STORES GROW MINI-MOUNTAINS |
KING OF THE MOUNTAIN MULLINAX FORD DISPLAY |
| Al Mango "rocks." Forced to find an outlet for his skills as a scenic designer after post-9/11 layoffs at UNIVERSAL STUDIOS, Mango has designed and constructed l6 mountain displays for dealerships, some including waterfalls and grottoes. It takes less than two weeks for Mango's crew to fabricate, carve, and paint the specially developed material so that it mimics natural rock formation. Displays cost $20,000 to $45,000. |
Written by Linda Water Nelson |
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Logos are often incorporated into the design, but in one case, the Mountain has become the dealership's signature. MULLINAX FORD, Apopka, Fla., has one of Mango's largest rock displays. Four vehicles are displayed at a time, changed weekly because customers ask to buy the highlighted trucks and SUVs. "We became so identified with it that we modified our logo to include the rock image, and it is featured in ads and on promotional items like shirts and hats," says General Manager, Steve Francis. |
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