Rochester Businesses Share

Their Stories of Success

An advertising supplement to
 Publisher’s Letter
Publisher:
Suzanne Fischer-Huettner
Editor:
Ben Jacobs
Writer:
Travis Anderson
Photographer:
Kate Melton
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Account managers:
Jean Moorhouse
Michelle Sanfilippo
Sales coordinator:
Jessica Sims
Audience development:
Tracy Bumba
Dear Reader, decisions for goods and services. To view this
Welcome to the Rochester Business publication in digital form over the course of Special projects manager:
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stories about their products, services and advertising account executive or me, at 585- Michael Duntz
people—what makes them unique and what 232-6920.
has made them successful. As always, we welcome your suggestions Cover design by Michael
At the Rochester Business Journal, we work about this or any other Rochester Business Duntz. Cover photo credits
hard to inform our readers not only about Journal publication, and we wish you
the news and important issues of the day, but continued success.
can be found on the company
also about the companies that are thriving in With best regards, profile pages.
Rochester. We hope you will take the time to
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featured companies as you make purchasing Publisher
©2017 by Rochester
Business Journal Inc.
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Showcase Profiles
The 2017 Showcase
supplement digital edition
is available at rbj.net

Brown & Brown of NY Inc.: Construction Practice . . . 3

Construction Industry Assocaition of Rochester . . . . 4
Five Star Bank ������������������������������������������������������������������5
GeoVest Advisors, Inc. ������������������������������������������������������6
Hammer Packaging ���������������������������������������������������������7
Just Solutions �������������������������������������������������������������������8
Lawley �������������������������������������������������������������������������������9
Real Lease ��������������������������������������������������������������������� 10
Sonitrol Security Systems . . . . . . . . . . . . . . . 11 16 W. Main St., Suite 341 • Rochester, NY 14614
585-232-6920 • Fax: 585-232-2740
SWBR ������������������������������������������������������������������������������ 12 www.rbj.net

Victory Technology Center . . . . . . . . . . . . . . 13

Walsh Duffield Companies Inc. . . . . . . . . . . . . 14
The XLR8 Team, Inc. ������������������������������������������������������ 15
2 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
Brown & Brown of NY Inc.: Construction Practice
From left: Marlene Martin, John Bouchard, Andy Meloni, Tarek Eldaher, Matt Riedinger, Nick Napolitano, Jonathan Winnie. Not pictured: Tim Pullis,
Eugene Noga.
A collaborative approach to construction insurance
Success can lead to complacency, but not at
Brown & Brown of NY Inc.
“People continue to come to us because of our
reputation, which is based on the right combi-
nation of talent and experience,” says Andrew J.
Meloni, executive vice president. “We are pro-
fessional, sincere, and we take a consultative and
disciplined approach. If we walk out without the
sale, we walk out without the sale. But we do it
the right way.”
The Brown & Brown team endeavors tirelessly
to help clients understand and maintain appro-
priate coverages while reducing and controlling
their overall cost of risk.
“Our time-tested approach is to take a business
owner through the entire process in a system-
atic and strategic direction,” Meloni says. “Our
goal is to make sure your business and livelihood
are well protected. We are the premier broker in
town for the construction industry, working with
more than 70 contractors. This is a complicated
business and a broker needs to be on top of his
game. I’ve been doing this for 41 years and I learn
something new every day.”
Brown & Brown is one of the largest insurance
intermediaries in Upstate New York. Its success
is due in part to an uncommon blend of national
presence and local roots. Sixty-three colleagues
work in the Rochester office, helping grow busi-
ness by four times since 2001, when it purchased
Riedman Insurance. Those who work there also
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
Photo by Jeff Witherow
are invested in their community; each employee is
required to actively participate in charitable work.
The firm’s construction practice features an ad-
Brown & Brown of
vanced claims/risk management team that offers NY Inc.: Construction
tremendous value to contractors, and a specialist
with a legal background advising construction Practice
clients on professional, pollution, and cyber lia-
45 East Ave., Rochester, NY 14604
bility. The firm also provides surety/bonding for
numerous construction clients. Phone: 585-232-4424
At Brown & Brown, prospective construction
Website: www.bbnyinsurance.com
clients also receive a progress report and audit
of their current insurance program. An expert Senior executive: Andrew J. Meloni,
reviews these policies line by line to determine executive vice president
if the business has proper coverage and assess- Employees: 9,000 nationally;
es limits, retentions, and classifications. “It is 63 in Rochester
eye-opening for clients when we initiate this pro-
cess,” Meloni says. Year founded: Rochester office
Additionally, the firm offers a structured re- transitioned to Brown & Brown in 2001
newal process far beyond what some competi- Products/services: Provides full
tors might offer. Several months before a policy array of employee benefits, risk
is due for renewal, it begins conversations with management services, and insurance
the owner to review coverages and reassess in- products including personal and
surance needs for the business. “We secured an commercial insurance, professional
account recently and the owner told us he never liability insurance, surety, and
had a pre-renewal meeting,” Meloni says. “We executive risk liability insurance
don’t operate like that. Our clients are partners
and become part of the Brown & Brown family.
Our relationships are prideful.”
Contact the Rochester office of Brown & Brown
of NY Inc. at 585-232-4424, info@bbrochester.
com, or www.bbnyinsurance.com.
