HomeMy WebLinkAboutLakeshore Advance, 2011-09-21, Page 88 Lakeshore Advance • Wednesday, September 21, 2011
Firm offers cool reception
Norman De Bono
QMI Agency
HENSALL - Seated on an ice
bench, in a freezer where it's well
below zero, Heidi Bayley is beam-
ing, looking right at home.
Come into my lounge," the presi-
dent of Iceculture says with a laugh.
It is just so nice to allow people a
chance to come in and be sur-
rounded by ice."
The cool business about an hour
north of London has a global repu-
tation for building ice sculptures
and assembling ice lounges in more
than 20 countries. It has brought its
greatest export right here to South-
western Ontario, installing an ice
bar in its factory and inviting all to
come for a visit, and a drink.
"We want to give people value.
People think it is neat but don't
know what it means, so we built
this," Bayley said.
The Hensall ice lounge is part of a
90 -minute tour lceculture offers as
part of its efforts to diversify.
Diversification became necessary
when the loonie started its climb
and Iceculture's U.S. business suf-
fered. It was hammered even more
by the global recession in 2008. It
has survived, and sales have grown,
thanks to its overseas business.
"That started our transition
abroad," Bayley said of the need to
find new business.
Overseas work has helped sales
grow this year nearly 10% over last
year, although they are about 70% of
what sales were in 2007. That slide
Ai
The local hospitality
industry is still our
bread and butter but
we are growing these
special projects.
— I I('id i Bay/ey
in business also has hit staff -- Ice -
culture employs 25 compared to the
50 it had in 2007.
But just this week, staff have
returned from Rhodes, Greece, and
earlier this year were in India, and
rebuilt an ice lounge they installed
in Dubai in 2007.
International business has grown
to be about 40% of its revenue. In
2007 it was about 20%.
"The local hospitality industry is
still our bread and butter but we are
growing these special projects. It is
exciting, interesting but a lot of
work," Bayley said.
These days, Iceculture is busy
making sculptures for parties and
events for the lbronto International
Film Festival. But its massive, largely
U.S. business in which it sculpted
cars from ice and ice mazes at auto-
motive shows has, well, melted.
"The overseas lounges have really
filled in the gap. Canada is still
recovering (and) we are still active
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in the U.S., but it is nowhere near
what it once was," Bayley said.
As for its lounge, everything is ice
-- from the tables and chairs to the
glasses and even the art on the wall,
a palm tree in a corner and a vase
and masks adorning the wall.
On the tour, visitors Will see ti{
7,500 -square -foot freezer where
blocks are stored, view work on
projects, see carving demonstra-
tions and see how ice blocks are
made.
It ends with a visit to the lounge.
"We love opening our doors, giv-
ing away our crazy little secrets,"
said Bayley.
ICECULTURE TOURS
Where: 81 Brock St., Hensall.
When: Monday to Wednes-
day, 10 a.ni., 1 p.m. and 3 p.m.
How long: 90 minutes
Cost: $14.
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This home measures 58 feet wide and 79 feet. four Inches deep, for a total of 2,104 square feet on the main floor.
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