A book by Author Author Art Moore the founder of Snorkel

Snorkel Enters
the AWP/PMP Market

By 1975, I was becoming pretty bored with running Snorkel and completely fed up with ATO’s method of running a company. I realized Snorkel had grown about as large as it would ever get in the Fire Service market. Also, we were beginning to experience significant competition from Ladder Towers Inc. (LTI) and their Ladder Platforms. I wrote in an earlier chapter that we had built two prototype ladder platforms but were not satisfied with either prototype. Ultimately, Ladder Platforms did replace our Snorkel.

Also, I was getting damned tired of arguing with Harry and his insistence that we stop doing business with Pierce. He wanted all our Fire Service products to be installed on American LaFrance chassis. Harry never understood marketing! It wasn’t what he wanted, it was what our customers wanted, that I was more interested in.

In early 1975, I got a call from Bill Block. He said, "Art, Harry asked me to call and ask you to attend a PMP Meeting here at corporate next week. He suggested you might want to bring Ken Davidson with you." I asked, "What the hell is a PMP meeting Bill?" He replied, "Damned if I know Art, come on back and we’ll both find out. I learned that the meeting was to be conducted by Bud Bauer. He’s the Group V.P. in charge of all ATO’s construction equipment divisions."

Ken and I flew to Cleveland and attended the PMP meeting along with Bill. I met Bud Bauer for the first, and as it turned out the last time. Also, in the meeting were Bob Gray, President of Safway Scaffolding Company and his V.P. of Engineering Joe Puccinelli, Darrell Vincent, an engineer with the Essick Division from Los Angeles, the president of Scott Midland Division, a small truck crane manufacturer from Buffalo, and the President of Ward Hydraulics, a hydraulic cylinder manufacturer from New York State.

The man I knew best in this meeting was my good friend Bob Gray, the President of Safway Scaffolds located in Milwaukee. Harry acquired Safway in September 1967. Bob was an excellent manager and was appointed President of Safway in 1973. Safway manufactured scaffolding and marketed their products through 30 company stores and 30 Distributors. Several of their distributors, in addition to renting and installing scaffolding, were also renting and selling various AWP products. Bud Bauer started the meeting and we soon learned PMP meant "Powered Mobile Platforms." This is actually better known in the market place as Aerial Work Platforms (AWP) and could apply to both vertical lift machines, also known as Scissor-Lifts, and self-propelled Boom-Lift Platforms. We learned that Bob and Safway earlier commissioned a very comprehensive study of the PMP Market by McKenzie and Company, a consulting firm. I was given a copy of this report and found it to be quite interesting. I didn’t realize it at the time, but this PMP meeting would eventually lead the Snorkel division and I into entering a completely new and different AWP market than the Fire Service market we were in.

I’d like to say it was my idea to take Snorkel into the AWP market but that’s not the truth. Bob’s Safway division recognized the potential and expressed the desire to enter that market. Safway was beginning to see AWP products being used on construction projects that would have previously used scaffolding. Bob’s 1973 Forward Plan proposed that Safway or some ATO division would design and build a few exclusive PMP products to be marketed through Safway’s branches and distributors.

I soon realized that everybody in the meeting except Ken Davidson, Bill Block and I had previously been involved in getting ATO into the PMP market. A decision was made earlier that Darrell Vincent, an engineer of Essick’s was going to Copy the design of a Fabtek vertical lift machine. They bought a Fabtek and Darrell made the necessary drawings to provide for its manufacture. To make matters worse, Scott Midland was going to manufacture the booms and ship them from Buffalo to Essick’s plant in Los Angeles. Ward Hydraulics would manufacture the cylinders.

This was all in accordance with a favorite subject of Harry’s, Synergism, meaning cooperation between various divisions of ATO to design and produce a product. The plan further provided that Safway would market this product through their company stores and distributors. Ken and I were completely amazed and appalled that they were actually going to copy another manufacturer’s machine! The meeting went on all day. At about 5:00pm Bud Bauer was so pleased with his meeting, that he invited everybody in attendance to be his guest at a Steakhouse in Willoughby.

