By Mark Corbin
Vanco International
Look, it’s tough out there. Economic uncertainty surrounding tariffs and their ripple effects have caused a lot of typically reliable ProAV big spenders — like enterprise corporate projects — to delay capital projects and hedge on spending. A lot of big projects are seeing delays as customers wait for clarity on pricing before moving forward. But that doesn’t mean the outlook is bleak everywhere.
Data from AVIXA shows resilience in several sectors, including events, smaller hospitality venues, retail spaces and transportation. Many of these are mid-market projects — jobs that can be specified and ordered quickly, often before broader market shifts impact budgets. For integrators willing to pivot, the mid-market represents a significant opportunity.
Mid-Market Resilience
Even as enterprise projects stall, segments such as retail, hospitality and houses of worship continue to grow. Digital signage is a major driver in retail, increasing by an estimated 10% year over year. Although consumer confidence has been trending downward since 2021, retailers view displays and interactive technologies as investments that pay off in customer engagement and sales. Restaurants, grocery chains and auto dealerships are also investing in AV to remain competitive, with steady demand for system design, menu boards and background music systems.
Hospitality projects are also strong. Smaller hotels, bars and restaurants are upgrading AV to attract patrons and improve customer experiences. Recent data shows that while the largest chains slowed spending, mid-market hospitality projects doubled year over year. Scalable solutions such as video walls, digital signage and straightforward conference systems have been key to that growth.
Houses of worship remain a particularly stable market, with congregations investing in sound, streaming and display technologies to support hybrid worship. This market has proven notably stable, providing integrators with consistent project opportunities irrespective of economic fluctuations.
The Case for Mid-Market AV
Dealers and integrators we work with say they are not surprised by the steady performance of mid-market projects. Ken Ramsey, founder of Dr. Hook It Up, said smaller jobs are often the backbone of his business.
“Smaller jobs never really go away,” Ramsey said. “And they often lead to larger opportunities down the road.”
He typically manages eight to 10 smaller projects weekly, along with a few larger installations each month. The volume provides a stable business model built on consistent service and high client satisfaction.
Robert Mason, founder of Infinitech, reported similar experiences with sports bar projects in Montana.
“Margins are razor-thin in hospitality, and the staff turns over frequently, so we keep our designs radically simple,” Mason said.
Infinitech frequently relies on AV-over-IP distribution with a web-based GUI that eliminates the need for a complex control system for these mid-market projects.
“We invest resources into a straightforward system the staff can manage directly using an Android tablet,” he said. “This simplicity helped us expand rapidly across the region.”
Guidelines for Mid-Market Success
Lessons from integrators point to several best practices for profitable mid-market AV:
1. Simplicity and Accessibility
Simplified systems without complex, third-party control layers reduce training needs and frustration. When control is necessary, standardize on a single platform and design consistent, easy-to-use interfaces. Often, a simple on/off and source select page is all the user needs. Make ease-of-use and clarity your calling cards.
2. Replicable, Modular Designs
Standardized templates improve efficiency and profitability. Ramsey emphasizes this approach.
“Standardizing setups simplifies our process, maintains quality, and sustains profitability even with modest budgets,” he said.
These templates can and should be adjusted to fit individual client needs, allowing you to replicate what you know works while iterating to improve consistently.
Your spec list for this design portfolio should be vetted for scalability and interoperability. You want the ability to add or remove elements without reengineering the entire system. But nothing is infinitely scalable. Especially in networked solutions, it is critical to know the point at which performance will degrade — where one more channel or stream will cause the system to fail. Building with those limits in mind allows integrators to plan capacity accurately and avoid costly redesigns later.
3. Identifying “Hero” Products
Selecting flexible, versatile equipment — “hero products” — allows integrators to solve multiple common AV challenges without extensive customization. Hero products might include an HDMI extender with eARC/ARC support, an audio preamp with built-in DSP or a collaboration switcher with both wired and wireless inputs. The specific heroes will depend on your client portfolio, but they tend to be the devices you install on nearly every project — and the ones you always keep a spare of in the truck.
Because they often combine multiple functions in a single unit, hero products improve reliability by reducing design complexity and minimizing potential points of failure. They also help standardize your process, cutting down on training time for staff and lowering risk during installation.
Dizzyfish’s Dave Wilson underscored this approach.
“In a world where there are so many options, a cookie-cutter mentality saves a great deal of risk, time and follow-up,” Wilson said. “There are some brands we find ourselves always returning to for our installs. Choosing such adaptable products simplifies design and accelerates installation. Any AV integrator should have a mid-price toolbox of solutions for cinema, conference rooms, bars, restaurants or the home. These should be scalable depending on size and expandable depending on requirements — but always start with your core of solid, dependable products.”
4. Reliability and Remote Serviceability
Choosing reliable, remotely manageable equipment reduces costly on-site visits and boosts client satisfaction. Infinitech has leveraged remote monitoring features for its sports bar clients, enabling proactive management across multiple locations.
“Remote management means fewer service calls and happier clients,” said Mason. “We can quickly reboot or adjust systems remotely, freeing us up to take on more jobs without reputational risks.”
Remote management allows you to maintain strong client relationships without constant truck rolls, which is essential to relationship maintenance success in the mid-market.
Looking Ahead
Throughout this blog, I’ve highlighted pros like Ken Ramsey, Robert Mason and Dave Wilson who have built thriving businesses executing mid-market projects. This is perhaps the most important tip of all: Look at how your peers are doing it. We are blessed to operate in a highly collaborative industry. If you think small jobs aren’t worth the time and hassle, ask your industry friends how they have successfully streamlined. Do they have a fixed-price menu for their standardized designs? Are they stockpiling hero products to lock in pricing? Are they shifting operating hours to meet a vertical market’s needs and execute projects quickly?
As enterprise AV faces uncertainties, the mid-market offers integrators a robust and reliable pathway for sustained growth. By prioritizing simplicity, modularity, versatile products, and remote serviceability, integrators can capitalize on stable demand, ensuring profitability and strong client relationships in challenging economic times.