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Meet Holly Gotfredson of American Metalcraft and Finishing Dynamics in Villa Rica

Today we’d like to introduce you to Holly Gotfredson.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
American Metalcraft was founded in 1986. We were known as a custom metal fabricator – metal panel plate systems and ornate custom metal for building exteriors. We had about 20,000 square feet off of Howell Mill Road. In 1996, right around the time of the Olympics, we moved into a larger facility that was 33,000 square feet. We continued to grow our business over the next almost two decades. In 2003-04, our paint supplier that serviced the Southeast closed shop and headed back north. This left a void in our market but more importantly for AMI. That’s when Gary Gotfredson started a PVDF paint line called Finishing Dynamics in Villa Rica, Georgia. AMI and FD were at two locations until 2010 when AMI moved into the Villa Rica location. This is where the fab & finish program started. We were able to take fabrication drawings, fabricate, paint and ship in one location and pass the cost savings onto the customer. This gave us faster lead times without having to ship between two locations.

My husband, Erik Gotfredson started working at American Metalcraft for his dad when he was 11, making copies of blueprints. After attending college, he returned to work for his dad full-time. I joined the family businesses about 5 years ago as the accounting manager and am now the President of American Metalcraft and VP of Finishing Dynamics. I love manufacturing. I love the artistry in what we do. I love asking our customers for job site photos when the project is complete. It’s amazing what all those metal shapes and parts turn into on a building. Some of my favorite local jobs around town include Buckhead Atlanta, the 14th Street Bridge, Ponce City Market and the Mercedes Benz Headquarters. On some of these projects we did the fabrication and finishing, others we just provided the finish. We have work from Florida to California, Seattle to NY and everywhere in between.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It’s been an interesting journey. We’ve had our share of ups and down. When the economy tanked back in 07-08, we had enough work to sustain us but it really didn’t hit us until 09 which is when we started thinking about consolidating locations. Tough times bring opportunities to really look at your focus – how do we continue to grow our business now that the market has changed so drastically? Where is the greatest need for our services and what’s the most efficient and wide-spread way to market our brand? We answered those questions by implementing new processes, moving AMI to Villa Rica, creating the fab & finish program and cutting costs to our customers.

Alright – so let’s talk business. Tell us about American Metalcraft and Finishing Dynamics – what should we know?
We have two, mid-size, family-owned American manufacturing companies specializing in metal fabrication and finishing. We can fabricate aluminum and steel per the customer’s specs but can also offer shop drawings and design. Our main products include metal panels, rain screen systems, column covers, perforated metal, sunshades, louvers, grills, brake metal, floor stands, small parts, and more. We also have a PVDF paint line with a capability window of 4′ wide x 5.5′ high x 40′ long. We can paint standard and custom colors in Kynar©, Duracron and powder coating. We are known for our high quality and attention to detail. Each project is a reflection of who we are and we always want to give our best impression. We strive for excellence and are known for our high-quality products, outstanding customer service and long-standing experience in the industry.

Is there a characteristic or quality that you feel is essential to success?
The qualities that shape our success are integrity and putting people first. Our mission is to design, fabricate and finish products that meet the unique needs and expectations of each customer. We do this by managing our business with integrity and the highest ethical standards, while acting in a socially responsible manner with particular emphasis on the well being of our teammates and the community we serve. Our team members are why we succeed and will continue to thrive as a business.

Contact Info:


Image Credit:
Bob Stewart
Holly Gotfredson

Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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