Dougherty's Masquerade not just for Halloween

CNY Business Journal (1996+), Oct 03, 2003 by Dickinson, Casey J

SYRACUSE - Dougherty's Masquerade is entering its busiest time of the year, but the fun doesn't stop on Nov. 1. The costume shop is part of Dougherty's Fun Services, Inc., a family business run by Denise and Richard Vinal. Denise Vinal's father, Frank Dougherty, started the event company in 1974 and opened a retail costume store in 1985. The Vinals took over the business in 2000 when Frank Dougherty retired as president of the company.

"We're open year-round, but our peak season is Halloween," says Denise Vinal, president of Dougherty's.

The company employs six permanent workers and expands its roster to more than 25 during the busy fall months. In addition to its 10,500square-foot Erie Boulevard headquarters, Dougherty's Masquerade operates a seasonal store at Great Northern Mall. The Great Northern satellite store disappears on Nov. 1 as the Halloween rush subsides for another 11 months.

"We're hoping its going to be a monster year," says Vinal.

Dougherty's makes approximately 60 percent of its sales during the fall season that runs from September through the end of December. Events leading up to the Christmas holidays generate costume sales and rentals right up through New Year's Eve, says Vinal.

This year's top Halloween characters for boys include Spider-Man, The Incredible Hulk, and Harry Potter. The British wizard isn't only a Halloween sensation, but helps drive sales associated with book releases and other events. The Potter line includes hats, wands, robes, scarves, and other wizardry linked items.

"Harry Potter sells year-round," says Vinal.

Presidents and political figures are always popular at Dougherty's. The latex masks sell for about $24 and feature a number of recognizable faces. This year's crop includes President Bush, former President Clinton, Secretary of State Colin Powell, and former president Ronald Reagan. The all-time sales champion in political masks is former president Richard Nixon, nearly 30 years after he left office.

"Nixon is forever popular," says Vinal. "We always sell out of Nixon."

While Dougherty's Masquerade is associated most heavily with Halloween, customers seek costumes and accessories year round. The store is an important source for stage makeup, props, and costumes for local theater companies. Syracuse University film students, as well as students from other area colleges, come to Dougherty's for the right wigs, blood, or prosthetic parts for their films.

Some customers don't shop Dougherty's for "costumes." The store is a big source for "gothic" fashions popular among the white-makeup set. The clothing is worn as a fashion statement rather than a costume.

Dougherty's sells its products online through its ecostumeshop.com Web site. The site offers costumes ranging from witch to pirate and everything in between.

Other holidays have emerged as favorites for costume rentals and purchases, says Vinal. Hawaiian-themed events and regional celebrations such as Alexandria Bay's "Pirates Weekends" bring in business during the summer months while Mardi Gras has created a growing demand during the winter months.

"Mardi Gras is starting to catch on in Syracuse," says Vinal.

In 1985, Dougherty's opened its first retail store near Liverpool High School, in the Town of Clay. In 1993, the company moved to a larger location on Bridge Street in the Town of DeWitt. Two years later it moved to its current location at 3011 Erie Blvd. E. in Syracuse.

Events fill Dougherty's calendar when Halloween is far off. Before opening the costume store, Dougherty's Fun Services began by operating fundraising events for schools such as holiday gift shops and carnivals. The company eventually branched out into hosting similar events for businesses, colleges, and other entities. The events feature games, prizes, and other carnival standards including inflatable entertainment.