At this year’s CFX 2024 Conference, I’ll be speaking about “How to Choose an AVL Integrator and Manage the Process.” As a companion piece, I thought it would be good to share some thoughts on this forum.
Having spent many years working within church AVL integration and, more recently, representing church clients as a consultant, I’ve had the unique opportunity to experience the process from both sides of the fence. This dual perspective has given me a deeper understanding of “how the sausage is made.” It’s no secret to anyone who has followed my content that I have a well-established and vocal skepticism toward AVL providers. But with respect to my many friends in the AV Integration industry, they aren’t all bad by any means. In fact, if your church is entering into a new building project or major AVL upgrade, finding the right integration partner is a critical component for success.
So, let’s talk about what to expect from the current state of church AVL integration. For perspective: 4 of the 5 AVL Integration firms that I worked for during my integration career, beginning in the early 2000s, have been sold and are currently under different management, post-COVID. The shake-up across the industry has been significant, and in many cases, it’s changed the way these firms operate. New management often brings a shift in priorities, which can sometimes mean a stronger focus on sales and profitability, leaving some churches at risk of being sold systems they don’t need or won’t use effectively.
The 3 Keys to Success: Communication, Coordination, and Commissioning
If there’s one thing that remains consistent throughout my time in this industry, it’s that successful AVL integration projects rely on three key areas: Communication, Coordination, and Commissioning. These elements are all interconnected, and when one breaks down, the entire project suffers. A breakdown in communication can lead to poor coordination, resulting in a rushed or incomplete commissioning, which leaves the church without the proper training to operate the expensive system they just invested in.
Communication is foundational and begins the moment the integrator meets with the church to discuss needs, vision, and expectations. The integrator must listen carefully and provide tailored solutions. Unfortunately, many fail at this step, offering cookie-cutter systems driven by sales incentives rather than actual needs. When communication breaks down, the result is a system that either doesn’t meet the church’s goals or, worse, is too complex and costly for their needs and capabilities. A good friend, an experienced Tech Director, always asks integrators, “Have you ever installed equipment you didn’t prefer because it’s what the client needed and asked for?” This question gauges their commitment to serving the church’s best interests.
Coordination is the second crucial aspect. Integrators must work hand-in-hand with other trades, such as architects, electricians, and construction teams, to ensure the system is integrated seamlessly into the building. One key part of the design-build process is the design documentation, which goes far beyond an equipment list. This documentation includes electrical requirements, conduit sizes, outlet locations, and other specifications that need to be communicated with the electricians and other trades. Without proper coordination, vital components can be overlooked, leading to costly delays. It’s the integrator’s responsibility to ensure that all parties have the most up-to-date documentation and that any changes are communicated thoroughly. I’ve seen it happen where trades are working with out-dated specs because the integrator failed to keep them updated, resulting in chaos when the AVL team finally arrives on-site. One of the greatest lessons I learned while working in integration is that things happen that aren’t my fault, but they are my responsibility. Good integrators are pro-active and initiate coordination rather than wait for others to do it.
Finally, there’s Commissioning, which is where all the pieces come together—or fall apart. Commissioning should be a thorough process where the system is tested, calibrated, customized, and, most importantly, the church’s tech team receives adequate training. However, more than once, I’ve been on-site for commissioning only to discover that the system engineers or techs had flights scheduled for Sunday afternoon, leaving the team shorthanded and the church without post-launch support. After experiencing this more times than I care to admit, I changed the company policy to mandate that no one flies out on commissioning Sunday, ensuring enough time for proper training and troubleshooting. This is just one example of a failure to manage communication and coordination that spills over into the commissioning. A rushed commissioning often leads to problems that emerge weeks or months down the line, when the church team encounters issues they were never trained to handle.
The Two-Phase Design-Build Process
The design-build process is the foundation of most AVL projects and typically consists of two separate and distinct contracts: a design contract and a build contract. The design contract is focused solely on design services, including detailed documentation for infrastructure requirements, as well as estimates for equipment and labor. This phase is crucial for defining the system’s functionality and establishing an anticipated budget for the upcoming build contract. The build contract, which follows the design phase, outlines the final client-approved equipment list, as well as the labor required for installation and commissioning.
A design is much more than just a shopping list of gear—choosing equipment may be the fun part, but it’s almost secondary to the infrastructure needed to support it. The design documentation should include detailed drawings, power requirements, conduit sizes, and outlet locations, all of which need to be coordinated with architects, electricians, and other trades well in advance of the integrator’s installation team arriving on-site. This is where coordination becomes critical. A church needs these detailed design documents in hand to provide to their electrical contractors. The integrator must be proactive in ensuring that the most current design documentation is shared with all relevant trades. Additionally, the church should engage with an integrator early in the process to ensure that design and infrastructure documents are prepared and available for the trades to include in their pricing estimates.