3
Construction Industry Assocation of Rochester
Left, Lisa, a member of Local 276, loves working for a union contractor. Top right, Manning Squires Hennig Co. Inc., a union contractor, helped
renovate the inside of Geva Theatre in downtown Rochester. Bottom right, the highly regarded addition at Strong National Museum of Play was
done by Manning Squires Hennig Co. Inc., a union contractor.
Supporting work of highly trained union contractors
Although it was founded more than 125 years
ago, the Construction Industry Association of
Rochester often flies under the radar.
The association focuses on promoting and sup-
porting union contractors in the regional build-
ing and construction industry, and works with
building-trades unions, representing the needs of
bricklayers, carpenters, laborers, and operating
engineers. It helps promote open communication
between labor and management parties, provides
a forum for local contractors to address indus-
try-wide concerns, and serves as the negotiation
support team for management during multi-em-
ployer bargaining.
The association offers expertise in multiple
fields, meaning its members don’t need their own
in-house experts. “Think of us as the Chamber of
Commerce for the building-trades unions,” says
Aaron Hilger, who joined Construction Industry
Association of Rochester (CIAR) in 2003 and now
serves as managing director. “We negotiate the
contracts, we help them build their markets, and
we assist with the management of their benefit
and the funds that provide workers with their
health care and retirement.”
In addition, the association is keen to correct
what it says is a long-held misconception that
hiring union contractors costs more than hir-
ing non-union contractors. “The least expensive
route up front isn’t always the best business de-
cision,” Hilger says. “Owners looking to reduce
total ownership costs, including annual mainte-
4 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
Photos by John Smillie Photography/Provided photos
nance and energy costs, are often better served
by hiring a higher-quality contractor.”
The difference between union and non-union
Construction
firms is long-term commitment to training, he
says. All CIAR members require their construc-
Industry
tion employees to participate in an apprentice-
ship program. By mandating this training, the
Association
industry assures itself the most knowledgeable,
professional, safe, and highly skilled workforce.
of Rochester
Apprentices receive a mix of classroom education 180 Linden Oaks,
and paid, hands-on training for two to five years, Rochester, NY 14625
depending on the trade. In addition, experienced
workers are offered annual upgrade opportuni- Phone: 585-586-0710
ties to keep skills current and learn new systems.
Website: www.ciar.us
Required apprenticeship programs provide man-
ufacturers certifications so contractors can install Senior executives: Aaron Hilger,
almost any product. managing director; Kim Gaylord,
Business owners are encouraged to call for pro- assistant director
fessional advice and referrals. “If you need to find
a high-quality contractor, contact us,” Hilger says. Employees: 8
“We will be happy to connect you with the ap- Year founded: 1888
propriate people. All referrals are based on the
scope of the work. If somebody is building a clean Products/services: Labor relations
room, they likely need a different contractor than services and education services to its
somebody doing a rehab of an office or building a members, which provide constructions
multi-family residential structure. Our members services to Rochester and the
include firms that work in all industry segments surrounding area
and in all areas of the country.”
The Construction Industry Association of
Rochester office is located in Penfield. Contact
the organization at 585-586-0710, info@ciar.us,
or www.ciar.us.
Five Star Bank
Five Star Bank is a $3.9 billion institution with about 600 employees.
A focus on customers, employees and communities
With its roots traced to the founding of Na-
tional Bank of Geneva in 1817, Five Star Bank
is proudly celebrating its 200th anniversary this
year and reflecting on its recent growth.
During the past two years, Five Star Bank has
opened three new local financial solution centers
– in Brighton, at CityGate in Rochester, and in
downtown Rochester. With these additions, the
bank now boasts eight branch offices in Monroe
County. It also relocated its regional administra-
tive center in Rochester to Five Star Bank Plaza,
an existing 20-story building downtown. In doing
so, the bank firmly established its commitment
to the revitalization of downtown.
“We are proud of the legacy we have creat-
ed in many rural communities across Western
and Central New York,” says Marty Birmingham,
president and chief executive officer, “and we
are excited to provide our services to the great-
er Rochester community where we continue to
make significant investments. We look forward
to continuing to grow with the communities we
serve.” As part of that growth, the organization
intends to build its residential mortgage lend-
ing business, to the benefit of current and future
customers.
Five Star Bank is a $3.9 billion institution, but
it hasn’t lost touch with the people it serves. The
bank remains dependable, passionate and com-
mitted to the cause of helping its customers. “Ma-
ny people believe that bankers are cold-hearted.
At Five Star Bank, we care,” Birmingham says.
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
“Each and every day, we are focused on help-
ing our customers, employees, and communi-
ties thrive.”
To do so, Five Star Bank distinguishes itself
from the competition in two primary ways. First,
it excels in its ability to design financial solutions
that evolve to meet the needs of customers. Its
branches provide customers with the ability to
choose banking experiences by accessing on-site
technology devices, mobile banking demonstra-
tions, and a staff of certified personal bankers.
These bankers are good listeners. Trained as con-
cierges, they are ready to assist with all manner
of banking needs, from completing a simple de-
posit transaction to facilitating more complex
banking solutions. In addition, the institution’s
financial services partners, Courier Capital and
Scott Danahy Naylon, continue to provide com-
prehensive investment and insurance solutions
to individual and business customers.
Another way the bank distinguishes itself from
the competition is by hiring employees who seek
to help customers succeed today while planning
for tomorrow. In addition, the bank is local. Its
leaders understand the goals and aspirations of
those who live and work in our communities be-
cause they live and work here, too.
