Rogan Donelly
Principal, Tervis Tumbler
AN AMERICAN
ORIGINAL
How Tervis
Tumbler Grew
from State Secret to
National Treasure
TERVIS TUMBLER QUENCHES ITS FLORIDA
BUSINESS
ADVANTAGES
2
#
INFRASTRUCTURE
IN THE UNITED
STATES
321,000
MANUFACTURING
WORKFORCE
2
#
BEST STATE
FOR BUSINESS
THIRST FOR
SUCCESS
FROM FLORIDA
I
T
WAS
CRE ATED
IN
THE
SAME YE AR AS THE BIKINI,
TUPPERWARE
CONTAINERS
AND THE MICROWAVE OVEN.
Yes,
we’re talking about Tervis tumblers.
Invented in Detroit in 1946 by Frank
Cotter and G. Howlett Davis, Tervis
tumblers are as American as the
two-piece and leftovers. Ask the
average person when these iconic
insulated tumblers hit the market,
however, and you’ll probably hear a
year much closer to the one we’re in
now. So, what happened?
5.5%
CORPORATE TAX RATE &
NO PERSONAL INCOME TAX
Third-generation
owner,
Rogan
Donelly, says it best: “Our products
have
not
changed
throughout
the years. Our rise in popularity?
Awareness.” In the last 20 years,
Tervis tumblers have transitioned
from local specialty item to largescale phenomenon, mainly due to
the variety of specialized decals
displayed between the two tumbler
walls. In addition to the tumbler’s
no-sweat technology, customization
remains
the
differentiator.
company’s
“Many
largest
companies
require high minimums for custom
products,” said Donelly. “We have
the capacity to create as little as one.”
The scale borders on microscopic,
but it’s a business risk that has paid
off, expanding the Tervis customer
base to effectively include anyone.
But choosing the right manufacturing
TERVIS TUMBLERS:
A Refreshing
Florida Success
In 2011, Tervis doubled its production
capacity and continues to see
exponential year-over-year increases
location was crucial. Without the right mix
echelon of consumer goods. “In 1995, we
of pro-business attitudes, cost-effective
gained our first license with college athletics
infrastructure and workforce talent, it would
CLC,” said Donelly, which remains the
have defied the laws of profitability to offer
company’s largest licensing deal to date.
the deep level of customization that sets
In 2008, a partnership with Bed Bath and
Tervis apart from the competition. Luckily for
Beyond added another level of exposure,
Tervis, one state fit the bill: Florida.
which was quickly followed by a slew of
other licensing deals. Leveraging Florida’s
in both sales and workforce.
TERVIS
LICENSED
SALES
COLLEGIATE
LICENSE
NFL
LICENSE
DISNEY
LICENSE
•
OTHER MAJOR
LICENSING
AGREEMENTS:
COCA-COLA
•MARVEL
• ALL BRANCHES
OF U.S. MILITARY
TERVIS WORKFORCE
“As far as the
workforce talent
here in Florida,
we have very loyal
and dedicated
employees,
some who have
been part of the
company for as
long as 25 years.”
- Rogan Donelly
Principal, Tervis Tumbler
99
448
231
778 Employees in Florida
Office & Production Support
Production Direct Labor
institutions like Disney, the NFL, Marvel,
Warner Brothers and more, catapulting the
brand into the national spotlight.
A WORKFORCE THAT HOLDS WATER
As demand grew, so did Tervis. In
2005, the company repurposed its
original manufacturing facility into
a retail store and opened a new
55,000-square-foot
manufacturing
plant in nearby Venice, Florida. The
state-of-the-art manufacturing facility is—of
course—highly automated, using ultrasonic
sound waves to trap a pillow of insulating
Florida air between the two walls. But Tervis’
dedication to providing each customer with
highly detail-oriented and dedicated to the
THE HISTORY OF AN ICON
brand as well. Each emblem must be placed
Tervis tumblers may have been born in
by hand between the tumbler’s two plastic
in Florida. Donelly’s grandfather, John
sell emblems, not cups,’ alluding to the fact
Detroit, but their formative years were
walls. “My grandfather used to say, ‘We
C. Winslow, purchased the product rights
that whether you’re a fisher or a botanist,
from Cotter and Davis in the 1960s. Shortly
we have a design that will fit your interest,”
thereafter, manufacturing operations and
said Donelly.
