Film Focus by Tara Taffera
by Tara Taffera
June 24th, 2020

“What’s Normal About Any of This?”

Dislike me if you want, but I hate the phrase “the new normal,” especially when it comes to referring to our current world. In fact, hate is too soft of a word—I despise the phrase. I and our entire editorial staff have reported on COVID-19 and its impacts since early March, and one thing has been universal: There are no common trends among all the industries we cover—window film, auto glass, flat glass, doors, windows and glass.

That being said, a pattern has emerged among many of the window film companies I have spoken to in the past few weeks–many window film companies are busy! You may have seen the story I wrote about this a few weeks ago.

But is it back to business as usual, or “normal?” How can any of us really predict that? Things continue to change, as was evidenced from a correspondence I had this week with an industry member.

“Our whole dynamic has changed, since COVID-19,” says John Mark Hatfield, owner, Pro Tint and Accessories. “We had about two slow weeks due to stay at home orders, but as soon as they were lifted, our shop became busy almost immediately. And where we used to be 60% dealer-based, and 40% retail, now we’re 80-85% retail and 15-20% dealership. I’m very thankful. It could have been so much worse and I’m sure it was for some.”

Are things tough? Absolutely! Could it take years for some companies to come back? Unfortunately, yes. Will we travel a little less, work from home more, and think before we shake everyone’s hand? Maybe. But we will get back to a more normal state of things with some changes built in. Shouldn’t we always adapt to change when it’s thrown at us? That’s true of any major event we survive isn’t it?

I wouldn’t be surprised if Hatfield’s percentages changed a time or two again before this is all over. And that’s okay—he and others like him will roll with it. I’ve already seen you do it.

I would love to continue hearing from all of you regarding how you are dealing with everything these past few months have thrown at you. Email me anytime at ttaffera@glass.com. Hang in there—I know you will!

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