Five Star Bank is headquartered in Warsaw,
Wyoming County. Contact the bank at 877-226-
5578, customerservice@five-starbank.com, or
five-starbank.com.
Provided photos
Five Star Bank
220 Liberty Street,
Warsaw, NY 14569
Phone: 877-226-5578
Website: www.five-starbank.com
Senior executives: Martin K. Birmingham,
president and chief executive officer; Kevin
B. Klotzbach, executive vice president, chief
financial officer and treasurer; and William
L. Kreienberg, executive vice president,
chief corporate development executive and
general counsel
Employees: About 600
Year founded: 1817
Products/services: Provides a wide range
of consumer and commercial banking
and lending services to individuals,
municipalities, and businesses through a
network of more than 50 offices and 70
ATMs throughout Western and Central
New York.
5
GeoVest Advisors, Inc.
GeoVest Advisors manages more than $200 million for individuals, organizations, and businesses while catering to the specific parameters of its
clients.
Conservative investing with a personal, caring touch
With a personal touch and keen attention to
detail, Fairport-based GeoVest Advisors skillfully
manages more than $200 million for individuals,
organizations, and businesses.
“Our company is a registered investment advi-
sor,” says Robert Reeves, president and founder.
“Unlike other managers who use model portfoli-
os of mutual funds, we manage individual port-
folios of marketable stocks, bonds, and money
market instruments to meet the specific needs
of our clients. Those clients include financial
institutions, charitable organizations, pension
accounts, trust accounts, and individual and
retirement accounts.”
A committee of managers approves invest-
ments. The committee includes Robert Reeves,
David Upson, Philip Bryne, Nancy Wagner, Mi-
chele Krug, and Sharon Allen. GeoVest Advisors
earns money not by recommending certain in-
vestments, but through discretionary manage-
ment of assets with a fee agreed to by the client.
Many potential clients approach Reeves for
help after having a bad experience elsewhere.
“We offer them a very well-thought-out plan
for them to achieve their financial goals,” he says.
“Many have been burned elsewhere before we meet
them. After they are with us for six months, they
get really comfortable and understand what we are
doing and know that we will do right by them.”
The firm’s personnel are experienced and con-
6 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
Photo by Kate Melton
servative with client funds, and that quality is at-
tractive to many people. “I think a lot of people
come to us because they want a manager that has
GeoVest
a low-risk style of investing,” Reeves says. “They
don’t want to bet the ranch with their portfolios. Advisors, Inc.
They are often people who accumulated savings
245 WillowBrook Office Park,
throughout their life, and they want a more con-
Fairport, NY 14450
servative management style using highly mar-
ketable securities. We tailor our portfolios to the Phone: 585-248-5050
needs and risk tolerances of our client.”
Clients also receive high-quality custom- Website: www.geovestadvisors.com
er service from GeoVest Advisors. Phones are Senior executives: Robert E. Reeves,
answered promptly and messages are returned president; David J. Upson, vice president
quickly. “Our clients aren’t just going to simply
reach somebody here, they are going to reach Employees: 6 professionals
somebody who really knows what he or she is Year founded: 1987
talking about,” Reeves says. “Our people are well
qualified and have a lot of experience in the fi- Products/services: Manages individual
nancial services industry before they join us.” portfolios of marketable stocks, bonds,
Caring, helpful, and knowledgeable, GeoVest and money market instruments to the
Advisors manages accounts for more than 200 specific parameters of its clients.
individual clients. The firm is celebrating its 30th
anniversary, but still has room to grow. “We cer-
tainly have the operational capability and data pro-
cessing ability to handle two to three times what
we are doing now,” Reeves says. “We look forward
to helping many more people in the future.”
GeoVest Advisors Inc. is located in Fairport.
Contact the company by calling 585-248-5050
or visiting geovestadvisors.com.
Hammer Packaging
Hammer Packaging President and CEO James E. Hammer has grown his company from 60 employees and $4 million in annual sales to 521 employees
and more than $120 million in sales each year.
Growing, respected firm held by
Hammer family since 1912
When James Hammer comes to work each day,
he strives to live up to the high expectations of his
customers and his family tree. The company has
been under the leadership of the Hammer family
since 1912 and privately held for five generations.
Hammer, who began his career in the customer
service department and has served as company
president and chief executive officer since 1983,
is responsible in large part for fostering a suc-
cessful business strategy and culture at Hammer
Packaging. At the same time, the firm has grown
under his leadership from 60 employees and $4
million in annual sales to 521 employees with
sales in excess of $120 million each year.
Using advanced digital capabilities for easy
customization, the Henrietta-based company
produces cut-and-stack labels, shrink-sleeve la-
bels, roll-fed labels, foam labels, in-mold labels,
and premium packets. Employees don’t rest on
their laurels, though. “Our team is more com-
mitted than ever to leading, not following, the
package printing industry,” Hammer says.
Hammer has ensured the future success of the
company through an ongoing investment in tech-
nology, hiring the right people, and listening to
the voice of the customer. Under his leadership,
the company has won many awards, most notably
Best Workplace in America and the prestigious
Rochester Business Ethics Award.
