Full theme ahead

The online shopping onslaught in recent years has forced a number of costume and party hire businesses to close. But for First Scene, New Zealand’s largest player in this space, diversification has been its salvation.

To anyone who’s ever worked in New Zealand’s film and television production industry, First Scene is an absolute institution.

It started out as TVNZ Auckland’s in-house wardrobe and set design department over 40 years ago, before opening its doors to the general public in the late-80s. Then, in 1998, First Scene became a private enterprise – relocating to New North Road, Kingsland. But, after several busy years, there was simply not enough room in the two-storey building for the ever-growing collection.

The final shift was to a 2,000 square-metre warehouse in Rosebank Road, Avondale in January 2016. It’s now home to more than 400,000 individually-coded items and the Props, Costume and Production Wardrobe departments in a much more ordered and accessible environment – thanks to a bespoke stock management system.

First Scene’s driving force in recent years has been industry stalwart Jo Pilkington, who first joined as GM in 2008, and purchased the business outright six years later – bringing with her extensive experience across the entertainment (she was once London-based tour manager for Dave Stewart, founder of The Eurythmics), academic, creative, public relations and event management sectors.

Jo remembers the shift vividly – it happened over Christmas 2016, involved scores of volunteers and 67 20-ton truckloads of costumes and props!

After buying First Scene, one of Jo’s main priorities was to diversify the business model to include onsite event management and venue services – which matched her expertise – primarily targeting the corporate sector, as well as the wider public, and nationwide. 

“The new model has positively impacted on the customer experience across the board,” she says. “We now work far more efficiently and offer many more services.”

There is also a small retail section, for people who want to hold on to various costume or props items.

Jo had seen the impact of online shopping on retail, and the costume industry was not immune.

Small costume hire stores were being forced to close. New online stores, marketing both hire and retail services, and with less overheads, have been seriously disrupting the industry.

“Offering retail only is always more profitable than hire in any industry,” she explains, “as the manpower and costings involved with hire items can be excessive.” 

So Jo’s refocus to include on-premise event management and venue services made perfect sense. Her whole team, whom she describes as “quirky, creative and eclectic”, backed her up.

“Many of our 20 staff have been with us for ten or more years so making changes in the business created a new level of activity and energy. New projects have brought new enthusiasm to the workplace.” 

Jo says relocating the business did impact on custom initially. “It’s often said that it can take 12 to 24 months to educate customers about your relocation and entice them to your new premises,” she says. “But the positive of relocating is building relationships in your new neighbourhood, and [in our case] aligning with commercial businesses on Rosebank Road and the local West Auckland community.”

First Scene’s new services include extensive theming, in-house  birthday parties, corporate events and private celebrations, and group tours of the warehouse. 

“We manage all aspects of our onsite events including the theme, costumes and entertainment; there are lots of add-ons available such as DJs, jugglers, face-painters, flame-throwers and food trucks – you name it,” says Jo. “We allow the client to be responsible for catering and beverages which means they can work within their budget.”

The group tours are proving incredibly popular. Jo and her team ran more than 30 tours in 2018, giving over 750 people the chance to experience First Scene’s ‘live museum’ environment. Bookings are solid well into 2019. The tours – often for community groups, service organisations and retirement villages – don’t generate revenue for First Scene but do expose more people to the business and follow Jo’s ‘give back to the community’ philosophy.

Online sales are not part of the First Scene ‘experience’, she says, as that experience is about being instore and receiving great service from First Scene’s stylists and customer services staff. With online costume hire or sales, quality and sizing are always a huge risk factor.

Careful how you diversify

Jo’s advice for businesses facing market disruption, as First Scene was, is to listen to your customers.

“Extensive research into services that might be appropriate for them and your business is vital. There are often products or services that can be added to your business, but that doesn’t mean they are complementary or add to the value of your existing services. 

“Some of the ideas you might think are a perfect fit for your business will get the thumbs down from customers,” she warns.

Jo reminds regional-based costume hire businesses that they have the advantage of forming close relationships with both the business community and wider local community. “Look at strategic alignments that can help grow your business. Collaborations are key for expansion.”

As for First Scene, she says the growth plan is to continue collaborating with like-minded businesses and organisations.

“We review our marketing and promotions plan regularly – constantly seeking and finding new opportunities to promote our brand and services.”

Jo accepts that businesses in the ‘leisure’ sector are susceptible when household and corporate budgets tighten in tougher financial times. However, she says, people will always have occasions they want to celebrate or commemorate – personally and professionally – and First Scene is an accessible, affordable and creative partner in those special events.

First Scene also faces challenges due to the cyclical nature of film, television and advertising production – 2017 in particular was a very slow year. However, with television well into a new golden age due to the success of Netflix and other streaming services – and New Zealand firmly established as a sought-after location – the demand for First Scene’s traditional costume and prop services is stronger than ever. 

Jo is confident her core business is strong and the new revenue streams she has added will increasingly give customers even more reason to check out Aotearoa’s largest costume and party hire company.