Hamilton resident Bill Lawson wants you to say it with flamingos.
Instead of the traditional Hallmark approach, Lawson’s business, What the Flock, lets Mercer County residents say “Happy Birthday” or “Congratulations” with a lawn full of pink flamingoes. These plastic birds scattered throughout a loved one’s landscaping provide an alternative to chocolates, flowers, balloons or any other celebratory gesture.
What the Flock gives those living in Mercer County the chance to “flock” their friends. Lawson delivers the flock of up to 100 flamingoes to the victim’s house first thing in the morning with a sign that explains the reason or occasion for the flocking. The flock is set up under the cover of early morning’s darkness, before the victim wakes up, draws back the curtains and catches a glimpse of the visitors in the yard.
For three years, Lawson – with help from his daughter, Chelsea – has been flocking the lawns of Mercer County residents. The idea for What the Flock was not a result of months of careful planning or long nights spent thinking of entrepreneurial endeavors. Instead, the business grew from a joke between Lawson and his sister-in-law.
“My sister-in-law had a thing for these pink lawn flamingoes and decorated the front of her lawn with them, but I hated them,” Lawson said. “I would take them down, or hang them from her trees. I think they are hideous.”
After a flamingo made its way to Lawson’s own front yard, he decided to retaliate by purchasing 20 of the pink land ornaments and arranging them on his sister-in-law’s front lawn.
“We got a huge response out of it, three or four people stopped and asked how they could have it done.” Lawson said.
Lawson bought a few more flamingoes, a trailer to house the flock, made up some signs and What the Flock was in business.
“I had never heard of anything like this being done before,” Chelsea Lawson said. “It was original and fresh. I thought it would do really well the people in the township.”
What the Flock was not only well received in Hamilton, but the business has taken the Lawsons throughout Mercer County and beyond New Jersey into neighboring states. What the Flock has customers in Pennsylvania, and even people from California, Texas and Florida call to inquire about the business.
While Lawson’s early mornings are devoted to his birds, during the day the Hamilton resident is in the sales business for heating and air conditioning equipment. The flock has to be set up in time for him to be in work at 7 a.m., which is where Chelsea comes in.
“I started helping my dad because we have to get up really early,” she said. “It’s easier and faster if I help put the birds up.”
Between the long car rides and the conversations held to keep each other awake, Chelsea said her involvement in the business gives her and her father a chance to bond.
For Lawson, his business is not about making a profit. He finds the most rewarding part of What the Flock in the reactions of his customers and the experiences he witnesses.
During What the Flock’s first year in business, the pink flamingoes served as Breast Cancer Awareness supporters in a fundraiser for the Hamilton Girls Softball Association’s Playing for the Pink tournament. Lawson also recalls one 70-year-old customer who was flocked by a childhood friend. The joke between the two began 65 years ago when a single flamingo was placed one of their lawns. Years later, with help from What the Flock, the joke was able to be recreated on a larger level.
“The woman called her friend crying, knowing it was her,” Lawson said. “Each story is so unique and has a different response. It’s a lot of fun.”
From proms, anniversaries and parties, to grand openings, celebrations and fundraisers, or to just brighten someone’s “fowl” day, Bill said each flocking has a special meaning to someone.
To learn more about What the Flock, go online to whattheflockflamingo.com.
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