‘Tis the season for witches, zombies, and goblins. And CT Stage Supply in Plainville is ready.
The theatrical lighting and supply company has temporarily converted its back room, where theater sets and backdrops are constructed, into a haunted room, thanks to a number of animatronics, special lights, and spooky decorations.
Welcoming visitors to its haunted room is Spitting Betty, whose mouth is covered with blood, and spews “blood” — actually water — towards bystanders.
Nearby, a life-sized electric chair jolts and shakes its anianimatronic occupant for several minutes.
And for the truly brave, there is a full-sized, seemingly authentic coffin that guarantees a creepy encounter. Once the coffin lid is closed, the coffin’s occupant experiences a simulated burial, complete with shovels of dirt tossed over him or her.
That’s when the fun really starts, explained Harvey Ricard, founder and president of the 25-year-old CT Stage Supply. A video camera mounted inside the coffin lid captures the occupant’s expressions as he or she is “buried alive.”
Although the Halloween season generates less than 15 percent of the company’s revenue, CT Stage Supply’s staff is genuinely enthusiastic about the holiday.
In anticipation of the last-minute rush for costume rentals and decorations, which come about 10 days before Halloween, CT Stage Supply extends its normal hours, Ricard said.
For the remainder of the year, CT Stage Supply is primarily busy helping theater groups — high school, amateur and professional — with costumes, stage lighting and sets. Recently, it set up the backdrop and stage for a high school performance of “Willy Wonka & the Chocolate Factory” and provided the lighting and set for a fashion show in East Hartford.
Although the increasing popularity of children’s parties, adult costume parties, and themed weddings contribute to the CT Stage Supply’s bottom line, the secret to its long-term success is quite basic, said Ricard. He credits frugality, patience, and the creation of a niche, all-inclusive and diverse theatrical supply business to its continuing achievement.
“We are very frugal,” he explained, noting that he saves leftover raw materials for future projects. “You have to watch how you spend money. A lot of people waste lots and lots of money foolishly.”
Ricard, who teaches at Simsbury High School and whose wife, Kathy, manages the day-to-day operations of the business, refuses to pay interest charges on credit card purchases. Although he uses credit cards that offer him discounts on his purchases, he always pays off the bill before the finance charges come due.
“If I don’t have it (money), I don’t buy it,” he said. “A lot of businesses do not watch their expenses. Small business owners need to be patient.”
With a master’s degree in theater arts, Ricard began freelance stage lighting while also teaching. After a few years of freelancing, he expanded his business to offer not only lighting, but also theater scenery. Today, CT Stage Supply offers thespians everything from stage makeup and wigs to period costumes and complete sets. Being a one-stop shop is another reason for CT Stage Supply’s longevity, he said.
“Everything in this business is last minute. Local people come in and say they need a microphone — today,” Ricard said. “There is no business in the state that does everything [for theater groups] and nobody that builds displays the way we do.”
“People know we are here” Ricard said, adding that he spends little on advertising and instead counts on word-of-mouth.
While Ricard sees a big spike in consumer business for Halloween, a close second is the Christmas and Easter holidays, when reservations for Santa and bunny suits fill up fast and at least a month in advance.
Serving the state’s theatre community, watching expenses carefully, and diversifying its appeal to general consumers for various holidays throughout the year have guided CT Stage Supply well, he said.
Diane Weaver Dunne is the Hartford Business Journal managing editor.
