Genesis Sets Goal to Serve Others

How serving its clients, company and community is key for this Georgia-based elevator company

Genesis Elevator Co. Inc., located in Kennesaw, Georgia, provides, installs, repairs, services and modernizes a variety of manufacturers’ hydraulic and traction elevators, escalators, wheelchair lifts and dumbwaiters, along with other specialty-building and home accessibility lifts. Recently, the company was selected as part of the Cobb Chamber Top 5 Small Businesses of the Year for 2012.

Genesis opened in 2008 and is one of only a few “Class 1” licensed companies in the state of Georgia serving both the residential and commercial markets. Genesis is a locally owned and operated company. Jay Arntzen is the company’s president, and Tracy Arntzen, his wife, serves as its CEO and vice president. Together, they have created a company where serving others guides its actions and efforts. According to Arntzen:

“For us to serve at Genesis, we focus on ‘doing the right thing,’ no matter if it is dealing with a customer, member of our team or vendor. We believe this is only possible if our company remains transparent, understands our always-changing strengths and weaknesses and puts others’ needs ahead of our own. Are we perfect? No. Are we working toward becoming perfect? Every day.”

Arntzen spent the first 15 years of his elevator career with Montgomery Elevator Co., a 100-year-old privately held company in Moline, Illinois, sold to KONE in 1994. “Montgomery was a company where family and loyalty permeated the organization and provided opportunity for those who performed,” Arntzen said. The Arntzens believe they are creating this same sense of purpose at Genesis.

While primarily serving Georgia, Genesis’ initial focus during the first quarter of 2008 was in the residential market, with a long-term plan to get involved in the commercial side of business. The residential market was growing significantly, and with the demographics of an aging population, it seemed like the right market in which to engage. Unfortunately, with the recession and subprime mortgage collapse, this market began to disappear. Therefore, the decision was made to move into the commercial segment, and Stewart Smith was brought on as a partner and general manager to quickly move Genesis in this direction. Smith’s experience and tenacity have paid off, as Genesis now has a dedicated group of repeat commercial customers.

As part of its commercial elevator products, Genesis provides design assistance, installation and maintenance for passenger, service and freight elevators, limited-use/limited-application (LU/LA) elevators, and inclined and vertical wheelchair lifts and dumbwaiters. The company plans to install four nine-landing machine-room-less (MRL) elevators for the 92 West Paces Ferry Road luxury-apartment project in Buckhead, Georgia, which is expected to open for occupancy in early 2013. Preserve Properties LLC, led by Atlanta apartment developer John Draper, has started construction on the nine-story, 210-unit building.

The Arntzens, with the encouragement of their board of directors, still felt the residential market was an important segment of the business that would recover. The decision was made to bring on an additional team member to be general manager of residential business. Bo Collins joined Genesis in 2010 and has been instrumental in developing the company’s presence in the residential market. Recently, Genesis installed 14 custom residential elevators at Paces View, a gated community of luxury homes and townhomes, and eight custom elevators for Paces Walk, a townhome community near Paces View. Both residential communities are located in Vinnings, Georgia, a town outside of Atlanta. As customer service is one of the company’s core values, Genesis created a customer-service web portal that allows clients to place service calls and receive immediate response. The company also dedicates time to serving the industry and has created MyDesign Partners, a nonprofit residential association of contractors. The group gives back to the industry by creating events like Continuing Education Units Day, when architects and designers can earn required educational credits with lunch and networking at no cost. Genesis also focuses on community-service involvement, as it volunteers at the Center for Family Resources, Atlanta Food Bank, Cobb Street Ministries and McEachern Memorial Church, all in Georgia. The company makes a point to support community service fundraising efforts for its employees and their children. Genesis is a member of the National Association of Elevator Contractors, Building Owners and Managers Association, Atlanta Apartment Association, Associated Builders and Contractors, and Cobb Chamber of Commerce.

“I wanted to take a minute to thank Genesis Elevator for your commitment and service to Atlantic Station. When we were seeking an elevator and escalator service company, we felt like Genesis listened to our concerns and understood that we needed a partner that we can trust and rely upon to watch out for our property as if it was their own. Genesis has been that partner to Atlantic Station. We could not be more pleased with their commitment to providing an exceptional service and guest experience at Atlantic Station.”

– Director of Operations for Town Center of Atlantic Station, North American Properties – Atlanta, Ltd., Scott Hundley