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Q&A with Ira Klusendorf, Video Production Manager Steinhafels Furniture

Ira 400 x 400Q: Tell us about Steinhafels

IK: We are a family owned furniture and mattress retailer and have been in business since 1934. We have 16 stores throughout Wisconsin and Illinois, and we like to attribute our continued growth and success to our 700 employees and their dedication to "doing it right the first time".

Q: You have an in-house video production department. Tell us more about that.

IK: While most people in Wisconsin may recognize the signature Steinhafels ads, few probably know that all our commercials are filmed in our Waukesha headquarters by our own in house video production team. Our in-house production department is pretty busy, and in an average year we shoot, edit and produce over 300 television commercials as well as staff training and web videos. We also have a big turntable that enables us to take 360 degree panoramic shots of all our furniture from sofas to dining chairs so our customers look online at all their options as if they were in one of our showrooms.

Q: What format do you shoot in?

IK: While DSLRs capture some of the content, many of our videos are shot in 6K with a Red Dragon camera so we can share the high resolution content directly with our in-house graphics and photography department that is responsible for creating all of our company's print ads, brochures, billboards, delivery vehicle graphics etc. Shooting in 6K gives us tremendous flexibility, but naturally puts high demands on a storage system.

Q: That's a lot of content. How do you manage your storage?

IK: With hundreds of hours of high-resolution content and an ever growing photo library containing over three quarters of a million images, we needed a robust high performance storage solution. We worked with Systems Integrator Key Code Media Central in Chicago, and decided to invest in two 48TB Facilis TerraBlock 24D shared storage systems that enable both our video production and our graphics departments to organize all this data and also allow various team members to share and access it. Having dual connectivity to both Fibre Channel as well as Ethernet is a major benefit of the system.

Q: Who has access to it?        

IK: Right now we have at least 8 people who need to access all this content at any given time, using a Fibre Channel connection. We have created separate volumes for our training videos, for our TV commercial campaigns, as well as for all our graphics work. Using an Ethernet connection, we can also give access to other members of the marketing team who are located in a different building when they need to access images for publicity purposes or other creative projects.  The ability to have both Ethernet and Fibre Channel access to the same storage is a unique trait that we only found with Facilis.

Q: What do you think of the TerraBlock systems?

IK: The learning curve with our TerraBlock's has been pretty smooth and the support we have received from Facilis has been stellar. The systems are solid as a rock.They allow all of us to concentrate on our own tasks rather than worrying about the technology so we can get our jobs done right the first time. We also use the integrated tracking application, FastTracker, all the time, to easily catalog, search and view any media within our TerraBlock systems.