I’m afraid it might have been the second martini I had before dinner that was responsible for getting Snorkel into the PMP/AWP market? Bud came over and sat down at my table. He made the mistake of asking, "Art, what did you think of the PMP meeting today." He shouldn’t have asked!I told him exactly what I thought. Not only what they were doing wasn’t ethical, it wouldn’t work! Also, I told him his ridiculous meeting had wasted a whole day of Ken and my time and if they continued in the direction he was leading them the PMP would end up costing ATO a lot of money and maybe even a lawsuit. I’m certain my very contemptuous reply to Bud Bauer somehow got back to Harry. Jim Anderson, ATO’s V.P. of Human Resources, had also been invited to the Steakhouse. It was a well-known fact that Jim was a confidant to Harry.

I received a call from a very excited Bill Block. He told me he had just left a corporate meeting in Willoughby and Harry Figgie had gotten very angry and fired Bud Bauer. Harry made the statement in the meeting that, "Art Moore will be assuming Bauer’s responsibilities." Bill asked, "Art, have you heard anything from Harry about this?" I replied, "I haven’t heard a word from Harry about anything. Bill, I’m guessing that Harry might have heard from Jim Anderson, who was at the steakhouse, about me telling Bud how stupid I thought his PMP meeting was. He asked me what I thought about his meeting and I told him."

Shortly after I returned to St. Joe, I met with Ken Davidson, Jim Brady, Rex Corwin, and Chuck Leiffring and told them about my meeting with Harry. I told them, "I committed to Harry that Snorkel was going into the PMP market." All we had to do was to determine what size machine we would start with, and then design and test the machine. This put a helluva load on Ken Davidson and his engineering department. We began making our plans.

Art's Story

Art Moore was born on July 27, 1924 in Abilene, Texas. In 1931, he moved to St. Joseph, MO, where he was raised. After finishing high school, Art joined the U.S. Navy in Naval Air Corps, before graduating from the University of Kansas in 1949 with a degree in Journalism, with a minor in Advertising.

In 1950, he worked with his close friend, Ray Pitman, to start Pitman Manufacturing in Kansas City, which developed utility equipment as well as the Snorkel No.1 fire truck. This product became so successful that in 1959, Art founded his own sales company, called the ‘Snorkel Sales Company’ to distribute the fire trucks, which evolved into manufacturing in 1963, and the facility moved to St. Joseph, MO.

In 1971, Snorkel was purchased by ATO (later Figgie International), and Art remained at the company as President, where he continued to grow the Snorkel business, and in 1977, he launched some of the first Snorkel aerial work platforms, including the UNO & TB-series of boom lifts. Art recruited a large dealer network to sell Snorkel aerial work platforms, including Don Ahern’ business, Los Arcos Equipment.

After Art’s retirement in 1991, Snorkel was eventually sold to OmniQuip in 1995, before being sold on to Textron in 1999, Al Havlin in 2002, and The Tanfield Group Plc. in 2007.

In October 2013, Xtreme Manufacturing, LLC., owned by Don Ahern acquired the majority share in Snorkel, and continues to build the brand and redevelop its product line. Art Moore currently sits on the Board of Directors for Snorkel.

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Snorkel International, LLC
Attn: Amelia Pearce
8350 Eastgate Rd.
Henderson, NV 89015

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All terms, covenants, and conditions contained herein are severable and in the event any of them shall be held to be invalid by a court of competent jurisdiction, this Agreement shall be interpreted as if such invalid term, covenant, or condition were not contained herein.

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The remedies reserved in this Agreement shall be cumulative and in addition to any other remedies provided in law or equity.

Please make a selection

United States
International

For questions, please contact
julia.schultz@Snorkellifts.com, or call +1 785-989-3024

From the book

"It was the third or fourth door he opened when a large, angry armadillo jumped out and took off through the hysterically laughing crowd in downtown Tampa."

"So much for Goats and Boats, I finally realized that they both are an excellent way to get rid of any excess money you might have accumulated."

"I reached down to eject the shell from my rifle there was immediately a Kapow! I looked at the top of my shoe where the barrel had rested and there was a small hole."

"I’m afraid it might have been the second or third martini I had before dinner that was responsible for getting Snorkel into the AWP market."

"Ken and I were completely amazed and appalled that they were actually going to copy another manufacturer’s machine."

My Story

By Art Moore

A touching, funny and detailed memoir of the early firefighting & aerial work platform industry,
from the man who founded Snorkel

In December 2003, these memoirs began as a letter to the chairman and CEO of the Franklin Mint Company… what began as a short history became my memoirs.
- Art Moore, My Story

About the Author

From the book

Excerpt from Chapter 21

Snorkel Enters the AWP/PMP Market