FINGER LAKES WEATHER with Drew Montreuil

FLX Weather Offers Weather Predictions Focused on the Finger Lakes

• EILEEN PERKINS shoots the breeze with DREW MONTREUIL of FLX WEATHER –

The first Earth Day, back in 1970, set into motion a huge shift in the way that we view the world, awakening an awareness of how we share our environment. It sent out a clarion call to reform our mindless utilization of the earth’s resources. Each year, on Earth Day, we commemorate our connection with Mother Earth, but there is a daily way to acknowledge this connection, and that is by simply paying more than passing attention to our weather. For us gardeners and farmers of the Finger Lakes, reliable weather prediction isn’t simply a matter of curiosity; it can bear on protecting our bounty from threatening weather extremes. We are fortunate to have a weather service that is actually dedicated to our area!

I discovered FLX Weather after moving to the Finger Lakes, and our family now considers Drew Montreuil, the meteorologist at the center of it all, our “weather guy.” We were immediately impressed to find a weather tracking service that did not seem to be bolstered by hype and drama, one that sorted out the seeming mysterious aspects of what we were witnessing and made a point to designate the likely reliability of some forecasts, especially when very complex influences were in force. These attributes communicated to us that FLX Weather is apparently no ordinary weather service. Drew agreed to introduce himself and share information about FLX Weather with Owl Light News readers. I was quite pleased that he was so forthcoming about his experience and himself as a person.

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Please tell us a little bit about yourself, Drew.
What personal qualities caused you to become interested in a career focused on the weather in the first place? 

Weather has truly been a life-long passion of mine. As far back as I can remember, I’ve been fascinated by the weather, keeping records of it, and trying to learn more about it. I’ve always been very statistically and scientifically oriented. It became my career goal in 4th grade when a local TV meteorologist visited my school. I held that goal with an unwavering determination through middle and high school and launched my first weather website in 2006 as a Junior in High School. I had no idea that I would still be running an expanded version of that site fifteen years later, let alone making a living off it!

You have a B.S. degree in Meteorology from SUNY Oswego, and a M.S. degree in Atmospheric Sciences from Cornell University.  Your education points to a real appreciation for our Finger Lakes area. What prompted you to settle here?

I moved to the Finger Lakes just shy of my 3rd birthday, so outside of a few select memories before that time the Finger Lakes has been my home for life. As I watched the weather around our area, and then started to forecast, I gained a real appreciation for the amazing diversity of weather conditions present across the region. There are so many unique influences that impact our weather on the smallest of scales. It really is a playground of science, and a very beautiful and enjoyable playground at that.

You mention in your online bio that, in addition to your weather business, you are the dad of four young boys, and that you and your wife run a goat milk soap business called Ye Olde Goat Cart. That sounds like a bit of a hectic life! What does your routine look like?

Yes, life can certainly be hectic with all that we are juggling! I started working full time on my own businesses in 2018 and am still figuring out strategies for keeping everything organized and efficient. My day-to-day routine can vary quite a bit depending on what is going on with the weather. On a normal day, I start off with a lengthy period of forecasting, blogging, and updating my forecasts. I’ll have another forecasting session in the afternoon, once the new model data become available. Usually, I finish up with a bit more forecasting for some of my clients in the evening.
The soap business, our farmstead, and plenty of family time gets interspersed. When the weather gets active, though, it is constant monitoring, forecasting, and updating, no matter the time or day of the week.

How do raising goats, soap making, and weather forecasting relate to one other in your lifestyle…we know how you got into weather. How about goats? Can you bring it together at your end?

The truth is that they do not relate too much, other than that the goats HATE rain and snow. Our soap business* was a bit of a surprise to us, honestly! We first made soap for Christmas gifts one year. Everyone loved the soap and it was fun to make, so we decided to make it a small hobby business. A year later, though, we got a grant that allowed us to build our small barn/workshop and get goats. Everything took off from there and it has become much more involved than we ever imagined. We have since added chickens and a couple pigs. The soap business and homestead give me and my wife (and someday the boys) a project to work on together. The kids are very interested in my weather forecasting, too, and they will often come into my office while I work and ask about the forecast.

Drew, please tell us about the inspiration for the way you approach your weather work.

My primary goal in weather forecasting is to provide people with the information they need, especially in times of severe weather. As I began daily forecasting in High School, I began to get a sense that some of the standard practices in forecasting for the public were unnecessary or confusing. Over the years, I’ve asked for and listened to feedback to shape my services. My forecasting style was further honed at SUNY Oswego as an undergrad. I learned valuable lessons on the importance of understanding the current conditions of the atmosphere, biases in the models, communicating the forecast to the public, and viewing meteorology as a science, not merely an entertaining segment on the evening news.
As a Junior and Senior, I did a research project on how people perceive weather forecasts, which further influenced me. In the years since, I’ve continued to evolve my vision and services, always keeping in mind that my primary mission is to keep people informed and safe. 

