's kicked into full gear
with new services. The
quick pivot ensured that
Cory's not only survived
through the tough times but
also could rebuild stronger.
2021:
Cory's added Britt Gotcher as
SVP and partner. It continues
substantial growth by focusing
on innovation, enterprise-level
business and the value AV
gives to clients.
2024:
Cory's rebrands to become
Cory's Spaces, Cory's Onsite
and Cory's Live, showcasing
services beyond audiovisual.
April 2024 | Commercial Integrator+Security Sales & Integration
37
CORY'S
CORY'S
Commercial Integrator + Security Sales April 2024

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