For this month’s Crew to Comm Spotlight, we caught up with Doug Gaddis, owner and operator of iGAD Productions. Based in Conyers, Georgia, by way of Muncie, Indiana, Doug has spent 32 years in the live production industry, working across tradeshow support, gaming events, corporate general sessions, and special events.
We talked with Doug about how he got his start, the jump from technician to business owner, what he looks for in the people representing his company, and why earning a client’s trust matters far more than simply getting through the show.
For someone who isn’t familiar with iGAD Productions, what do you do, what types of live events and expo projects do you typically handle, and were live events always part of the business?
It’s really a wide variety of projects: tradeshow support, gaming events, and corporate events.
Live events were a natural evolution for us. They require the full gamut of skills, and I don’t just mean AV skills. You need the ability to problem-solve all kinds of different challenges.
How did you get started in the industry, and what eventually led you to start your own company?
I was working in a music store when a guy came in expecting to pick up a bunch of rental gear, and I bailed him out while his truck was waiting outside. After that, I would gig for him on my vacation days.
It was more money than I had ever made in my life: $150 a day!
Eventually, I went to work for him. Ten years later, it was time to move on. My choices were to either go work for a big-box company or do my own thing. Luckily, I had a good friend and client who said, “Wherever you go, that’s where my business goes.”
So I jumped in.
From an owner’s perspective, how different is producing a corporate general session from supporting a tradeshow booth or expo floor?
It’s apples and oranges. The gear is the same, but the language is very different.
Corporate techs are often very specialized in their scope of work, while a tradeshow tech’s scope tends to be much broader. They’re very different animals, and finding techs who are adept in both disciplines isn’t the easiest task.
How has staying small shaped the work you take on?
We’re a relatively small company, and you might call me a “micro-manager,” but that hands-on approach has built an extremely loyal client base, which has earned me the luxury of choice.
For me, if you align yourself with the right people, the payoff is a foregone conclusion.
Expo projects can involve exhibitors, agencies, general contractors, unions, venues, and multiple vendors. How do you keep all of those moving pieces coordinated?
Years of practice!
Be organized, know the questions to ask, know who to ask, look into your crystal ball, and kick the dead horse a lot.
What do you look for when hiring employees or freelance technicians to represent your company on a show site?
I don’t like prima donnas.
For the most part, you can’t be one-dimensional and work for me. I look for good-quality humans who are confident but not too cocky, self-starters who take pride in their work regardless of the circumstances.
I’ve been very lucky to surround myself with hardworking, talented people over the years, and in turn, they introduce me to more people like themselves.
As an owner, how much of your job is still about production versus managing clients, employees, schedules, budgets, and the overall business?
It depends on the project.
If it’s a general session, my role is much more AE/PM, and I leave the nuts and bolts of the engineering to the TD. If it’s a special event, I’m involved in every aspect of the project. Then it’s my job to “set the table” for my department leads.
What separates a company that clients use for one event from a company they continue calling year after year?
Do they trust you? Are you authentic? Does your company have a soul?
Do they trust that you will do everything in your power to deliver the best experience possible?
What part of owning a production company didn’t you fully understand until you were actually doing it, and what advice would you give a technician who eventually wants to start their own company?
I knew the work would require my complete focus, so that didn’t surprise me.
What did surprise me was managing all the various state taxes, workers’ comp, and general liability. Those expenses are a bit shocking, and compliance is a lot of work. Fortunately, my wife handles all that messy stuff now.
Be careful what you ask for.
Be honest with yourself. Are you willing to make the time commitment it takes to run a successful business, or do you like to “punch out” when you’re off the clock? Do you like lots of paperwork? Are you ready to walk away from being a technician?
And starting out, do you have the financial wherewithal to “finance” projects?
Looking ahead, where do you see the biggest opportunities or challenges for companies working in live events and expos?
The good news is that this industry has proven to be very resilient to economic downturns. Other than COVID, there has always been a lot of opportunity out there.
This is one of the few industries that still rewards hard work, and it doesn’t require a degree to excel. If you’re willing to put in the work, good things can happen.
From an owner’s standpoint, the cost of doing business continues to escalate across the board. I don’t have a solution, but I’m concerned that we’re going to hit a ceiling our clients can’t stomach.
After 32 years in the industry, Doug Gaddis has seen firsthand what it takes to build a successful production company. From taking his first gigs for $150 a day to running iGAD Productions, his story is a reminder that technical knowledge is only part of the equation. Building relationships, surrounding yourself with good people, and earning the trust of your clients are what keep the phone ringing.
A big thank-you to Doug for taking the time to share his experiences and offer some perspective from the business owner's side of the industry.
To learn more about Doug and the work his team does, visit iGAD Productions.
Want to be featured in an upcoming Crew to Comm Spotlight? We'd love to hear your story. Whether you're behind the console, backstage, on the expo floor, or running the entire operation, everyone in this industry has a story worth sharing. Contact us at [email protected]
