Lakeland Company, Rathdrum, Idaho
by Susan Brimo-Cox
that has something its neighbors don't have — a 24-foot tall mountain gushing numerous waterfalls, pools, and a meandering stream winding through the grounds. On the side of the mountain you can see an old, abandoned mineshaft with a rusted railcar on the siding. Live trees and shrubs, plants and flowers of all kinds merge this environment into the landscape. Birds fly from tree branch to streamside as water gently splashes over rocks. It certainly looks and sounds real, but it's not.
Under the mountain — accessible via the mineshaft door — are the electronic controls that run this elaborate water feature, which spans several acres. Water flow and water purification are all handled automatically. At the push of a button, controls for colored lights and fog machines can turn this naturalistic haven into a mesmerizing drama for the senses.
But building mountains for homeowners is only a fraction of what David Long and his team at Lakeland Company Inc. have accomplished. You'll find Lakeland Co.'s creations across the country at upscale residences, casinos, zoos and museums, theme parks, restaurants, corporate offices, and even a hospital and airport. As word spreads, so does the reach of this Rathdrum, Idaho-based firm.
David Long, president of Lakeland Co., grew up working in his father's sign business — creating, constructing and installing signs and three-dimensional displays. By the time he was 18 years old, he was a journeyman signwriter.
"We were involved with large-scale signage and displays, entailing several different construction and concrete methods," he says. "Being surrounded by multiple journeymen in this environment enabled me to learn more of the design and application methods which I rely upon today." But at the time, he wasn't ready to follow in his father's footsteps.
Fifteen years after his father closed the business, Long took his family to northern Idaho, where he and his wife started Lakeland Sign & Display Co. in the spring of 1991. "Our first project was estimated at $152," he says, "and we grew from there due to the fact that we maintained the attitude that anything could be created provided you apply the right materials and application."
Today, Lakeland Co. designs, manufactures and installs themed elements, artificial rock and water features, museum dioramas, simulated environments, Glass Fiber Reinforced Concrete panel systems, monument signage and architectural applications. Long is quick to acknowledge the contributions of others to his success.
"The team environment has allowed us to apply the strengths of each individual in different areas of required design, manufacturing, mobilization, shipping and construction application in order to create the highest quality of finish product possible," he says.
Long reports that the bulk of Lakeland's business comes either from word-of-mouth or the company's Web site.
Typically, 10 to 20 staff people work on any given project, plus Lakeland frequently outsources work to the local labor pool.
Often there's customer education involved, as many people don't realize how very labor-intensive the work is, Long observes. "Time is spent educating a lot of our customers who are not familiar with the costs associated in producing these types of elements. We have learned through replication and tracking what our costs are and what our minimum profit requirements are to stay in business."
Project costs vary based on the location of the project. Not only are local material prices factored in, but also travel, accommodations, shipping, transportation, staff per diem, and more. Thanks to the assistance of a management advisory team, Lakeland has incorporated all these variables into its estimating process.
Ensuring that the customer understands what the final product is going to be also aids the process. "We combine the ability to hand draw and use computer programs as another tool to enhance project designs with faster service to our clients. We also provide scale models of larger projects to help our customers envision the final exhibit, while giving us an element to do better product estimates from."
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