CE Pro of the Week: Heather L. Sidorowicz

Learn how this integrator became the first female CE Pro of the Week.

Tom LeBlanc · June 25, 2010

Heather L. Sidorowicz, project manager/designer, Southtown Audio Video

Each week, we aim to provide an informative - yet colorful - profile of one of your fellow CE pros. Interested in being featured yourself? See below.

How would you use Twitter to describe what your company does (140 character limit)?

A local family business that does it right the first time. If you’re looking for a place that can do it all and know what they’re doing, its SAV!

After you complete a project, what do you think your typical client tells his friend about the experience?

Clean. Respected my home and got the job done in the amount of time they said they would.

Southtown Audio Video (SAV)
  • Principal: Heather L Sidorowicz, Project Manager/ Designer
  • Location: Hamburg, N.Y.
  • Web site:
  • Years in Business: 26
  • Number of employees: 5
  • Residential/Commercial Split: 80%/20%
  • Number of 2009 Installations: 100+
  • Top 3 Brands: Sony, Samsung, Integra … Can’t I say Paradigm too?

What can CE pros learn from your company to make them think differently and run their business better?

Follow up! In the last year we started to call all clients (big and small) after the job was completed. We ask them to rate us on a scale of 1-5 (5 being the best) and ask if they would refer us to a friend.

This let us find out if our customers were happy and reminded them to tell their friends.

What trade tip can you offer your fellow CE pros?

Everyone needs to know what is expected of them. It seems so simple, but most problems in a company and on a job arise from this issue. Most issues can be fixed if dealt with head on.

Everyone should have a clear understanding of what his or her job is and what the project flow is.

What’s the wildest request you’ve ever had for an installation?

To install a speaker in a bedroom and put together a CD of “wolf sounds” (yes, the animal, not a band). This was to scare the client’s brother and it all had to be completed the day before Thanksgiving.

What is your 3D strategy and do you think the technology will live up to the hype? 

We’ll set up and demo and we’re going to do a demo at a local fair that gets about a million people.

It’s a gimmick. No, I don’t think it will live up to the hype except in the gaming world.

What is your absolute favorite piece of audio demo material?

For Stereo it would be Jennifer Warnes, “The Hunter.”

Great highs and lows, great voice and I’m still not sick of it.

There is also a great audio/video track with Dave Matthews and the Blue Man Group that I still love today. Great audio separation to really show the client surround very quickly.

What is your absolute favorite piece of video demo material?

Planet Earth. So groundbreaking. Fast and slow motion. Great color. Some of the best HD ever.

What is something most people don’t know about you?

I’m very involved with the local community of business owners. Always trying to live and promote local.

I’m a huge fan of the 3/50 Project and have even started an [Facebook group] promoting all that happens in our village with a focus on shopping local.

Want to be a CE Pro of the Week? .(JavaScript must be enabled to view this email address) with “CE Pro of the Week” in the subject line and I’ll ask you some questions.

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  About the Author

Tom has been covering consumer electronics for six years. Before that, he wrote for the sports department of the Boston Herald. Migrating to magazines, he was a staff editor for a golf publication and an outdoor sports publication. Now, as senior writer/technology editor of CE Pro magazine since 2003, he dabbles in all departments and offers expertise in marketing. Have a suggestion or a topic you want to read more about? Email Tom at

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  Article Topics

News · CE Profiles · 3D · CE Pro of the Week · All Topics
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