The Worth of Woodard

In the continuing efforts at the state and local level to rework Michigan's economy, much attention is given to creative genius, the role of entrepreneurs, and the skill level of our workforce.  A new show at the Shiawassee Arts Center provides a fascinating historical view of how these economic development factors combine in a family, a company, and a community.  This record of lessons, 146 years old and still going, offers guidance to our economic development goals of today.

Woodard Furntiure is world-renowned for its hand-crafted, wrought-iron construction.   Examples can be found in the White House Rose Garden, in the Smithsonian, and in other museums of design, art, and history.  The furniture is still made in Owosso, and the history of the company is entwined with that of the City.  Started in 1866, the company began when Lyman Woodward moved from upstate New York and bought a mill on the banks of the Shiawassee River at the site of the present City Hall.  At first, the company relied on the abundance of wood, water power, and rail transport to make and distribute furniture. His wife, parents, and brothers also moved to Owosso, setting the pattern of a true family business that would persist for the next 100 years.

When we talk today about the types of companies we want to grow, we talk about those that rely on creative talent, can adapt to changing conditions, and employ skilled workers.  These have been the  hallmarks of Woodard Furniture since its beginning.  After surviving the setbacks of several fires to establish the means to produce wooden furniture, a second company was created to take advantage of the assembled assets. The Owosso Casket Company was one of the foremost manufacturers in the early 20th Century, producing 150 caskets a day, including those for two presidents (McKinley and Harrison).  The company closed during World War II, but the factory building still stands on S. Elm Street in Owosso.

Creativity. Versatility.  In 1934, the Woodards produced their first metal furniture, a result of the depletion of wood, the changing labor force, and the design genius of Lee Woodard, son of the founder.  The Depression did in Woodward Furniture, but a new company, Lee L. Woodard and Sons was formed in 1938, and was run a cooperative basis where sons Joe ran engineering and production, Russ finance, and Lyman design and marketing.  Lee's wife Sadie summed up their business style when she wrote "the ingredients of the soil for the Lee L. Woodard and Sons planting were faith, courage, creativity, versatility, business ability, integrity and many other divine qualities."  

During World War II, the Woodards developed their metal working skills through several military contracts.  The company played an important role in training arc welders at night through a government contract to supply workers to war production plants in surrounding metropolitan areas.  Thanks to Baker College, Owosso continues to train people in a variety of trades today.

After the War, Woodard Furniture became the producer of premier outdoor patio furniture, with unique designs based on European motifs as well as setting trends, and winning awards, with modern designs.  The combination of creative design with solid engineering, long-term employment of craftsmen, and sound management led to success and worldwide recognition.  As David Vaughn, one of the first non-family members in management notes, "Woodard hired and encouraged an outstanding staff.  They selected good brains and gave them the freedom to experiment for betterment."  In Michigan we have been concerned with reducing labor costs, but as we prepare for the future it is perhaps useful to recall the past when a skilled workforce was a true asset.

Woodard today persists as an Owosso-based manufacturer, employing 170 people, the most in over five years.  As Woodard generations passed away, and corporate America evolved, the company changed hands through various mergers and acquisitions.  But the worth of its products has remained. Today the company is owned by Texas-based Litex, whose CEO, Jean Liu, observed that "furniture is art."  As value-based products again gain consumer recognition, the future of Woodard Furniture is again looking bright.  The photo at left is of the new Jax Collection, which received a 2011 design excellence award.

A final economic development note:  in 1995, Woodard Furniture faced a dilemma.  It valued its highly competent workforce and their craft skills.  However, it was hampered by its outmoded, five-story brick building in downtown Owosso.   At risk of losing this heritage employer, the City of Owosso worked with Owosso Township and various state and local economic development entities to create a PA 425 property tax sharing agreement to enable the company to relocate to the Township's industrial park.  There, with municipal services, the company was able to build a 332,000 square foot facility.  This is the home of Woodard Furniture today.  The City of Owosso agreed to acquire the former plant for redevelopment.  The City turned its economic development skill set to the project, and through the use of state tax credits, other public assistance, and private capital, Woodard Station was constructed, a mixed-use development of condominiums, student housing, office, retail, and the well-received Wrought Iron Grill.

The history of Owosso and Woodard Furniture progressed together, with the company and the City helping each other in turn.  The lessons learned from this experience should help shape our future in Owosso and Shiawassee County, as well as offering useful inspiration to the rest of Michigan as it seeks to inspire artistry and support the companies that turn creative genius into economic growth. 

To see the show:  "The Worth of Woodard" is on display through July 29 at the Shiawassee Arts Center, located at 206 Curwood Castle Drive on the banks of the Shiawassee River in downtown Owosso.  The gallery is open Tuesday through Sunday from 1 to 5 p.m.   Visit the website to learn more.  

Much of the material in this blog is drawn from the publication "The Worth of Woodard" which is available at the Shiawassee Arts Center.