Hammer Packaging has a long history of in-
vesting in new innovations and technology that
improve its capabilities while, at the same time,
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
Photo by Kate Melton
driving down operational costs. The company
also has worked to dispel a misconception that
the printing industry is not high-tech. Hammer
Hammer
Packaging brought the first Variable Sleeve Off-
set Printing press to North America, providing a
Packaging
more economical and faster solution to shrink- 200 Lucius Gordon Drive,
sleeve production. In addition, the company in- Rochester, NY 14692
stalled the first roll-fed Heidelberg Speedmaster
CX 102 press in North America, as well as a KBA Phone: 585-424-3880
large-format, eight-color, roll-to-sheet press in a
Website: www.hammerpackaging.com
unique configuration that made it the only press
of its kind on the continent. Senior executive: James E. Hammer,
Well established, yet still growing, Hammer president and chief executive officer
Packaging was named No. 38 of the top 400 print-
Employees: 521
ers in North America. It also was named one of
Year founded: 1912
the top 100 privately held companies in Roch-
ester for the 22nd time, tied with two others for Products/services: Cut and stack
second-most behind Wegmans. The organization labels, shrink sleeve labels, roll-fed
continues to thrive as an industry leader thanks labels, foam labels, in-mold labels,
to its emphasis on innovation, quality, and cus- premium packets
tomer service.
“With a commitment to the company’s shared
values—integrity, respect, trust, passion, credibil-
ity and continuous improvement – Jim has placed
an indelible mark on the culture that makes up
the company which bears his name,” says Lou
Iovoli, the company’s senior vice president.
Hammer Packaging’s corporate headquarters
is in Henrietta. Contact the company at 585-424-
3880 or hammerpackaging.com. Follow the com-
pany on Twitter at @hammerpackaging.
7
Just Solutions Inc.
Just Solutions offers round-the-clock monitoring as well as backup and disaster recovery services. The company also provides WiFi hookups,
security audits and network and cabling installations.
Celebrating 20 years in IT outsourcing
with a major honor
Just Solutions Inc. has plenty to celebrate, in-
cluding the 20th anniversary of its founding and
being named 2017 Best IT Outsourcing Firm by
Rochester Business Journal readers.
“We are having a party and everyone got a little
bonus because of it,” says David Wolf, co-found-
er and vice president. “It is a terrific affirmation
of our work.”
Founded in 1997, the Fairport-based managed
service provider is growing by leaps and bounds,
enjoying double-digit growth for four consecutive
years. “Growth is hindered only by our ability to
find more quality people,” Wolf says. “Finding
IT people is hard. Unemployment in the field is
very low. With us, you don’t have to hire your
own staff and you are getting knowledgeable,
reliable, and responsive support.” The company
has 22 employees on its staff.
Just Solutions works with companies with be-
tween 10 and 200 employees, serving as their IT
staff and strategic partner in technology. “We
are your IT outsource company,” Wolf says. “We
handle anything technology-related your busi-
8 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
ness requires, including the big three—phones,
copiers, and computers. We let the client focus on
their business and we focus on their technology.”
The company offers round-the-clock moni-
toring, as well as backup and disaster recovery
services. It has expertise in PBX/VoIP phone sys-
tems; Xerox copiers and multi-function print-
ers; and Hewlett Packard, Brother, and Okidata
equipment. Just Solutions also can provide WiFi
hookups, perform security audits, and do net-
work and cabling installations.
While the company leaned heavily on providing
computer support in its early days, it derives signifi-
cant business today from those who need equipment
connected to their network. “We have clients who
get printers and copiers from local companies, and
they call us and say, ‘Can you get us hooked up to
our network?’ If it touches your network, we want to
take care of it for you. Your network has to be secure,
it has to be maintained, and it has to be monitored.”
Some people dislike technology and only use it
in their business because they have to, but Wolf
and his staff live and love it every day. “I love
sharing ideas with people about how they can
improve their process,” Wolf says. “Not everyone
wants to invest in that, but others are much more
progressive about it. When you don’t do technol-
ogy right, I think that is when it becomes expen-
sive. Not having good backups or experiencing
downtime, that can put you out of business.”
He and his wife, Tracy Wolf, co-founded Just
Solutions Inc. She serves as president. Contact
the company at 585-425-3420, info@justinc.com,
or at justinc.com.
Photos by Kate Melton
Just Solutions Inc.
7300 Pittsford Palmyra Road,
Fairport, NY 14450
Phone: 585-425-3420
Website: www.Justinc.com
Senior executives: Tracy S. Wolf,
president; David A. Wolf,
vice president
Employees: 22
Year founded: 1997
Products/services: Managed service
provider; 24x7 monitoring, backup
and disaster recovery; PBX/VoIP
phone systems; Xerox copiers and
multi-function printers; HP, Brother
and Okidata printers and multi-
function printing; Wi-Fi; IP cameras;
security audits; network and cabling
installations; PC sales and service;
on-site service and drop-off service
center; JSI Guardian for residential PC
support and protection.
Lawley
Lawley, which has 55 employees in Rochester, has specialized industry teams and resources designed to customize solutions for its customers.
Putting clients’ insurance needs
above the bottom line
As an independent, privately held insurance
and employee benefits broker, Lawley only an-
swers to its customers. The Top 100 firm, which
represents a wide range of insurance carriers,
identifies the right coverage for its clients with-
out regard to its bottom line.
“When you work with Lawley, chances are that
our specialized team knows your industry or
business much better than the generalists, whose
knowledge of your company and its needs may
not be as deep or as sophisticated,” says Phil An-
dolina, managing partner. “In addition, quoting
your insurance needs out to multiple brokers is
the best way to get the best deal for your organi-
zation. That’s what we do.”
