Packaging Pivot Accelerates SunDance’s Growth Momentum

SunDance USA made a game-changing move amid the downtrends that accompanied the onset of the COVID-19 pandemic by transitioning into flexible packaging. This venture into a new market not only brought a significant turnaround in its business strategy but has accelerated its growth momentum ever since.

In the latest episode of BW Converting’s "Change for the Better" podcast, the spotlight was on the Orlando, Florida-based commercial printing trailblazer’s strategic shift to flexible packaging and the role BW Converting’s Hudson-Sharp’s partnership has played in it its journey of continued adaptation and growth. Joining host Gabrielle Bejarano were JohnHenry Ruggieri, President of Sundance USA and Tommy Evans, Sales Executive for BW Converting’s Hudson-Sharp.

Strategic Shift

Ruggieri detailed SunDance's evolution from commercial printing to wide-format printing, and finally to flexible packaging when the pandemic dealt a crushing blow to its vacation ownership, theme park and entertainment industry clients.

"We had decided to get into packaging a little bit deeper in 2019 and bought a label press,” Ruggieri recalled. “With COVID hitting, our major verticals were all very tourism-based, so we pivoted into flexible packaging. We evaluated a whole bunch of different equipment, did site visits, and the staff, the technology, and the support were all major drivers in that decision.”

Perfect Match

In its quest to dive deeper into packaging SunDance found a reliable and reputable partner in BW Converting’s Hudson-Sharp and invested in its Ares 400 SUP (stand-up pouch) machine. The Florida printer ultimately chose the equipment for its adaptability to digital printing, particularly for short runs.

"The Ares 400 had a relatively small footprint. A lot of the auto-correct and auto settings were very attractive for us, particularly with the digital print. And Hudson-Sharp’s reputation was a factor as well," said Ruggieri. "When SunDance approached us at Hudson-Sharp for a solution, I was struck by their readiness to adapt in the face of a pandemic," Evans commented. "JohnHenry's team had zero experience in making pouches, but their eagerness to learn and evolve spoke volumes of their business acumen."

The transition was not without challenges, with a learning curve much greater than Ruggieri had anticipated. However, Hudson-Sharp's resolute support, extensive training and round-the-clock technical assistance helped SunDance skillfully navigate its foray into packaging, the success of which has far exceeded Ruggieri’s expectations.

Forward March

Ruggieri stressed the importance of having such a supportive partner during major transitions, and advised other businesses considering a similar move to "lean into them and use the support that they offer." He added that SunDance is geared up for future growth with Hudson-Sharp on its side.

"Our venture with SunDance USA has set a pivotal example of how flexible and responsive digital printing businesses can be, especially when facilitated with machinery designed for their unique needs," concluded Evans. "Our partnership has shown how companies like SunDance can harness the power of technology and expert guidance to overcome challenges and tap into promising markets."