An Interview With the Owner of Hughes Event Rentals, Charleston, SC

What motivated you to purchase Hughes Event Rentals from its previous owner?

I was looking for an investment opportunity and career change after moving to Charleston in 2021. I came across this opportunity via a well respected business broker and the financials made sense. My sister got married in Orlando around the same time and spent several thousand dollars on a tent which saved her wedding from an Orlando late afternoon deluge.

I knew nothing about the industry but I could see the margin potential if I can scale up the volume at the prices on the invoice that she gladly paid. I love a challenge and the hard work that comes along with being an owner/operator in the event rental space. This company was already good when I bought it and my job was/is to make it incrementally better each and every day.

How has the company evolved since you took over?

We have become much more efficient and effective as a team, thereby increasing our capacity without increasing our labor budget.

Were there any significant changes or improvements you implemented after acquiring the business?

There were many. First of all, I had to relocate the business to our wonderful new Clements Ferry location. Moving is always a challenge but we now work with modern equipment like forklifts and pallet racks in a clean and efficient warehouse environment.

At the old location, we worked out of industrial containers on a rocky ground that was not kind to our equipment. We have upgraded our equipment through capital investment and all of our offerings are cleaned regularly. We have made many customer service improvements, which are important because, in a commodity business, the only way to differentiate ourselves is through our cleanliness and service. We also now have two full-time delivery teams instead of just one.

How have you managed to maintain the legacy of the company while infusing your own vision?

For starters, I kept the name. I also pay homage to John Burn, who started Hughes, and to Austin Wilson, who sold me the business. The "goodwill" in the Hughes name is of tremendous value and importance to me which is why we try to protect our good name in every transaction.

What sets Hughes Event Rentals apart in terms of customer service?

The fact that my employees really seem to buy into the notion of being on a cohesive team of which I am the leader. I see every day how my employees demonstrate our care for the customer. We believe that the only way that value can be created is through adding value to the customer.

What challenges did you face during the transition period, and how did you overcome them?

The relocation caused people to have to find us at a new location but that all seemed to take care of itself over time. The new location turned out to have so many positive benefits such as an end-cap location which allows for a convenient "drive through" approach to our pick-up process.

How did your approach differ from the previous owner, and what impact has this had on the business?

The previous owner treated the party rental side like a stepchild as they were more focused on heavy equipment rentals. With my 100% focus on this business as a stand alone entity we have been able to rapidly increase revenues while maintaining our expenses.

Were there any noticeable shifts in your client base or market approach after you took over?

We made the strategic decision to slim down and focus our product offerings to tents, tables, chairs, linens, and a very limited number of specialty items. We do not offer table-top items like plates and glasses and are very thankful that we do not have to clean them. This focused product line is our strength as we can offer these items with great efficiency. We are no longer attempting to be all things to all people. Our customer base has many legacy customers which we value and through SEO we are always capturing an ever increasing portion of the unbranded search queries.

Are there any unique or particularly popular rental items that you provide?

Tents are both popular and unique in that not everyone can put up a 40 x 60 pole tent in a customer's backyard. We can go bigger than that as we have quite a bit of tent erection experience.

What have been some of the biggest challenges you've faced in starting and running your business?

I once broke a clients very nice marble table while erecting a tent over his pool in a very nice neighborhood. I ended up owing him money after it was all over. What it taught me was to slow down and be careful with people's precious events as they never get a chance to do them over.

Are there any achievements or milestones you are particularly proud of?

I am very proud that we are more profitable, efficient, and effective than I thought we would be at this point. We have a very solid but small team of employees who genuinely demonstrate on a regular basis that they enjoy working here and working with our clients. That is really all I can ever ask for.

How do you ensure the quality and cleanliness of your rental items?

We own a very expensive chair cleaning machine which we run all of our chairs through on a regular basis. Our tents are cleaned by laying them out flat, bleaching and scrubbing them to a fine white. We often hire outside labor to assist us in regular inventory cleaning, as it is extremely important to me.

Can you share an instance where you went above and beyond for a client?

It feels like I am going above and beyond for clients every time I pick up rental items in the middle of the night after a celebration. It's a labor of love, though.

What are some common challenges people face when planning events and how do you help overcome them?

Most people just want to know that we know what we are talking about and that they can trust us and our recommendations. Humans abhor uncertainty, so anxiety levels go up easily around big special events. We go through a very thorough planning process as tents have many variables. For example, if your event is on cement, we must use water barrels for weights as we cannot drive stakes into concrete. We can, however, drive stakes into asphalt and easily patch the holes post event.

Do you have any tips for someone planning a large event for the first time?

Find and use a company that knows what they are doing and has a reliable track record of showing up and delivering what they promise both on the front and back ends of an event.

How do you define reliability in the event rental business, and how do you ensure it?

To me, reliability is defined as showing up on time with 100% order accuracy. The cleanliness of our items is definitely considered a major contributor to reliability.

What are the core values that drive your business?

Clean tents, tables, chairs and linens delivered on time with 100% order accuracy. We also do not take orders which we know we cannot fulfill.

Being based in Charleston, how do you engage with the local community?

In addition to working in the community with customers every day, I am a member of the Executive Association of Greater Charleston, along with other civic organizations.

Are there local events or charities that you support?

Recovery Jam. River Front Revival.

How do you see Hughes Event Rentals evolving in the future?

I see us getting more and more efficient and effective with each passing week. I see us becoming the backbone of many Lowcountry events moving forward. We’d love for you to help us spread the word!

What are the key lessons you’ve learned from running Hughes Event Rentals?

The only way to add value in this business it through adding value from the customer's perspective. That means we have to be reliable.

What was your favorite thing about 2023?

That we grew, got better and had fun doing it.

What are you most looking forward to in 2024?

This business is so amazingly unpredictable that I am just looking forward to enjoying the ride.

Reliable, Customer Focused and Here to Help

Over the past year, I've worked closely alongside Mason. He truly stands out as one of the most considerate, passionate, and engaging business owners I've encountered.

What sets him apart is his unwavering dedication to each customer at Hughes. Mason isn't just aiming to provide a service; he's committed to being the backbone of memorable events in Charleston. His involvement goes beyond overseeing day-to-day happenings; he's actively engaged in setting up tents, delivering rentals, and attentively listening to the specific needs of his clients to ensure the success of their events.

If you're planning an event, call us to learn more about how we can help you. We guarantee reliability, punctuality, and a sincere commitment to making your event seamless and successful. We understand the importance of a stress-free experience and are dedicated to ensuring just that.

A heartfelt thank you to Mason for not only being an exemplary leader but also for deeply caring about the success of every party, wedding, and event in Charleston, SC. We appreciate you!