The Morning Sentinel

July 31

Woodworker hangs new shingle online

By Mechele Cooper mcooper@centralmaine.com
Staff Writer

Consumed in flames and reborn from ashes like the mythical bird, the phoenix.

That's how Mark McKelvey, a victim of arson, felt after losing his woodworking business last September.

McKelvey, 43, said he did not have insurance and was forced to close. But out of the ashes came www.MaineFurniture.org, a free, nonprofit service McKelvey started to promote the state's furniture makers and woodworkers.

"After the fire, my brother realized I owned the (Web) domain Maine Furniture, and that it would be a great way to promote Maine furniture makers and woodworkers," McKelvey said Thursday. "I developed a community-based marketing plan and posted it on the website. I'm hoping my non-profit will provide me with a salary within the next six months through donations and Google AdWords. That's one way to fund a nonprofit."

McKelvey is trying to brand Maine furniture similarly to how consumers see Maine lobster or Maine blueberries.

The Gardiner mill on Route 126 that housed his workshop was set ablaze on Sept. 2, 2009.

One of two suspects -- Jack Russell Downs, of Gardiner, was sentenced Monday in Kennebec County Superior Court to 10 years in prison, with all but 2 1/2 years suspended and four years' probation.

Joshua R. Lund, 21, of Richmond pleaded not guilty at his arraignment and is scheduled to appear in court Sept. 8.

The building, owned by Paul Rheaume, was occupied by four businesses, including McKelvey's Cork Cove Furniture. A judge denied Mark McKelvey's claim for $96,610 in damages, saying Downs is disabled.

McKelvey said his younger brother, Nathan McKelvey, 40, of Hull, Mass., took the technology and strategies used for the websites of major corporations and applied it to MaineFurniture.org.

Nathan McKelvey is the founder and CEO of jets.com. His company was ranked 66 on Ink 500, which lists the fastest growing private companies in America. Mark McKelvey said his brother sold the company in 2008, and did $44 million in sales in its final year.

The McKelveys have been working with state agencies such as the Maine Department of Economic and Community Development and the Maine Office of Tourism to get the word out.

Elaine Scott at the Department Economic and Community Development said she helped McKelvey connect with state websites such as www.mainemade.com.

"What he's trying to do is important," she said. "It brings all the furniture makers together. He understands the importance of marketing and the importance of working together within our industries and not view each other as competitors.

"He's marketing woodworkers, which unifies the industry like we did with mainebuiltboats.com. The cool thing about this is we're able to compete globally. We're out there in the world and he's done a nice job at capturing that."

So far, his new nonprofit is listed on 20 state and local government websites, which he said gives it credibility and preference in the eyes of the search engines.

When 40,000 people search for Maine Furniture each month, he said his site appears on the first page of results, often at the top.

"There are over 30 exceptionally talented wood workers listed on Maine Furniture who are now seeing more traffic to their websites," he said. "I had to start with the ones I knew first. I'm still trying to reach out to more."

Jason Simcock, Gardiner's planning and development director, said the city supports McKelvey's efforts. He said a link to the site already appears on Gardiner's website, on the economic development page.

"His work will help optimize search engine results for everyone involved," Simcock said. "Gardiner is in the process of updating the economic development potion of its website and any help increasing the city's visibility on the web is greatly appreciated.

"It is especially good news to see Mark land back on his feet after the fire, where he lost his furniture making shop, and take on this ambitious project while keeping his main office in downtown Gardiner."

The office is located on the second floor of 283 Water St. An Edgecomb furniture maker, David Margonelli, will be first to display his work in the showroom.

McKelvey said he spent five weeks with Margonelli filming him at work. The video, with music by local Maine songwriter Steve Jones, can be viewed on Maine Furniture's web page.

Margonelli said he feels lucky to have this chance at marketing his business.

"The hardest thing about being a wood worker in this state, or any state for that matter, basically is that they can't buy from you if they don't know you exist," Margonelli said. "And it's expensive to do that with advertising or going to shows. So this looks like a very, very good thing for wood workers if he can make Maine Furniture work."

McKelvey said the website and videos allow potential customers to meet the artisans and see their shops and the materials and techniques they use.

"Seventy percent of all furniture in the U.S. is imported and is making our landfills larger every day," McKelvey said. "It is Maine Furniture's mission to show that it is more expensive to buy cheap furniture every few years than it is to buy quality furniture only once."

Mechele Cooper -- 623-3811, ext. 408

mcooper@centralmaine.com