Started in 1955 as a small welding workshop,
Pell City, Ala.-based Goodgame Co. Inc.’s relationship-centered marketing has allowed it to grow into a design-build contractor that also offers services in plant maintenance, fabrication and construction management. The business was started by Construction Manager Jason Goodgame’s uncle; before his father and he became involved, helping it grow from generation to generation.
Yet, the last decade, and especially the recent economical downturn, has significantly changed the way Goodgame Co. does business. In an attempt to drive more revenue and expansion, the company has begun work as an owner’s representative for government and independent projects. Additionally, it has re-entered the government project market, a market that it had not been involved in since the 1980s, to increase the company’s market presence. “The last 15 years is when we’ve really grown into the general contractor that we are today,” says Goodgame. “We are really different from a lot of contractors as we are a relationship company. We don’t work the big market as much. We work hard to make relationships with customers that last long periods of time. My dad has some customers that are 40-year customers. We try really hard to make lasting impressions and stay on sites for long periods of time.”
The Multi-Service Customer
When Goodgame Co. goes on-site for a project, the company does more than offer one service. Goodgame Co. is an extremely diversified company with fabrication, construction management and a design-build contractor. The company prides itself on targeting the right customers for its services. “One of the things we do really well is that if we can be a part of the design-build; we can design, be a part of construction, and millwrights and fabrication,” explains Goodgame. “We can also set up the equipment and the assembly and that’s a big step for us. It’s a single source to provide multiple parts of the construction industry.”
An example of a multi-service customer is Honda Manufacturing of Alabama LLC; Lincoln, Ala. Goodgame has provided work as a designbuild contractor, along with plant maintenance and construction management for Honda. “We’ve been on-site [at the plant] since day one and have an ongoing 12-year relationship with the company,” explains Goodgame. The companies are still working together, and in March, Goodgame Co. started two additions to Honda’s plant.
Goodgame has other ties to the automotive industry as well. “The past 10 years have been a huge growth for the auto industry in Alabama, and it has fueled a lot of our growth,” notes Goodgame. “We have worked for the original equipment manufacturers and we have worked for suppliers.” The company has built relationships with local dealerships as well, including Eisemann Automotive North America, Pell City, which is located right in Goodgame Co.’s backyard. In addition, Goodgame Co. has worked on Alabama Auto Sales in Leeds, Ala., a large dealership project that took place at the downturn of the economy.
Building with American
Besides building relationships with customers seeking multiple services, Goodgame Co. has also built a lasting relationship with Eufaula, Ala.-based American Buildings Co. that spans approximately 15 years. The relationship has been beneficial for both parties. The majority of Goodgame Co.’s project work involves institutional or commercial construction. As a result, metal building systems have been ideal in a number of projects. Goodgame Co. has frequently been tasked with the design-build and renovation of five Piggly Wiggly locations in Alabama.
Reflecting on Goodgame Co.’s relationship with American, Goodgame explains: “We are a single-source American dealer and have good relationship. We’re very happy with that relationship. They provide a good product, as well as have a lot of innovation. They do a lot of research and development to make sure they’re on the edge of [metal building systems] technology.”
Growing for Generations
For Goodgame Co., survival is not the ideal term when talking about the recession. Instead it is a combination of survival and maintenance. In addition, the heart of its business lies in strong customer relationships. Goodgame reemphasizes: “I tell my guys all the time that we’re that first call if there is a problem. If they have an issue outside of us, we want to make sure they call us so if they want to build something or there is something on their mind, we want to make sure we’re always on that customers mind and building that relationship.”
The future goal is to create a company that can grow and thrive in the recovering economy. “Being able to come out of this slowdown to try and keep and now grow the business, we can now focus on making it a third-generation company,” says Goodgame.
- Year Founded: 1955
- Location: Pell City, Ala.
- Services Offered: Construction, Fabrication, Construction Management
- Markets Served: Alabama
- Number of Employees: 78
- 2012 Total Revenue: $32 million
- Management Team: Adrick Goodgame Jason Goodgame Steve Howell