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A television show about an acerbic, foul-mouthed British chef might hold the key to a new era at Southwest Windpower. The new CEO at Southwest Windpower, R. Dixon Thayer, said he enjoys watching celebrity chef Gordon Ramsay turn around a failing restaurant every week. And with decades of experience serving as a CEO in several successful companies, Thayer is focused on expanding the Flagstaff-based manufacturer of small wind turbines. Which isn't to say that Southwest Windpower, despite two rounds of layoffs in the last 18 months, is in the same kind of trouble as the kitchens visited by Ramsay. But Thayer did start his tenure by taking a page out of the chef's book and gathered dozens of the top management for a "boot camp" on wind power. Thayer, after all, doesn't have any experience heading a wind turbine manufacturer. His background includes serving as the CEO for a healthcare company and a chain of automotive recycling centers. He also served as an executive for Ford Motor Company from 1999 to 2002. Thayer said what he learned was sobering -- that the demand for green, renewable energy has spurred a new wave of competitors. "We have over 100 rivals and we need to distance ourselves from our competitors," he said. "Southwest Windpower is still the leader in small wind turbines but that is challenged every day." Thayer said he left the mini-retreat with his employees with every reason to be confident that the company will continue to dominate the market. He even hinted a new product would be released later this year, but would not elaborate. Thayer said his engineers are constantly trying to devise new ways to develop the next generation of wind turbines that can be adapted to various wind conditions and energy needs. Thayer has had trouble recruiting engineers versed in wind and fluid dynamics locally. He concedes it has put a strain on the business, but said Southwest Windpower will stay in Flagstaff. "In the past there was a conversation on whether Flagstaff was right for Southwest Windpower," he said. But that conversation has ended, at least for now, he said. "Moving a company is more expensive and disruptive than anyone can imagine," he said. "I just cringe about putting a company in the box and moving it." The company currently has about 85 employees. Although many in the community have turned a wary eye to the China-based joint venture known as Ningbo Air-Yun Sheng Windpower, Thayer said the company cannot succeed by solely focusing on domestic sales. "For us to be successful, we need to be successful domestically and internationally," he said. Turning his eye to the future of the company, Thayer said there is something just as important as technological innovation: Perception. As an example, he said he is having trouble convincing building officials in Maine to allow him to mount a small wind turbine next to his cabin. "It is a perception thing," he said. He said fears of giant wind turbines creaking in the distance have made many communities across the country resistant to allowing homeowners install small, nearly silent turbines in their back yards. He said the battle over small wind turbines is currently being fought in communities, but this approach has slowed the widespread adoption of the green energy source. Wind turbines on lots as small as a half-acre in areas zoned for commercial or industrial use have been allowed inside the Flagstaff city limits since 2008. |
