
Photo: Jason Margolis
Signs & Shapes co-owner Scott Bowen with seamstress Tami Dahir. The Mom & Pop shop in Omaha, Nebraska, makes costumes and parade floats for customers around the world — and their only advertising is word of mouth.
Where do those gigantic Thanksgiving Day parade floats come from? Quite a few probably come from Omaha, Nebraska, according to Public Radio International program The World.
Jason Margolis reports, “Signs & Shapes’ space in Omaha is just about the coolest factory you’ve ever seen — a huge warehouse filled with dogs, ducks and astronaut costumes being stitched, then inflated and tested.
“ ‘The company was started in my dad’s basement, my folks’ basement, just about 30 years ago, and we started as distributors for inflatable signs,’ said Scott Bowen, the company’s co-owner.
“The company eventually expanded into props for plays, parade floats and inflatable costumes. Today, Signs & Shapes exports to 74 countries. …
“Lee Bowen, Scott’s father, who helps run international sales, explained how they find their foreign customers: ‘Word of mouth. … We don’t do any advertising.’
“Signs & Shapes relies on reputation and having a niche. If you want a high-end inflatable that won’t pop when your mascot is bouncing on its head in front of 20,000 people, call Omaha. …
“Scott Bowen has been at the export game for a while now and says the export process has become ‘quite easy’ for his company. Business is going well, but still, Signs & Shapes only has 25 employees. And Bowen said they’re limited in how much they can grow.
“ ‘We need seamstresses with a really high level of sewing intelligence that can look at a pattern of a couple of hundreds of pieces that’s never been made before, and put the whole thing together accurately,’ says Bowen. ‘But [they also must] have a business or commercial mentality in terms of speed.’ …
“While letting the product speak for itself has become the company’s best marketing strategy, they can’t take credit for some of the coolest stuff they make due to non-disclosure agreements. It can be a highly secretive industry.
“In a back room, airbrush artist Shane Perrin put the finishing touches on a mascot as Scott Bowen looked on.
“ ‘He’s had stuff on Broadway stages, the biggest amusement parks, huge international sporting events,’ said Bowen, who can’t name many of the actual places or events where Perrin’s work has been on display. …
“If you’re watching a Thanksgiving Day parade Thursday and see a float that you really, really like, chances are a group of folks in Nebraska may have had a hand putting that together. Or not.”
More at PRI, here.