With an office in Rochester, Lawley boasts spe-
cialized industry teams and resources designed to
customize solutions. “As part of their know-how,
our associates can explain to business owners
the benefits related to having captive insurance
for medical and property and casualty purpos-
es,” says Jim Verdi, partner. “Captive insurance
is a form of self-insurance that can provide sig-
nificant cost savings for companies.” The firm
also offers self-insurance and alternate funding
products many other brokers cannot provide, as
well as in-house underwriting teams with exper-
tise and access to an international actuarial firm.
Lawley can help introduce technology solu-
tions for a company’s human resources needs, as
well. One way is by participating in Lawley’s cus-
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
Photos by Kate Melton
tom online private employee benefits exchange,
Lawley Marketplace. Employees are able to ac-
cess an online portal that guides them through
Lawley
a series of life questions. Their answers generate 30 N. Union St., Suite 201,
health care and benefits options that are easy to Rochester, NY 14607
compare against one another. “This online mod-
el of delivering employee benefits helps control Phone: 585-454-1600
health care budgets for employers, while offering
Website: lawleyinsurance.com
a wider range of benefit options for employees,”
says Mike Mancuso, employee benefits partner. Senior executives: Partners, Phil
As engaged and involved as Lawley employees Andolina, Mark Verdi, Jim Verdi, Mike
are on behalf of their clients, so, too, are they Mancuso
with their communities. “One of our core val-
ues is being a good community partner, so our Employees: 385; 55 in Rochester
team is quite generous with their time and talents Year founded: 1955
while supporting the work of a large number of
nonprofits throughout the region,” says Mark Products/services: Business insurance,
Verdi, partner. personal insurance, employee
Lawley was formed in 1955 and operates today benefits, surety bonds,
under the guidance of four partners: Phil Ando- risk management consulting,
lina, Mike Mancuso, Jim Verdi, and Mark Verdi. corporate wellness, in-house claims,
It was chosen by the Democrat and Chronicle as consortiums, private benefits
a Top Workplace, and also named the Best Em- exchange, construction insurance
ployee Benefits Provider in the 2017 Rochester and bonds, loss control consulting
Business Journal Reader Rankings. Clients de-
scribe the firm as proactive, innovative, respon-
sive, transparent, and trustworthy.
Along with offices across New York, New Jer-
sey and Connecticut, Lawley is located in Roch-
ester. Contact the company at 585-454-1600 or
lawleyinsurance.com.
9
Real Lease
From left, Ross Kroll, Patti Moore and Kevin Groff are partners at Real Lease in Fairport.
New owners see great potential for the future
Little more than one year ago, Patricia Moore,
Ross Kroll, and Kevin Groff purchased Real
Lease, but the trio wasn’t new to either the busi-
ness or the leasing industry.
Members of the new ownership team are part
of the management group that helped make Re-
al Lease an industry leader for nearly 30 years.
“It was the logical next step for us to purchase a
well-established company and offer a new vision
for the future,” says Groff, who now serves as an
executive vice president of Real Lease. “We saw
an opportunity to grow the company and remain
a Rochester staple.”
Dependable, knowledgeable, and responsive,
Real Lease is devoted to providing leasing solu-
tions to commercial businesses, municipalities,
and nonprofit organizations. From the early plan-
ning stages of equipment selection to the deliv-
ery, acceptance, and lease commencement, the
company works with more than 350 clients and
vendors to ensure a smooth and seamless transac-
tion. Some of the leasing projects Real Lease has
managed include furniture, fixtures, and equip-
ment for apartment complexes, hotels, and senior
living communities.
No matter who the client is, though, Real Lease
makes life easier. “It’s really about cash flow,”
says Moore, company president. “As opposed to
a business or municipality paying cash for new
10 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
Photo by Jeff Witherow
fitness equipment or a new street sweeper, leasing
gives them the ability to pay for the equipment
while they use it. We make it simple and easy.”
Real Lease
A large percentage of the Real Lease customer 1387 Fairport Road, Suite 1000 B-1,
base, both clients and vendors alike, are com- Fairport, NY 14450
prised of repeat customers. “Some of our loyal
clients have over 100 leases with us,” says Kroll, Phone: (585) 419-9190
also an executive vice president of the organiza-
Web: www.RealLease.com
tion. “They come back every time they need new
equipment because we take good care of them.” Top executives: Patricia Moore,
Clients enjoy working directly with the owner- president; Ross Kroll, executive vice
ship team and also appreciate talking to the peo- president; Kevin Goff, executive vice
ple who are making the decisions. “I never give president
people the main office number because I want
them to be able to reach me directly,” Moore ex- Employees: 5
plains. “And, from a local standpoint, we’re from Year founded: 1988
the community. We are one of them.”
The team at Real Lease sees a bright future Products/Services: Provides equipment
ahead. They have strengthened the firm’s long- financing for commercial businesses,
term partnerships and improved internal pro- municipal entities, and nonprofit
cesses to the benefit of their clients. “Our core organizations
group of customers were extremely supportive
when we purchased the company,” Moore says.
“Our vision is to continue to grow. There is so
much potential for growth in Upstate New York
in both the commercial and municipal markets.”
Real Lease is headquartered in Fairport. Con-
tact the company at 585-419-9190 or visit www.
RealLease.com.
Sonitrol Security Systems
Sonitrol uses both audio and video detection to protect buildings and outdoor yards after hours.
Full-service security protects companies
Installing security cameras is an important step
in protecting a business, but many are under the
false impression that cameras alone provide the
security that so many crave.