What resources do you employ in your weather forecasting?

I would break down my resources into three categories: first is the current conditions. I am constantly monitoring the radar to view precipitation, the satellite to view cloud cover, temperatures, wind directions, and pressure trends. My computer set-up has two monitors, and one of those is almost always showing a map of the entire Great Lakes region and its current conditions. The insights gained from observing the current weather here and elsewhere are innumerable. 

Second are computer models. There are many models available, but I have a few that I primarily focus on. These simulate the weather over different time frames and require careful analysis to sort through the trends and biases. Just because this data comes from a computer does not mean it is right, and it is rare that there is complete agreement on the different models, or even from one run to the next of a single model. 

Lastly but no less important is my experience. All the data I look at runs through the lens of my experience. There are patterns to the weather and the models, and the more I forecast, the more I learn. This is what tends to set one forecast apart from others. Every meteorologist has their own set of past experiences to look back on and influence their decision making when it is time to publish a forecast.

You have three stated core values for your weather website. Please tell our readers what they are, and how they differentiate you from others who also provide a weather forecast product.

My three core values are Honesty, Accuracy, and Accessibility. These values developed organically over time, but since I put them down in writing have become the foundation of my company and services. I take them very seriously, which I think in and of itself differentiates me from other forecasts.

Honesty has become my calling-card as a forecaster. People that follow me know that I despise weather hype and that I only say what I actually think will happen. Sometimes, that means saying that I don’t know, or that there are a few paths the weather could take. It is important to me that people have a meteorologist they can trust to give each forecast their best effort and to keep them, not the profit margins, in mind.

Accuracy is something that every meteorologist strives for. Getting a forecast wrong is not a pleasant experience, especially when you put that forecast in front of thousands of people. But I do not take accuracy as a badge to proclaim that my forecasts are better than everyone else’s. Sometimes they are. Sometimes they aren’t. For me, accuracy means that I strive to do my best every time and that I am not afraid to publish a forecast that is different from the consensus of other local forecasts that may be out there.

Accessibility has been a huge guide for how I shape my services. At its core, it means that I do not want someone to miss the information they need to stay safe because they did not pay for it. Again, it goes back to serving the public as best and as fully as I am able. Accessibility also means making forecast presentations clear through well designed graphics and web pages.

Besides actually tracking the weather, you also have made a commitment to educating the public about what you do, including making presentations to groups and teaching school children. Do you have any memorable experiences that our readers might enjoy hearing about?

Educating the public is a huge part of what I love to do. When the local TV meteorologist came to my school when I was in 4th grade, it was a revelation to me. I would love to be able to pay that forward and inspire others in the way I was inspired. Plus, I love talking about the weather with people and teaching them about it. Many people are fascinated by what they learn, but it also helps them understand and use the forecasts better, keeping them well prepared and safe. I’ve spoken to preschool groups, to all grades of school, to a group of seniors in assisted living, in libraries, to community groups, and even in bars on two different occasions!

How do you make money running a weather business?

I have three revenue streams for my business, though one has really taken off to become the primary means with which I support my family.

Early on, I relied on clients for most of my revenue. My clientele has been varied, ranging from writing weather blogs, providing forecasts for radio, forecasting snow for school districts, and providing 24-7 weather support for summer camps. I still hold a few clients, some which I have worked with for many years. My focus has shifted away from adding new clients though, as the client work takes time away from the work I do for the public.

My second source is advertising. For a long time, I sold advertising to local businesses and had ads served by Google on my website. I never cared for the Google ads—they were distracting, at times offensive despite carefully setting the filters, and tended to break the layout and user experience of my website (thus reducing accessibility!). I was glad to finally be at a point financially where I could turn those off for good last fall. I love supporting other local businesses by giving them a platform to tap into my captive, local audience though. I view these local ads as a win for everyone. I get the finances I need, other local businesses get the exposure they need, and my users get to discover new local businesses to love and support.

Lastly is through free will contributions from my users. This is now my primary source of funds, which is a truly humbling experience. It is one thing to realize that people listen to me and trust my predictions. It is entirely another when they back that up with generous contributions! Over the course of a year, I have hundreds of people that pay me directly out of their own desire to keep my business running. Most contributions are small, but together the community makes a huge difference and allows me to do the work I need to keep them informed and safe.
I am incredibly thankful for this support

How can people reach you?

My website is flxweather.com. I now have an app in both major app stores called FLX Weather. Facebook via Messenger or in my Facebook Group: Finger Lakes Weather–Reports, Forecasts, & Information. Email me–drew.montreuil@flxweather.com.

Thank you very much Drew, for taking time out from your busy routine to share with Owl Light readers. We wish you the ongoing success that your amazing enterprise deserves.

The farm’s soap products can be found online at: yeoldegoatcart.com/

About the Interviewer:
Eileen Perkins is a regular contributor. She offers Owl Light‘s readers monthly recipes and cookbook reviews in “Crafting Your Own Cuisine.”