A Toast to Niche Markets

With proper planning, training, and targeted marketing, niche markets — such as wine rooms and ice arenas — can become profitable sidelines.

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Harty Mechanical and Earth, Energy & Ice perform due diligence prior to each installation. They perform an arena energy studies based on standards established by the American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE), to determine if any of the arena's existing equipment can be retained.

“If the existing equipment is below the ASHRAE standard, we recommend an energy retrofit. We remove the antiquated refrigeration equipment, and, based on affordability, install either a hybrid type geothermal system using fluid coolers, or a full geothermal heat pump and field system,” Roche says.

A full geothermal system includes application-specific heat pumps. Harty uses geothermal refrigeration equipment manufactured by IceKube, based in Manitoba, Canada. They're also the exclusive dealer for the systems in the Northern U.S.

“We determine the customer's needs, and size the geothermal system based on immediate and/or future needs,” he says. “We'll use the heat pumps with a ground loop geothermal field, sized according to the application. If it's a “single sheet” arena (only one rink), we size it for one sheet with building waste heat capability. Instead of putting heat in the ground, we'll use it to heat or dehumidify the building.”

In the absence of a full engineering and design staff, a contractor must team up with an engineering firm or firms that understand ice arena technology and geothermal systems. Then, you have to bring on the skill sets needed to service an ice arena after the installation.

“Arenas come in many shapes and sizes. Some use conventional refrigeration equipment with freon or ammonia, then use glycol or brine as the transfer fluid. Additionally, the multi-staged heat pump and geothermal technologies require another totally different skill set all together,” Roche says.

Plan Well in Advance

Contractors who are successful in these and other niche markets advise others to follow a similar game plan:

  • know your strengths and where to find support from manufacturers or construction/engineering professionals

  • establish a marketing plan that will reach key customers

  • be wise about pricing, and buy equipment competitively.

Vintage Equipment Selections

Dan Phillips, owner, Wine Cellar Services, Santa Ana, CA, says most contractors get started in this market when an existing restaurant customer or supermarket decides to add a wine room. Or, it could be a homeowner request.

“You could also be called in to service the existing wine cellar equipment of someone who isn't your customer, which then allows for a possible upgrade,” Phillip suggests.

Wine Cellar Services manufactures 10 different styles of evaporators, some of which are available in seven different sizes. Technical support is provided by an experienced staff of experts.

Wine Cellar Services also makes custom-designed evaporator coils to fit different applications. They can be soffeted into ceilings, ducted in, hidden behind the racks, or mounted in the wall and hidden behind a wood grille. Others are polished aluminum, for a ultra-modern look. Phillips says proper coordination of an installation requires the HVACR contractor to works with a builder who can build the room properly. Then, the refrigeration contractor steps in, to install the cooling system and customized racking.
winecellarservices.com



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© 2012 Penton Media Inc.

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