“Without active monitoring, cameras are un-
able to protect a building or prevent potential
theft,” says Ben Briggs, regional vice president
and general manager of Sonitrol Security Systems
of Western New York and Toronto. “If all you
have is picture of a person whose face is covered
by a hoodie, and later give it to the police, they are
going to say, ‘If we see him, we’ll give you a call.’”
Active monitoring by Sonitrol changes that
entire scenario. The company that invented au-
dio detection uses both audio and video detec-
tion to protect buildings and outdoor yards after
hours. Upon a real event, live audio is streamed
to a central monitoring station. This technology
eliminates the vast majority of false alarms; 95
percent of traditional motion-detection alarms
are false, Briggs says.
“We also don’t have to bother the business own-
er with nuisance calls,” he explains. “However,
most importantly, when we call the police, we
are able to tell them what is actually happening
and their response times are dramatically im-
proved. Audio detection helps our customers
avoid false alarms and allows the police to make
apprehensions of intruders—more than 170,000
apprehensions and counting.”
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
Photo by Kate Melton
During the past few years, Sonitrol has expand-
ed this type of service so that it applies to video,
too. When a video system at a business detects
Sonitrol Security
that something is amiss, it sends live video feed
to the monitoring station. To make the service
Systems
even better, business owners can take advantage 2024 West Henrietta Road, Suite 6A,
of a fully integrated app that provides a live look Rochester, NY 14623
at the work site. He or she can arm the system,
view their cameras, make adjustments to access Phone: 585-292-0900
control, and change settings at a moment’s notice.
Website: www.sonitrolwny.com
Consistent and customer-focused, Sonitrol is
the perfect choice for medium-to-large-size busi- Senior executives: Dave Jones,
ness seeking to upgrade security. One reason is president; Paul Nickel, chief financial
officer; Ben Briggs, regional vice
because its services go far beyond the cameras.
president and general manager
The company also offers fully integrated com-
mercial security solutions such as access control Employees: 95
systems including card-swipe fobs, installation of
fire-detection systems, and monitoring. “Many Year founded: 1976
can provide service in one or two of these areas, Products/services: Fully integrated
but Sonitrol is one of the few who combine all commercial security, access control,
aspects of support around our products,” Briggs fire detection and camera systems
says. “It’s satisfying to help people find the best
way to protect their business and in the most
economical fashion.”
Sonitrol Security Systems is located locally in
Henrietta. Dave Jones and Paul Nickel have op-
erated that location for decades and take great
pride in their work. Contact them at 585-292-
0900 or sonitrolwny.com.
11
SWBR

Provided photos and rendering

Top, those who work at SWBR are skilled in architecture, interior design, structural engineering, and much more. The talented staff helped make
Brickstone by St. John’s Senior Living Community a reality. Left, SWBR has done much work locally and more projects are on the radar. Left, a ren-
dering of Rochester Institute of Technology’s MAGIC (Media, Arts, Games, Interaction, and Creativity) Spell Studios. Right, members of the SWBR
team celebrate during the company’s new-brand launch party this year.

Designing to meet the clients’ needs

A common misconception is that architects
design for the sake of winning awards and gar-
nering recognition with little concern for a cli-
ent’s budget. That myth is shattered on a daily
basis at the headquarters of SWBR in Rochester.
“We pride ourselves on our ability to define and
balance the scope, schedule, and budget early in
the process, and to implement beautiful design
solutions within the established parameters,” says
Thomas Gears, AIA president and chief executive
officer. “That ability is what allows us to maintain
our high level of client trust and build the long-term
business relationships that are so important to us.”
Founded in 1969, SWBR offers talent in archi-
tecture, interior design, landscape architecture,
structural engineering, and graphic design. Ag-
ile and adaptable in solving problems, the firm
acts as a trusted adviser and partner for its cli-
ents. “We really value developing business part-
nerships that stand the test of time,” Gears says.
As part of the collaborative, problem-solving
process, SWBR leverages technology to immerse
its clients in the design process through 3D com-
puter modeling, 3D physical models, virtual reali-
ty, and visualization. These innovative tools allow
the client and team members to arrive at a shared
vision for a renovation or new build project.
Another reason for the firm’s success is its de-
sign-studio organization. “Our design profession-
als assigned to housing, education and workplace
12 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
environments follow their passions and dive into
narrow and deep areas of expertise that allow us
to provide unique, value-added service to our
SWBR
clients,” Gears says. “Our firm is comprised of 387 East Main Street,
smaller teams who have proven to work effec- Rochester, NY 14604
tively together in their unique niches. Our in-
terior design, structural engineering, landscape Phone: 585-232-8300
architecture and graphic design and wayfinding
Website: www.swbr.com
groups support all of our studio work. And these
entrepreneurial disciplines also have direct re- Senior executives: Thomas R. Gears,
lationships with clients for their particular area president and chief executive officer;
of expertise.” David J. Beinetti, chairman of the
As a result of its success, SWBR has received board and chief marketing officer;
many honors. It was named one of the Zweig Steven V. Rebholz, principal and chief
Group Hot 100 Firms and Best Architecture Firm operating officer; Philip W. Wise,
in the Rochester Business Journal. The firm also principal; E. Joseph Gibbons, principal;
was named to the 2017 PSMJ Circle of Excellence. Mark A. Maddalina, principal
Members of this elite group are selected from the
top 20 percent of firms that participate in PSMJ’s Employees: 97
Financial Performance Benchmark Survey and
Year founded: 1969
evaluated based on performance in 13 key per-
formance indicators. Products/services: Architecture,
Gears is gratified by the recognition. “Our team interior design, structural engineering,
members are internally driven by the ability to landscape architecture, graphic design
positively impact lives through meaningful de-
sign,” he says. As a result, SWBR is on a positive
growth path moving forward.