Tervis corporate headquarters were whisked
away to Osprey, Florida, joining the ranks
Winslow had already started. “All of his
154 Employees in Other States
businesses shared the same attributes—
high-quality,
functional,
American-made
products,” Donelly reflected. For the next
several decades, production and sales
STATES
Tervis established partnerships with major
that isn’t just manufacturing savvy, but
of several other manufacturing businesses
Retail
17
its high-concentration of sports teams,
a unique experience requires a workforce
154
RETAIL
LOCATIONS
connection to the tourism industry and
remained steady, until a major licensing
38
STORES
deal propelled Tervis tumblers into a new
When spikes in demand require an increase
in workforce, Tervis has no shortage of
available
talent,
tapping
into
Florida’s
manufacturing workforce of 321,000 to fill
critical positions. Lately, that’s been often. In
2011, Tervis doubled its production capacity
and continues to see exponential year-overyear increases in both sales and workforce.
In 2010, there were less than 300 on payroll
year-round; as of 2015, Tervis has 932
employees with plans to surpass 1,000
workers in 2016. “As far as the workforce
talent here in Florida, we have very loyal
and dedicated employees, some who
have been a part of the company for as
long as 25 years,” Donelly reflected.
“Tervis is an attractive, fast-growing and
innovative brand that gives our employees
room for creativity and growth.”
FLORIDA’S NO-SWE AT INFR ASTRUCTURE
With only one manufacturing facility
and custom orders making up a
substantial part of Tervis’ business,
a well-connected infrastructure and
the ensuing ability to keep shipping
and material costs low is another
critical benefit of the company’s
Photo courtesy Tervis Tumbler
With only one manufacturing facility and custom orders making up a substantial part of Tervis’ business, a well-connected
infrastructure and the ensuing ability to keep shipping and material costs low is another critical benefit of the company’s
Florida location.
Florida location. Although the Tervis
equipment give Tervis the breathing room
With several successful social media
to grow, reinvesting funds into new areas of
campaigns under its belt and ongoing
regional market is still its most robust.
business. “We want Florida to be the most
growth numbers that would make any
competitive state in the nation for great
business jealous, the Tervis business
companies like Tervis to succeed,” said
model is working—phenomenally.
brand is gaining national traction, its
“Currently,
our
strongest
consumer
fan-base and retailers are in the south, so
manufacturing and shipping out of Florida
works well for us.” Florida’s extensive
multimodal infrastructure, ranked second
in the nation by the National Chamber
Foundation, keeps Tervis well-connected
to both its suppliers and its growing
customer base. With 19 commercial
airports, 15 deepwater seaports and
thousands of miles of interconnected
Florida Governor Rick Scott. “By creating a
low tax, business-friendly climate, Florida
is well on the way to becoming first for
job creation. We will continue to support
Enterprise Florida so job creators like
Tervis can continue to diversify Florida’s
SOAKING THE COMPE TITION
It’s a classic American business
story—one
ingenuity,
a
where
savvy
dedication
to
technical
marketing
quality
and
come
economy and create jobs for our families.”
together to build one powerhouse
For instance, Tervis recently opened the
story and we’re so proud to call them a
Innovation
Florida company,” said Florida Secretary
Center, located adjacent to its Venice
of Commerce and Enterprise Florida
plant, in 2014. “With the large amount
President & CEO Bill Johnson. “They
of growth we have seen over the years,
have found all of the resources they
we have also started a gradual shift
need for success in our state, from a
In addition, Florida’s pro-business
from being a manufacturing company
skilled workforce that manufactures their
helps
to a consumer goods company with a
products to a pro-business climate that
Tervis sustain its ongoing growth.
strong emphasis on our brand,” said
makes it easy to operate, to an expansive
Recognized as the #2 best state for
Donelly. Housing the company’s web
infrastructure that allows them to move
business by Chief Executive magazine,
team, product development, marketing,
their industry-leading products around the
creative and licensing departments, the
world. We look forward to watching their
new Innovation Center is solely focused
continued growth and thank them for their
on
commitment to Florida.”
road and rail, Florida is a natural trade
hub for both domestic and international
enterprises.
A REFRESHING COST OF BUSINESS
economic
environment
Florida’s low 5.5-percent corporate tax
rate, no personal income tax and sales
and use tax exemptions on manufacturing
24,000-square-foot
inspiring
Tervis
brand. “Tervis is an American success
creativity
and
fostering
collaboration to propel brand growth.
To learn more about how Florida can help your business thrive, contact Enterprise Florida, the state’s principal
economic development organization, at 877-YES-FLORIDA or visit PerfectBusinessClimate.com.