Wall Street Journal touts Manitowoc's manufacturing 'revival'

'Factory town' featured in front-page story

By Charlie Mathews, Herald Times Reporter

MANITOWOC — The nation's leading business publication, The Wall Street Journal, trumpeted the manufacturing "revival" of Manitowoc in a lengthy, front-page story in Friday's edition.

Under the headline, "Export Boom Fuels Factory Town's Revival," the story described how Manitowoc is "a town that manufacturing once deserted — and is now reviving."

Among the companies profiled in the WSJ were Koenig & Vits, The Manitowoc Company, Heavy Metal Fabricators, Kaysun Corp., Invincible Metal Furniture Solutions, Tramontina, Orion Energy Systems and Burger Boat.

Reporter Timothy Aeppel wrote, "On a blustery January afternoon in 2003, nearly 900 workers at the town's second-largest manufacturer, a cookware factory, switched off their machines and were told the company was moving operations to Mexico.

"Today, many of those workers are back at the same plant making pots and pans for new bosses. At a factory next door (Orion Energy Systems), workers are churning out energy-efficient industrial light fixtures."

Tim Martinez, president of Koenig & Vits, told the Journal, "America got tired of manufacturing … but it remains a great way to make money."

His company operates the rolling mill of the shuttered Mirro plant on Mirro Drive, creating aluminum coils for use by customers in many states east of the Mississippi River.

"We are looking at sales between $60 (million) to $70 million in 2008," Martinez said Friday, when the Herald Times Reporter called executives featured in Friday's WSJ article.

"A rugged cadre of producers like these in Manitowoc have survived a decades-long shakeout of American manufacturing — and are now leading a largely overlooked revival," wrote Aeppel.

'Immense impact' possible

Ken Stubbe, executive director of the Economic Development Corporation of Manitowoc County, gave the WSJ reporter names and contact information for about a dozen Manitowoc business leaders.

"I've seen this sort of thing have an immense impact in other communities I've worked in," said Stubbe, who has worked in economic development in Superior, Fond du Lac and North Dakota.

"I hope what comes out of this is our executives, at trade shows, talking about what a good experience they've had doing business here," Stubbe said.

The Journal has a circulation of more than 2 million. The story created a particular buzz around the community Friday. Larry's Piggly-Wiggly doesn't sell the newspaper but more than 10 people came to the store looking for it. Book World in downtown Manitowoc does sell the periodical, but usually receives only a handful of copies each day.

"We sold out quick, and we had more than 60 inquiries from people trying to find it," said June Kramer, store manager. "I wish I had had a heads-up. It's certainly big news for Manitowoc."

"Any time Manitowoc is featured in a generally positive light in a respected national publication, it can't be anything but good," said Steve Shellman, EDC board chairman.

"It's so exciting for the city of Manitowoc to get this kind of publicity, and to have so many things to be proud of," said Karen Szyman, executive director of The Chamber of Manitowoc County.

"Manitowoc has done wonderful things since the closing of Mirro," Szyman said. "Many thought it would be the demise of Manitowoc, but it wasn't," she said, citing Orion and Tower Tech, a manufacturer of wind tower components, as just two success stories.

"We have always believed that manufacturing is a core pillar of our economy, and have invested much of our efforts and capital as a local government in developing 'new economy' manufacturing, and the new technology and jobs brought with it," said Manitowoc Mayor Kevin Crawford.

"This article validates the efforts we have been making in this direction," Crawford said. "With our skilled work force, geographic location and educational resources, Manitowoc is a great place to do business."

Invests $2 million

Trucking company owner Steve Schenian, who purchased Invincible out of receivership with a $2 million bid, also was featured in the story.

Aeppel wrote of the company's metal desks and filing cabinets, "(Schenian) says he can gain an edge over foreign competitors by being closer to his customers.

"For instance, he can easily offer 150 colors because he doesn't have to produce months in advance in order to bring product from overseas," Aeppel wrote.

Schenian said Friday about 80 employees are working at Invincible, the majority of whom had served under previous ownership when it faced an uncertain future and possible permanent closure.

"Once the receivership issues were settled, we went to a trade show in Chicago and came away with a lot of orders," Schenian said. "Invincible has a good name in the furniture world."

Dave Wage, owner of HFM Innovations and Heavy Metal Fabricators, also was featured in the WSJ story.

He is concerned about continuing to feed the pipeline of welders and other skilled workers necessary in 21st century manufacturing plants.

Wage said "Butch" Kudick on his staff works with the local schools in placing students in apprenticeship opportunities, to sustain the Manitowoc manufacturing revival touted by the WSJ.

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