SWBR has offices in Rochester and Syracuse.
Contact the company at 585-232-8300 or www.
swbr.com.
Victory Technology Center

Provided photos
Left, this is the standard cabinet configuration at VTC, but customization is available. The company is celebrating five years as the region’s most
advanced, innovative, and efficient data center colocation. Top right, Victory Technology Center has a 36,000-square-foot, state-of-the-art facility
in Erie County that includes this space, known as Data Center Suite II. Bottom right, it is becoming increasingly important for companies to partner
with a data colocation center that can protect its information, even in the event of a disaster. These redundant generators help make that possible.

Control network, systems with data center colocation

Celebrating five years as the region’s most ad-
vanced, innovative, and efficient data center co-
location, Victory Technology Center is housed
in a 36,000-square-foot, state-of-the-art facility
in Lackawanna, Erie County. At the colocation,
clients are able to retain control of their network
and systems while shedding the costly responsi-
bilities of maintaining a critical IT environment.
The retrofitted space that now serves as a colo-
cation was previously the historically significant
Our Lady of Victory Hospital operated by Cath-
olic Health, the region’s second-largest health
care system. Today, Victory Technology Center
(VTC) provides reliable, secure, and affordable
data center solutions at the former hospital cam-
pus. Catholic Health is VTC’s parent company as
well as anchor tenant.
From the beginning, it was all there—struc-
tural integrity; redundant and stable utilities;
well-maintained and efficient mechanicals; di-
verse connectivity; and controlled, secure, ac-
cess. Brought in by Catholic Health to identify a
solution for its aging data center and expanding
technology needs, Mike DiGiore, director of Vic-
tory Technology Center, didn’t see a blank canvas,
but instead a head start.
“This facility is so well built and so well
equipped for everything a data center needs,”
DiGiore says. “We had a great leg up on building
something no one else in the region could match.
We underwent an independent Tier-Level Assess-
ment and were rated Tier IV for critical infra-
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
structure components. That’s the top of the line.”
From a single colocation cabinet for disaster
recovery, to private turnkey production suites, Victory
VTC is the highest tier-level data center facility
in the region. The capacity of the facility far ex- Technology
ceeded the high-level needs of Catholic Health.
VTC now serves clients from a range of indus- Center
tries, including government agencies, cloud ser-
vices, commercial collections, education, health Buffalo,
care, and more. New York
VTC continues to raise the bar for efficiency, Phone: 716-923-7194
availability, and security for area data centers.
The unique and progressive source cooling de- Website: victorytechcenter.com
sign, provided in partnership with Rochester’s
Senior executives: Michael DiGiore,
own OptiCool Technologies, garnered national director; Laura Jarocha, coordinator
attention with a feature in Mission Critical mag-
Year founded: 2012
azine. With this state-of-the-art cooling system,
VTC is achieving nearly a 1.0 PUE. Cabinets are Products/services: Data center
equipped with three-factor access control. In- co-location
stead of bundling power with the cabinet rate,
VTC meters power per rack so clients are only
responsible for what they use.
“We’re growing, and so is the colocation in-
dustry,” DiGiore says. “Companies are realizing
they can’t cost-efficiently maintain a high-quality
in-house data center, and having both a secure
production, as well as disaster recovery site, is
becoming more critical. Buffalo is the perfect
location for a Rochester company’s backup site.”
Contact Victory Technology Center at 716-
923-7194 or visit victorytechcenter.com.
13
Walsh Duffield Companies Inc.
Walsh Duffield Companies Inc. has consolidated three regional offices into a new, 10,000-square-foot location at the Culver Road Armory which
includes a “walking meeting room” (pictured left) where employees can walk while they work.
Emphasis on Rochester includes new location
An onslaught of television advertising has con-
vinced millions that the insurance industry is
simple and easy to navigate, but the professionals
at Walsh Duffield Companies Inc. know better.
Walsh Duffield is a trusted adviser to many
individuals and businesses in the Upstate New
York region who rely on the firm to handle their
risk-management needs. Offering personal and
business insurance solutions, retirement plan
consulting, wellness, and group benefits, the ex-
perienced team at Walsh Duffield takes special
care to discover and learn the specialized needs of
each client. The goal is provide the most thought-
ful and thorough recommendations possible.
“Insurance is a very complex industry with
many customizable options,” says Barney Walsh,
managing partner of the Rochester branch. “Hav-
ing the right partner to help you navigate is ex-
tremely important before making a decision.”   munity. In Buffalo, the firm is widely known for
Founded in 1860, Walsh Duffield has a long
history in Buffalo, where it is well respected by
longtime clients. As a fifth-generation, fami-
ly-owned, independent insurance agency, the
company boasts a regional feel with national
capabilities. Strategic partnerships help Walsh
Duffield continue to grow and provide clients
with national insights, all while maintaining the
service customary of a small-town business.
This year, the firm put an emphasis on Roch-
ester, consolidating staff members from three
regional offices into one new location at the
14 SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL / AUGUST 25, 2017
Culver Road Armory. The office, located at
155 Culver Road, includes 10,000 square feet
of space housing 25 friendly, professional, and
reliable employees, and offers plenty of room for
growth. In conjunction with the move, opera-
tions began fully functioning under the Walsh
Duffield name.
