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04/12/05: Astec's HMA Plant Replicas Shine Bright in Vegas
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The Possum Crew -- Back row from left: Eddie Carson, Terry Abercrombie, Grady Reel, Tony Gilliam, Charlie Mooney and Roy Clayton. Front row: Rick Meadows, Randy Kennemore, Wayne Pressnell and Jim Gilliam. Not Pictured: Mike Nix. |
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The image above shows the model fully erected in Astec's booth at ConExpo '05.
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Click here to view more
photos of the crew.
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In 2002, Astec made cover after cover of HMA industry magazines for its American flag storage silo display rising above the outdoor exhibit area of CONEXPO-CON/AGG. The success of the display was confirmed when attendees and photographers flocked to the "All American" silos.
But with the 2002 success behind them, the Astec Advertising Department, headed by Paul Shelton, knew they'd have to do something big to top the silos. They set out to do the impossible: present a complete HMA facility at the 2005 tradeshow.
The Possum Project
With a plan in mind, a 40 x 60-foot space was walled off in Astec's manufacturing facility. A small group of the company's craftsmen were then selected to build not one, but two complete HMA facilities for the show.
The project began in October of 2003, more than a year and a half ahead of show time. With the walls surrounding the crew, the rest of the shop took notice.
"When the work cell was first designated," reflected Roy Clayton, Fabrication Superintendent, "The shop's acceptance was pretty distant."
With tensions building, Shelton dubbed the project, The Possum Project, and he hung a sign on the door of the walled area that read: Possum Pit. "I thought it would lighten the mood a little," he said.
Attention to Detail
When the relacatable model was finished, the shop was impressed, and attitudes changed towards the Possum Pit Crew.
"The relocatable model exceeded anything I'd expected," said Roy Clayton. "We'd only purchased a few odds and ends, and the outcome was a direct result of the talent of the fabricators."
But Charlie Mooney, the Possum Pit's chief fabricator, knew all along that the models would turn out well. "If you can build the big ones," he said. "You can build the small ones."
Wayne Pressnell, a fabricator, told of how the crew's attitude toward the project changed. "Halfway through, I told Clayton, 'These are not models, they are exact replicas.' The big difference in a model and a replica is in how much detail is involved. Our goal was not to leave any detail out."
That attitude was maintained in both the construction and finishing of the models.
"When I saw the detail the guys put in, I had to rethink how I was going to do my job," said Jim Gilliam, the crew's painter.
"If we had painted it brown and ivory and let it go at that, I don't think it would have made such an impact. The details made the difference," said Gilliam.
Show Time
After a year and a half of sometimes 70 and 80-hour workweeks, the Possum Project crew shipped the models to Las Vegas where they were lavishly praised.
"What really made it worthwhile were the compliments we got from the salesmen," said Wayne Pressnell. "We knew that everything would be in vain if the models didn’t sell plants."
But working so closely with each other also made big impression on the crew.
When asked about his role as senior fabricator, Charles Mooney explained, "We were all in it together."
What Now?
The excitement generated in Vegas has not faded. And the models are certain to receive continued editorial coverage in the coming months. Only one question remains:
What will Astec do to one-up themselves next time?
The Possum Project crew included: Charlie Mooney, chief fabricator; Wayne Presnell, fabricator; Jim Gilliam, painter; Eddie Carson, fabricator; Mike Nix, fabricator; and Randy Kennemore, fabricator. Rick Swafford, foreman, oversaw the fabrication process. Roy Clayton served as an advisor to the project.
Astec's Advertising Department includes: Paul Shelton, Director; Brandon Meredith, Advertising Project Coordinator; Robin Jones, Design Artist; Carrie Meadows, Copywriter.
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Click here to view more photos of the crew.
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