DiGiCo and Group One Execs on State of the House of Worship Market

DiGiCo General Manager, Austin Freshwater, and CEO of pro audio and lighting distributor Group One Limited, Jack Kelly, recently spoke to Headliner about how the burgeoning house of worship market has adapted throughout the pandemic, the technologies it has introduced to stay afloat, and why it poses some big opportunities for the DiGiCo and KLANG family. Freshwater (pictured above) offered his thoughts from a global standpoint, while Kelly spoke from a US perspective about where this growing market is headed next...

How has the house of worship market fared during the pandemic?

AF: Like everyone, they had to abide by the restrictions and most closed down to start with; however, as the world started to get to grips with Covid-19, the HOW market quickly adapted, introducing new technologies to enable them to do things differently, which kept the market going through the whole pandemic.

JK: Early on in the pandemic, many of the larger projects continued as these were part of new builds or complete technical retrofits. DiGiCo’s introduction of the Q338 has proven to be a great fit for the HOW market, so our business held steady throughout 2020 and into 2021.

Have you been surprised by its resilience to the challenges posed by the situation?

AF: No, but I’ve been impressed by how they adapted and introduced outside gatherings. More and more introduced streaming services, which was most likely to happen in the future, but the challenges everyone faced accelerated the technology and the need.

JK: I agree with Austin. People learned to adapt in all walks of life and HOW reflected that resiliency.

Which territories have performed strongest?

AF: Every territory has been up and down throughout the pandemic at different times, so we have managed to keep busy, but it’s been a commercial and emotional rollercoaster. Just when you think a territory is in the clear, there is another variant and they drop back into lockdown.

How much of a growing market is the house of worship sector for DiGiCo? Do you find such venues are consistently looking to up their audio game?

AF: The HOW market is certainly a growing market for DiGiCo and KLANG. As the venues continue to grow and look to provide improved experiences for their congregations, audio is key, so the natural choice is DiGiCo and KLANG. With the latest Quantum products, 4REA4 and KLANG:kontroller, we have the perfect solution for every venue, regardless of size.

JK: In addition to worship facilities looking to improve their presentations technically, the new products from the DiGiCo and KLANG family broaden our range of applications within the HOW market.

How big is this market for DiGiCo in the UK? There’s a perception in some quarters that it’s still something of a niche area compared to territories like the US and Asia.

AF: The UK is a key market for DiGiCo. You are right, it’s not as big as the US and Asia because it’s physically not possible. But it’s a key market that other territories look to keep pace with so we have to get it right, which is another reason DiGiCo and KLANG are chosen in the UK.

Have you noticed any outstanding global trends in this market of late?

AF: It’s starting to recover, but we still have a fair way to go until we are back to pre-pandemic levels of business.

JK: We are recovering, but the market is definitely acting with caution.

What are the biggest opportunities for DiGiCo in this sector?

AF: Right now, as people return to HOW across the globe, I think getting KLANG into the venues is the biggest opportunity. The pandemic has meant that many more people have been able to take the time to understand KLANG, and they all want to experience it, so we need to get out there and give them the chance. We all know that everyone who tries it loves it, and as soon as that smile hits their lips, they are hooked!

And the biggest challenges?

AF: Making it happen, abiding by the rules and getting out there is easier said than done, and we want to make sure we do it properly—stick to the rules but do it!

JK: We resumed travel in the US for our sales team last summer but required documentation and approvals, not only from our own staff, but from every customer or facility we visited. While some requirements have loosened, we are diligent about following the local rules and using common sense. So, while it is challenging, we are up for it.