“Within the insurance industry, it is common for
business to be driven by acquisitions,” Walsh says.
“We are committed to our presence in Rochester
and want to eliminate confusion for our custom-
ers by moving toward one Walsh Duffield. We feel
that our new space at the armory is a great start,
allowing our entire Rochester team to come to-
gether to work collaboratively under one name in
a new, state-of-the-art office.”
Along with the office move, Walsh Duffield is
ready to be an advocate for the Rochester com-
its commitment to civic leadership, philanthropy,
and volunteerism. “We are committed to estab-
lishing this reputation in the Rochester area, as
well, and look forward to being a strong commu-
nity leader,” Walsh explains.
As a team, the Rochester and Buffalo offices
collaborate to work closely with clients, provid-
ing solutions to keep both businesses and indi-
viduals safe and well.
To learn more about the services that Walsh Duff-
ield offers, or to receive a customized insurance
quote, call 585-586-8000 or visit walshins.com.
Photos by Jeff Witherow
Walsh Duffield
Companies Inc.
155 Culver Road, Suite 200,
Rochester, NY 14620
Phone: 585-586-8000
Website: www.walshins.com
Senior executives: Theodore BK Walsh,
managing partner; Arthur Fitelson, James
Mickles, Patrick Quinn, Gary Wilkins, and
Barry York, members of leadership team
Employees: 105
Year founded: 1860
Products/services: Insurance adviser
providing advice, education, and
guidance to manage risk and keep
people safe and well. Offerings include
personal and commercial insurance, as
well as employee benefits, wellness, and
retirement plan consulting.
The XLR8 Team, Inc.
Top, From left, Founder & Chief Awakening Officer Tom Brady, President & Chief Evolutionary Officer Andrew Brady, and Executive Coach Elaine
Brady. Bottom right, The XLR8 Team and Jack DePeters of Wegmans, second from left, celebrate Wegmans’ inclusion on Fortune’s 100 Best Com-
panies to Work For list for the 20th consecutive year.
Transforming leaders to energize companies
When Wegmans Food Markets received na-
tional acclaim for being named Fortune’s No. 1
Best Place To Work, Danny Wegman, its chair-
man, cited the grocer’s partnership with The
XLR8 Team as a catalyst for that success.
“We created Wegmans Leadership Universi-
ty and have offered it to over 250 senior leaders
since 2001,” says Andrew Brady, president and
chief evolutionary officer of The XLR8 Team.
“The Evolutionary Leadership process is trans-
formative and features an 18-month journey in-
cluding a retreat and individualized coaching. We
also helped Wegmans create internal capabilities
to develop leaders using tools and practices that
create a fully integrated leadership program for
all levels of leadership throughout the company.”
Leaders are guided through a unique Inner
Compass process, which helps them identify and
focus on their unique abilities, personal mission,
most deeply held values, and the passions that
make them feel alive. “When leaders connect with
their inner compass, it improves their wellbeing
and makes them more energized and engaged at
work, which directly impacts the bottom line,”
Brady says.
With an authentic, purposeful approach, The
XLR8 Team also conducts Cultural Values As-
sessments that gauge employee perceptions of
the values embedded in organizational culture.
“Many leaders know they should create a mission
statement and select values, but being intention-
al about evolving culture goes beyond what is
AUGUST 25, 2017 / SHOWCASE: AN ADVERTISING SUPPLEMENT OF THE ROCHESTER BUSINESS JOURNAL
Top photo by Jeff Witherow; bottom photos provided
posted on the company website,” Brady explains.
“Selecting values is only the beginning.”
The process allows leaders to get a true pulse
The XLR8 Team, Inc.
on organizational culture and engages the entire 279 Totem Trail, Rochester, NY 14617
workforce in co-creating a vision for the culture
that will lead to high performance. “When ev- Phone: 585-269-4948
eryone feels that their voice is heard, they have
Website: www.thexlr8team.com
more ownership in helping to create that culture,”
Brady says. Senior executives: Andrew Brady,
The culture must then be infused into every president and chief evolutionary
aspect of an organization, from hiring to promo- officer; Tom Brady, founder and chief
tions to recognition, and even the way meetings awakening officer; Elaine Brady,
are conducted. “Cultural Values Assessments are executive coach
helpful for companies that are growing quickly
because growth often is accompanied by cultur- Year founded: 1996
al challenges,” Brady says. “As a company grows Products/services: Evolutionary
and an industry changes, its culture must evolve.” Leadership Forum, a CEO peer group;
The XLR8 Team is evolving, too. The organiza-
Evolutionary Leadership University,
tion recently marked the end of a five-year tran-
a fully integrated leadership
sition from its founder, Tom Brady, who now de-
development system supporting all
votes his time to special projects and community
work. A third Brady, Elaine, continues working levels of leadership; Cultural Values
with Andrew Brady at XLR8. Assessments, taking the pulse of the
The latest evolution of XLR8’s offerings is an organizational culture and creating a
Evolutionary Leadership Forum, a peer group shared vision for its future.
for executive leaders seeking to build purpose-
ful, values-driven organizations. Brady also helps
lead the local chapter of Conscious Capitalism,
bringing together leaders who believe in busi-
nesses that have a higher purpose than profits.
Contact The XLR8 Team, Inc. at 585-269-4948
or www.thexlr8team.com.
15
Showcase online: go.rbj.net/showcase