Some of you know that Nina and I have lived in Ashland, Ore., for the past four years and we hope to be here for a long time. One of the reasons we moved here was the Oregon Shakespeare Festival. Between February and October, 11 different plays (four by Shakespeare) are presented in repertory. Each year, the festival engages us more and more. There are numerous opportunities to hear actors, set designers, directors, costume designers and the like discuss how they got into this business and how they approach their craft.

The talks that I have attended inform my experience of seeing the different plays. Knowing what went into the choices an actor makes or why the costumes were designed the way they are, all make for a heightened experience for me as an attendee.

As the owner of a remodeling company what can you do to bring people into your community, to enrich their experience of being a patron of your business?

Consider educational gatherings that might put some of the members of your company in a gentle spotlight. Your production manager, your lead carpenter, and your designer would be among those employees who all have a lot of information and experience to offer your past clients and their friends. Do you work closely with an architect? Invite her to be one of the participants.

Ask whoever is in the spotlight questions that make them more human to the audience. How did you get into this business? What did you do before you got into this business? What have you learned over time that you were surprised by? What words of wisdom do you have to pass along to someone considering remodeling?

Don’t make it complicated and give it a try. All that might happen is you end up with a group of committed clients who have wonderful stories about you and your company to tell others. And that might bring you even more business!  —Paul Winans, a veteran remodeler, now  works as a facilitator forRemodelers Advantage, and as a consultant to remodeling business owners. Contact him