One critical issue to address is ownership of the design documentation. Typically, after the design contract has been fulfilled, the church will enter into a build contract with the integrator. However, if the integrator fails to meet expectations at any point, the church may need to hire a new integrator. In such cases, it’s crucial that the church retains ownership of the design documents so the project can continue without starting from scratch. Unfortunately, some integrators try to claim ownership of these documents, citing them as their intellectual property. Let’s be clear—this is absurd, especially when it comes to infrastructure documentation. As important as it is, there’s nothing proprietary or unique about electrical requirements or conduit specifications. No integrator or design firm has some ground-breaking, revolutionary method for ensuring the system has the necessary power and connectivity to function. As for equipment design, many systems are often approved or co-designed by the manufacturers themselves. Not much is new under the sun, and I’ve never seen a church try to sell a proprietary AVL design they acquired after an “integrator break-up.” My advice: pay the agreed-upon price for the design and ensure your contract clearly states that the church owns the design documentation.
Free Design?
Some integrators offer a “no design fee” scenario, which can work for small upgrades to existing systems but rarely holds up for large upgrades or new buildings where infrastructure is crucial and coordination with other trades is necessary. “Free design” almost never includes detailed drawings; it’s typically just an equipment list—a bid rather than a true design. If an integrator provides a “free design” bid, keep in mind that their designers are often churning out multiple free bids and likely won’t provide the kind of detail required for a thorough installation. On larger projects, even if an integrator wins the job based on a free design bid, they’ll still need to produce actual design documents at some point. At that stage, you may realize you got what you paid for, or the cost will be recovered by the integrator elsewhere, such as through higher margins or increased installation labor costs.
Who Benefits from More?
When it comes to the financial aspects of an AVL project, churches need to be aware of the incentives that drive sales. Many integrators have dealership agreements with certain manufacturers, meaning they get better pricing or other benefits the more they sell of a particular brand. In some cases, integrators face pressure to meet annual sales quotas to maintain their dealership status. This can create a situation where your sales rep might be motivated to push products that aren’t necessarily in your best interest. While this isn’t the norm, it’s not unheard of, and churches need to stay vigilant.
It’s also essential to ask for unit pricing on major components. I’ve been surprised by how often churches don’t request this. If your PA system consists of 24 line array boxes and 6 subs, it’s reasonable to expect itemized pricing rather than a lump sum. While bulk pricing for things like rigging materials, system cabling, and connectors is acceptable, make sure pricing is disclosed for as many individual components as possible. Transparency breeds trust. I once worked with a church that made a late-stage change to their subwoofers after the integrator had already accepted the deposit but hadn’t yet ordered the gear. Because there was no unit pricing in the contract, the integrator attempted to credit back less than the original cost per sub, significantly increasing their profit margin on the new subs. I caught this attempt and made sure the client was treated fairly, which was a wake-up call for me about how some in the industry play the game.
Partnerships
Any integration company worth their salt will tell you they want to be your partner. And most churches I’ve worked with also want to establish long-term, trustworthy partnerships. A solid partnership in AVL integration goes beyond just delivering equipment or completing a one-off installation—it’s about fostering an ongoing relationship built on transparency, mutual respect, and shared goals.
A trustworthy partner will always tell you the truth, not just what they think you want to hear. This means they won’t push unnecessary or overpriced equipment just to meet quotas or secure higher margins. Instead, they’ll prioritize your church’s actual needs, budget, and long-term goals. They’ll take the time to listen and offer solutions that fit, even if it means proposing more cost-effective alternatives or advising against flashy upgrades that may not benefit your ministry in the long run.
Moreover, a real partner will address challenges head-on. If something goes wrong during the project—and it will—they won’t sweep it under the rug. Instead, they’ll work alongside your team to find a solution, even if it’s inconvenient or costly for them. True partnership means taking responsibility, being accountable, and ensuring that the church is equipped to succeed, long after the project is complete.
Lastly, a good partner recognizes that the relationship doesn’t end after the system is installed. They provide ongoing support, training, and guidance as your church’s needs evolve. Whether it’s a routine system check-up, troubleshooting an issue, or helping with future upgrades, they’re there to ensure your AVL systems continue to serve your ministry effectively. In essence, a trustworthy partner is one who sees your success as their success—and is committed to walking with you well beyond the initial project.
Join me at CFX 2024 in Chattanooga on October 21-23, where I will provide more insight into vetting and choosing your next integration partner.
Until then, as always, don’t forget to listen.
